Jung von Matt/Limmat climbs to the creative top

Joy at Zurich's Wolfbachstrasse: After years in the top 5, the Jung von Matt/Limmat agency secured first place in the Werbewoche creative ranking in 2014. The best list is published every year in the last print edition and ranks Swiss creative agencies based on their successes in the most important national and international competitions. In addition, the agencies are allowed to choose two out of eight competitions, which are included in the scoring. Jung von Matt is the only agency to have scored in all nine "compulsory" competitions - and was particularly successful at ADC Switzerland.

Alexander Jaggy, Executive Creative Director and co-owner at Jung von Matt/Limmat, is delighted with the successful end to the year - but he didn't expect the top position: "I have to admit, the amount of points in the final tally really surprised me." The 624 points were the result of heart and soul, a great working atmosphere and a healthy dose of fun, the reigning Advertiser of the Year told Werbewoche.ch. "I'm delighted for our team that we're at the top of the podium at the end of the year."

"You don't always have to be the best"

Leo Burnett Switzerland ranked second behind Jung von Matt/Limmat. After two years in a row, the agency from Aemtlerstrasse has been knocked off the top spot for the first time. ECD Johannes Raggio takes a sporting view of the blemish: "After two years at number 1, we are now in second place. There are basically only two things we can say: congratulations to Jung von Matt. And many thanks to the entire team at Leo Burnett Switzerland for an extremely great result. You don't always have to be the best - it's enough to be consistently very, very good." And that's the agency: since 2009, Leo Burnett has consistently ranked in the top three. That, Raggio says, is something to be proud of and will toast at Friday night's Christmas dinner. "Several times," he adds.

Third place goes to Publicis. After last year's steep climb, the agency successfully defends its place on the podium and establishes itself in the top trio. The Zurich agency achieved its 233 points thanks to strong performances in Cannes, at the Eurobest Festival of Creativity and at ADC Switzerland, among others. It is closely followed by Y&R Group, which is on the upswing again after two weaker years. CCO Markus Gut is pleased with the four places won. "Above all, because we participated in fewer awards and our prizes were won for large, relevant clients - Audi, Migros or Teleclub, for example," says Gut. The only downer for the Managing Director Creation: "It's a pity that more digital competitions don't count for the ranking." Gut alludes, for example, to the gold Y&R award at Best of Swiss Apps for UBS.
 

Ruf Lanz and the Award Inflation

The ever-increasing "bizzare" amount of advertising awards, on the other hand, is a thorn in Markus Ruf's side. In his article in the current print edition of Werbewoche, the creative director and partner of Ruf Lanz is bothered by a "veritable award inflation." He argues that time should rather be invested in surprising solutions for clients, instead of "fussing with submission forms and case movies all day." As a result, Ruf Lanz took an award hiatus from almost all competitions in 2014. It's all the more remarkable that the agency still manages to make it into the top 10 of the rankings (8th place) with its few entries. The good news: Ruf reveals the five "lighthouses in the whole award flood" in his article. The even better news: All five are included in the ranking.

Thomas Häusermann

You can find the detailed ranking and the complete article by Markus Ruf in the current Werbewoche 23/2014, which arrived in your mailbox on Friday. If not: With a Subscription you will not miss anything in 2015. We are looking forward!