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The Holmes Report's 2014 Global Creative Index again analyses entries and winners from more than 25 PR award programmes from around the world, to determine the best performing campaigns and agencies.
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Regardless, there is some substance to the idea that credible award shows can deliver a certain level of creative currency within the industry. They are not, of course, the only measure of creativity, but they do offer a useful benchmark for organisations and agencies alike.
All of the work featured in this report, furthermore, factors effectiveness into its output. PR campaigns, rightly, are measured according to their results. A powerful idea, in isolation, is irrelevant if it does not drive relevant, measurable outcomes.
The organisations and firms featured here should be commended for their commitment to breakthrough thinking. Ultimately, we hope that this report — in particular the work it showcases — helps to elevate and inspire.
awards won. However, restricting the criteria to campaigns that had won more than three awards prevented campaigns that had scooped just one award on a global scale finishing higher than campaigns that may have won three or four different awards on a local or regional scale.
Agencies have been ranked based upon how many points they have been awarded, not how many awards they have won. Therefore an agency may have won less awards overall than agencies below it, but we believe the awards it has won are more significant on a global scale.
Campaign Rankings ................. 3-5Agency Rankings ......................6-8Network Rankings .......................9
CREATIVE INDEX
INTRODUCTION
In the public relations industry, creativity has become a core currency. Big ideas can dramatically reshape a company’s fortunes and, increasingly, those ideas are being generated through a sophisticated understanding of public engagement.
This report, the third edition of an initiative that launched in 2012, aims to celebrate the best of these types of ideas. Once again, only award-winning campaigns have been considered. There are, of course, any number of innovative PR programmes that have either not entered award shows, or have come home empty-handed. Neither should we overlook the regular flow of PR work, often from the public affairs and crisis management space, that remains confidential.
METHODOLOGY
To compile these rankings the Holmes Report first selected more than 20 key global, regional and local PR award shows over a 12-month period, using the 2014 Cannes Lions as a cut-off date. Some of the shows included were the various PRWeek Awards, the European Excellence Awards, the Cannes PR Lions, and our own SABRE Awards programme.
Each show was then weighted according to our knowledge of its scope and scale, looking specifically at its significance; geographic remit; and, reputation within the PR community.
Where one campaign has won multiple awards at the same show, points are only awarded once. If, however, a campaign has won a best in show award – campaign of the year or similar – it is awarded double points. In addition, only campaigns that have won more than three awards across different shows have been considered. The tables are created from these rankings.
Campaigns are ranked according to overall points, not number of
Arun SudhamanPartner & Editor-in-ChiefThe Holmes [email protected]
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CAMPAIGN INDEX
*Based on the Holmes Report’s Creative Index Methodology
TOP 14 CAMPAIGNSRANK CAMPAIGN AGENCY CLIENT SECTOR TOTAL
POINTS*
1 (=) Thank You Mom Hill & Knowlton / DeVries Global P&G Consumer 11
1 (=) The Most Powerful Arm Ever Invented Red Agency / Reactive Save Our Sons & Duchenne Foundation Public sector 11
2 (=) Chengdu Pambassador Ogilvy Chengdu City Public sector 10
2 (=) Rule the Runway IRIS Worldwide Adidas Consumer 10
3 (=) Dynamo Writes 3Doodler into the Kickstarter Record Books Dynamo 3Doodler Technology 9
3 (=) How does the man of steel shave Ketchum P&G (Gillette) Consumer 9
3 (=) It Can Wait Fleishman Hillard AT&T Consumer 9
4 (=) Pump it forward Vitamine Johnson & Johnson China Consumer 8
4 (=) Shave or Crave Weber Shandwick (Corporate Voice) P&G india Consumer 8
4 (=) Sinopec HK plastic pellets crisis management Brunswick Group Sinopec Corporate 8
4 (=) Elevating Lenovo’s Corporate Image Text 100 Lenovo Corporate 8
4 (=) Galvanizing for Giving Havas PR North America United Nations Foundation and 92nd St Y Charity 8
4 (=) Hey! It’s NTU N/A Nayang Technological University Singapore Public sector 8
4 (=) LeFun Run BlueFocus Lenovo Consumer 8
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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.
The Index analysed 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.
The results reveal a tie for top place. 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.
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.
DIGITAL-FUELLED IDEASThe results, which rank the top 15 PR campaigns,
reinforce the importance of a strong creative idea, supported by compelling content that spurs engagement.
P&G’s ‘Thank You Mom’, for example, built on the ‘Momumentary Project’, which told athlete
stories from the perspective of their mothers, utilising 60 documentary videos to foster an emotional connection that ultimately translated into awareness and concrete sales returns.
‘The Most Powerful Arm Ever Invented’, meanwhile, overcame a minimal budget by creating a robot arm that signed petitions using a font created from the handwriting of DMD sufferer Jacob Lancaster. The drive ultimately attracted 32,000 signatures, resulting in a pharma company agreeing to commence essential clinical trials.
