campaign brief asia’s creative rankings · campaign brief asia’s creative rankings 2014. 2...
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1CAMPAIGN BRIEF ASIAFEBRUARY 2015
CAMPAIGN BRIEF ASIA’S
CREATIVERANKINGS
2014
2 CAMPAIGN BRIEF ASIA FEBRUARY 2015 3CAMPAIGN BRIEF ASIAFEBRUARY 2015
THE 15 HOTTEST AGENCIES IN ASIA - 2014 1 Dentsu Tokyo 4100
2 Hakuhodo Tokyo 1490
3 McCann Worldgroup Mumbai 1465
4 BBDO and Proximity Singapore 1220
5 DDB DM9 JaymeSyfu Manila 820
6 Red Fuse Communications Hong Kong 700
6 Publicis Singapore 700
8 Dentsu Chubu Nagoya 690
9 Ogilvy & Mather Hong Kong 640
10 Ogilvy & Mather Mumbai 615
11 Lowe Shanghai 610
12 Ogilvy & Mather Beijing 585
13 Ace Saatchi & Saatchi Manila 500
14 Ogilvy & Mather Bangkok 490
15 Y&R Beijing 460
DENTSUCAMPAIGN BRIEF ASIA’S
CREATIVE AGENCY OF THE YEAR
TOKYOIt was a dominant performance from Japanese power-house agency, Dentsu Inc Tokyo.
Creatively, as our Creative Rankings illustrate, Dentsu climbed into their Honda and powered away from all other agencies to record more than double the points of their nearest rival.
Dentsu Tokyo ECD Yuya Furukawa
CREATIVE RANKINGS
4 CAMPAIGN BRIEF ASIA FEBRUARY 2015 5CAMPAIGN BRIEF ASIAFEBRUARY 2015
THE HOTTEST AGENCIES IN ASIARANK2014
AGENCY TOTALPts
83 Bascule Tokyo 60 88 Shiseido Tokyo 55 88 ADK Tokyo 55 90 Shineworks Shanghai 50 90 Ogilvy & Mather Bangalore 50 90 Geometry Global Malaysia 50 90 Cheil Worldwide China 50 94 Y&R Bangkok 45 94 McCann Erickson Singapore 45 96 Wieden & Kennedy Shanghai 40 96 TBWA Mumbai (Gurgaon) 40 96 Scarecrow Communications Mumbai 40 96 Projector Tokyo 40 96 Grey Group Jakarta 40 96 Dentsu Creative X Tokyo 40 96 CJ Worx Bangkok 40 96 Bartle Bogle Hegarty Singapore 40 104 McCann Erickson Shanghai 35 105 Visionary Group Bangkok 30 105 TBWA Sri Lanka 30 105 Postvisual Seoul 30 105 Ogilvy & Mather Malaysia 30 105 Frontage Tokyo 30 105 Dentsu Kansai Osaka 30 105 Cheil Worldwide Gurgaon 30 105 Cheil Opentide Beijing 30 113 Yahoo Japan 20 113 Wonderactive Tokyo 20 113 The Campaign Palace Jakarta 20 113 Ogilvy & Mather Taiwan 20 113 McCann Worldgroup New Delhi 20 113 Lucideas Creative Malaysia 20 113 Leagas Delaney Shanghai 20 113 Krema Worldwide Seoul 20 113 Grey Group Bangladesh 20 113 Dentsu Y&R Tokyo 20 113 Dentsu Thailand 20 113 Dentsu Singapore 20 113 DDB Mudra Ahmedabad 20 113 DDB Hong Kong 20 113 Cosmo Communications Tokyo 20 113 Campaigns & Grey Philippines 20 113 BBDO Beijing 20 130 Leo Burnett Vietnam 15
RANK2014
AGENCY TOTALPts
130 Birdman Tokyo 15 132 Tugboat Tokyo 10 132 Samurai Tokyo 10 132 Publicis Guangzhou 10 132 McCann Erickson Tokyo 10 132 Linen Gurgaon (Lowe) 10 132 Iris Worldwide Jakarta 10 132 Havas Worldwide Gurgaon 10 132 Geometry Global Mumbai 10 132 BBDO Jakarta 10 132 Adqua Interactive Seoul 10 142 Paddle Inc Tokyo 5 142 Dentsu Seoul 5
