McCann Erickson Melbourne triumphs in The Big Won 2013 rankings thanks to "advertising phenomenon" 'Dumb Ways to Die'

Patrick Collister has exclusively shared with The Drum his annual analysis of the world’s best communications agencies and campaigns, covering everything from TV, film and video to press, digital, print and direct marketing, The Big Won 2013 is measured by the quality and quantity of awards won.

Based on 8,004 awards for 1,137 agencies for a total 4,780 separate pieces of work The Big Won 2013 was comprised of 74 mobile campaigns; 159 integrated campaigns; 172 PR campaigns; 195 alternative and innovative ideas; 219 radio ads; 346 media campaigns; 521 press ads, 528 design ideas; 534 poster and outdoor campaigns; 565 TV, video and film ideas; 687 digital campaigns; and 780 direct and promotional campaigns. The most creative agency accolade has gone to McCann Erickson Melbourne, Australia, mainly thanks to its ‘Dumb Ways to Die’ campaign which was the big winner of the year, raking in 114 separate awards. ‘Dumb Ways to Die’, created for Metro Trains Melbourne in a bid to reduce the number of accidents on its rail network, also played a hand in McCann Erickson Melbourne’s rankings to see it ranked as the number one agency in the world for digital; the number one agency in the world for radio; and the number one agency in the world for integrated. Collister described 'Dumb Ways to Die’ as the “advertising phenomenon of 2013” with the original garnering over 68 million YouTube views, seeing the song become a top ten iTunes hit in Australia, Hong Kong, Taiwan and Vietnam. The top network for creativity in 2013 was Ogilvy with 2012 winner BBDO taking second place. DDB, Leo Burnett and Y&R rounded out the top five, taking third, fourth and fifth place respectively. The top media agency network was Starcom Mediavest with OMD coming a close second. Havas Media, Mindshare and Naked Communications all took top five spots. The USA was found to be the top country for creativity with Australia ranking second, two places up on its fourth place 2012 ranking, and the UK holding fast in third. New entry to the top ten is Singapore in 10th place, up two from 12th in 2012. Collister commented: “For Australia to rank number two in the world is amazing. And with New Zealand at number nine, Singapore at number 10, Japan at 12, China at 14 and Thailand at 19, the Asia-Pac region has claims to being more of a creative hub than Europe with six countries in the Top 20 or the Americas, which have four.”BBH was the UK’s top agency with Ogilvy London taking second place. Third, fourth and fifth positions went to Abbott Mead Vickers BBDO, OgilvyOne and adam&eve DDB respectively. BBH London was crowned the best agency in the world for Film/TV, with its 'Three Little Pigs' work for The Guardian coming in fifth place in the Top campaigns for TV, film and video category. In the same category 4Creative’s 'The Superhumans' cinched seventh place. The UK’s top creative director was Gerry Human, CCO at Ogilvy. BBH ECD Nick Gill and BBH CD David Kolbusz took the second and third spots. The UK’s top campaign in 2013 was 'Nike+ Kineckt Training' from AKQA. Cheil’s 'We are David Bailey' for Samsung ranked second, with BBH’s work for The Guardian, 'Three Little Pig's, positioned in third. Ogilvy had three campaigns in the top ten with Expedia’s 'Luggage Labels' in sixth, 'The Dove Ad Makeover' for Dove in seventh, and 'Auto Tune' again for Dove in ninth. Collister continued: “As always, rankings do not identify the lighthouse campaigns, which determine future directions. However, hidden away in the smaller awards there are indications that at last press is beginning to become more interesting not just thanks to augmented reality (with Blippar technology making waves) but with innovative ideas such as Giovanni DraftFCB’s ‘Solar Charger’ idea for Nivea and JWT Sao Paulo’s ‘Amplifier’ idea for Coca-Cola Brazil.“We are seeing are increasing numbers of awards won by agencies partnering with each other – creative agency, media agency and digital or branded content specialist working as one…‘Oreos Daily Twist’ (No.11 Digital campaign) was produced in tandem with Twitter; while Google was able to help Topshop, the musician ALB, Lloyds Bank and even Dove win at Cannes with ideas that fully exploited their platforms. “We expect to see more of these partnerships in future as teams work together to find solutions to problems.”Yesterday The Drum revealed that R/GA has topped The Drum's most awarded agency of 2013 leaderboard. The Big Won 2014 also covered the top art directors, top copywriters, top executive creative directors, top chief creative officers, top press advertising, top posters and outdoor, top digital, top direct marketing, top campaigns across all media channels, and top agencies for direct.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.