Each year Campaign magazine does its
‘school report’ evaluation of the performance of UK agencies. For some reason –
possibly to avoid indignant complaining by agencies outraged at their ranking –
Campaign don’t present their scores in league table format. But for ease of
comparison, we at W2O have done just that for the 2012 school report scores.
Media agencies have been removed from this table, as have agencies that
describe themselves as DM/direct agencies. (There are fewer and fewer of those
every year, as the distinctions between ‘direct’ and ‘digital’ become subsumed
into the catch-all designation ‘integrated’.)

9 – BBH, Work Club

8 – AMV-BBDO, AKQA, Grey, Iris, Jam, Karmarama,
Lean Mean Fighting Machine, Leo Burnett, Mother, Wieden + Kennedy

7 – BETC, Brooklyn Brothers, Creature,
CP&B, Gravity Road, Havas, Inferno, JWT, LBi, Leith, M&C Saatchi, Now,
PAA, R/GA, Saatchi & Saatchi, Sapient Nitro, VCCP

6 – 101, BMB, Brothers & Sisters, CHI
& Partners, Corner, DLKW Lowe, Krow, Leagas Delaney, McGarry Bowen,
Profero, Publicis Chemistry, TBWA, TMW, WCRS, Wunderman

5 – Agency Republic, Dare, Draft FCB, G2
Joshua, Glue Isobar, Kitcatt Nohr Digitas, MBA, O&M, RKCR/Y&R

4 – Albion, AIS, CMW, Elvis, Fallon, McCann,
Publicis

3 – Red Brick Road

Score
key 9 Outstanding 8 Excellent 7 Good 6 Satisfactory 5 Adequate 4 Below
average 3 Poor 2 A year to forget 1 Survival
in question

When you see the scores laid out like this,
it suggests that Campaign has actually been quite generous. Only one agency
merits a score of 3 or less. Only 8 score below average.

There are some interesting juxtapositions,
where agencies that appear to have had quite different years achieve the same
score. And some agencies whose work has been patchy at best have scored
surprisingly highly.

Anyway, there’s the table (above). Draw your own
conclusions.

For thoughts on their assessment of Wieden + Kennedy, see here.