Rise and shine - CommunicateOnline · 2018-02-07 · 26 I Communicate Communicate unveils 2013’s Creative and Media Agencies of the Year, based on the most awarded campaigns of

26 I Communicate

Communicate unveils 2013’s Creative and Media Agencies of the Year, based on the most awarded campaigns of the past 12 months by Nathalie Bontems

Rise and shine

It’s that time of year again, when Communicatereleases its annual rankings of the Creative

Agency of the Year and the Media Agency of the Year, to show who won big in 2013. The list is based on a tally of all of the campaigns produced in 2013 and their wins at the Dubai Lynx, the MENA Cristal Awards, the Cannes

ALL HAIL THE WINNERS. With a total of 106 points accumulated throughout 2013, Y&R Dubai raced in front of the region’s other agencies, which was no doubt boosted by its massive participa-tion at the Cannes Lions this year. No less than nine Y&R campaigns were awarded in Southern France, out of which three (“Pelicans” for Har-vey Nichols, “Z-Tails Campaign” for Ford and “Eating out” for Land Rover) garnered a total

competing agency. However, Cannes wins were not the only drive for Y&R’s success this year

DECEMBER 2013 | SPECIAL REPORT

agency tops Communicate’s 2013 list simply because it submitted many campaigns and won many awards, adding the basic weight of numbers to its qualitative recognition at Cannes. Y&R had a total of 21 campaigns awarded at the four shows that Communicate surveyed. This focus on awards is not new (14 of its campaigns com-peted in 2012), but regardless, that many wins make for a lot of metal, which tip the scales. In comparison, last year’s Creative Agency of the

awarded throughout 2012.JWT Cairo comes second in our ranking of

creative agencies with a total of 48 points and had only six campaigns awarded, with one stunt alone

home 35 points. There’s no doubt that “Fakka”

had Memac Ogilvy Label Tunisia’s “Return of

ranking last year. The Egyptian telco brand’s small change operation has been touring the

AGENCY SCORE RANKY&R Dubai 106 1

JWT Cairo 48 2

Leo Burnett Dubai 41 3

Memac Ogilvy Dubai 37 4

FP7/DXB 36 5

Impact BBDO Beirut 33 6

DDB Dubai 29 7

Leo Burnett Beirut 23 8

JWT Dubai 20 9

TBWA\RAAD UAE 20 9

JWT Beirut 14 10

MOST AWARDED CREATIVE AGENCIES

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28 I Communicate

world, garnering praises and crowns wherever it’s been going (see Regional News, page six). Therefore, it shouldn’t be much of a surprise that “Fakka” is also this year’s Most Awarded Campaign, dominating an impressive list of 146 campaigns that were awarded throughout 2013.

It’s also thanks to “Fakka” that OMD Cairo is Communicate’s Media Agency of the Year. Although the agency was named for just this one campaign, its 35 points allowed it to outdistance

and its total of 18 points. -

third Creative Agency of the Year) contributed 10 points to this ranking, while other campaigns

added a few points here and there.

CHANGE OF SCENERY. Our ranking this year unveiled an interesting change in a trend that was somehow considered as a given: Lebanon’s dominance over the region’s creative scene. With no Lebanese agency in the creative top

the media tally), one cannot help but wonder

last year’s listing with 112 points, leading the Lebanese creative charge with its “No Rights

it comes only eighth this year, with campaigns (mainly “Read the Country’s Fortune” for Café

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spurring polite interest and not generating the massive buzz that the agency had got us used

points on its own last year.

won by the agency’s lovely “A Heritage Worth Reviving” campaign for Khalil Fattal & Fils,

Drama Campaign”.All in all, Dubai made a pretty impressive

performance this year, dominating the region’s creative and media scene with an ease that was only overshadowed by the massive popularity of “Fakka”.

The year 2013 may have answered the ques-tion that Communicate was asking 12 months

sadly, to be no. Not that Egypt, as a creative hub, shined particularly bright, because its presence in the ranking relied solely on the success of just one creative effort, “Fakka”.

Is that to say that Dubai is the creative place

favor. Possibly, the World Expo 2020 win could make that reality even more evident in the coming years.

AGENCY SCORE RANKOMD Cairo 35 1

SMG 18 2

OMD Beirut 17 3

Mindshare MENA 17 3

OMD Dubai 13 4

UM Dubai 8 5

MOST AWARDED MEDIA AGENCIES

DECEMBER 2013 | SPECIAL REPORT

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CAMPAIGN AND CLIENT AGENCYFakka from Vodafone – Vodafone JWT Cairo and OMD Cairo 1 2 2

Pelicans – Harvey Nichols Y&R Dubai 2 1

A Heritage Worth Reviving – Khalil Fattal & Fils Impact BBDO Beirut and OMD Beirut 2 2 1

