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 Directory Big Won results
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 - 481
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 NZY&R Auckland/David Miami 321
2. BrewtroleumDB Breweries NZColenso BBDO Auckland 280
3. Manboobs MACMA ArgentinaDavid Buenos Aires 215
4. Van Gogh BnB Art Institute of Chicago Leo Burnett Chicago 15
5. JustinoSpanish Lottery Leo Burnett Madrid 154
6. Survival Billboard Microsoft UK McCann London 144
7. #OptoutsideREI USA Venables Bell San Francisco 134
8= Call SwedenSwedish TourismINGO Stockholm 133
8= Next RembrandtING NetherlandsJWT Amsterdam 133
10. Donate the BarsAtados BrazilJWT Brazil 126
11. Field Trip to MarsLockheed MartinMcCann New York 122
12= Emotional Trailer Film Festival McCann Melbourne109
12= #sharetheloadP&G IndiaBBDO India 109
14. Check It Before It’s Removed
Pink Ribbon GermanyDDB Germany 105
15. RewordHeadspace Australia Leo Burnett Melbourne 100
16. Football Memories Libero SpainLOLA MullenLowe Madrid 94
17. Edible 6-pack ring Saltwater BreweryWe Believers New York 91
18. Touchable Ink Samsung ThailandJWT Bangkok 90
19. #notcomingsoonRemy MartinFred & Farid New York 85
20= Printed by Somerset
Somerset GraphicsLeo 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 HillIt’s Not OK NZ, FCB New Zealand - 41
3. Classics campaign, Wrigleys Spearmint, BBDO Düsseldorf - 40
4. Colourful campaign, Leica GalleryF/Nazca Saatchi, Sao Paulo - 34
5. McWhopper print McDonald’s, NZY&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 LifeOgilvy & Mather Gurgaon - 21
14= Nujoom/Maataha/ShamsQatar Islamic Bank Memac Ogilvy & Mather Doha - 20
14= Night Kills Day Sleep Apoea India JWT Gurgaon - 20
14= Bed/Selfie/WarTate 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, NZY&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, NZY&R Auckland - 20
7= Airbnb Animals, Airbnb, TBWA London/TBWA NYC - 20
10. Unforgotten Soldiers, Sky TV, NZDDB 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, TateGrey London - 16
15= Ma place est dans la sale, ProdissFred&Farid, Paris - 15
15= Olive/Orange/CherryAkzonobel, Taproot, Dentsu Mumbai - 15
17= 25m2 of Syria, Norwegian Red Cross POL, Oslo - 14
17= Listen to me/Audible, ArtUral 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 CoMONDAY, Bangkok - 10
20= Sugar Detox, Intermarché Marcel, Paris - 10
20= Instead of CaféIKEA RussiaInstinct BBDO Russia - 10
20= Angela/Charles/FrancisGetty ImagesAlmapBBDO Sao Paulo - 10
20= Bed/Grill/SofaIKEA AustriaDDB Group Germany - 10
20= The Great Escape, Graubuenden FerienJung 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, NZY&R Auckland -121
2. Brewtroleum, DB Breweries, NZColenso 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 USAVenables 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 BoysBonds 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, GermanyDDB Group Germany - 34
16. Drinkable Advertising, Coca-Cola USA, Ogilvy & Mather New York - 31
17. Unforgotten Soldiers, SKY TV, NZDDB 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= #DaddoPantene 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= LastNike US, Wieden+Kennedy Portland - 36
