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Top 10 Planning Departments in Advertising Shortlist

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Julian Cole
Julian Cole

For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter A common problem for planners moving markets is understanding the best agencies to work for. With a great list of international planners in the Planning Dirty newsletter group I thought I would ask the planners who they thought was the best agency to work for. I compiled the first 10 agencies for the shortlist by analyzing the planning (IPA, Effies, Jay Chiats) and creative awards (Gunn Report) from the last three year looking at the agencies that consistently perform well. I am making a shortlist of 20, so would love to get recommendations on agencies that you think should make the list. Next week on the newsletter through an anonymous vote, I’ll put out the poll and report back the results. Sign up to the Planning Dirty newsletter to vote and get the best planning tools and resources fortnightly. bit.ly/PlanningDirty

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TOP PLANNING DEPTS IN ADVERTISING
METHODOLOGY Analyzing the Gunn Report, Effies, Jay Chiat, and IPA awards from the last 3 years these were the top agencies from around the world. Next week on the Planning Dirty newsletter I am going to get an anonymous vote for the what planners think is the best agency to work at for planning.
DROGA5 NEW YORK Droga5 New York in the last 5 years crossed over from small independent agency to being one of the biggest agencies in New York. Planning has been at the center of the agency process however they keep a low profile in the media when it comes talking about what they do. However the results speak for themselves they have had a good showing at the Jay Chiat’s winning across categories from Under Armour I Will What I Want, Airwick ‘Home Is In The Air’, Newcastle Brown Ale ‘If We Made It’, to the Clinton Foundation ‘Not There’. CSO JONNY BAUER
AMV BBDO LONDON AMV consistently have a great showing in the IPA awards which arguably are the most rigorous planning awards globally. Last year they were able to pick up awards at the IPA for Snickers, Guinness, Pepsi, Sainsbury. Equalling the number of awards with Agency of the Year DDB Adam&Eve JOINT CSO: BRIDGET ANGEAR & CRAIG MAWDSLEY
GREY LONDON The agency was behind one of the best performing works last year at Cannes the double Grand Prix winner Volvo Paint. They also consistently perform well at the IPA awards, they were the 2014 IPA Agency of the Year and last year they continued that good form with awards for Sensodyne, Sixt, Volvo and McVite’s. This year, Grey London has also changed the name of their agency for 100 days to Valenstein & Fatt in a move to highlight its jewish founders and highlight prejudice that exist in the industry. CSO: MATT TANTER
CLEMENGER BBDO AUSTRALIA The agency consistently performs well in both creative and planning awards. In the last month they were named most awarded agency in the world for D&AD and they also had a clean sweep of the APAC Effies Gold along with sister agency BBDO Colenso. Their iconic work for Bond’s ‘The Boys, TAC ‘Meet Graham’ and Snickers ‘Hungerithm’ have been global standouts for the last 12 months. CSO: PAUL REES JONES/KIT LANSDELL
MCCANN NEW YORK In terms of transformations, McCann New York has had the biggest in North America over the last 3 years. They have gone from another one of the big network agencies to consistently producing the most talked about pieces of advertising every year. This year it is Fearless Girl, last year Field Trip to Mars. They have been consistently leading the network charge on thought leadership papers under McCann’s Truth Central. CSO STEVE ZAROFF
WIEDEN & KENNEDY AMSTERDAM Wieden and Kennedy’s Amsterdam office has always been a strong point in their network. Producing a lot of the iconic european Nike work. They have one of the most thought provoking and generous with their time CSO at the helm Martin Weigel. Martin blog Canalside View has been dropping pearls of wisdom for the past 7 years. This is all coming to head soon with Weigel about to author his first book. CSO: MARTIN WEIGEL
FP7/DXB DUBAI Consistently one of the top two agencies in the global Effies Index for the past three years. They were the most effective agency in the world last year. They did this on the back of fully integrated campaigns for Fanta, Coca Cola, SmartLife, Emirates and Sony which all picked up Golds in multiple categories at the MENA Effies. CSO: TAHAAB RAIS
SANCHO BBDO COLOMBIA In an ongoing battle with FP7 to be the most effective agency in the world according to the Effies Index. They are the leaders in advertising effectiveness in South America winning the last four years at the Effies South America. Last year they were able to create iconic work for Visa, Pepsi, Pernod Ricard CSO: ANDRES CARVAJAL
ADAM&EVE DDB LONDON Adam&Eve are the planning powerhouses of the UK. They have picked up the Grand Prix for the IPA Effectiveness Awards for the last three times with (John Lewis in 2016 and 2012 and Foster’s in 2014) That is in no small part to having Les Binet heading up effectiveness for the agency. Les is one half of the power duo of Field and Binet that have helped shape advertising effectiveness over the last ten years with their pivotal IPA papers such as ‘Long and Short of It’ and ‘Marketing in the Era of Accountability’. CSO: ALEX HESZ
OGILVY & MATHER NEW YORK Ogilvy has made a name for itself as being able to deliver business strategy not just advertising. Going upstream in client organisations they often have a great showing at the planning awards doing much more than just creative work. New York is the hub for this thinking and it shows in the planning awards that they pick up every year for key clients like IBM, Kimberly Clark and American Express. HEAD OF PLANNING: COLIN DRUMMOND

