WHO’S HOT? WHO’S NOT?
March 2 2009, 1:22 pm | | 20 Comments
The Australasian edition of Campaign Brief has just named Clemenger BBDO Melbourne and Colenso BBDO Auckland as its Agency of the Years for Australia and New Zealand respectively. The issue also carries the annual Creativity/Billings “Hot & Cold” Agency Index and charts agencies based on the creative output of each agency in their home market.
Here we have the Perth “Who’s Hot? Who’s Not?” chart (see left) which shows Marketforce just edging out 303 and The Brand Agency for top creative spot. The chart below is the one that ranks all Sydney and Melbourne agencies. The more in the red zone the agency is the hotter creatively they are.
20 Comments
Fact. Marketforce are the only one of the top three to have gone backwards creatively since last year
The relationship between creativity and revenue is clearly tenuous. So what’s driving the success of the highest revenue agencies? Maybe that would make for a more interesting chart.
Fact 1: They are still at the top.
Fact 2: They’ve done it with real ads for real clients.
It must be exhausting to come up with a formula which enables Marketforce to pip two other agencies that have clearly and objectively enjoyed a much more successful year creatively.
agreed 4.30.
MF were quite a bit in front last year though.
I think the chart is quite accurate.
TBA has improved and so has 303. But take Ikea out of 303 and what do you have?
8.58 the formula is pretty simple. You get points for finalists and metal at the major local and international shows including The Work. Once again Marketforce got more points than any other local agency. It must be really exhausting to keep hacking away at the tall poppy.
Seems a fair assessment. Although not sure why Gatecrasher is in the red area.
How is this right CB?
How do they actually rate the ‘creativity’ part of this?
8:54, They still rate the highest in creativity but, creativity is not everything. Maybe in your little wannabe rock star world it is but this is reality baby!
7.21. The trouble with including The Work in any creative ranking is that it is essentially double-counting awards that have already been given – as this appears to be one of the criteria for submission. Without taking anything away from it, it is not really a benchmark award, more a snapshot of what has been great through the year in the mainstream awards. Having said that, I am sure the other agencies will pick up on mf’s success in getting work into The Work and redouble their efforts next year.
Hey 7.21am you are confusing the CREATIVE RANKINGS with this HOT/COLD chart. The rankings is all about awards won over the past few years. This chart is also about what CB thinks for the coming year.
“The relationship between creativity and revenue is clearly tenuous”? What? Try looking outside of Perth dude and you’ll see, all the big players in every other city – and I mean literally ALL of them are in the red. In fact, you could argue that the more creatively ‘hot’ you are the more successful you become. So, to answer your question, ‘creativity’ is what’s “driving the success”. For a suit, you’re not very good at reading charts. Isn’t that what you guys do all day?
Fact 3: You work at Marketforce
Fact 4: 3.28 tried unsuccessfully to get a job at Marketforce
Fact 5. With a name like “3.28”, they surely would struggle to get a job anywhere. Except maybe as part of a very pedantic rap crew.
Now… Marketforce. Stop getting so tetchy everytime anyone posts anything even remotely negative about you. You are fast becoming the terse official comment guys of 2009.
It’s a blog. So have fun.
Nice set of charts!
hey 11.24am. I’ll keep it simple for you. A lesson in reading charts if you like. If those agencies who make much more money are ranked equally high on creativity – ie. look at the coloured pink bands and scan up and down the page (see East Coast charts for best example), then you could say that creativity has a tenuous link to revenue. In other words, equal ranking on creativity – different ranking on revenue. Simple as that. Take it one step further. If creativity isnt driving revenue – what is? Maybe those things that make other less creative agencies successful – service, price, responsiveness, reliability, turnaround time, strategy, etc. Its only you creative types that give a crap about creativity – clients look much more broadly at the ‘end game’.
Damn right 5.47 clients don’t give a toss about creativity, i mean take Nike and Adidas and Sony and Levis and Coke for example. It wasn’t brilliant groundbreaking creative ideas that put these brands on the map and established them as pop culture icons, it was efficient account service, competitive pricing and quick turnaround times. Fucking creative wankers-get over yourselves!
5:47 Billings bears no relationship to revenue which in turn bears no relationship to profitability and ‘creativity’ is completely subjective so it is impossible to deduce anything from this chart what-so-ever apart from knowing what Kim and Martin reckon.