8. Firefly Man, Independent Incubator, Nitto/Drill Tokyo - 35
9= Home for Christmas, EDEKA, ZentraleJung von Matt Hamburg - 34
9= High School Girls?, ShisheidoWatts 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 WAFinch 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, NFLGrey 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.BrewtroleumDB Breweries NXColenso BBDO Auckland - 29
2= Amnesty Unblocker Amnesty InternationalColenso BBDO Auckland - 28
2= Life Saving StickersAustralia Road SafetyGPY&R Brisbane - 28
4. McWhopper campaignBurger King NZY&R Auckland - 27
5. Keep the flame aliveJohnnie WalkerLeo Burnett Beirut - 26
6= BreakvertisingContinental FoodsThese Days Antwerp - 26
6= Behind the leatherPETA ThailandOgilvy & Mather Bangkok - 26
8. The Second ScoreboardTeletica Costa RicaJWT 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 TaiwanADK 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 4OMD London - 16
18= GayNZANZ, 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 Tunisia3SG, 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/TrumpFancine SpainTAPSA Y&R Madrid - 24
6. Woman/Man/Never Too Old, Thomas Cook India, Law & Kenneth Saatchi India - 22
7. Tongue/Blinking/BreathingDove UKOgilvy & 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 SpainTAPSA, Y&R Madrid - 15
12= Psychic/Genie, Skittles South AfricaDDB South Africa - 14
12= Combover/Manbun, Unilever, ClearMullenLowe Singapore - 14
14= Autodiagnosis, Opel SpainTAPSA, Y&R Madrid - 13
14= Beerlingual, Suntory Holdings, McCann Japan - 13
14= Mom at 40P&G Argentina, Grey Buenos Aires - 13
17. Candy ClassRadio City 91.1FM, Grey Mumbai - 12
18= Sweet Dreams, Johnson’s Baby Lotion, Impact BBDO Dubai - 11
18= Stroll/Puppy, HenkelDDB Dubai - 11
18= Procrastination, BHV UAE, Impact BBDO Dubai - 11
The most awarded DIGITAL campaigns of 2016
1.The next RembrandtING NetherlandsJWT Amsterdam76
2. Emotional TrailerMelbourne Film Festival McCann Melbourne63
3. JustinoSpanish LotteryLeo Burnett Madrid45
4. The Field Trip to MarsLockheed MartinMcCann New York40
5= ManboobsMACMA ArgentinaDavid Buenos Aires36
5= DADS#sharetheloadP&G IndiaBBDO Mumbai36
7. Printed by SomersetSomerset GraphicsLeo Burnett Toronto34
8. McWhopper DigitalBurger King NZY&R Auckland31
9= Donate the BarsAtados BrazilJWT Sao Paulo29
9= HungerithmMars SnickersClemenger BBDO Melbourne29
11. The Open Road ProjectToyota JapanDentsu Tokyo27
12= Check Before It’s RemovedPink RibbonDDB Group Germany25
12= Backup MemorySamsung Tunisia£sG BBDO Tunis25
14. Intelligent Parking ChairNissan Motor JapanTBWA Hakuhodo Tokyo23
15. I am a witnessAd Council USAGoodby Silverstein22
16= Straight OuttaBeats by Dr DreR/GA Hustle Los Angeles21
16= Because RecollectionBecause Music84.Paris21
18. Keep the flame aliveJohnnie WalkerLeo Burnett Beirut20
19= Dreams of DaliDali Museum USAGoodby Silverstein19
19= Emergency Pin CodeSekron BrazilGrey Sao Paulo19
The most awarded Design ideas of 2016
1.Life is ElectricPanasonic JapanDentsu Tokyo59
2. Printed by SomersetSomerset GraphicsLeo Burnett Toronto39
3= Kamoi Kakoshi MT ExpoKamoi Kakoshiiamadesign Tokyo26
3= DelqaMicrosoft USListen New York26
