Coca-Cola, Impact BBDO and Yaish rank highest in first B&W Report
The B&W Report 2017 has been released, ranking regional advertising players by by points based on their results in awards shows.
Impact BBDO is Network of the Year, followed by Memac Ogilvy and then FP7.
In the rankings of individual agencies, Impact BBDO Dubai tops the list, contributing 407 of the network’s 415 points. Memac Ogilvy Dubai is next, contributing 197 points to Ogilvy’s total of 267 (the network’s Amman office got 40 points, and others around the region picked up the rest). TBWA/Raad Dubai is in third, with 192 points.
The top-ranked client is CocaCola, followed by The Cartel and then Henkel.
The top creative leaders are, from first to third, Impact BBDO’s Fadi Yaish, Paul Shearer from Memac Ogilvy (now moved to BBDO) and Bechara Mouzannar at Publicis Communications.
The most awared campaign was “Be seen” for The Cartel by Y&R Dubai, followed by Coca-Cola’s “The line-up song” by FP7/CAI, then Pril’s “One-drop bottle” by TBWA/Raad Dubai.
There are also rankings for planners, creative directors, account directors, copywriters, art directors, film directors, production houses and more.
B&W, which is headed by Impact BBDO’s former executive creative director Fadi Yaish (the same topranked creative leader), describes itself as “an independent organisation that aspires to recognise, reward and nurture creative excellence within the MENA region”.
Its complex points system weights international shows such as Cannes Lions and the D&AD higher than regional shows such as Dubai Lynx. The numbers are explained in more detail on B&W’s website, which says: “Every win counts; shortlists do not.”
In his intro, Yaish explains there was no regional ranking with detailed benchmarks of which work did well. “Most importantly, there is no data that puts faces to the countless names that make great work happen,” he writes. “Now it’s plain for all to see in B&W.”
The report can be found bundled with this issue of Campaign. Apart from a circulation agreement, the two titles are wholly independent of one another.