Whybin tops Aussies in global Effies ranking

Rachael Micallef
By Rachael Micallef | 9 April 2015
NRMA Car Creation

Whybin/TBWA Sydney has topped the list for Australian agencies in the 2015 Effie Effectiveness Index.

Globally, the agency was ranked 14th in the world, for work including its “Car Creation” campaign for NRMA Insurance, “Every Day a Different Story” for Tourism New Zealand and “Steal Back Your Dreams” for RaboDirect.

Whybin/TBWA CEO Paul Bradbury told Adnews that the effectiveness measures were of particular significance for the agency.

"Nothing is more important to us that using our creativity to drive real commercial impact for our clients," he said.

"We are pleased that for the last three years we have been at the top of the pile for effectiveness rankings for Australian agencies."

Whybin was followed by Clemenger BBDO Melbourne on a global ranking of 58 and McCann Melbourne as the third-top Australian agency on a global ranking of 78.

McCann Melbourne executive creative director Pat Baron attributed the high ranking to having “incredible and trusting clients”.

“McCann’s vision is to be Australia’s best creative agency and a true partner for our clients. To that end, we aim to create innovative and truthful multi platform campaigns that deliver results for our clients. So it’s particularly rewarding to be recognised for the effectiveness of our work.”

The top ranking global agency was Sancho BBDO Colombia.

In terms of the independent ranking Australian agencies, The Monkeys came out on top, ranking joint 8th in the world. It was followed by AJF Partnership Melbourne with a global ranking of 12.

Globally, the most effective agency network was BBDO Worldwide, followed by McCann Worldgroup and Ogilvy & Mather.

The most effective agency holding group was WWP, with 901 awards, including wins for the Dove Real Beauty Sketches, by Ogilvy Brazil.

The most effective brand in the 2015 ranking was Coca-Cola, followed by Vodafone and McDonald's.

The most awarded Australian brand was NRMA insurance, which received a global rank of 28 for its “Car Creation” campaign.

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