Creative Index 2012

CREATIVE INDEX 2012

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can deliver a certain level of crea-tive currency within the industry. This is not to say, of course, that these rankings are the only measure of creativity. But they offer a useful benchmark for organisations and agencies alike, particularly given the increasing investment that PR award shows now attract.All of the work featured in this report

furthermore, factor effectiveness into their output. Public relations campaigns, rightly, are measured according to their results. A power-ful idea, in isolation, is irrelevant if it does not drive relevant, measurable outcomes.The organisations and firms fea-

tured here should be commended for their commitment to break-through thinking. We hope this sig-nals the start of a broader conversa-tion that ultimately elevates creative levels within the PR industry.

Arun SudhamanManaging editorThe Holmes [email protected]

CREATIVE INDEX

INTRODUCTION

In the public relations industry, crea-tivity is too often overlooked. This re-port aims to spotlight the campaigns that buck that trend, by demonstrat-ing that the power of big ideas is not outside the remit of modern public relations.This report only considers award-

winning campaigns, and there are any number of innovative, cutting-edge PR programmes that have either not entered award shows, or have come home empty-handed. Neither should we overlook the reg-ular flow of PR work, often from the public affairs and crisis management space, that remains confidentialRegardless, there is some sub-

stance to the idea, popularised in adland, that credible award shows

METHODOLOGY

To compile these rankings the Hol-mes Report first selected more than 20 key global, regional and local PR award shows over a 12-month period, using the 2012 Cannes Li-ons as a cut-off date. Some of the shows included were the various PRWeek Awards, the European Ex-cellence Awards, the Cannes PR Lions, and our own SABRE Awards programme.Each show was then weighted

according to our knowledge of its scope and scale, looking specifically at its significance; geographic remit; and, reputation within the PR com-munity.Where one campaign has won

multiple awards at the same show, points are only awarded once. If, however, a campaign has won a best in show award campaign of the year or similar it is award-ed double points. In addition, only campaigns that have won more than three awards across different shows have been considered. The tables are created from these rankings.Campaigns are ranked accord-

ing to overall points, not number of

awards won. However, restricting the criteria to campaigns that had won more than three awards pre-vented campaigns that had scooped just one award on a global scale fin-ishing higher than campaigns that may have won three or four different awards on a local or regional scale.Agencies have been ranked based

upon how many points they have been awarded, not how many awards they have won. Therefore an agency may have won less awards overall than agencies below it, but we believe the awards it has won are more significant on a global scale. The sector tables were created us-ing the same methodology.

CONTENTS

Campaign Rankings ................. 3-6

Agency Rankings ................... 7-10

Network Rankings .....................10

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CAMPAIGN INDEX

*Based on the Holmes Reports Creative Index Methodology

CAMPAIGN CLIENT AGENCY MARKET SCORE*1 IBM at 100 IBM Ketchum USA 15

2 Parallel Lines Philips OneVoice (Fleishman-Hillard, Ketchum)

UK 13

3 (=) Lifebuoy School of 5 HandWashing Campaign Unilever Apex Porter Novelli Kenya 11

3 (=) A Lifetime Commitment to Safety Goodyear Ogilvy PR China 11

3 (=) Flip Your Profile Cisco Text 100 Singapore 11

4 Vac from the Sea Electrolux Prime PR Sweden 10

5 (=) Trojan Pulls Back the Sheets on Sexy Tech Trojan Edelman USA 9

5 (=) The Starbucks Brand Transformation Starbucks Edelman USA 9

5 (=) Bomb Threat Response American Airlines Weber Shandwick USA 9

5 (=) BlackBerry Customers - Loving what they do online RIM Edelman Asia-Pacific 9

5 (=) Every One Save The Children India Weber Shandwick India 9

6 (=) Cookie CAREavan Across America Doubletree by Hilton Ketchum USA 8

6 (=) Flight Plan for the Future JetBlue MWW Group USA 8

6 (=) 7 - Eleven Unites America with Purple Slurpees 7 - Eleven Freshworks/Ketchum USA 8

7 2 Minutes Silence Royal British Legion Burson-Marsteller UK 6

TOP 15 CAMPAIGNS


CAMPAIGN INDEX

An IBM campaign to celebrate its centenary has emerged as the most awarded PR campaign in the world, according to the Holmes Reports first Crea-tive Index.The Rankings analysed entries and winners from

more than 20 PR award programmes from around the world, over a 12 month period that used the Cannes Lions 2012 festival as a cut-off point. Scores were weighted according to a Holmes Report for-mula that placed particular emphasis on Best of Show winners. The full methodology is available on page 2 of this report.The results reveal that the IBM at 100 campaign,

developed in conjunction with Ketchum, took top spot, thanks to a slew of wins at US shows.