RANK2014
AGENCY TOTALPts
1 Dentsu Inc Tokyo 4100 2 Hakuhodo Tokyo 1490 3 McCann Worldgroup Mumbai 1465 4 BBDO and Proximity Singapore 1220 5 DDB DM9 JameSyfu Manila 820 6 Red Fuse Communication Hong Kong 700 6 Publicis Singapore 700 8 Dentsu Chubu Nagoya 690 9 Ogilvy & Mather Hong Kong 640 10 Ogilvy & Mather Mumbai 615 11 Lowe Shanghai 610 12 Ogilvy & Mather Beijing 585 13 Ace Saatchi & Saatchi Philippines 500 14 Ogilvy & Mather Bangkok 490 15 Y&R Beijing 460 16 Ogilvy & Mather Singapore 420 17 Grey Group Singapore 415 18 Cheil Worldwide Seoul 405 19 TBWA Santiago Mangada Puno Philippines 375 20 TBWA Singapore 350 21 Y&R Singapore 345 22 BBDO Guerrero Philippines 320 23 TBWA Kuala Lumpur 315 24 TBWA Hakuhodo Tokyo 310 25 Mr Design Tokyo 300 25 JWT Mumbai 300 27 DDB Singapore 285 28 Ogilvy & Mather Vietnam 260 28 JWT Shanghai 260 30 Lowe Bangkok 240 30 Leo Burnett Hong Kong 240 31 Leo Burnett Bangkok 230 32 JWT Jakarta 220 33 Grey Group Mumbai 210 34 Creative Juice Bangkok 205 35 SIX Inc Tokyo 200 35 BBDO Proximity Malaysia 200 36 Publicis Shanghai 190 37 Leo Burnett Philippines 185 38 Fred & Farid Shanghai 170 38 ADK Taiwan 170 40 Nippon Design Centre 160 40 Kinetic Singapore 160 42 JWT Singapore 155
RANK2014
AGENCY TOTALPts
43 Lowe Singapore 145 43 Leo Burnett Solutions Sri Lanka 145 45 Y&R Shanghai 140 45 Lowe Mumbai 140 45 I&S BBDO Tokyo 140 48 McCann Erickson Philippines 135 48 BBDO Pakistan 135 50 Lowe Vietnam 130 51 Leo Burnett Taiwan 125 52 Ogilvy & Mather Shanghai 120 52 McCann Erickson Bangkok 120 52 Lowe Philippines 120 52 JWT Bangkok 120 52 Hakuhodo Kettle Tokyo 120 52 Cheil Worldwide Hong Kong 120 58 BBDO Bangkok 115 59 Dentsu Plus Bangkok 110 59 Beacon Communications Tokyo (Burnett) 110 61 Party Inc Tokyo 100 61 Iyama Design Tokyo 100 61 DDB Mudra Mumbai 100 61 AKQA Shanghai 100 65 Saatchi & Saatchi Shanghai 90 66 Y&R Malaysia 85 66 Publicis Jakarta 85 66 JWT Bangalore 85 66 CreativeLand Asia Mumbai 85 70 Y&R Vietnam 80 70 Lowe Jakarta 80 70 JWT Taiwan 80 70 JWT New Delhi 80 74 Naga DDB Kuala Lumpur 75 75 Taproot India Mumbai 70 75 JWT Manila 70 75 JWT Beijing 70 75 Inspire Advertising Taiwan 70 75 Grey Group Beijing 70 75 BBDO Mumbai 70 81 Mori Inc Tokyo 65 81 Innocean Worldwide Seoul 65 83 Y&R Philippines 60 83 nudeJEH Bangkok 60 83 Leo Burnett Jakarta 60 83 Creative Power Unit Tokyo 60
CREATIVE RANKINGS
6 CAMPAIGN BRIEF ASIA FEBRUARY 2015 7CAMPAIGN BRIEF ASIAFEBRUARY 2015
Ronald NgBBDO Malaysia 4Prasoon Joshi
McCann Mumbai 3
Reed CollinsO&M Hong Kong 9 Norman Tan
Lowe Shanghai 11
TBWA Singapore
Jagdish Ramakrishnan
Edmund Choe
O&M Beijing 12
Melvin MangadaTBWA SMP Manila19
Piyush PandeyO&M Mumbai 10
Ali ShabazGrey Singapore17
