AMV, DLKW, McCann top agencies in Marketing's Adwatch of the Year 2008

LONDON - For the second year in a row, commercials produced by the team at Abbott Mead Vickers BBDO made it into Marketing's weekly Adwatch ranking of ad recall during 2008 more often than any other agency, closely trailed by DLKN and McCann Erickson. The agency's work for Sainsbury's was the main driver for its performance.

But when it comes to average recall per ad that made into Adwatch, the top agencies with an equal 50% were RKCR/Y&R and WCRS. Just one point behind in joint second place were DLKW and Fallon. Average recall is calculated by totalling an agency's percentages across the year and dividing by the number of mentions.

This is the second year Marketing has compiled this ranking of creative and media agencies based on how well their ads performed in Adwatch, ranked by how many time their brands were mentioned in Adwatch throughout the year. The tables also include a mention of average recall per mention in Adwatch.

The rankings were compiled from the 51 Adwatch tables that ran between 1 November 2007 and 31 October 2008. Adwatch is the UK's leading monitor of the memorability of TV advertising, and is based on survey conducted by TNS of 1,000 adults.


Top 10 agencies by Adwatch mentions 2008
PosCreative agencyNumber ofAverage
mentionsrecall (%)
3McCann Erickson5839
4M&C Saatchi5541
5Fallon London4849
7Leo Burnett4143
9JWT London3742
10CHI & Partners3443

Top 10 agencies by Adwatch mentions 2008
PosMedia agencyNumber of
5Walker Media86


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