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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : CBNAT JAN-FEB 2013
JANUARY/FEBRUARY 2013 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 maygoontowinbigin2013.Or the complete opposite: an agency does well at the 2012 shows with work created in 2011, 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 created years before. There 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 That's why it's critical to see the work, not just tally mostly outdated award show totals or fall in the percep- tion/reality trap.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 annual 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 2013 The Brand Agency Marketforce 303Lowe Vinten Browning Gatecrasher Linc Ad Corp Keith Ellis BC+Y Ad Impact Bell Booth Alternative $100m $50m $25m $10m ADELAIDE CREATIVITY/BILLINGS INDEX 2013 $100m $50m $25m $10m BRISBANE CREATIVITY/BILLINGS INDEX 2013 KWP! Clemenger BBDO Jam Black Sheep Einstein Da Vinci GPY&R Axis Mojo Clemenger BBDO BCM Coo'ee JMG Braincells Junior Rare Creative Trilogy Meerkats Make Sapient Nitro me&bond Cooch Creative Show Pony Martins Design Red Suit The Hoopla Family Lathlean WDM NRG Workhouse THEM Longtail Engine The Kingdom Shed Bloe Creative Generator JSA Cummins Ross Decoder Joseph Marks Big Fish Nation Impressive Equilibrium Lateral Aspect NOT?
CBAT NOV DEC 2012
Campaign Brief May-June 2013