Today I was looking at the list and I couldn’t help but take a close look at the agencies that share the 34th place in the ranking of winning agencies in the Ojo de Iberoamérica: there are 33 agencies with the best results in Latin America, and some might say that this is wrong, although it’s obvious that it’s not.
In 34th place, Tribu, the same one that is there in Belen de Heredia, was on a par with some fabulous agencies from two much larger countries:
34- F/Nazca S S Brazil 21 pts.
34- Publicis Brazil 21 pts.
34- Tribu DDB Costa Rica 21 pts.
34- TBWA Spain 21 pts.
The complete publication and the corresponding article is in LatinSpots, a magazine and a site that I recommend you to follow. It also places us in two dimensions: local and global. We compete in both and neither is to be underestimated. Today at the top and tomorrow at the bottom, today very well and tomorrow who knows. It doesn’t matter, because what matters is to grow, expand and achieve more influence every day.
In short. Just to provide in some way the league of 34, I thought it was an exercise even though it is very questionable. If we were to give Costa Rica a handicap related to GDP, our 21 points would be worth 42 times more in Brazil or 26 times more in Spain. Here is the basis for this relationship: Brazil is the eighth largest economy in the world with a GDP of 2,172 billion dollars, while Spain is the thirteenth with a GDP of 1,369 billion dollars. For our part, Costa Rica is the 90th largest economy on the planet with an adjusted GDP of about $51 billion.
Now let’s look at Pagés BBDO, the only other agency in Central America and the Caribbean. This one achieved the 25th position being in the Dominican Republic, which also comes from the #74 economy with an estimated GDP of 87 billion dollars, so we would also reach interesting conclusions. I leave the arithmetic to you. What is certain is that we had an extraordinary year, which we do not stop celebrating and for which we are deeply grateful. So the stage is over, just a few days before the end of 2011; now it is time to reinvent the future.
On a personal note, and because of an anecdote that one day I will leave here marked in A Fuego Lento, which would include Fabio Fernándes of F Nazca SS, I have to admit that it is a great satisfaction to see Tribu for the first time at their level. Even if it can only happen once. It doesn’t matter. The F Nazca agency has been Agency of the Year at Cannes, is a great company and has an impressive record of enviable triumphs.
With a particularly heartfelt applause for DDB Mexico, as well as DDB Colombia, DM9 DDB Brazil and DDB Argentina, our admiration for Del Campo, for the fifth time the most awarded, is undeniable and sincere. The Ogilvy network also deserves recognition for its great performance. For your entertainment and curiosity, here is the list of the 50 most awarded agencies in Ibero-America:
1- Del Campo Nazca SS Argentina 198 pts.
2- Ogilvy Argentina Argentina 142 pts.
3- Ogilvy Brazil Brazil 107 pts.
4- McCann Erickson Spain Spain 93 pts.
5- Santo Buenos Aires Argentina 89 points.
6- Ogilvy Mexico Mexico 77 pts.
7- Almap BBDO Brazil 70 pts.
7- Santa Clara Brazil 70 pts.
9- Loducca Brazil 66 pts.
10- Leo Burnett Iberia Iberia -Spain+Portugal- 57 pts.
11- Ogilvy Colombia Colombia 54 pts.
12- DDB Mexico Mexico 52 pts.
12- Young Rubicam Peru Peru 52 pts.
13- JWT San Juan Puerto Rico 49 pts.
14- Young Rubicam Colombia Colombia 48 pts.
15- Young Rubicam Argentina Argentina 47 pts.
15- JWT Brazil Brazil 47 pts.
16- DDB Argentina Argentina 40 pts.
17- Sancho BBDO Colombia 39 pts.
18- Ogilvy Peru Peru 38 pts.
19- JWT Argentina Argentina 37 pts.
20- Draftfcb Buenos Aires Argentina 36 pts.
20- DDB Colombia Colombia 36 pts.
22- Lowe / SSP3 Colombia 35 pts.
23- Circus Marketing Mexico 33 pts.
23- Lowe Ginkgo Uruguay 33 pts.
24- Ogilvy Chile Chile 30 pts.
25- AgênciaClick Isobar Brazil 29 pts.
25- Pagés BBDO Dominican Republic 29 pts.
27- FWK Argentina Argentina 27 pts.
28- Leo Burnett Tailor Made Brazil 26 pts.
28- Prolam Young Rubicam Chile 26 pts.
28- Leo Burnett Colombiana Colombia 26 pts.
31- LatinWorks United States 24 pts.
31- Young Rubicam México Mexico 24 pts.
33- BBDO Chile Chile 22 pts.
34- F/Nazca S S Brazil 21 pts.
34- Publicis Brazil Brazil 21 pts.
34- Tribu DDB Costa Rica Costa Rica 21 pts.
34- TBWA Spain Spain 21 pts.
38- Ponce Buenos Aires Argentina 20 pts.
39- JWT Mexico Mexico 20 pts.
40- McCann Erickson Colombia Colombia 19 pts.
41- Giovanni+Draftfcb Brazil 18 pts.
41- Proximity Colombia Colombia 18 pts.
41- Grupo W Mexico 18 pts.
44- JWT Spain Spain 17 pts.
45- DDB Brazil Brazil 16 pts.
46- Leo Burnett Argentina Argentina 15 pts.
47- Arena Argentina 13 pts.
48- Grey Argentina Argentina 12 pts.
49- Maruri / Grey Ecuador 12 pts.
50- Conill Saatchi Saatchi United States 12 pts.
By the way, for those who conflict with the creative awards, Tribu DDB is so far the big winner of Effies in Central America. This year alone the taier / Tribu DDB won 3 Golds and the Grand Effie in Guatemala, while in Costa Rica we won 2 silvers and 1 Gold, after being the first Costa Rican agency to win the Grand Effie in 2010.
It seems that we can say it with some arguments: the most creative agency is also the most effective.
Thanks Moodvertising for the link to LatinSpots.