How did Canadian shops do in the Big Won rankings?

Leo Burnett has been named the most awarded agency in Canada by The Directory Big Won rankings. The annual analysis of the world’s ad agencies and campaigns – as measured by the quality and quantity of awards won – is based on nearly 4,500 campaigns and creative executions by 1,595 agencies that won awards at […]

Leo Burnett has been named the most awarded agency in Canada by The Directory Big Won rankings.

The annual analysis of the world’s ad agencies and campaigns – as measured by the quality and quantity of awards won – is based on nearly 4,500 campaigns and creative executions by 1,595 agencies that won awards at 39 shows around the world.

The Big Won is produced by Directory, a U.K.-based quarterly on direct marketing helmed by Patrick Collister, former executive creative director of Ogilvy & Mather London.

The Big Won’s top 10 agencies in Canada are:

1. Leo Burnett
2. BBDO Toronto
3. Cundari
4. Lowe Roche
5. DraftFCB
6. John St.
7. Red Urban
8. DDB Vancouver and Taxi Toronto (tie)
10. DDB Toronto and Grey Group Canada (tie)

The top 10 Canadian campaigns from 2012 are:
1. “Touch the Rainbow” (Wrigley Canada), BBDO Toronto
2. “Pain Squad” (Hospital for Sick Children), Cundari
3. “A Personal Apology” (Johnson & Johnson), Lowe Roche
4. “Find Red” (Mars Canada), Proximity/BBDO Toronto
5. “World’s Most Valuable Social Network” (Missing Children Society of Canada), Grey Group Canada
6. “Food for the Everyman” (Smith Restaurant and Bar), Leo Burnett
7. “Creative Chef” (Edward Pond), Taxi Toronto
8. BMW 1M Launch (BMW), Cundari
9. “Nothing But Potential” (Raising the Roof), Leo Burnett
10. “Cat” (Wrigley Canada), BBDO Toronto

BBDO Canada’s “Touch the Rainbow” campaign for Skittles that launched in 2011 had a few big wins on the international awards circuit including a Bronze Lion and Gold and Bronze Clios. The offbeat commercials invite viewers to put their finger on their computer screens and “touch the rainbow.”

The Big Won also ranks the creative minds behind these award-winning campaigns. In Canada, Directory’s top creative directors are Leo Burnett’s Lisa Greenberg and Judy John (143 points each); BBDO’s Peter Ignazi and Carlos Moreno (136 points each); Leo Burnett’s Steve Persico and Anthony Chelvanathan (97 points each); Mike Donaghey, formerly of BBDO (85); Cundari’s Brent Choi – though he’s now with JWT (85); BBDO’s Chris Joakim (85); and Proximity’s John Gagne (84).

BBDO Worldwide was also named 2012’s most awarded advertising agency network, and its North American chairman and chief creative officer David Lubars was ranked the top creative leader in the world. Colenso BBDO Auckland was named the top single creative agency in the world. Leo Burnett Toronto landed at number 30 on that international ranking and BBDO Toronto placed 40th.

Impressively, Cundari placed seventh on Directory’s Top 10 digital agencies worldwide list – the only Canadian agency ranked in any of top agencies/campaigns lists worldwide. The company’s Pain Squad mobile app for The Hospital for Sick Children (which won Best of Show at the 2012 Marketing Awards, two Cannes Lions and a bevy of other trophies) was named one of the top digital campaigns in the world.

The full list of winners and details on Directory’s scoring can be found at BigWonRankings.com.

Advertising Articles

A new leadership team for Publicis Montreal

FCB president Rachelle Claveau and LG2 creative director Sylvain Dufresne will take the reins at the office

Quaker shows the rest of the picture

New social campaign shows what's missing from those "perfect" Facebook photos

The bear necessities of Freedom’s rebranding

With a new name and mascot, a challenger telco takes a softer approach

Dentsu Aegis acquires S+E Sponsorship

Sports and entertainment consultancy will be rebranded as MKTG

Telling Canadian writers’ stories

The Juggernaut's series for the Writers Guild of Canada makes the case for our culture

Franke Rodriguez to lead Anomaly New York

As agency plans for growth, Toronto CEO expands role back to his hometown

Canadian Olympic Committee signs with Sid Lee

COC signs with new agency of record until 2020 Tokyo Games

MSLGroup acquires North Strategic

Publicis adds to its PR holdings, Mia Pearson made MSL's Canadian CEO

Zephyr promises a smarter time sheet

Time sheets are a pain, but will agency execs buy in on AI?