CREAT IVE NEWS EVERYDAY WWW.CAMPAIGNBR IEFAS IA .COM
20
CREATIVE RANKINGS
THE TOP 20 MOST AWARDED CREATIVE DIRECTORS IN ASIA
Masaru KitakazeHakuhodo Tokyo 2Yuya Furukawa
Dentsu Inc. Tokyo 1
Merle JaymeDDB DM9 JaymeSyfu 5
Wisit + Nopodol O&M Bangkok 14
Ajay ThrivikramPublicis Singapore 7
O&M Singapore
Michihito Dobashi
Eugene Cheong
Dentsu Chubu 8
Nils AnderssonY&R Beijing 15
Shen Guan TanRed Fuse Hong Kong 6
Wain ChoiCheil Korea 1816Andrew Petch
Cheil Korea 13
8 CAMPAIGN BRIEF ASIA FEBRUARY 2015 9CAMPAIGN BRIEF ASIAFEBRUARY 2015www.vil lakalisatbali.com
CREATIVE RANKINGS
The award shows that count in the CB Asia Creative Rankings and the other stuff you should be aware of
Just like the various sporting rankings, these Campaign Brief Asia Creative Rankings are based solely on performances over the 2014 Award show year. If you win an award at one of the shows we include here - you pick up points.What sets the Campaign Brief Asia
Creative Rankings apart from other rankings around the world is that it is calculated solely on creative performance at the major regional and international award shows over the 2014 calendar year. There is no submission or document
received from agencies that is then judged. It is based only on the facts - ie. creative award wins.Importantly, we attribute an adjusted
points value to each Gold, Silver and Bronze award won by each agency at each award show or festival. You might think this happens with other rankings systems, however this is not always the case. In some rankings a Gold at Cannes scores the same as a gold at Spikes. Campaign Brief Asia weights award wins against the difficulty of winning and we will continue to review each award show each year. As an example, awards at AdFest and
Spikes Asia are valued at: Grand Prix 40pts; Gold 30pts; Silver 20pts; and Bronze 10pts. The international shows count for more
- for example, at the Cannes Lions, award wins are valued at: Grand Prix 70pts; Gold 60pts; Silver 40pts; and Bronze 20pts. D&AD is harder to succeed at, so the
points attributed reflect that: Black Pencil 150pts; Yellow Pencil 100pts;
Nomination 60pts; and In-Book 20pts.Also an important point of difference is
that we only count the categories at the various award shows that are judged by Creatives and Creative Directors. This means award wins in the Media;
Effectiveness; and Public Relations categories at award shows are not included. Also the Healthcare only categories at Cannes and Spikes Asia are not included. As has always traditionally been the case
with the Campaign Brief Asia Creative Rankings, Print Craft & Film Craft categories are also not included. The reason is we considered this to be “double dipping” from agencies. Highly awarded print campaigns - usually already winners in Print, Outdoor and Design categories - then are entered individually into, and go on to win, multiple craft awards. To include Print Craft skews the results