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Top 10 Planning Departments in Advertising Shortlist

  • 1. TOP PLANNING DEPTS IN ADVERTISING
  • 2. METHODOLOGY Analyzing the Gunn Report, Effies, Jay Chiat, and IPA awards from the last 3 years these were the top agencies from around the world. Next week on the Planning Dirty newsletter I am going to get an anonymous vote for the what planners think is the best agency to work at for planning.
  • 3. DROGA5 NEW YORK Droga5 New York in the last 5 years crossed over from small independent agency to being one of the biggest agencies in New York. Planning has been at the center of the agency process however they keep a low profile in the media when it comes talking about what they do. However the results speak for themselves they have had a good showing at the Jay Chiat’s winning across categories from Under Armour I Will What I Want, Airwick ‘Home Is In The Air’, Newcastle Brown Ale ‘If We Made It’, to the Clinton Foundation ‘Not There’. CSO JONNY BAUER
  • 4. AMV BBDO LONDON AMV consistently have a great showing in the IPA awards which arguably are the most rigorous planning awards globally. Last year they were able to pick up awards at the IPA for Snickers, Guinness, Pepsi, Sainsbury. Equalling the number of awards with Agency of the Year DDB Adam&Eve JOINT CSO: BRIDGET ANGEAR & CRAIG MAWDSLEY
  • 5. GREY LONDON The agency was behind one of the best performing works last year at Cannes the double Grand Prix winner Volvo Paint. They also consistently perform well at the IPA awards, they were the 2014 IPA Agency of the Year and last year they continued that good form with awards for Sensodyne, Sixt, Volvo and McVite’s. This year, Grey London has also changed the name of their agency for 100 days to Valenstein & Fatt in a move to highlight its jewish founders and highlight prejudice that exist in the industry. CSO: MATT TANTER
  • 6. CLEMENGER BBDO AUSTRALIA The agency consistently performs well in both creative and planning awards. In the last month they were named most awarded agency in the world for D&AD and they also had a clean sweep of the APAC Effies Gold along with sister agency BBDO Colenso. Their iconic work for Bond’s ‘The Boys, TAC ‘Meet Graham’ and Snickers ‘Hungerithm’ have been global standouts for the last 12 months. CSO: PAUL REES JONES/KIT LANSDELL
  • 7. MCCANN NEW YORK In terms of transformations, McCann New York has had the biggest in North America over the last 3 years. They have gone from another one of the big network agencies to consistently producing the most talked about pieces of advertising every year. This year it is Fearless Girl, last year Field Trip to Mars. They have been consistently leading the network charge on thought leadership papers under McCann’s Truth Central. CSO STEVE ZAROFF
  • 8. WIEDEN & KENNEDY AMSTERDAM Wieden and Kennedy’s Amsterdam office has always been a strong point in their network. Producing a lot of the iconic european Nike work. They have one of the most thought provoking and generous with their time CSO at the helm Martin Weigel. Martin blog Canalside View has been dropping pearls of wisdom for the past 7 years. This is all coming to head soon with Weigel about to author his first book. CSO: MARTIN WEIGEL
  • 9. FP7/DXB DUBAI Consistently one of the top two agencies in the global Effies Index for the past three years. They were the most effective agency in the world last year. They did this on the back of fully integrated campaigns for Fanta, Coca Cola, SmartLife, Emirates and Sony which all picked up Golds in multiple categories at the MENA Effies. CSO: TAHAAB RAIS
  • 10. SANCHO BBDO COLOMBIA In an ongoing battle with FP7 to be the most effective agency in the world according to the Effies Index. They are the leaders in advertising effectiveness in South America winning the last four years at the Effies South America. Last year they were able to create iconic work for Visa, Pepsi, Pernod Ricard CSO: ANDRES CARVAJAL
  • 11. ADAM&EVE DDB LONDON Adam&Eve are the planning powerhouses of the UK. They have picked up the Grand Prix for the IPA Effectiveness Awards for the last three times with (John Lewis in 2016 and 2012 and Foster’s in 2014) That is in no small part to having Les Binet heading up effectiveness for the agency. Les is one half of the power duo of Field and Binet that have helped shape advertising effectiveness over the last ten years with their pivotal IPA papers such as ‘Long and Short of It’ and ‘Marketing in the Era of Accountability’. CSO: ALEX HESZ
  • 12. OGILVY & MATHER NEW YORK Ogilvy has made a name for itself as being able to deliver business strategy not just advertising. Going upstream in client organisations they often have a great showing at the planning awards doing much more than just creative work. New York is the hub for this thinking and it shows in the planning awards that they pick up every year for key clients like IBM, Kimberly Clark and American Express. HEAD OF PLANNING: COLIN DRUMMOND