3= Falter InfernoFalter NewspaperJung von Matt Hamburg26
6= Behind the LeatherPETAThailandOgilvy & Mather Bangkok25
6= 20/8020/80Landor Paris25
8= Narita International TerminalNarita AirportPARTY Tokyo21
8= ArtquariumPapawin Corp ThailandOgilvy & Mather Bangkok21
8= Nameless PaintKokuyo JapanDentsu Tokyo21
10. World Table Tennis Championships
TV Tokyo CorporationDentsu Tokyo20
11= Actual RealityJaguar NZY&R Auckland19
11= Kobe’s Rule BookESPN BrazilAfrica Sao Paulo19
11= Touchable InkSamsung ThailandJWT Bangkok19
14= Ageing Wine BottlesWeingut KnipserKolle Rbbe Hamburg18
14= The Field Trip to MarsLockheed MartinMcCann New York18
14= Channel 4 rebrandChannel 4 UK4creative London18
14= The shape of imaginationLEGOOgilvy & Mather Singapore18
14= Simple ValueArgosThe Partners London18
19. Magic Words – The BookHP BrazilAlmap BBDO Sao Paulo17
20= OriginalsMcDonald’s FranceTBWA Paris16
20= Infinite PossibilitiesGetty Images BrazilAlmapBBDO Sao Paulo16
20= Dylan Studio A revisited Legacy RecordingsHavas Worldwide New York16
20= Simplified StoriesAlzheimerligaDDB Brussels16
20= Edible Six-Pack RingSaltwater Breweryt USWe Believers New York16
20= TypevoiceThe Webby AwardsOgilvyOne New York16
20= The Impossible GameSNCF FranceTBWA Paris16
Top PR campaigns
1.ManboobsMACMA ArgentinaDavid Buenos Aires46
2. The BulletpenMinistry of EducationMcCann Bogota36
3= Edible Six-Pack RingSaltwater BreweryWe Believers USA30
3= The Organic EffectCo-Op SwedenForsman+Bodenfors30
5. Touchable InkSamsung ThailandJWT Bangkok28
6= Van Gogh BnBChicago Art InstituteLeo Burnett Chicago26
6= The Last MaskNatalia Ponce de LeonJWT Bogota26
8= The Swedish NumberSwedish TourismINGO Stockholm25
8= Ma place est dans la saleProdiss FranceFred & Farid Paris25
8= McWhopper campaignBurger King NZY&R Auckland25
11. The Nation’s BikeBajaj AutomobilesLeo Burnett Mumbai21
12= Paper GlassesSave the ChildrenGrey Mexico20
12= Marriage Market TakeoverSK-II SwedenForsman+Bodenfors Sweden20
14= Safety DemonstrationSL Benfica EmiratesO Escritorio Portugal18
14= The DilemmaHeineken ItalyPublicis Milan18
16= RewordHeadspaceLeo Burnett Melbourne17
16= Bernie Speed TestArcub for Bucharest Publicis Romania17
18= Equal Pocket MoneyANZAustraliaTBWA Melbourne16
18= The House of ClicksHemnet SwedenPrime Stockholm16
18= #JointheherdWildAid UKGrey London16
Top mobile campaigns
1.#ComeoneinSydney Opera HouseDDB Sydney38
2. Check Before It’s RemovedPink Ribbon GermanyDDB Group Germany34
3= Songs of ViolenceEstadao Digital BrazilFCB Sao Paulo25
3= Celebrity TantrumSamsung AustraliaLeo Burnett Sydney25
5= The Swedish NumberSwedish TourismINGO Stockholm22
5= The Interactive IndividualYumit Apps and GamesWunderman Argentina22
5= Samsung Blind CapSamsung SpainCheil Madrid22
8. Donate the BarsAtados BrazilJWT Sao Paulo21
9= WhatsGermanPlan.Net GermanyPlan.Net Munich18
9= #OptoutsideREI USAVenables Bell San Francisco 18
11. I am a WitnessAd Council USGoodby Silverstein16
12= Slow Down GPSIF InsuranceForsman+Bodenfors Sweden15
12= Volkswagen ConnectVolkswagen SpainDDB Madrid15
14. SizzlOscar Mayer Bacon360i New York14
15= UncrushableMJ Bale AustraliaTBWA Sydney13
15= Backup MemorySamsung Tunisia3SG BBDO Tunis13