of the Creative Rankings far too much in favour of specialist print agencies. The regional shows from 2014 that are
included in the Creative Rankings are: AdFestSpikes AsiaAdStarsAWARD AwardsThe WorkThe International shows included from
2014 are: D&ADCannes LionsOne Show (Advertising)London International AwardsClio AwardsNew York Festivals
10 CAMPAIGN BRIEF ASIA FEBRUARY 2015 11CAMPAIGN BRIEF ASIAFEBRUARY 2015
CREATIVE RANKINGS
ASIA’S MOST CREATIVE
NETWORKS 1 Dentsu 5095
2 Ogilvy & Mather 3290
3 BBDO 2230
4 Y&R 1955
5 McCann Worldgroup 1830
6 TBWA 1625
7 Hakuhodo 1610
8 Lowe Worldwide 1475
RANK NETWORK TOTAL RANK NETWORK TOTAL
9 JWT 1370
10 DDB 1320
11 Leo Burnett 1110
12 Publicis 985
13 Grey Worldwide 775
14 Cheil Worldwide 635
15 Saatchi & Saatchi 590
16 ADK 225
ASIA’S MOST AWARDED NETWORKS (2014)
ASIA’S MOST CREATIVE
COUNTRIES 1 Japan 8385
2 Singapore 4300
3 India 3450
4 China 3120
5 The Philippines 2605
6 Thailand 1825
7 Hong Kong 1720
8 Malaysia 775
RANK COUNTRY TOTAL RANK COUNTRY TOTAL
9 South Korea 535
10 Indonesia 525
11 Vietnam 485
12 Taiwan 447
13 Sri Lanka 175
14 Pakistan 135
15 Bangladesh 20
ASIA’S MOST AWARDED COUNTRIES (2014)
12 CAMPAIGN BRIEF ASIA FEBRUARY 2015 13CAMPAIGN BRIEF ASIAFEBRUARY 2015
CAMPAIGN BRIEF ASIA’SNETWORK OF THE YEAR
#3 BBDO
Rank Agency Points 4 BBDO Singapore 1220 22 BBDO Guerrero Manila 320 36 BBDO Malaysia 200 47 I&S BBDO Tokyo 140 50 BBDO Pakistan 135
Rank Agency Points 60 BBDO Bangkok 115 77 BBDO Mumbai 70 115 BBDO Beijing 20 134 BBDO Jakarta 10
#3 Y&R
Rank Agency Points 6 Red Fuse Hong Kong 700 15 Y&R Beijing 460 21 Y&R Singapore 345 47 Y&R Shanghai 140 68 Y&R Malaysia 85
Rank Agency Points 72 Y&R Vietnam 80 85 Y&R Philippines 60 92 Y&R Bangkok 45 115 TCP Jakarta 20 115 DY&R Tokyo 20
CREATIVE RANKINGS
DENTSU #1 DENTSU
Rank Agency Points 1 Dentsu Tokyo 4100 8 Dentsu Chubu Nagoya 690 61 Dentsu Plus Bangkok 110 77 Taproot India Mumbai 70 98 Dentsu Creative X 40
Rank Agency Points 107 Dentsu Kansai Osaka 30 115 Dentsu Thailand 20 115 Dentsu Singapore 20 134 Tugboat Tokyo 10 144 Dentsu Seoul 5
#2 OGILVY & MATHER
Rank Agency Points 9 O&M Hong Kong 640 10 O&M Mumbai 615 12 O&M Beijing 585 14 O&M Bangkok 490 16 O&M Singapore 420 28 O&M Vietnam 260
Rank Agency Points 54 O&M Shanghai 120 92 O&M Bangalore 50 92 Geometry Global KL 50 107 O&M Malaysia 30 115 O&M Taiwan 20 134 Geometry Global Mumbai 10
14 CAMPAIGN BRIEF ASIA FEBRUARY 2015 15CAMPAIGN BRIEF ASIAFEBRUARY 2015
CHIN A AGENCY OF THE YEARLOWE SHANGHAI