Despite the difference in scope, both campaigns demonstrate how a content-rich strategy can build on a compelling insight to develop genuine engagement and behavioural change.
CAMPAIGN INDEX
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Both campaigns also illustrate how digital and social media platforms are a core element in any successful public relations initiative, a trend that is again exemplified by most of the top-ranked programmes.
The Chengdu Pambassador effort, similarly, used a strong social media component, supported by local activation, to share panda content and drive a contest to work in the Chinese city. Neither should the focus on genuine business
results be overlooked. P&G’s Olympics campaign is estimated to have resulted in $500m in incremental sales. Save Our Sons efforts saw critical clinical trials commence. And, the Pambassador campaign drove a 30.3% increase in international visitors to Chengdu.
Many of this years top-ranked campaigns also showcase a refreshing willingness to empower fans and consumers, relinquishing control in a bid
to establish more authentic relationships.
A particularly good example of this approach is Adidas ‘Rule the Runway’ initiative, which enlisted teen fashion bloggers to develop a socially curated fashion show on behalf of youth label NEO. By dispensing with the typically formulaic fashion show format, the campaign drove strong business results.
A number of the most awarded campaigns, meanwhile, illustrate the prominent role that a sense of social responsibility plays in the world’s best PR work.
‘The Most Powerful Arm Ever Invented’ is the clearest example of this. Another is Vitamine’s ‘Pump It Forward’ effort in China, which developed a digital platform that made it easier for breastfeeding mothers, changing traditional attitudes in the process.
While the ranking is dominated by consumer campaigns, it is worth noting that public sector, technology and corporate programmes all make an appearance in the top 17. Sinopec’s ‘Plastic Pellets’ initiative, for example, helped the company recover from a potentially debilitating crisis.
GEOGRAPHIC DIVERSITYOnce again, there is a refreshing geographic
diversity among the top 17 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.
CAMPAIGN INDEX
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2014 RANK
2013 RANK AGENCY
AGENCY MARKET
OF ORIGINTOTAL
POINTS
1 1 Ogilvy Global 128
2 4 Edelman Global 101
3 3 Weber Shandwick Global 92
4 2 Ketchum Global 92
5 6 MSLGroup Global 53
6 5 Burson-Marsteller Global 50
7 7 Fleishman Hillard Global 38
8 9 Hill & Knowlton Global 27
9 12 Unity UK 26
10 - Text 100 Global 25
11 18 Havas Global 19
12 (=) - Allison & Partners USA 17
12 (=) 17 Blue Rubicon UK 17
12 (=) 10 Cohn & Wolfe Global 17
13 (=) 67 M&C Saatchi Global 16
Among agencies, 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.
AGENCY INDEXTOP 15 OVERALL AGENCIES
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2014 RANK
2013 RANK AGENCY
AGENCY MARKET
OF ORIGIN
POINTS PER
HEAD*
1 1 Unity UK 742
2 - Vitamine China 560
3 - Trigger AS Norway 538
4 - Frank PR UK 186
5 5 RF|Binder USA 184
6 - iris Worldwide UK 128
7 8 Blue Rubicon UK 113
8 (=) - Citizen group Global 104
8 (=) - Allison & Partners USA 104
9 (=) 6 Prime Sweden 93
9 (=) - Hunter PR USA 93
10 7 Marina Maher Communications USA 83
*Points per head—sees agency scores weighted according to staff size.
While networks dominate the overall table, because of their volume of awards, a better measure of agency creativity comes from weighting agency scores according to their staff size. Accordingly, the Holmes Report has again used a points per head calculation to identify which are, ‘pound for pound’, the most creative PR agencies in the world.
Once again, the title is taken by the UK’s Unity, after it ranked in first spot last year. 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.
Unity’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.
WEIGHTED SCOREPOUND FOR POUND
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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.
KEY MARKETSThe results demonstrate that creativity is neither the preserve of big networks nor of big markets. While the UK and US are well represented, Scandinavia continues to impress, and China makes its first appearance.
POUND FOR POUND
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NETWORK INDEXTOP 5 NETWORKS
The Holmes ReportPaul A. Holmes - CEO
Arun Sudhaman - Partner & Managing EditorGreg Drury - Partner & President - U.S. Operations
Aarti Shah - Senior EditorAnnabel Davis - Chief Internet Officer
Amanda Busby - UK Administrative OfficerCeleste Picco - Chief Administrative Officer
Cathy Bussey - Creative Index Research EditorJames Beer, Chris Porter - Design
The Holmes Group, Address: 271 West 47 Street, Suite 23-A, New York, NY 10036, USA,Tel: (212) 333-2300; Fax: (212)333-2624
RANK NETWORK TOTAL POINTS
1 WPP 254
2 Omnicom 181
3 Interpublic 138
4 Publicis Groupe 87
5 Havas 39
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