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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : January February 2008
UP FRONT ST ATE OF T HE I NDU STR Y WHO’S HOT?WHO’S How does CBrank 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 is a bit more to it, as Campaig n Briefexplains. THE SIZE OF AN AGENCY is the first point of reference. Wh ich i s a bi t more di fficult these days, with the empha sis on income (rather than bil ling s), which has been the favoured measure of a gency ran k- ings since deregulation in February, 1997. However, for our pu rposes, billings are still a better indication of a n agency’s si ze. A fter all, a $100m shop with 10 0 emp loyees will be less profitable than a $100m agency with 60 employees. S ome agencies make far more profit with a better staff/income ratio than their competitors. Anyway, hopefully all our ch arts reflect reality, so that big, medium and small agencies are fairly easy to identify (especially t o marke ters looking for the right sized shop for their needs). The o ther point o f re ference i s ‘creativity’, which of course is not as easy to accurately measure. But NEW ZEALANDCREATIVITY/BILLINGS INDEX 200 $150m 8 Saatchi & Saatchi Auckland DDB Auckland Colenso Auckland $100m Y&R Auckland $50m Saatchi & Saatchi Wellington Lowe/Rivet Auckland G2 Auckland CreativeBank Auckland Republik Auckland $25m Y&R Wellington Sugar Auckland M&C Saatchi Auckland Assignment Auckland Consortium Auckland Ogilvy Auckland Clemenger Wellington Publicis Mojo Auckland TBWA\Whybin Auckland Draft FCB Auckland there ar e indicators that help CB mak e some sort of compa ris on between the various agencies. One is awards, which most agen- cies enter each year (the notable exception being Singo’s!), another is peer recogni tio n (such as the Campaign Brief Creative Circle) and the third i s by reviewing the year’s work of each agency (which most of the better shops send in for us to be the judge - and jury!). Award shows generally get it right, JWT Auckland 34 CAM PA I GN B RIE F J ANU ARY /FE BRU ARY 2 008
AWARD Awards 2007
March April 2008