The Campaign Brief Asia Creative Rankings makes a return with results published online from Monday: Register free to get all of the results
Welcome to the Campaign Brief Asia Creative Rankings 2014.
Starting tomorrow, and running over the next two weeks up to Chinese New Year, Campaign Brief Asia will be releasing, online, right here, the results of this year’s Creative Rankings breakdown. Each day this week we will focus on 2 different individual country rankings and will highlight the Agency of the Year and the next two runner-up agencies in each country.
It’s often quoted by ECDs, Regional ECDs and Worldwide ECDs that they aspire for their agency to be in the top 3 creatively in their country – the Campaign Brief Asia Creative Rankings will show who has achieved this.
Campaign Brief Asia will follow up next week by releasing the results of our overall Regional Agency of the Year; the Regional Network of the Year; A Country Performance Ranking; plus highlighting the Top Creative Leaders in Asia; and the Top Creative Teams in Asia.
Make sure you don’t miss out on these daily big news announcements by registering free for the Campaign Brief Asia Daily News Email as the results will be released first each day via this free daily email.
REGISTER HERE NOW (It takes just 30 seconds to register).
At the end of this two weeks of coverage of the Creative Rankings a complete PDF will be sent free to all readers that have REGISTERED. This PDF will detail full and comprehensive results, tables and coverage of all 148 agencies in Asia that won awards at the main regional and international award shows. The PDF will rank every agency in order from #1 down to #148.
Read this bit below to understand how the rankings work.
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 are: 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 extreme “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: AdFest, Spikes Asia; AdStars, AWARD Awards and The Work.
The International shows included from 2014 are: D&AD, Cannes Lions, One Show (Advertising), London International Awards, Clio and New York Festivals.
Campaign Brief Asia is not bringing back the Individual Copywriter/Art Director Creative Rankings. We’re still getting over being bitten by a monkey (a tongue-in-cheek in joke with some of our older readers!)