The Directory Big Won 2016 results: BBDO, WPP and Starcom MediaVest continue to top global award lists

Once again BBDO has topped the tables for the Directory Big Won Network rankings, which offers an annual overview of the most awarded creative work, people and businesses operating in the global marketing arena, while WPP was the most successful holding company.

The Omnicom-owned advertising network, BBDO scored 3,405 points overall, which meant that it topped the list for a second year running, beating out 2013's winner Ogilvy which took second place with 2,274 points. That saw the WPP advertising network climb from fourth place in 2015. Third was last year's runner up Leo Burnett with 1,951 points.

The rest of the top 10 networks were Y&R, McCann, JWT, DDB, TBWA, Grey and Publicis respectively.

As usual, the USA was the most awarded of the 83 countries followed by the UK and then New Zealand, which climbed from 14th, a position it has held for the last two years. That leap was a result of the McDonald's McWhopper advert which was found to be the most awarded campaign of the year, garnering 321 points, while a campaign for DB Breweries entitled 'Brewtroleum' that also came from New Zealand came second with 280 points.

Starcom MediaVest Chicago was named the top media agency for the fourth year in a row with 198 points, followed by Starcom MediaVest Dubai and Mindshare MENA Dubai respectively.

This year's rankings were compiled from 3,853 pieces of work by 1,673 agencies.

The top chief creative officer was Ogilvy & Mather's Tham Khai Meng who's work garnered 592 points, followed by Nick Worthington from Colenso BBDO Aukland with 531 points and then Josh Moore from Y&R Aukland with 458 points.

The top executive creative director was Andy Blood from Colenso BBDO Aukland who acrewed 362 points, Bruno Prosperi from Almap BBDO São Paulo with 254 points and then Ignacio Feriol/Joquin Cubri from David Buenos Aires with 230 points.

BBDO Network topping the rankings was as a result of BBDO New York coming up top of the US agencies rank and AMV BBDO topping the UK list.

Of the top 100 agencies, only 11 were found to be independent this year, suggesting that the most interesting campaigns were being developed by the networks.

WPP topped the holding company with ​​7,129 points, beating Omnicom​ which had 6,581 points. Third was Publicis with 4,005 points then IPG with ​​3,227 points and then Havas​ with 380 points.

More insights on this year's results can be found in Patrick Collister, editor of The Directory Big Won Results insights.

This year’s rankings were compiled from the details of:

3,853 separate pieces of work by

1,673 agencies, created by

2,543 art directors

2,423 creative directors

1,989 copywriters

1,014 designers

950 executive creative directors

537 planners

453 chief creative officers

339 creatives

297 planning directors, all marshalled by

1,225 account directors

Top countries for creativity

Agencies in 83 countries won international awards of some sort.

