Colenso BBDO named among Top 10 Contagious Pioneers 2020 list of the best and bravest agencies for the fifth year in a row

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Colenso BBDO named among Top 10 Contagious Pioneers 2020 list of the best and bravest agencies for the fifth year in a row

Contagious has once again rounded-up the 2021 Contagious Pioneers list, the magazine’s annual round-up of the agencies that consistently set the standard for creativity, innovation and excellence in marketing. Colenso BBDO has been named in the list for the fifth year running making it the only agency in the world to be a Contagious Pioneer every year since its inception.


Colenso BBDO was named of the list based on its Skinny ‘Friend-vertising’ and Pedigree ‘Take A Baby Step Into Parenting’ campaigns.

Colenso BBDO used Skinny customers to make 46 different versions of the same ad for the low-cost mobile provider – an amusing take on the power of personal recommendations.

The 2021 winners (in alphabetical order) are:

AMV BBDO, London
CHE Proximity, Melbourne
Colenso BBDO, Auckland
Edelman, London
Forsman & Bodenfors, Gothenburg
Mindshare China
Nord DDB, Stockholm
Sancho BBDO, Bogotá
Uncommon Creative Studio, London
Wunderman Thompson, London

Pioneer agencies are selected through a rigorous analysis of campaigns featured on Contagious I/O – an online intelligence tool and database packed with the most innovative and effective marketing in the world.

Only campaigns that demonstrate the highest levels of creativity and strategic thinking are chosen for inclusion on I/O. The Pioneer agencies are those that had multiple campaigns featured on Contagious I/O throughout 2020 and which performed well against other metrics, such as the ratio of campaigns created to the number of clients they were created for, and the nature of the coverage.

Says Alex Jenkins, editorial director, Contagious: “Our goal is to inspire and enable Contagious creativity. As such, we set our quality threshold unashamedly high. We’ve got no time for the average, the bland, the forgettable, the ignorable or the ineffective. Consumers don’t want to see it and neither do we.

“We believe that having your agency’s work featured by Contagious is to be recognised as having producing something creatively outstanding. And doing that consistently, across a range of clients, in a normal year is worthy of recognition. But to do that during a year that saw marketing spend delayed or cut, and huge upheaval in consumer behaviour – well, that’s genuinely remarkable.

“So this year’s Contagious Pioneers list is not just a form of congratulation but a recognition of the determination and effort of all the people that set their creative aspirations and standards to the highest level during some of the most turbulent working conditions in living memory.”