Revealed: The Top Creative Agencies of 2024 and Their Winning Strategies

Agency Scorecard Results Are In

B&T has concluded the digital phase of its annual Agency Scorecards project, with several agencies showing significant improvement in 2024.

Top Performers and Scores

Three creative agencies achieved a score of 9: newcomer Akcelo, alongside industry leaders Droga5 and Howatson+Co, who maintained their high performance from the previous year. Special awards were given for Most Improved Agency, Trophy Titan, and Best Team Shot—scroll over agency names and click to view detailed scorecards.

How Scoring Works

Scores are based on year-over-year performance, making the 2024 results relative to 2023. This approach explains why the final standings are listed alphabetically. Agencies are evaluated on multiple criteria, including:

• Business performance
• Quality of creative work
• Awards and silverware
• Client relation scores
• HR and L&D policies
• Innovations that advance the industry

Market conditions in 2024 were also considered, acknowledging their impact on business operations.

Exclusions and Notes

Clemenger BBDO was not scored due to its operation as three separate agencies in 2024. Some agencies opted not to name an MVP.

What's Next

Media agencies can expect a Media Scoreboard soon. In the coming weeks, B&T will publish a deep industry analysis based on this research and produce special collector cards for each agency, reminiscent of sports cards but customized. To receive a card, agencies must provide a high-resolution photo of their MVP or captain; contact B&T at agencyscorecard@bandt.com.au for details.