2016 rank​

1.USA ​​- 4,603​​ points

2. UK​​ - 2,652​​ points

3. New Zealand - 2,003​​ points

4. UAE​​ - 1,833​​ points

5. Australia​ - 1,764​​ points

6. India​​ - 1,639​​ points

7. Spain​ - 1,509​​ points

8. Japan - ​1,446​​ points

9. Germany​ - 1,333 points​​

10.Brazil​ - 1,317​​ points

11.France - ​1,231​​ points

12.Argentina - ​1,056​​ points

13.Sweden​ - 1,047​​ points

14.Canada​ - 1,036​​ points

15.South Africa​ - 781​​ points

Top networks

1. BBDO​ - 3,405pts​

2. Ogilvy​- 2,274​​

3. Leo Burnett ​- 1,951​​

4. Y&R​​- 1,721​​

5. McCann​- 1,584​​

6. JWT​​- 1,485​​

7. DDB - ​​1,346​​

8. TBWA ​- 986​​

9. Grey​​ - 904​​

10. Publicis​ - 761​​

Top media agency networks

1. Starcom - ​510​​ pnts

2. OMD​​ - 461​​

3. Mindshare​ - 310​​

4. UM​​ - 233​​

5. MEC​​ - 146​​

PHD - ​​119​​

7. Mediacom -​ 117​​

8. Zenith​ - 87​​

9. Initiative - ​51​​

10. Havas Media - ​48​​1

Top holding companies

1. WPP​​ - 7,129

2. Omnicom​ - 6,581

3. Publicis​ - 4.005

4. IPG - ​​3,227

5. Havas​ - 380

Top agencies for creativity

​​1.Colenso BBDO Auckland​

2. Y&R Auckland​​

3. Dentsu Tokyo​​

4. LOLA MullenLowe Madrid​

5. AlmapBBDO Sao Paulo​

6. BBDO New York​​

7. Forsman + Bodenfors​​

8. Clemenger BBDO M’lbourne​

9. AMVBBDO London ​​

10. Impact BBDO Dubai​​

11= Leo Burnett Melbourne​

11= Memac Ogilvy Dubai​

13= TAPSA Y&R Madrid​​

13= David Buenos Aires​​

15. Leo Burnett Chicago​​

16. Leo Burnett Beirut​​

17. Ogilvy South Africa​​

18. Droga5 New York​​

19. DDB Auckland ​​

20. McCann New York​​

Top media agencies

1.Starcom Mediavest Chicago​ - 198​

2= Starcom Mediavest Dubai - ​165

2= Mindshare MENA Dubai - ​165

4. OMD Dubai​​​ - 119

5. OMD Stockholm ​​- 87

6. Universal McCann New York​ - 82

7. Carat London​​​ - 62

8. UM Sydney​​​ - 54

9. MEC MENA Dubai ​​- 53

10. OMD New Zealand - ​​46

Top agencies by media

No.1 agency in the world for print:​​FCB Auckland

No.1 agency in the world for Poster/Outdoor​: Y&R Auckland

No.1 agency in the world for Direct; ​​Colenso BBDO Auckland

No.1 agency in the world for Media​​: Starcom Mediavest Dubai

No.1 agency in the world for Radio: ​​Ogilvy & Mather Johannesburg

No.1 agency in the world for TV/Video​​: Droga5 New York

No.1 agency in the world for Digital​​: JWT Amsterdam

No.1 agency in the world for Design​​: Dentsu Tokyo

No.1 agency in the world for PR​​​: Foersman+Bodenfors Sweden

No.1 agency in the world for Mobile​​: DDB Sydney

No.1 agency in the world for Branded Content: ​LOLA MullenLowe Madrid

The most awarded campaigns of 2016 across all categories

1.McWhopper ​​McDonald’s NZ​​Y&R Auckland/David Miami​​ 321

2. Brewtroleum​​DB Breweries NZ​Colenso BBDO Auckland​​ 280

3. Manboobs​​ MACMA Argentina​David Buenos Aires​​​ 215

4. Van Gogh BnB​ Art Institute of Chicago ​Leo Burnett Chicago ​​​15

5. Justino​​Spanish Lottery​​ Leo Burnett Madrid ​​​154

6. Survival Billboard ​Microsoft UK​​ McCann London​​​ 144

7. #Optoutside​​REI USA​​ Venables Bell San Francisco​​ 134

8= Call Sweden​​Swedish Tourism​INGO Stockholm ​​​133

8= Next Rembrandt​ING Netherlands​JWT Amsterdam ​​​133

10. Donate the Bars​Atados Brazil​​JWT Brazil ​​​​126

11. Field Trip to Mars​Lockheed Martin​McCann New York ​​​122

12= Emotional Trailer​ Film Festival McCann Melbourne​​​109

12= #sharetheload​P&G India​​BBDO India​​​​ 109

14. Check It Before It’s Removed

Pink Ribbon Germany​DDB Germany​​​​ 105

15. Reword​​Headspace Australia ​Leo Burnett Melbourne ​​​100

16. Football Memories ​Libero Spain​​LOLA MullenLowe Madrid ​​94

17. Edible 6-pack ring​ Saltwater Brewery​We Believers New York ​​​91

18. Touchable Ink​ Samsung Thailand​JWT Bangkok​​​​ 90

19. #notcomingsoon​Remy Martin​​Fred & Farid New York​​​ 85

20= Printed by Somerset

​​​Somerset Graphics​Leo Burnett Toronto ​​​83

20= Spare the Act​ Curry’s ​​​AMVBBDO London ​​​83

The most awarded print campaigns of 2016

1.Portraits Campaign​​, Thai Health Authority, ​Saatchi & Saatchi Singapore​ - 45

2. Paradise Hill​​​It’s Not OK NZ,​​ FCB New Zealand​​ - 41

3. Classics campaign, ​​Wrigleys Spearmint​, BBDO Düsseldorf​​ - 40

4. Colourful campaign, ​​Leica Gallery​​F/Nazca Saatchi, Sao Paulo - 34

5. McWhopper print​​ McDonald’s, NZ​​Y&R, Auckland​​​ - 33

6. Merkel/Obama/Putin, ​​Jornal I ​​​Y&R, Portugal​​​ - 32

7. Loving the Night, ​​McDonald’s Thailand,​ TBWA Bangkok - ​​​30

8.THAT affordable campaign,​ IKEA UAE ​​Memac, Ogilvy Dubai​​ - 28

9. Pinball/Skate Park, ​​Ferrero Rocher, ​​La Comunidad, Argentina ​ - 27

10. Protect campaign, ​​Freddo Ice-Cream​, Y&R Sao Paulo​​​ - 26

11.Animals/Forests/Oceans, ​Forbes Magazine, ​Y&R Prague​​​ - 25

12. Bird/Deer/Lizard, ​​WWF Philippines ​Leo Burnett Manila - ​​22

13. School of Life campaign ​School of Life​​Ogilvy & Mather Gurgaon​ - 21

14= Nujoom/Maataha/Shams​Qatar Islamic Bank​ Memac Ogilvy & Mather Doha - ​20

14= Night Kills Day ​​Sleep Apoea India ​JWT Gurgaon​​​ - 20

14= Bed/Selfie/War​​Tate ​​​Grey​​​​ - 20

17= We were the refugees,​ UNHCR, ​​Y&R Prague ​​​- 19

17= Capuchin Monkey ​​Robin Wood, ​​Grabarz & Partner​​ - 19

19= A cream to give wrinkles, Breast Cancer ​​Colenso, BBDO Auckland - ​18

19= Never Stop Riding, ​​City of Buenos Aires, ​La Comunidad, Argentina - 18

19= Mein Kampf​​, Gesicht Zeigen!, ​​Ogilvy Berlin​​​ - 18

19= Holiday Packing campaign, ​Flight Centre, ​​TBWA Hunt Lascaris, J’burg​ - 18

The most awarded poster/outdoor campaigns of 2016

1.Brewtroeleum, ​​​DB Breweries​​, Colenso BBDO Auckland - ​46

2. Survival Billboard, ​​Microsoft​​, McCann London - ​​32

3. McWhopper Outdoor, ​​Burger King, NZ​​Y&R Auckland​​​ - 31

4= Dirty Martini campaign, ​Automobile Association of Singapore,

​​​​​​​JWT Singapore​​​ - 30

4= It’s THAT affordable​​, IKEA UAE​​, Memac Ogilvy Dubai - ​​30

6. Doors of Thrones, ​​Tourism Ireland​​, Publicis London - ​​​23

7= The Next Rembrandt ​​ING, Netherlands, ​JWT Amsterdam​​ - 20

7= Actual Reality, ​​Jaguar, NZ​​Y&R Auckland - ​​​20

7= Airbnb Animals​​, Airbnb, ​​​TBWA London/TBWA NYC - ​20

10. Unforgotten Soldiers, ​​Sky TV, NZ​​DDB Auckland​​​ - 19

11. Read Better Stories​​, Paper Plus Group, ​FCB New Zealand​​ - 18

12. Van Gogh BnB,​​ Chicago Art Institute, ​Leo Burnett Chicago - ​​17

13= Samba/Bossa Nova etc, ​Sao Paulo Alpargatas, ​AlmapBBDO, Sao Paulo - ​​16

13= Bed/Selfie/War etc, ​​Tate​​​Grey London - ​​​16

15= Ma place est dans la sale, ​Prodiss​​​Fred&Farid, Paris - ​​15

15= Olive/Orange/Cherry​Akzonobel​​, Taproot, Dentsu Mumbai​​ - 15

17= 25m2 of Syria​​, Norwegian Red Cross​ POL, Oslo​​​ - 14

17= Listen to me/Audible, Art​Ural Night Music, ​Voskhod Ekaterinburg - ​​14

19. King/Hand me down etc​, Godrej Security, ​​JWT Gurgaon​​​ -12

20= Humiliation/Isolation etc​, Amnesty International​, Ogilvy & Mather Frankfurt - ​10