1 Lowe Shanghai 610 2 Ogilvy & Mather Beijing 585 3 Y&R Beijing 460 4 JWT Shanghai 260 5 Publicis Shanghai 190 6 Fred & Farid Shanghai 170 7 Y&R Shanghai 140 8 Ogilvy & Mather Shanghai 120 9 AKQA Shanghai 100 10 Saatchi & Saatchi Shanghai 90 11 JWT Beijing 70 11 Grey Group Beijing 70 13 Shineworks Shanghai 50 13 Cheil Worldwide China 50 15 Wieden & Kennedy Shanghai 40 16 McCann-Erickson Shanghai 35 17 Cheil Opentide Beijing 30 18 Leagas Delaney Shanghai 20 18 BBDO Beijing 20 20 Publicis Guangzhou 10
China’s Hottest AgenciesRANK2014
AGENCY TOTALPOINTS
CREATIVE RANKINGS
1 BBDO Proximity Singapore 1220 2 Publicis Singapore 700 3 Ogilvy & Mather Singapore 420 4 Grey Group Singapore 415 5 TBWA Singapore 350 6 Y&R Singapore 345 7 DDB Singapore 285 8 Kinetic Singapore 160 9 JWT Singapore 155 10 Lowe Singapore 145 11 McCann Worldgroup Singapore 45 12 Bartle Bogle Hegarty Singapore 40 13 Dentsu Singapore 20
SINGAPORE AGENCY OF THE YEARBBDO SINGAPORE
Singapore’s Hottest AgenciesRANK2014
AGENCY TOTALPOINTS
16 CAMPAIGN BRIEF ASIA FEBRUARY 2015 17CAMPAIGN BRIEF ASIAFEBRUARY 2015
INDIA AGENCY OF THE YEARMcCANN MUMBAI
1 McCann Worldgroup Mumbai 1465 2 Ogilvy & Mather Mumbai 615 3 JWT Mumbai 300 4 Grey Group Mumbai 210 5 Lowe Mumbai 140 6 DDB Mudra Mumbai 100 7 JWT Bangalore 85 7 CreativeLand Asia Mumbai 85 9 JWT New Delhi 80 10 Taproot India Mumbai 70 10 BBDO Mumbai 70 12 Ogilvy & Mather Bangalore 50 13 TBWA Mumbai (Gurgaon) 40 13 Scarecrow Communications Mumbai 40 15 Cheil Worldwide Gurgaon 30 16 McCann Worldgroup New Delhi 20 16 DDB Mudra Ahmedabad 20 18 Linen (Lowe) Gurgaon 10 18 Havas Worldwide Gurgaon 10 18 Geometry Global Mumbai 10
India’s Hottest AgenciesRANK2014
AGENCY TOTALPOINTS
1 Dentsu Inc Tokyo 4100 2 Hakuhodo Tokyo 1490 3 Dentsu Chubu Nagoya 690 4 TBWA Hakuhodo Tokyo 310 5 Mr Design Tokyo 300 6 SIX Inc Tokyo 200 7 Nippon Design Centre 160 8 I&S BBDO Tokyo 140 9 Hakuhodo Kettle Tokyo 120 10 Beacon (Leo Burnett) Communications Tokyo 110 11 Party Inc Tokyo 100 11 Iyama Design Tokyo 100 13 Mori Inc Tokyo 65 14 Creative Power Unit Tokyo 60 14 Bascule Tokyo 60 16 Shiseido Tokyo 55 16 ADK Tokyo 55 18 Projector Tokyo 40 18 Dentsu Creative X Tokyo 40 20 Frontage Tokyo 30 20 Dentsu Kansai Osaka 30 22 Yahoo Japan 20 22 Wonderactive Tokyo 20 22 Dentsu Y&R Tokyo 20
JAPAN AGENCY OF THE YEARDENTSU TOKYO
Japan’s Hottest AgenciesRANK2014
AGENCY TOTALPOINTS
CREATIVE RANKINGS
18 CAMPAIGN BRIEF ASIA FEBRUARY 2015 19CAMPAIGN BRIEF ASIAFEBRUARY 2015
1 TBWA Kuala Lumpur 315 2 BBDO Proximity Malaysia 200 3 Y&R Malaysia 85 4 Naga DDB Kuala Lumpur 75 5 Geometry Global Malaysia 50 6 Ogilvy & Mather Malaysia 30 7 Lucideas Creative Malaysia 20
MALAYSIAAGENCY OF THE YEARTBWA KUALA LUMPUR
Campaign Brief Asia’s Agency of the Year is awarded solely on creative performancein the Creative Rankings over the last two year period. (2009/2010).
