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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : January February 2010
31 JANUARY/FEBRUARY 2010 CAMPAIGNBRIEF international. Cream rises to the top - always has, always will. Peer recognition sometimes iden- tifies creative thinking that may not go on to win awards. Sometimes because the ad is too parochial for the overseas shows. Or it might be a highly innovative, category busting campaign that is not to the taste of a conservative, local jury. Then there is the year's work, seen in one hit by Campaign Brief. Here's where the surprises are. For example, an agency that won zip at the award shows last year, has a run of great work later in the year, that maygoontowinbigin2010.Or the complete opposite: an agency does well at the 2009 shows with work created in 2008, but have done bugger all since. There's also a perception lag. An agency everyone thinks is hot (or cold) is based on creative product c reated year s befo re. Ther e were several so-called 'hot agencies' that provided disappointing work, and other agencies (particularly some of the less fashionable multinationals) that totally blew us away. That's why it's critical to see the work, not just tally mostly outdated award show totals or fall in the percep- tion/reality trap. Of course, big or small, being in the 'Red Zone' isn't for everyone. A lot of agencies don't give a toss about being 'hot', and some are proud of it. Many 'Blue Zoners' believe in that old adage, 'where there's muck, there's money', and that's not only fine with us, it's vital to the very existence of our Index. Imagine if all agencies were 'hot'? It would make for an impossibly crowded 'Red Zone', thus spoiling the aesthetic balance of our charts! But on a serious note, it's great to see that most of the warm to hot agencies are also consistent winners of effectiveness awards such as the annuel Effies. Hopefully, those 'Blue Zone' agencies that continue to brainwash their equally 'Blue Zone' clients that 'Creativity' and 'Effectiveness' are mutually exclu- sive, lose the argument in the long run. If our annual charts can help in some way to move a few more major clients to 'Red Zone' shops each year - and the evidence sug- gests that is happening more and more - our ongoing quest to pro- mote creative standards on both sides of the Tasman will take another small step forward. $150m $100m $25m $10m PERTH CREATIVITY/BILLINGS INDEX 2010 The Brand Agency Marketforce 303 Vinten Browning Gatecrasher Linc Ad Corp Keith Ellis BC+Y Ad Impact Bell Booth Alternative $100m $50m $25m $10m ADELAIDE CREATIVITY/BILLINGS INDEX 2010 $100m $50m $25m $10m BRISBANE CREATIVITY/BILLINGS INDEX 2010 KWP! Clemenger BBDO Jam Black Sheep Joyce Russ Einstein Da Vinci The Gallery De Pasquale GPY&R Axis Publicis Mojo Clemenger BBDO BCM Partnership Coo'ee JMG Braincells Junior Rare Creative Trilogy Mint Meerkats Make Sapient Nitro The Partners Cooch Creative NOT? Show Pony Slippery Fish Martins Design Red Suit The Hoopla Family Lathlean WDM NRG Workhouse THEM Shannon's Way Longtail
May June 2010