Viral Video Charts: Top Creative Agencies of 2012
Wieden+Kennedy and 72andSunny Dominated YouTube In 2012By: Michael Learmonth, Published: Dec 21, 2012
Did those Samsung Galaxy spots give you a giggle? Were you moved by P&G's Olympics campaign, "Proud Sponsor of Moms"?
Work from those two creative firms dominated the Viral Chart this year, which really shouldn't shock anyone. Wieden & Kennedy led last year's chart as well on the strength of its Old Spice work; 72andSunny had a hit last year with K-Swiss' Kenny Powers videos.
This year, they led the field by a pretty large margin. Wieden & Kennedy has two separate locations on the chart. Portland's biggest hit was its Olympics work for P&G, and the London office made the chart in part for its work with Nike, "Summer of Football."
72andSunny took No. 2 on the chart largely for its work with Samsung on the Galaxy S II and Galaxy Note, which helped make Samsung the most-viewed brand in video in 2012.
While winning YouTube is becoming a key competency of some agencies, they've got stiff competition--largely from the brands themselves. It's worth noting that the of the top three most-viewed viral campaigns of 2012 had no agency involved at all.