20= Lady/Man/Office​​, Dutch Mill Co​​MONDAY, Bangkok - ​​10

20= Sugar Detox, ​​Intermarché ​​Marcel, Paris - ​​​10

20= Instead of Café​​IKEA Russia​​Instinct BBDO Russia - ​​10

20= Angela/Charles/Francis​Getty Images​​AlmapBBDO Sao Paulo - ​​10

20= Bed/Grill/Sofa​​IKEA Austria​​DDB Group Germany - ​​10

20= The Great Escape, Graubuenden Ferien​Jung von Matt Limmat​​ - 10

20= Ethos Travel​​, Ethos Travel, ​​McCann London​​ - 10

20= Prostate Check, ​​Unilever, ​​MullenLowe, Vietnam - ​​10

The most awarded Direct campaigns of 2016

1.McWhopper campaign, ​Burger King, NZ​​Y&R Auckland -​​​121

2. Brewtroleum, ​​​DB Breweries, NZ​Colenso BBDO Auckland - ​120

3. Van Gogh BnB​​, Chicago Art Institute, ​Leo Burnett Chicago​​ - 62

4= The Fairest Night, ​​AB InBev Argentina ​Del Campo, Saatchi Argentina​ - 46

4= #nomoreevictions, ​​Stop Desahucios, ​Proximity Madrid​​ - 46

4= #Optoutside​​​, REI USA​​Venables Bell San Francisco - ​46

7= Manboobs, ​​​MACMA Argentina​, David Buenos Aires​​ - 45

7= Pedigree Found​​, Pedigree Petfoods, ​Colenso BBDO Auckland - ​45

9. Field Trip to Mars, ​​Lockheed Martin​, McCann New York​​ - 44

10. The Swedish Number​, Swedish Tourism, ​INGO Stockholm​​ - 43

11. Football or Father, ​​Love Condoms, ​​BBDO Brussels - ​​​42

12. The Boys​​​Bonds Underwear, ​Clemenger BBDO Melbourne​ - 39

13. Reword​​​, Headspace, ​​Leo Burnett Melbourne​​ - 36

14= #Myfamilycan, ​​Ardmona Australia, ​Leo Burnett Melbourne​​ - 34

14= Check Before It’s Removed, Pink Ribbon, Germany​DDB Group Germany - ​​34

16. Drinkable Advertising, ​Coca-Cola USA​​, Ogilvy & Mather New York​ - 31

17. Unforgotten Soldiers, ​​SKY TV, NZ​​DDB Auckland - ​​​30

18. Survival Billboard​​, Microsoft, ​​McCann London - ​​28

19. Game of Balls, ​​Blue Balls Foundation​, M&C Saatchi Sydney - ​​27

20= #SmartEffect​​, Smart Car Portugal​, BBDO Lisbon - ​​​26

20= #Daddo​​​Pantene US​​, Grey New York - ​​​26

20= Sea Hero Quest​​, Deutsche Telekom, ​Saatchi & Saatchi London - ​26

20= Sugar Detox, ​​Intermarché, ​​Marcel Paris​​​ - 26

20= Nivea Doll​​​, BDF Nivea Brazil​, FCB Sao Paulo - ​​​26

The most awarded TV and Film ideas of 2016

1.Phelps​​​, Under Armour, ​​Droga5 New York - ​​68

2. Justino, ​​​Spanish Lottery, ​​Leo Burnett Madrid​​ - 66

3. Spare the Act ​​Curry’s/Dixons​​, AMV BBDO London - ​​46

4. Road Safety campaign, ​Road Safety France, ​La Chose Paris​​​ - 45

5= USA Gymnasts team, ​​Under Armour, ​​Droga5 New York - ​​40

5= The Piccards​​, Hennessy LVMH, ​Droga5 New York - ​​40

5= Last​​​​Nike US, ​​Wieden+Kennedy Portland​ - 36

8. Firefly Man, ​​​Independent Incubator, ​Nitto/Drill Tokyo - ​​​35

9= Home for Christmas, ​​EDEKA, Zentrale​Jung von Matt Hamburg​​ - 34

9= High School Girls?, ​​Shisheido​​Watts of Tokyo - ​​​34

9= Perfect Lips/Eyeliner, ​​Make love not scars, ​Ogilvy & Mather Mumbai​ - 34

12. Tiny Dancer, ​​​John Lewis Insurance, ​adam&eve DDB London​​ - 33

13. Deng Adut​​​, University of WA​Finch Sydney - ​​​31

14. Whale/Rocket Car​​, Old Spice, ​​Wieden+Kennedy Portland - ​30

15. OK Go Upside Down, ​S7 Airlines Russia​, TutkovBudkov Volgograd - ​29

16= Fish/Swim/Cheese, ​​Klarna, ​​​DDB Stockholm ​​ - 24

16= Superbowl Choir​​, NFL​​​Grey New York - ​​​24

18. Loss of Control campaign​, Road Safety France, ​La Chose Paris - ​​​23

19. Envy, ​​​Svenson Spain, ​​TAPSA Y&R Madrid - ​​22

20= Close to Home, ​​AT&T ​​​BBDO New York - 21

20= ConverS.O.S.​​TYC Sports Argentina, ​McCann Market Buenos Aires​ - 21

​​​

The most awarded MEDIA campaigns of 2016

1.Brewtroleum​​​DB Breweries NX​Colenso BBDO Auckland - ​29

2= Amnesty Unblocker ​​Amnesty International​Colenso BBDO Auckland​ - 28

2= Life Saving Stickers​​Australia Road Safety​GPY&R Brisbane - ​​28

4. McWhopper campaign​Burger King NZ​​Y&R Auckland - ​​​27

5. Keep the flame alive​​Johnnie Walker​​Leo Burnett Beirut - ​26

6= Breakvertising​​Continental Foods​These Days Antwerp - ​​26

6= Behind the leather​​PETA Thailand​​Ogilvy & Mather Bangkok - ​26

8. The Second Scoreboard​Teletica Costa Rica​JWT San Jose - ​​​23