15= Kidsbook CollectionItau BankAfrica sao Paulo13
15= Pigeon Air PatrolPlume Labs LondonDigitasLBi London13
19= NYT VRNew York TimesT Brand Studio New York12
19= Pedigree FoundMars Petfoods NZColenso BBDO Auckland12
19= Sea Hero QuestDeutsche TelekomSaatchi & Saatchi London12
Top alternative & innovative campaigns
1. Edible Six-Pack RingSaltwater Brewery USWe Believers New York16
2. McWhopperBurger King NZY&R Auckland15
3= BrewtroleumDB Breweries NZColenso BBDO Auckland14
3= Newcastle Band of BrandsNewcastle USADroga5 New York14
5. Van Gogh BnBChicago Art InstituteLeo Burnett Chicago13
6= House of Cards FU 2016Netflix USABBH New York12
6= Google AlphaGoGoogle DeepmindGoogle Deepmind London12
8= Reduce Speed DialVW New ZealandColenso BBDO Auckland11
8= Safety TruckSamsung ArgentinaLeo Burnett Buenos Aires11
10= 90 Million SmilesPepsico Egypt (Lays)Impact BBDO Cairo10
10= Keep the flame aliveJohnnie WalkerLeo Burnett Beirut10
Top integrated campaigns
1.JustinoSpanish LotteryLeo Burnett Madrid25
2. BrewtroleumDB Breweries NZColenso BBDO Auckland24
3. McWhopperBurger King NZY&R Auckland19
4. #OptoutsideREI USAVenables Bell San Francisco18
5= The BoysBonsd UnderwearClemenger BBDO Melbourne15
5= House of Cards FU 2016 Netflix USABBH New York15
7. Be True to Your PleasureUnilever MagnumLOLA MullenLowe Madrid12
8. Survival BillboardMicrosoftMcCann London11
9= Love Has No LabelsAd Council USR/GA New York9
9= 1st ever Pinterest Yard SaleSherwin-Williams USADeutsch Los Angeles9
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 Zealandv - 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 NowakDroga5 - 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 SainiBBDO Mumbai - 142
11. Andre GolaAlmap, 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 LawsonColenso BBDO Auckland374
2. Tom PaineY&R Auckland321
3. Simon VicarsColenso BBDO Auckland290
4. Juan Javier Pena PlazaDavid, Buenos Aires/Miami233
5. Lama BawadiLeo Burnett Beirut 168
6. Tor LemhagLeo Burnett Chicago158
7. Matt WilliamsFCB New Zealand145
8. Jim NilsonMcCann London144
9. Ben PolkinghorneColenso BBDO Auckland138
10. Kris Garford SpindlerOgilvy & Mather Bangkok136
11. Adam WolinskyVenables Bell San Francisco134
12= Mark Peeters/Kasia Haupt CanningJWT Amsterdam133
12= Magnus IvanssonINGO Stockholm133
14. Daniel OksenbergAlmapBBDO Sao Paulo132
15. Andre ToledoLOLA MullenLowe Madrid122
16. Alex WadeltonMcCann Melbourne117
17. Pedro AraujoJWT Sao Paulo 116
18. Rob WattsSaatchi & Saatchi London115
19. Alex MetsonLeo Burnett Melbourne111
20= Maya El KaiMemac Ogilvy Dubai108
20= Laurie HowellDroga5 New York108
Top art directors
1. Andre SallowiczAlmapBBDO/Colenso BBDO385
2. Tom PaineY&R Auckland321
3. Brett ColliverColenso BBDO/DDB Auckland298
4. Ricardo CasalDavid Miami/Buenos Aires233
5. Michael Thomason/Jacob BjordalMcCann London166
6. John Regan Leo Burnett Chicago 158
7. Freddie ColtartFCB New Zealand145
8. Lucas ReisLOLA MullenLowe Madrid138
9. Avery Oldfield Venables Bell San Francisco134
10= Robert Nelk/Guney SoykanJWT Amsterdam133
10= Gustav WestmanINGO Stockholm133
12. Scott KellyColenso BBDO Auckland131
13. Gavin SiakimotuDDB Auckland 125