Rescue Radio – Sawa Mninjah Memac Ogilvy Dubai 2 2 1

Z-Tails Campaign – Ford Middle East Y&R Dubai

Bookends – Kinokuniya JWT Dubai 2 2 1

September Christmas – Tamanna Horizon Draftfcb Beirut and BPN Beirut 1 1 2

Break Free Campaign – Fox Movies Leo Burnett Dubai and SMG 1 1 1

Personal Extinction Prevention Book – Land Rover Y&R Dubai 1 1

Always Together – Mobinil Leo Burnett Cairo 1 1 2

Eating Out – Land Rover Y&R Dubai

Dubai’s Got Culture – Quint Magazine Y&R Dubai 1 1

What Do You See? – DIFF Leo Burnett

Bring a Smile – Clorox Company DDB Dubai 1 2 1

Conversations – Al Manzil School DDB Dubai 1 1 3

Say It Like Bond – Sony FP7/DXB and Momentum MENA 1 2

LBCI Drama Campaign – LBCI Impact BBDO Beirut 1 1 2

The Promise – P&G Leo Burnett Dubai 1 2

In My New World – Touch JWT Beirut 1 1

Nike LVL UP – Nike JWT Dubai and Mindshare MENA

Pepsi Ramadan Campaign – PepsiCo Impact BBDO Beirut/Impact BBDO Cairo

Enough Waiting – Act For The Disappeared Grey MENA 1

Read the Country’s Fortune – Café Super Brasil Leo Burnett Beirut 2

Spindling Spider – Al Ghandi Electronics DDB Dubai

Ripples of Happiness – The Coca-Cola Company FP7/DXB and UM Dubai 1

My Plan – Touch JWT Beirut 2 1

The Human Arabesque – TED/Doha Film Institute We Are Pi 1 1

The Original Story – Chateau Ksara Leo Burnett Beirut 2

The Last Summer on Earth – Gravity Brewing Interesting Times Beirut 2 1

Toblerone – Mondelez Saatchi & Saatchi Dubai 1 1

The X Factor Arabia – Future Media OMD Dubai

Remote – Rajiv Saini Blue Apple Dubai 1

Nawras Piggybacking – Nawras Leo Burnett Dubai 1 1

VIP Fridge Magnet – Red Tomato Pizza TBWA\RAAD UAE 1

Global Export Y&R Dubai 1

Axe Wingman – Unilever Gulf Digital Republic UAE 1 1

Speed Personified – Nissan TBWA\RAAD and Mindshare MENA 1 1

The Laughter Machine – Coca-Cola Middle East FP7/DXB

Film Personality Test – DIFF Leo Burnett Dubai 1 2

Made to Thrill – Toyota Drive Dentsu Dubai 2

A Day Offline – McDonald’s Leo Burnett Dubai 2

Mapping the World in 12 Months – Land Rover Y&R Dubai 1

HouseHunter Test Drive – AAC TBWA\RAAD UAE 1

Monologue – Land Rover Y&R Dubai 1

Happiness Heroes – Bel Group Leo Burnett Beirut 1 1

Abu Dhabi Air Expo Y&R Dubai

Earthquake – Maltesers Impact BBDO Dubai 2

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30 I Communicate

DECEMBER 2013 | SPECIAL REPORT

To find out which were the most awarded cam-

paigns in 2013, we looked at four big award

shows – the Dubai Lynx (UAE), the MENA Cristals

(Lebanon), the Cannes Lions (France), and the

Effie MENA Awards (UAE), which is organized by

Communicate’s publisher’s Mediaquest Events.

We tallied up the awards each campaign won.

For the Lynx awards and the Effies, we gave four

points for a Grand Prix, three for a Gold, two for

a Silver and one for a Bronze. For the Lions – the

Lynx’s international big brother – we doubled those

scores. For the Cristals, we gave one point for a

Cristal and two for a Grand Cristal.

We gave points each time a campaign won

one of these prizes. So, if several executions were

cited in the winning of one Lynx, Cristal, Lion or

Effie, we awarded points only once. For example,

at the Lynx, there were occasions when single

executions won Gold and campaigns of related

executions won the Gold Campaign category.

For such instances, we awarded three points

for the Gold and three for the Gold Campaign.

If a campaign won in more than one category

(print and outdoor, for example) we gave points

for both awards.

However, if executions received an individual

Gold, Silver or Bronze (not Gold Campaign etc)

in different sub-sets of the Lynx categories, we

took those into account. For example, if in the

Media category, campaign X won one Gold for

‘Use of Digital Media’ and one Gold for ‘Use of

Broadcast,’ we counted them as two Golds.

In the end, we tallied up each campaign’s

points and put the ones with most points on

top. You can see our list on the left, but note that

some didn’t get enough points to appear on the

list, scoring only threes, twos or ones.

As many of the campaigns scored the same

overall, we worked out our rankings in a way

similar to the awards shows. Congratulations

to the winners.

1 1 1 3 35 1

1 2 1 22 2

1 17 3

1 1 17 3

2 1 15 4

1 13 5

3 2 12 6

2 10 7

1 10 7

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2 6 11

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1 1 1 6 11

2 6 11

3 6 11

2 6 11

1 1 6 11

1 1 5 12

5 12

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1 5 12

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5 12

1 1 5 12

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1 5 12

3 5 12

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1 4 13

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1 4 13

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1 4 13

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SPECIAL REPORT | DECEMBER 2013