Malaysia’s Hottest AgenciesRANK2014
AGENCY TOTALPOINTS
1 Ogilvy & Mather Bangkok 490 2 Lowe Bangkok 240 3 Leo Burnett Bangkok 230 4 Creative Juice Bangkok 205 5 McCann-Erickson Bangkok 120 5 JWT Bangkok 120 7 BBDO Bangkok 115 8 Dentsu Plus Bangkok 110 9 nudeJEH Bangkok 60 10 Y&R Bangkok 45 11 CJ Worx Bangkok 40 12 Visionary Group Bangkok 30 13 Dentsu Thailand 20
Thailand’s Hottest AgenciesRANK2014
AGENCY TOTALPOINTS
THAILAND AGENCY OF THE YEARO&M BANGKOK
CREATIVE RANKINGS
20 CAMPAIGN BRIEF ASIA FEBRUARY 2015 21CAMPAIGN BRIEF ASIAFEBRUARY 2015
CREATIVE RANKINGS
1 Red Fuse Communication Hong Kong 700 2 Ogilvy & Mather Hong Kong 640 3 Leo Burnett Hong Kong 240 4 Cheil Worldwide Hong Kong 120 5 DDB Hong Kong 20
Hong Kong’s Hottest AgenciesRANK2014
AGENCY TOTALPOINTS
HONG KONG AGENCY OF THE YEAR
RED FUSE COMMUNICATIONS
1 Ogilvy & Mather Vietnam 260 2 Lowe Vietnam 130 3 Y&R Vietnam 80 4 Leo Burnett Vietnam 15
VIETNAMAGENCY OF THE YEAR
O&M VIETNAMVietnam’s Hottest AgenciesRANK2014
AGENCY TOTALPOINTS
1 DDB DM9 JaymeSyfu Manila 820 2 ACE Saatchi & Saatchi Manila 500 3 TBWA Santiago Mangada Puno Manila 375 4 BBDO Guerrero Manila 320 5 Leo Burnett Manila 185 6 McCann-Erickson Manila 135 7 Lowe Manila 120 8 JWT Manila 70 9 Y&R Manila 60 10 Campaigns & Grey Manila 20
The Philippines’ Hottest AgenciesRANK2014
AGENCY TOTALPOINTS
THE PHILIPPINES AGENCY OF THE YEARDDB DM9 JAYMESYFU
1 Leo Burnett Solutions Sri Lanka 145 2 TBWA Sri Lanka 30
SRI LANKAAGENCY OF THE YEAR
LEO BURNETT SOLUTIONSSri Lanka’s Hottest AgenciesRANK2014
AGENCY TOTALPOINTS
22 CAMPAIGN BRIEF ASIA FEBRUARY 2015 23CAMPAIGN BRIEF ASIAFEBRUARY 2015
CREATIVE RANKINGS
1 JWT Jakarta 220 2 Publicis Jakarta 85 3 Lowe Jakarta 80 4 Leo Burnett Jakarta 60 5 Grey Group Jakarta 40 6 The Campaign Palace Jakarta 20 7 Iris Worldwide Jakarta 10 7 BBDO Jakarta 10
INDONESIAAGENCY OF THE YEAR
JWT JAKARTAIndonesia’s Hottest AgenciesRANK2014
AGENCY TOTALPOINTS
1 Cheil Worldwide Seoul 405 2 Innocean Worldwide Seoul 65 3 Postvisual Seoul 30 4 Krema Worldwide Seoul 20 5 Adqua Interactive Seoul 10
KOREAAGENCY OF THE YEARCHEIL WORLDWIDE
Korea’s Hottest AgenciesRANK2014
AGENCY TOTALPOINTS
1 ADK Taiwan 170 2 Leo Burnett Taiwan 125 3 JWT Taiwan 80 4 Inspire Advertising Taiwan 70 5 Ogilvy & Mather Taiwan 20
TAIWANAGENCY OF THE YEAR
ADK TAIWANTaiwan’s Hottest AgenciesRANK2014
AGENCY TOTALPOINTS
1 BBDO Pakistan 135
PAKISTANAGENCY OF THE YEAR
BBDO PAKISTANPakistan’s Hottest AgenciesRANK2014
AGENCY TOTALPOINTS