14= Kavon JohnsonMcCann New York 122
14= Fabio SimoesJWT/FCB Sao Paulo 122
16. Fernando PalandiJWT Sao Paulo116
17 Franki Goodwin/Will JohnSaatchi & Saatchi London115
18. Sophia LindholmForsman+Bodenfors Sweden111
19. Andy JonesMcCann Melbourne109
20= Julia Menassa/Laurie Howell/Toby Treyer-Evans
Droga5 New York 108
20= Tammy RetterOgilvy & Mather South Africa108
Top planning directors
1. Jono KeyY&R Auckand334
2. Andy McLeishColenso BBDO Auckland315
3. Michael DerepasClemenger BBDO Melbourne143
4. Neville DoyleColenso BBDO Auckland 165
5. Agustin Soriano JWT Amsterdam133
6. Harry Roman-TorresDroga5 New York132
7. Mike MedeirosMcCann New York 122
8. Craig MawdsleyAMVBBDO London119
9. Rajat Mendhi/Manisha SainBBDO Mumbai115
10. Emily TaylorLeo Burnett Sydney 111
11. David EdwardsAMVBBDO London 101
12. Tahaab RaisFP7/DXB Dubai93
13= Colleen LeddyDroga5 New York 74
13= Ruth ChadwickGrey London 74
15= Raphael Barreto FCB Sao Paulo 64
15= Gareth EllisSaatchi & Saatchi London64
17= Devi AttamimiHakuhodo Indonesia62
17= Russell MitchinsonLeo Burnett Sydney 62
19. Luis Pedro ToledoJWT San Juan Puerto Rico 50
20. Cecilia LegarreaGrey Mexico 49
Top Planners
1. Ariel TishgartLeo Burnett Chicago 158
2. Josefine Billstrom/Julia BlomquistINGO Stockholm133
3. Candice ChenDroga5New York128
4. Fernand Alphen/Isabella MulhollandJWT Sao Paulo128
5. Hillary HeathDroga5 New York 120
6. Manisha Sain/Rajat MendhiBBDO Mumbai 109
7. Tom HormannDDB Germany 105
8. Tina SioufiLeo Burnett Beirut 77
9. Nicholas Papa/Corbin BrownBBDO New York 73
10. Jimmy Elston/ Charlie Brenninkmeijer
Saatchi & Saatchi London71
11. Kelsey Harmon/Poppy ThorpeR/GA Hustle Los Angelese69
12. Amir AdibJWT Cairo 63
18. Jirayuth Niyommalai/ Bonita Pui Wang Yu
Ogilvy & Mather Bangkok66
20. Minoru Kikuchi/ Yukiya Yamane/ Tetsuji Nose/ Kotaro Sasamoto/ Junichiro Kubota/
Kenichiro Dohi/ Kana KobayashiDentsu Tokyo65
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 DirectMcCann London
No.1 agency for MediaOMD London
No.1 agency for OutdoorMcCann London
No.1 agency for RadioOgilvy & Mather London
No.1 agency for TV, videoadam&eveDDB
No.1 agency for Digital McCann London
No.1 agency for DesignGrey London
No.1 agency for PRGrey London
No.1 agency for MobileDigitas LBi
No.1 agency for Branded ContentAMVBBDO
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’sSpare the Act, AMVBBDO
No. 1 Digital campaign:Microsoft, Squadvertiser, McCann London
No.1 Design campaign: Channel 4, Channel 4 Rebrand4creative
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 mediaChicago Art Institute
Van Gogh BnB Leo Burnett Chicago
No.1 print campaign, CloroxEagle.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 IVan Gogh BnB Leo Burnett Chicago
No.1 Radio campaign, Tobacco Free Florida
Tobacco Downs, AlmaDDB Miami
No.1 TV campaignUnder ArmourPhelpsDroga5 New York
No. 1 Digital campaignLockheed Field Trip to MarsMcCann New York
No.1 Design campaignMicrosoftDelqaListen New York
No.1 PR campaignSaltwaterEdible Six-pack ringWe Believers
No.1 MobilecampaignREI#OptoutsideVenables Bell
No.1 Branded Content GEThe Message BBDO New York
MENA
1.Impact BBDODubai 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.