IBM narrowly edged out Philips Parallel Lines pro-gramme, which won considerable recognition in Europe. Three campaigns tied for third: Unilevers Lifebuoy

School of 5 Handwashing campaign by Apex Por-ter Novelli Kenya; Goodyear Chinas Lifetime Com-mitment to Safety programme with Ogilvy PR; and, Ciscos Flip Your Profile initiative with Text 100 Sin-gapore.A Swedish campaign from perennial awards show

contender Prime - Electroluxs Vac from the Sea - took fourth spot. Together with IBM, Unilever and Goodyear, the Electrolux initiative demonstrated the importance of a strong social responsibility element when it comes public relations innovation. That

theme was reinforced by high-scoring campaigns for Save the Children India and Royal British Legion in the UK.The results themselves offer some interesting find-

ings. Firstly, there is a refreshing geographic diver-sity among the top 15 campaigns, featuring work from traditional powerhouse markets such as the US and UK, along with eye-catching programmes from Kenya, China, Singapore and India.There is also plenty of variety among the types of

campaigns that score highly, across technology, consumer, social responsibility, crisis management, digital media and public affairs.

IBM - Centenary Campaign

Electrolux - Vac from the Sea

Goodyear - A Lifetime Commitment to SafetyCisco - Flip Your Profile

Philips - Parallel Lines programme


CAMPAIGN INDEX

CAMPAIGN CLIENT AGENCY SCORE*1 Lifebuoy School of 5 HandWashing Campaign Unilever Apex Porter Novelli 11

2 (=) Trojan Pulls Back the Sheets on Sexy Tech Trojan Edelman 9

2 (=) The Starbucks Brand Transformation Starbucks Edelman 9

3 Cookie CAREavan Across America Doubletree by Hilton Ketchum 8

TOP 4 CONSUMER CAMPAIGNS

Negroni

Unilevers - Lifebuoy School of 5 Handwashing campaign

Trojan - Pulls Back the Sheets on Sexy Tech

Starbucks - The Starbucks Brand Transformation

Doubletree by Hilton - Cookie CAREavan Across America




CAMPAIGN CLIENT AGENCY SCORE*1 A Lifetime Commitment to Safety Goodyear Ogilvy PR 11

2 Vac from the Sea Electrolux Prime PR 10

3 Bomb Threat Response American Airlines Weber Shandwick 9

4 Flight Plan for the Future JetBlue MWW Group 8

TOP 4 CORPORATE CAMPAIGNS

CAMPAIGN CLIENT AGENCY SCORE1 IBM at 100 IBM Ketchum 15

2 Parallel Lines Philips OneVoice (Fleishman-Hillard, Ketchum)

13

3 Flip Your Profile Cisco Text 100 11

4 BlackBerry Customers - Loving what they do online RIM Edelman 9

TOP 4 TECHNOLOGY CAMPAIGNSCAMPAIGN INDEX



Among agencies, Weber Shandwick tops the Holmes Reports first Creative In-dex, thanks to a well-balanced haul from major shows across several regions and markets, led by its American Airlies Bomb Threat Response effort in the US, and Save the Children programme in India.Despite just two campaigns in the top 15, Weber took top spot because of

numerous wins across various countries and industry sectors, including work for Pepsico, Pfizer, McDonalds, General Motors and MasterCard.In second spot came Ogilvy PR, spurred by a Goodyear China CSR initiative

that won plenty of metal. Other highlights for the firm were its work for the Mexico Tourism Board, Kazakhstans BTA Bank and Bayer Healthcare in the US.Ogilvy narrowly edged Edelman into third spot. The independent agency posted

three campaigns within the top 15, for Trojan and Starbucks in North America, and RIM in Asia-Pacific. Rounding out the top quartet was Ketchum, which dominated the top of the

campaign ranking thanks to its IBM at 100 and Philips Parallel Lines campaigns, the latter as part of Omnicoms OneVoice multi-agency team.