9. End the Silence, ​​La Sirena ​​Pages, BBDO Santo Domingo​ - 22

10. 38 Years Later​​, Triple S​​​, JWT Puerto Rico - ​​20

11. Bittersweet Pies​​, Paul Romania, ​​McCann Bucharest - ​​19

12. House of Little Moments, ​Uni-Presedent Taiwan​ADK Taiwan - ​​​18

13= Van Gogh BnB, ​​Art Institute of Chicago, ​Starcom Chicago​​ - 16

13= Le Bon, ​​​Lidl Sweden, ​​INGO Stockholm​​ - 16

13= Songs of Violence​​, Estadao Digital Brazil​, FCB Sao Paulo - ​​​16

13= There will be haters, ​​Adidas UAE, ​​Starcom Mediavest Dubai - ​16

13= Humans​​​, Channel 4​​OMD London​ - ​​16

18= GayNZ​​​ANZ, Bank Australia, ​TBWA Melbourne - ​​15

18= Animal detecting Billboards​, BMW Austria​​, Demner Merlicek Vienna​ - 15

20= Gun Crazy​​​, States United, ​​Grey New York​​​ - 14

20= Straight Outta​​, Beats by Dr Dre, ​​R/GA Hustle Los Angeles - ​14

20= SMS Last Words, ​​Road safety Partnership, ​Havas Worldwide Shanghai​ - 14

20= Backup Memory, ​​Samsung Tunisia​3SG, BBDO Tunis​​ - 14

20= Bollywood on Wheels​, Emirates NBD, ​​Starcom Mediavest Dubai​ - 14

20= Goodbye Bad Luck, ​​Loto Libanais​​, Impact BBDO Dubai​​ - 14

20= Celebrity Tantrum, ​​Samsung Australia​, Leo Burnett Sydney​​ - 14

​​

​​

The most awarded RADIO campaigns of 2016

1. Football Memories​​, Libero Spain, ​​LOLA MullenLowe Madrid - ​51

2. Everyman Meal campaign​, KFC South Africa, ​Ogilvy & Mather Jo’burg - ​​46

3. You Should Have Called campaign

​​​​Vodafone South Africa​, Ogilvy & Mather Jo’burg - ​​33

4. Read Better Stories​​, Paper Plus Group ​FCB Auckland - ​​​28

5. Bukake/Little Things/Trump​Fancine Spain​​TAPSA Y&R Madrid​​ - 24

6. Woman/Man/Never Too Old​, Thomas Cook India, ​Law & Kenneth Saatchi India - ​22

7. Tongue/Blinking/Breathing​Dove UK​​Ogilvy & Mather London​​ - 20

8. Tobacco Downs​​, Tobacco Free Florida, ​Alma DDB Miami​​ - 18

9. Chicken Risotto​​, GOJEK​​​, Leo Burnett Jakarta - ​​16

10. Signs campaign, ​​Opel Spain​​TAPSA, Y&R Madrid - ​​15

12= Psychic/Genie​​, Skittles South Africa​DDB South Africa​​ - 14

12= Combover/Manbun, ​​Unilever, Clear​​MullenLowe Singapore - ​​14

14= Autodiagnosis, ​​Opel Spain​​TAPSA, Y&R Madrid​​ - 13

14= Beerlingual, ​​​Suntory Holdings, ​McCann Japan​​​ - 13

14= Mom at 40​​​P&G Argentina​​, Grey Buenos Aires​​ - 13

17. Candy Class​​Radio City 91.1FM, ​Grey Mumbai​​​ - 12

18= Sweet Dreams​​, Johnson’s Baby Lotion, ​Impact BBDO Dubai - ​​11

18= Stroll/Puppy, ​​Henkel​​​DDB Dubai​​​ - 11

18= Procrastination, ​​BHV UAE, ​​Impact BBDO Dubai​​ - 11

​​​​​​​

The most awarded DIGITAL campaigns of 2016

1.The next Rembrandt​​ING Netherlands​JWT Amsterdam​​76

2. Emotional Trailer​​Melbourne Film Festival McCann Melbourne​​63

3. Justino​​​Spanish Lottery​​Leo Burnett Madrid​​45

4. The Field Trip to Mars​Lockheed Martin​McCann New York​​40

5= Manboobs​​​MACMA Argentina​David Buenos Aires​​36

5= DADS#sharetheload​​P&G India​​BBDO Mumbai​​​36

7. Printed by Somerset​​Somerset Graphics​Leo Burnett Toronto​​34

8. McWhopper Digital​​Burger King NZ​​Y&R Auckland​​​31

9= Donate the Bars​​Atados Brazil​​JWT Sao Paulo​​​29

9= Hungerithm​​​Mars Snickers​​Clemenger BBDO Melbourne​29

11. The Open Road Project​Toyota Japan​​Dentsu Tokyo​​​27

12= Check Before It’s Removed​Pink Ribbon​​DDB Group Germany​​25

12= Backup Memory​​Samsung Tunisia​£sG BBDO Tunis​​25

14. Intelligent Parking Chair​Nissan Motor Japan​TBWA Hakuhodo Tokyo​​23

15. I am a witness​​Ad Council USA​​Goodby Silverstein​​22

16= Straight Outta​​Beats by Dr Dre​​R/GA Hustle Los Angeles​21

16= Because Recollection​Because Music​​84.Paris​​​21

18. Keep the flame alive​​Johnnie Walker​​Leo Burnett Beirut​​20

19= Dreams of Dali​​Dali Museum USA​Goodby Silverstein​​19

19= Emergency Pin Code​Sekron Brazil​​Grey Sao Paulo​​​19

The most awarded Design ideas of 2016

1.Life is Electric​​​Panasonic Japan​Dentsu Tokyo​​​59

2. Printed by Somerset​​Somerset Graphics​Leo Burnett Toronto​​39

3= Kamoi Kakoshi MT Expo​Kamoi Kakoshi​​iamadesign Tokyo​​26

3= Delqa​​​Microsoft US​​Listen New York​​26

3= Falter Inferno​​Falter Newspaper​Jung von Matt Hamburg​​26

