Unity and Ogilvy PR have retained the top spots in the Holmes Report's third annual ranking of creative excellence in the PR industry.
The Global Creative Index analyses entries and winners from more than 25 PR award programmes from around the world, over a 12 month period, using the 2014 Cannes Lions as a cut-off point. Scores were weighted according to a Holmes Report formula that placed particular emphasis on Best of Show winners.
You can download the full 2014 Global Creative Index report here or read it via SlideShare below.
Unity agains ranks first in the points per head table, that identifies which are, ‘pound for pound’, the most creative PR agencies in the world. While global networks dominate the overall agency ranking, because of their volume of awards, a better measure of agency creativity comes from weighting agency scores according to their staff size.
While the gap between Unity and its rivals has narrowed, the fact that the 30-person agency has again beaten out contenders from across the globe is remarkable.
The firm's score was led by its work for M&S, this time the ‘Shwoppers Not Keepers’ campaign that continued its successful Shwopping initiative on behalf of the retailer, and the ‘Dryathlon’ campaign for Cancer Research UK.
Taking second place is China’s Vitamine, thanks to some innovative digital work, in particular the ‘Pump it Forward’ effort for Johnson & Johnson. Norway’s Trigger came third, led by award-winning campaigns for Norwegian Air.
Like Vitamine and Trigger, the UK’s Frank PR is another new entrant, ranking fourth this year. A perennial creative heavyweight in the UK and Australia, Frank’s awards haul featured campaigns for Charlie Bingham’s and Durex Australia.
US agency RF|Binder rounds out the top five after ranking third last year. Iris Worldwide enters the top 10 at number six, led by its ‘Rule the Runway’ campaign for Adidas, and Blue Rubicon, Prime and Marina Maher retain their top ten spots, joined by new US entrants Allison+Partners and Citizen Group.
Ogilvy PR retains its number one ranking atop the overall Global Creative Index, after placing first last year. The agency’s strong performance featured awards from major shows across EMEA, Asia-Pacific and the US, led by its ‘Chengdu Pambassador’ campaign, along with ‘Measure of Pleasure’ for Beyond Dark and last year’s top-ranked Gnome Experiment effort for Kern & Sohn.
Edelman jumps to second place from fourth last year, boosted by its Cannes Grand Prix for Chipotle’s ‘Scarecrow’, along with work for Albal in Spain and Xbox in Europe.
Weber Shandwick retains third spot, after placing two campaigns within the top 17: ‘Shave or Crave’ for Gillette in India and ‘Share Your Now’ for Samsung. Both Edelman and Weber leapfrog Ketchum, which dropped two spots to rank fourth this year. Ketchum’s haul was again led by Europe and the US, notably
work for Gillette and Austrian Butchers.
MSLGroup, Burson-Marsteller, FleishmanHillard and Hill+Knowlton Strategies again feature in the top 10. Porter Novelli and Cohn & Wolfe both fall out of the top 10, replaced by UK boutique Unity and global tech agency Text 100, Outside the top ten, major risers included Havas and Allison+Partners.
P&G, Save Our Sons Top Campaign Table
A big-budget Olympics sponsorship extravaganza and an equally compelling non-profit initiative to raise muscular dystrophy funding have emerged as the most awarded PR campaigns in the world, according to the Holmes Report’s 2014 Global Creative Index.
Procter & Gamble’s ‘Thank You Mom’ Olympic campaign, developed in conjunction with Hill+Knowlton
Strategies and DeVries Global for the 2012 Olympics but entered into several award shows in 2013, was
boosted in particular by a strong showing at global and local shows in the US and UK.
“We are proud that the Thank You Mum campaign has been so widely recognised," said Claire Candler, MD of consumer packaged goods at H+K Strategies. "Its success can be attributed to unearthing an authentic insight, creating an emotional connection and developing a simple but powerful creative which enabled it to work across geographic borders.”
Meanwhile, ‘The Most Powerful Arm Ever Invented’, a campaign from Australia’s Save Our Sons and Duchenne Foundation with Havas PR’s Red Agency, scored highly at regional and local shows in Asia-Pacific.
A close race at the top of the table saw the two campaigns narrowly edge out Ogilvy PR’s
Chengdu Pambassador effort on behalf of the city of Chengdu, and Adidas’ ‘Rule the Runway’ by Iris
Worldwide, which together tied for second place.
Once again, there is a refreshing geographic diversity among the top-ranked campaigns, featuring work from traditional powerhouse markets such as the US and UK, along with eye-catching programmes from China, India, Singapore, Australia and Africa.