AGENCY INDEXAGENCY SCORE

1 Weber Shandwick 120

2 Ogilvy PR 106

3 Edelman 100

4 Ketchum * 74.5

5 Burson-Marsteller ** 46

6 Hill & Knowlton ** 36

7 Leo Burnett 35

8 Prime 31

9 MSLGroup 30

10 Fleishman Hillard * 26.5

11 GolinHarris 26

12 (=) Grayling 24

12 (=) Porter Novelli 24

13 (=) APCO Worldwide 15

13 (=) The Practice 15

TOP 15 OVERALL AGENCIES

Pepsicos Pepsi Refresh Campaign

*Points for OneVoice campaigns for Philips have been split between Fleishman-Hillard and Ketchum **Team WPP points for Ford have been split between Burson-Marsteller and Hill + Knowlton Strategies.


AGENCY SCORE*1 Ketchum 21.5

2 Edelman 20

3 (=) Ogilvy PR 14

3 (=) Text 100 14

4 Fleishman-Hillard 11.5

* Technology campaigns (including consumer tech and telecommunications)

TOP 5 TECH AGENCIES

AGENCY INDEX

AGENCY SCORE1 Weber Shandwick 43

2 Ogilvy PR 38

3 Edelman 37

4 Leo Burnett 35

5 Prime 29

6 Ketchum 28

7 Burson-Marsteller 15.5

7 MSL 15

8 Porter Novelli 14

9 Grayling 13

10 Shine Communications 12

11 (=) Citizen Paine 11

11 (=) GolinHarris 11

12 (=) Hill & Knowlton 10.5

TOP 14 CONSUMER AGENCIES

Philips - Parallel Lines programme


AGENCY SCORE1 Weber Shandwick 43

2 Ogilvy PR 38

3 Edelman 37

4 Leo Burnett 35

5 Prime 29

6 Ketchum 28


7 MSL 15

8 Porter Novelli 14

9 Grayling 13

10 Shine Communications 12

11 (=) Citizen Paine 11

11 (=) GolinHarris 11

12 (=) Hill & Knowlton 10.5

TOP 14 CONSUMER AGENCIESAGENCY INDEX

AGENCY SCORE*1 Weber Shandwick 15

2 Ogilvy PR 12

3 Edelman 9

4 (=) Hill & Knowlton 8

4 (=) Ketchum Pleon 8

TOP 5 HEALTHCARE AGENCIES

*Healthcare campaigns Including consumer healthcare

*Corporate campaigns (including internal comms and issues & crisis management)

AGENCY SCORE*1 Weber Shandwick 30

2 Ogilvy PR 25


4 Hill & Knowlton 17

5 Edelman 14

TOP 5 CORPORATE AGENCIES

Weber Shandwick - Save the Children

Weber Shandwick - American Airlies Bomb Threat Response


AGENCY SCORE*1 Edelman 18

2 Weber Shandwick 12

3 Citizen Paine 6

TOP 3 DIGITAL AGENCIES

*Digital Awards (Including Social Media & Blogger Outreach)

NETWORK INDEX

WPP dominated the holding company ranking, perhaps unsur-prising given its ownership of the largest set of PR operations in the world. The company scored almost twice as many points as the next nearest holding group, Omnicom, powered by Ogilvy PR, Burson-Marsteller, Hill + Knowlton Strategies and Cohn & Wolfe.

RIM - BlackBerry Customers - Loving what they do online

AGENCY INDEX

NETWORK TOTAL AWARDS

TOTAL POINTS

1 WPP 93 270

2 Omnicom 48 154

3 Interpublic 49 153

4 Edelman 28 96

5 Publicis Groupe 25 91

TOP 5 NETWORKS

WPPs award winning Ford work

Creative Index 2012

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