6= Behind the Leather​​PETAThailand​​Ogilvy & Mather Bangkok​25

6= 20/80​​​20/80​​​Landor Paris​​​25

8= Narita International Terminal​Narita Airport​​PARTY Tokyo​​​21

8= Artquarium​​​Papawin Corp Thailand​Ogilvy & Mather Bangkok​21

8= Nameless Paint​​Kokuyo Japan​​Dentsu Tokyo​​​21

10. World Table Tennis Championships

​​​​TV Tokyo Corporation​Dentsu Tokyo​​​20

11= Actual Reality​​Jaguar NZ​​Y&R Auckland​​​19

11= Kobe’s Rule Book​​ESPN Brazil​​Africa Sao Paulo​​19

11= Touchable Ink​​Samsung Thailand​JWT Bangkok​​​19

14= Ageing Wine Bottles​Weingut Knipser​Kolle Rbbe Hamburg​​18

14= The Field Trip to Mars​Lockheed Martin​McCann New York​​18

14= Channel 4 rebrand​​Channel 4 UK​​4creative London​​18

14= The shape of imagination​LEGO​​​Ogilvy & Mather Singapore​18

14= Simple Value​​Argos​​​The Partners London​​18

19. Magic Words – The Book​HP Brazil​​Almap BBDO Sao Paulo​17

20= Originals​​​McDonald’s France​TBWA Paris​​​16

20= Infinite Possibilities​​Getty Images Brazil​AlmapBBDO Sao Paulo​​16

20= Dylan Studio A revisited ​Legacy Recordings​Havas Worldwide New York​16

20= Simplified Stories​​Alzheimerliga​​DDB Brussels​​​16

20= Edible Six-Pack Ring​Saltwater Breweryt US​We Believers New York​​16

20= Typevoice​​​The Webby Awards​OgilvyOne New York​​16

20= The Impossible Game​SNCF France​​TBWA Paris​​​16

Top PR campaigns

1.Manboobs​​​MACMA Argentina​David Buenos Aires​​46

2. The Bulletpen​​Ministry of Education​McCann Bogota​​​36

3= Edible Six-Pack Ring​​Saltwater Brewery​We Believers USA​​30

3= The Organic Effect​​Co-Op Sweden​​Forsman+Bodenfors​​30

5. Touchable Ink​​Samsung Thailand​JWT Bangkok​​​28

6= Van Gogh BnB​​Chicago Art Institute​Leo Burnett Chicago​​26

6= The Last Mask​​Natalia Ponce de Leon​JWT Bogota​​​26

8= The Swedish Number​Swedish Tourism​INGO Stockholm​​25

8= Ma place est dans la sale​Prodiss France​​Fred & Farid Paris​​25

8= McWhopper campaign​Burger King NZ​​Y&R Auckland​​​25

11. The Nation’s Bike​​Bajaj Automobiles​Leo Burnett Mumbai​​21

12= Paper Glasses​​Save the Children​Grey Mexico​​​20

12= Marriage Market Takeover​SK-II Sweden​​Forsman+Bodenfors Sweden​20

14= Safety Demonstration​SL Benfica Emirates​O Escritorio Portugal​​18

14= The Dilemma​​Heineken Italy​​Publicis Milan​​​18

16= Reword​​​Headspace​​Leo Burnett Melbourne​​17

16= Bernie Speed Test​​Arcub for Bucharest ​Publicis Romania​​17

18= Equal Pocket Money​ANZAustralia​​TBWA Melbourne​​16

18= The House of Clicks​Hemnet Sweden​Prime Stockholm​​16

18= #Jointheherd​​WildAid UK​​Grey London​​​16​​​​

Top mobile campaigns

1.#Comeonein​​​Sydney Opera House​DDB Sydney​​​38

2. Check Before It’s Removed​Pink Ribbon Germany​DDB Group Germany​​34

3= Songs of Violence​​Estadao Digital Brazil​FCB Sao Paulo​​​25

3= Celebrity Tantrum​​Samsung Australia​Leo Burnett Sydney​​25

5= The Swedish Number​Swedish Tourism​INGO Stockholm​​22

5= The Interactive Individual​Yumit Apps and Games​Wunderman Argentina​​22

5= Samsung Blind Cap​​Samsung Spain​​Cheil Madrid​​​22

8. Donate the Bars​​Atados Brazil​​JWT Sao Paulo​​​21

9= WhatsGerman​​Plan.Net Germany​Plan.Net Munich​​18

9= #Optoutside​​​REI USA​​Venables Bell San Francisco ​18

11. I am a Witness​​Ad Council US​​Goodby Silverstein​​16

12= Slow Down GPS​​IF Insurance​​Forsman+Bodenfors Sweden​15

12= Volkswagen Connect​Volkswagen Spain​DDB Madrid​​​15

14. Sizzl​​​Oscar Mayer Bacon​360i New York​​​14

15= Uncrushable​​MJ Bale Australia​TBWA Sydney​​​13

15= Backup Memory​​Samsung Tunisia​3SG BBDO Tunis​​13

15= Kidsbook Collection​​Itau Bank​​Africa sao Paulo​​13

15= Pigeon Air Patrol​​Plume Labs London​DigitasLBi London​​13

19= NYT VR​​​New York Times​T Brand Studio New York​12

19= Pedigree Found​​Mars Petfoods NZ​Colenso BBDO Auckland​12

19= Sea Hero Quest​​Deutsche Telekom​Saatchi & Saatchi London​12

Top alternative & innovative campaigns

1. Edible Six-Pack Ring​​Saltwater Brewery US​We Believers New York​​16

2. McWhopper​​​Burger King NZ​​Y&R Auckland​​​15

3= Brewtroleum​​​DB Breweries NZ​Colenso BBDO Auckland​14

