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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : January February 2010
30 CAMPAIGNBRIEF JANUARY/FEBRUARY 2010 STATE OF THE INDUSTRY THE SIZE OF AN AGENCY is the first point of reference. Which is a bit more difficult these days, with the emphasis on income (rather than billings), which has been the favoured measure of agency rank- ings since deregulation in February, 1997. However, for our purposes, billings are still a better indication of an agency's size. After all, a $100m shop with 100 employe e s will be less profitable than a $100m age ncy with 60 employees. So me agencies make far more profit with a better staff/income ratio than their competitors. Anyway, hopefully all our charts reflect reality, so that big, medium and small agencies are fairly easy to identify (especially to marketers looking for the right sized shop for their needs). The other point of reference is 'creativity', which of course is not as easy to accurately measure. But there a re indicators that help CB make some sort of comparison between the various agencies. One is awards, which most agen- cies enter each year, another is peer recognition (such as the Campaign Brief Creative Circle) and the third is by reviewing the year's work of each agency (which most of the bet- ter shops send in for us to be the judge - and jury!). Award shows generally get it right, whether they are state, national or NEW ZEALAND CREATIVITY/BILLINGS INDEX 2010 $50m $100m $25m $200m Colenso Auckland DDB Auckland Saatchi & Saatchi Auckland Publicis Mojo Auckland Clemenger Wellington Y&R Auckland Draft FCB Auckland TBWA\Whybin Auckland M&C Saatchi Auckland G2 Auckland Ogilvy Auckland Y&R Wellington Lowe/Rivet Auckland JWT Auckland CreativeBank Auckland WHO'S HOT? WHO'S How does CB rank agencies on our Creativity/Billings Index? Despite suspicions by those shops in the 'Blue Zone' that darts are thrown at a chart each year, there isabitmoretoit,as Campaign Brief explains. Consortium Auckland Saatchi & Saatchi Wellington Sugar Auckland Assignment Auckland Republik Auckland Barnes Catmur Auckland Special Auckland .99 Auckland
May June 2010