The Big Won Report, a register of the various awards won by advertising professionals at award shows around the world, has recently been published for 2008. According to this report, the top ten most creative countries in the world based on the number of advertising awards won is as follows:
- Germany
- USA
- UK
- Spain
- Argentina
- Brazil
- Australia
- France
- Sweden
- New Zealand
The rising stars appear to be Australia and New Zealand, with both countries climbing up four places from their 2007 rankings. The UK has remained constant, holding on to its third-place position. There has been a change at the top since 2007, with Germany climbing from second place to knock the USA off the top spot.
This is interesting news for both international creatives and translators working in advertising. I’ve noticed some great ideas coming from the German advertising industry through my work and some fantastic ads from my day-to-day life as someone living in the UK. Although the rankings are interesting and may help to show where the most creative ideas are coming from, I’m not sure that winning more awards necessarily makes one country more creative than another in advertising. What about you? What do you think about these rankings? Do they reflect your experiences of advertising creativity in these countries?
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Interesting that Germany won, but it’s great to see some of the less populated countries like New Zealand making it into the top 10 list. Certainly in Australia, I see more and more clever and creative advertising campaigns cropping up all the time.
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