3= Newcastle Band of Brands​Newcastle USA​​Droga5 New York​​14

5. Van Gogh BnB​​Chicago Art Institute​Leo Burnett Chicago​​13

6= House of Cards FU 2016​Netflix USA​​BBH New York​​​12

6= Google AlphaGo​​Google Deepmind​Google Deepmind London​12

8= Reduce Speed Dial​​VW New Zealand​Colenso BBDO Auckland​11

8= Safety Truck​​​Samsung Argentina​Leo Burnett Buenos Aires​11

10= 90 Million Smiles​​Pepsico Egypt (Lays)​Impact BBDO Cairo​​10

10= Keep the flame alive​Johnnie Walker​​Leo Burnett Beirut​​10

Top integrated campaigns

1.Justino​​​Spanish Lottery​​Leo Burnett Madrid​​25

2. Brewtroleum​​​DB Breweries NZ​Colenso BBDO Auckland​24

3. McWhopper​​​Burger King NZ​​Y&R Auckland​​​19

4. #Optoutside​​​REI USA​​Venables Bell San Francisco​18

5= The Boys​​​Bonsd Underwear​Clemenger BBDO Melbourne​15

5= House of Cards FU 2016 ​Netflix USA​​BBH New York​​​15

7. Be True to Your Pleasure​Unilever Magnum​LOLA MullenLowe Madrid​12

8. Survival Billboard​​Microsoft​​McCann London​​11

9= Love Has No Labels​​Ad Council US​​R/GA New York​​​9

9= 1st ever Pinterest Yard Sale​Sherwin-Williams USA​Deutsch Los Angeles​​9

People

Top Chief Creative Officers

1.Tham Khai Meng, ​​​Ogilvy & Mather Worldwide - ​592

2. Nick Worthington, ​​​Colenso BBDO Auckland - ​531

3. Josh Moore​​​​, Y&R Auckland - ​​​458

4. Mark Tutssel​​​​, Leo Burnett Worldwide - ​​363

5= David Lubars, ​​​BBDO Worldwide - ​​309

5= Greg Hahn, ​​​​BBDO New York - ​​309

7. Bechara Mouzannar, ​​​Leo Burnett MENA - ​​250

8. Luiz Sanches​​​​, AlmapBBDO, Sao Paulo​​ - 244

9. Pete Case, ​​​​Ogilvy & Mather South Africa - ​229

10. David Droga, ​​​Droga5 New York - ​​204

11. Damon Stapleton, ​​​DDB Auckland​​​ – 200

12. Per Pedersen, ​​​Grey New York​​​ - 195

13. Paul Brazier, ​​​​AMVBBDO London - ​​190

14. Paul Shearer, ​​​​Memac Ogilvy & Mather MENA​ - 189

15= Josy Paul​​​​, BBDO Mumbai - ​​​180

15= Eric Silver​​​​, McCann New York - ​​180

17. Laurence Thompson/Rob Doubal, ​McCann London - ​​165

18. Tom Murphy/Sean Bryan, ​​McCann New York - ​​164

19. Judy John, ​​​​Leo Burnett Toronto - ​​155

20. James Mok - ​​​​FCB New Zealand​​v - 149

Top Executive Creative Directors

1. Andy Blood​​​​, Colenso, BBDO Auckand -​361

2. Bruno Prosperi, ​​​AlmapBBDO, Sao Paulo - ​254

3. Ignacio Ferioli/Joaquin Cubria​​ David, Buenos Aires- ​​230​

4. Fadi Yaish​​​​, Impact BBDO UAE​​ - 208

5. Malek Ghorayeb, ​​​Leo Burnett Beirut -​​206

6. Alex Grieve/Adrian Rossi, ​​AMVBBDO London -​​201

7. Bjorn Stahl​​​​, INGO Stockholm​​ -189

9. Ramzi Moutran, ​​​Memac Ogilvy UAE -​​187

10. Shane Bradnick, ​​​DDB Auckland -​​​185

11. Vince Lagana/Grant McAloon, ​Leo Burnett Sydney​​ - 179

12. Tony Clewett​​​, FCB New Zealand​​ -171

13. Hemant Shringy/Sanddep Sawant​, BBDO Mumbai​​​ - 161​

14. Mariana O’Kelly​​​, Ogilvy & Mather Jo’burg - ​​161

15= Regan Grafton, ​​​FCB New Zealand​​ -153

15= Bas Korsten, ​​​JWT Amsterdam​​ -153

17. Ben Tollett​​​​, adam&eveDDB London​​ -150

18= Wisit Lumsiricharoenchoke, ​​Ogilvy & Mather, Bangkok - ​140

18= Will McGinnis, ​​​Venables Bell, San Francisco - ​140

20. Humberto Fernandez​​, JWT Sao Paulo -​​​136

Top Creative Directors

1.Tom Paine, ​​​​Y&R Auckland - ​​​361

2. Benjamin Yung Jr/Marcelo Nogueira​, AlmapBBDO, Sao Paulo - ​​253

3. Pernil​​​​, AlmapBBDO, Sao Paulo - ​​235

4. Sanjiv Mistry/Jamie Mietz, ​​McCann London - ​​194

5. Balakrishna Gajelli​​​, BBDO Mumbai - ​​​180

6. Felix Richter/Alexander Nowak​Droga5 - ​​​​166

7. Chad Warner, McCann/CHI London​​ - 161

8. Mikal Pittman/Britt Nolan/Pete Lefebvre/Mike Costello​​​​

Leo Burnett Chicago - ​​158

9. Levi Slavin​​​​, Colenso BBDO Auckland - ​146

10. Umma Saini​​​​BBDO Mumbai - ​​​142

11. Andre Gola​​​​Almap, BBDO Sao Paulo - ​​139

12. Tomas Ostiglia, ​​​LOLA MullenLowe, Madrid - ​138

13. Lisa Greenberg, ​​​Leo Burnett Toronto​​ - 136

14. Lee Einhorn ​​​​Venables Bell, San Francisco​ - 134

15= Chris Schofield, ​​​DDB Auckland - ​​​133

15= David Navarro, ​​​JWT Amsterdam - ​​133

17. Richard Williams/Anthony Phillips, ​Clemenger BBDO Melbourne - ​125

