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 Pos Creative agency Number of Average mentions recall (%) 1 AMV BBDO 60 46 2 DLKW 59 49 3 McCann Erickson 58 39 4 M&C Saatchi 55 41 5 Fallon London 48 49 6 RKCR/Y&R 42 50 7 Leo Burnett 41 43 8 WCRS 40 50 9 JWT London 37 42 10 CHI & Partners 34 43