Campaign Brief Australian Advertising Agency of the Decade: Who were the top contenders?
While Clemenger BBDO, Melbourne was the clear winner of the CB Agency of the Decade title, several agencies over the last 10 years had their moments of glory.
Clemenger BBDO, Melbourne was placed well ahead of second placed The Monkeys and third placed VMLY&R Melbourne. DDB Sydney was ranked #4 followed by Leo Burnett Sydney and M&C Saatchi, Sydney which shared the $5 spot.
Clemenger BBDO, Melbourne won the Campaign Brief Agency of the Year title five times: in 2011, 2012, 2013, 2015 and 2017. McCann Melbourne won the title in 2014, The Monkeys won twice ~ in 2016 and 2018 ~ while DDB Sydney won in 2019 and BMF Sydney won in 2020.
Campaign Brief worked out the top agencies of the decade by allocating 5 points for Agency of the Year down to 1 point for the #5 place for each year of the decade.
TOP AUSTRALIAN AGENCIES OF THE DECADE
1. Clemenger BBDO, Melbourne (42 points)
2. The Monkeys, Sydney (21)
3. VMLY&R, Melbourne (15)
4. DDB Sydney (10)
= 5. Leo Burnett, Sydney (7)
= 5. M&C Saatchi, Sydney (7)
= 7. BMF, Sydney (6)
= 7. Host/Havas, Sydney (6)
= 9. McCann, Melbourne (5)
= 9. Saatchi & Saatchi, Sydney (5)
= 9. TBWA, Sydney (5)
TOP 5 IN 2011
1. Clemenger BBDO, Melbourne (Agency of the Year)
2. Saatchi & Saatchi, Sydney
3. Droga5, Sydney
4. Leo Burnett, Sydney
5. GPY&R, Melbourne
TOP 5 IN 2012
1. Clemenger BBDO, Melbourne (Agency of the Year)
2. The Monkeys, Sydney
3. Leo Burnett, Sydney
4. Leo Burnett, Melbourne
5. Saatchi & Saatchi, Sydney
TOP 5 IN 2013
1. Clemenger BBDO, Melbourne (Agency of the Year)
2. GPY&R, Melbourne
3. Whybin\TBWA, Sydney
4. The Monkeys, Sydney
5. Leo Burnett, Melbourne
TOP 5 IN 2014
1. McCann, Melbourne (Agency of the Year)
2. Clemenger BBDO, Melbourne
3. GPY&R, Melbourne
4. Havas, Sydney
5. Leo Burnett, Sydney
TOP 5 IN 2015
1. Clemenger BBDO, Melbourne (Agency of the Year)
2. The Monkeys, Sydney
3. M&C Saatchi, Sydney
4. DDB Melbourne
5. Leo Burnett, Sydney
TOP 5 IN 2016
1. The Monkeys, Sydney (Agency of the Year)
2. Clemenger BBDO, Melbourne
3. M&C Saatchi, Sydney
4. DDB Melbourne
5. Leo Burnett, Melbourne
TOP 5 IN 2017
1. Clemenger BBDO, Melbourne (Agency of the Year)
2. The Monkeys, Sydney
3. JWT, Sydney
4. Leo Burnett, Melbourne
5. DDB Sydney
TOP 5 IN 2018
1. The Monkeys (Agency of the Year)
2. Host/Havas, Sydney
3. Clemenger BBDO, Melbourne
4. TBWA\ Sydney
5. BMF, Sydney
TOP 5 IN 2019
1. DDB Sydney (Agency of the Year)
2. Clemenger BBDO, Melbourne
3. VMLY&R, Melbourne
4. CHE Proximity, Sydney
5. The Monkeys, Sydney
TOP 5 IN 2020
1. BMF, Sydney (Agency of the Year)
2. DDB Sydney
3. TBWA\ Melbourne
4. Clemenger BBDO, Melbourne
5. M&C Saatchi, Sydney
4 Comments
Just goes to show that McCann were a “One trick pony” with Dumb ways to Die.
@McCan’t,
Such a shit unnecessary comment.
Who cares. They won. And that one campaign you refer to is the best this country has created.
So bitter. Bet the misery of 2020 has made you happy. Lighten up you grouch.
No, it’s a fair and accurate comment. I was sucked into the whirring blades of a much earlier attempt to reinvent McCanns Sydney and after being feted as the star creative was spat out on the cusp of Christmas. During that time I created a world-famous campaign that ran for over 20 years, but it was a titanic struggle to get it through. The resistance to excellence both within the agency and client culture makes it an extreme rarity for great work to see the light of day at McCan’t. Once in a generation a great campaign makes it through the labyrinth, and Dumb Ways To Die was this millennium’s winner.
I’d take the monkeys $63m ahead of Clemenger’s CB AOTD