18. Evan Roberts, ​​​Clemenger BBDO Melbourne - ​124

19. David Waraksa/Josh Grossberg​, McCann New York - ​​123

20. Tim Gordon, ​​​​Droga5​​​​ - 120

Top copywriters

1. Matt Lawson​​​​Colenso BBDO Auckland​374

2. Tom Paine​​​​Y&R Auckland​​​321

3. Simon Vicars​​​​Colenso BBDO Auckland​290

4. Juan Javier Pena Plaza​​David, Buenos Aires/Miami​233

5. Lama Bawadi​​​​Leo Burnett Beirut ​​168

6. Tor Lemhag​​​​Leo Burnett Chicago​​158

7. Matt Williams​​​​FCB New Zealand​​145

8. Jim Nilson​​​​McCann London​​144

9. Ben Polkinghorne​​​Colenso BBDO Auckland​138

10. Kris Garford Spindler​​Ogilvy & Mather Bangkok​136

11. Adam Wolinsky​​​Venables Bell San Francisco​134

12= Mark Peeters/Kasia Haupt Canning​JWT Amsterdam​​133

12= Magnus Ivansson​​​INGO Stockholm​​133

14. Daniel Oksenberg​​​AlmapBBDO Sao Paulo​​132

15. Andre Toledo​​​LOLA MullenLowe Madrid​122

16. Alex Wadelton​​​McCann Melbourne​​117

17. Pedro Araujo​​​JWT Sao Paulo ​​116

18. Rob Watts​​​​Saatchi & Saatchi London​115

19. Alex Metson​​​​Leo Burnett Melbourne​​111

20= Maya El Kai​​​Memac Ogilvy Dubai​​108

20= Laurie Howell​​​Droga5 New York​​108

Top art directors

1. Andre Sallowicz​​​AlmapBBDO/Colenso BBDO​385

2. Tom Paine​​​​Y&R Auckland​​​321

3. Brett Colliver​​​​Colenso BBDO/DDB Auckland​298

4. Ricardo Casal​​​David Miami/Buenos Aires​233

5. Michael Thomason/Jacob Bjordal​McCann London​​166

6. John Regan ​​​​Leo Burnett Chicago ​​158

7. Freddie Coltart​​​FCB New Zealand​​145

8. Lucas Reis​​​​LOLA MullenLowe Madrid​138

9. Avery Oldfield ​​​Venables Bell San Francisco​134

10= Robert Nelk/Guney Soykan​​JWT Amsterdam​​133

10= Gustav Westman​​​INGO Stockholm​​133

12. Scott Kelly​​​​Colenso BBDO Auckland​131

13. Gavin Siakimotu​​​DDB Auckland ​​​125

14= Kavon Johnson​​​McCann New York ​​122

14= Fabio Simoes​​​JWT/FCB Sao Paulo ​​122

16. Fernando Palandi​​​JWT Sao Paulo​​​116

17 Franki Goodwin/Will John​​Saatchi & Saatchi London​115

18. Sophia Lindholm​​​Forsman+Bodenfors Sweden​111

19. Andy Jones​​​​McCann Melbourne​​109

20= Julia Menassa/Laurie Howell/Toby Treyer-Evans​

Droga5 New York ​​108

20= Tammy Retter​​​Ogilvy & Mather South Africa​108

Top planning directors

1. Jono Key​​​​Y&R Auckand​​​334

2. Andy McLeish​​​Colenso BBDO Auckland​315

3. Michael Derepas​​​Clemenger BBDO Melbourne​143

4. Neville Doyle​​​​Colenso BBDO Auckland ​165

5. Agustin Soriano ​​​JWT Amsterdam​​133

6. Harry Roman-Torres​​​Droga5 New York​​132

7. Mike Medeiros​​​McCann New York ​​122

8. Craig Mawdsley​​​AMVBBDO London​​119

9. Rajat Mendhi/Manisha Sain​​BBDO Mumbai​​​115

10. Emily Taylor​​​​Leo Burnett Sydney ​​111

11. David Edwards​​​AMVBBDO London ​​101

12. Tahaab Rais​​​FP7/DXB Dubai​​​93

13= Colleen Leddy​​​Droga5 New York ​​74

13= Ruth Chadwick​​​Grey London ​​​74

15= Raphael Barreto ​​​FCB Sao Paulo ​​​64

15= Gareth Ellis​​​​Saatchi & Saatchi London​64

17= Devi Attamimi​​​Hakuhodo Indonesia​​62

17= Russell Mitchinson​​​Leo Burnett Sydney ​​62

19. Luis Pedro Toledo​​​JWT San Juan Puerto Rico ​50

20. Cecilia Legarrea​​​Grey Mexico ​​​49

Top Planners

1. Ariel Tishgart​​​​Leo Burnett Chicago ​​158

2. Josefine Billstrom/Julia Blomquist​INGO Stockholm​​133​

3. Candice Chen​​​Droga5​New York​​128

4. Fernand Alphen/Isabella Mulholland​JWT Sao Paulo​​​128

5. Hillary Heath​​​​Droga5 New York ​​120

6. Manisha Sain​/Rajat Mendhi​​BBDO Mumbai ​​​109

7. Tom Hormann​​​DDB Germany ​​​105

8. Tina Sioufi​​​​Leo Burnett Beirut ​​77

9. Nicholas Papa/Corbin Brown​​BBDO New York ​​73

10. Jimmy Elston/ Charlie Brenninkmeijer​​​

Saatchi & Saatchi London​71

11. Kelsey Harmon/Poppy Thorpe​R/GA Hustle Los Angelese​69

12. Amir Adib​​​​JWT Cairo ​​​63

18. Jirayuth Niyommalai/ Bonita Pui Wang Yu​​

Ogilvy & Mather Bangkok​66

20. Minoru Kikuchi/ Yukiya Yamane/ Tetsuji Nose/ Kotaro Sasamoto/ Junichiro Kubota/

Kenichiro Dohi/ Kana Kobayashi​Dentsu Tokyo​​​65

Top UK agencies

​​​​

1.AMVBBDO London ​​

2. adam&eve DDB London​

3. McCann London​​

4. Grey London​​​

5. Ogilvy & Mather London​

6. Saatchi & Saatchi ​​

7. Leo Burnett​​​

8. BBH​​​​

9. 4creative ​​​

10. FCB Inferno ​​

Top agencies by media

No.1 agency for Print:​​​Grey London

No.1 agency for Direct​​​McCann London

No.1 agency for Media​​​OMD London

No.1 agency for Outdoor​​McCann London

No.1 agency for Radio​​​Ogilvy & Mather London

No.1 agency for TV, video​​adam&eveDDB​

No.1 agency for Digital ​​​McCann London

No.1 agency for Design​​​Grey London

No.1 agency for PR​​​Grey London

No.1 agency for Mobile​​​Digitas LBi

No.1 agency for Branded Content​AMVBBDO​

Top campaigns by media in the UK 2016

No1 campaign all media: ​​Microsoft​, Survival Billboard​, McCann London

No.1 print campaign​​:Tate London​, 500 years of stories, ​Grey London

No.1 Direct campaign​​: Microsoft, ​Survival Billoboard​, McCann London

No.1 Media campaign:​​Channel 4​, Humans​​, OMD

No.1 Outdoor campaign​​: Microsoft​, Survival Billboard​, McCann London

No.1 Radio campaign:​​Unilever, Dove, ​Tongue/Breathing/Blinking,

Ogilvy & Mather

No.1 TV campaign, ​​Dixons/Curry’s​Spare the Act, ​​AMVBBDO

No. 1 Digital campaign:​​Microsoft​, Squadvertiser​​, McCann London

No.1 Design campaign: ​​Channel 4, ​Channel 4 Rebrand​4creative

No.1 PR campaign: ​​WildAid UK​#JoinTheHerd, ​​Grey London

No.1 Mobile campaign:​​Plume Labs, ​Pigeon Air Patrol​, Digitas LBi

No.1 Branded Content: ​​Diageo, ​​Never Alone, ​​AMVBBDO

Top US agencies

​​​​

1.BBDO New York​​

2. Leo Burnett Chicago​​

3. Droga5 New York​​

4. McCann New York​​

5. Grey New York​​​

6. Venables Bell & Ptnrs​​​

7. Goodby Silverstein​​

8. Wieden+Kennedy Portland​

9. David Miami​​​

10= Alma DDB Miami​​

10= We Believers New York​

Top campaigns by media in the US 2016

No.1 campaign all media​Chicago Art Inst​itute

Van Gogh BnB​ Leo Burnett Chicago

No.1 print campaign, ​​Clorox​​Eagle.Cobra etc​​, AlmaDDB Miami

No.1 Direct campaign​​, Chicago A I ​Van Gogh BnB​ Leo Burnett Chicago

No.1 Media campaign, ​​Chicago A I ​Van Gogh BnB​​, Starcom Chicago

No.1 Outdoor campaign, ​​Chicago A I​Van Gogh BnB​ Leo Burnett Chicago

No.1 Radio campaign​​, Tobacco Free Florida

​​​​​​Tobacco Downs, ​​AlmaDDB Miami

No.1 TV campaign​​Under Armour​Phelps​​​Droga5 New York

No. 1 Digital campaign​​Lockheed ​Field Trip to Mars​McCann New York

No.1 Design campaign​​Microsoft​Delqa​​​Listen New York

No.1 PR campaign​​Saltwater​Edible Six-pack ring​We Believers

No.1 Mobilecampaign​​REI​​#Optoutside​​Venables Bell

No.1 Branded Content ​​GE​​The Message ​​BBDO New York​

MENA

1.Impact BBDO​Dubai UAE​​

2. Memac Ogilvy & Mather Dubai UAE​

3. Leo Burnett Beirut Lebanon​​

4. FP7/DXB Dubai UAE​​​

5. JWT Dubai UAE​​​

6. Geometry Global Dubai UAE

7. TBWA RAAD Dubai UAE​​

8. JWT Cairo Egypt ​​​

9. JWT Beirut Lebanon​​​

10. Leo Burnett Dubai UAE​​

Elsewhere, the 'McWhopper' topped the top ten most awarded ads in 2016 while Tham Khai Meng from​​​ Ogilvy & Mather Worldwide took the number one spot as top executive creative director of the year.

More details and insights about this year's results can be found in Patrick Hollister, editor of The Directory Big Won's piece on The Drum.

The Directory Big Won rankings have been published since 2003, edited by Patrick Collister.

More extended rankings can be found at www.directnewideas.com

Individual rankings and all requests for detailed information can be obtained by emailing Patrick@directnewideas.com

A full analysis will be published in the March issue of Directory magazine.

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Stephen Lepitak

Stephen Lepitak is editor of The Drum, with responsibility for overseeing the day-to-day running of the content produced for the various platforms run by the publication. Over the years he has interviewed agency network bosses such as Sir Martin Sorrell, Maurice Lévy and Arthur Sadoun, as well as Cindy Gallop, Kim Kardashian, film directors James Cameron, Spike Jonze and producers Harvey Weinstein and Lord David Puttnam. With a keen interest in media and breaking news, Lepitak has been with The Drum since 2005 and is based across its UK, US and Asia operations.

All by Stephen