CB Asia Creative Rankings2014: BBDO and Proximity’s record awards haul sees them take out Creative Agency of the Year in Singapore
When you are sharing the #1 spot in the Gunn Report’s 2014 Most Awarded Print/Out of Home Ads and Campaigns in the World global ranking you sort of know you are going to have a good year in the Campaign Brief Asia Creative Rankings. And this proved the case for BBDO and Proximity Singapore and their “Guinness Draught In A Bottle” campaign.
In our Singapore country rankings BBDO and Proximity Singapore is a runaway clear winner with a total of 1220 points. The “Guinness Draught In A Bottle” campaign scored awards at 9 of the 11 shows that count in these Creative Rankings, and the agency scored more than 200 points at 4 different global festivals – Cannes (280pts), LIA (260pts), D&AD (220pts) and Clio (220pts).
BBDO and Proximity Singapore also figured at AdFest, Spikes, One Show, The Work and AWARD. The agency was lead through 2014 by former CCO Ronald Ng (pictured above, who has now been hired as CCO of DigitasLBi in North America).
While “Guinness Draught In A Bottle” is by far the main award winner for them, they also picked up a swag of awards for their “World Under Water” interactive campaign.
BBDO and Proximity Singapore is an impressive 520 points in front of their closest rival – Publicis Singapore.
Lead by Executive Creative Director Ajay Thrivikraman (pictured left), Publicis Singapore had a great year at the international award shows picking up major awards and ranking points at D&AD, One Show, Clio and New York Festivals. They also won at AdFest and Spikes.
Most of their points are for the Crisis Relief Singapore print campaign “Liking isn’t Helping” (see left).
In third spot on the Singapore Creative Rankings is Ogilvy & Mather Singapore with 420 points.
The agency picked up awards across Coca-Cola, Unilever Comfort, Philips, Sing Tel and others.
Ogilvy & Mather’s biggest contribution to their total of 420 points came from The Work, Cannes and Clio.
They also won at the London International Awards and Spikes Asia. The agency is lead by Ogilvy’s regional executive creative director Eugene Cheong (pictured below left).
There were 10 other ad agencies from Singapore to gain points in the Creative Rankings. These will be detailed in a complete PDF version of the Rankings which will be sent free to all readers that have REGISTERED.
Over the next 10 days Campaign Brief Asia will also be releasing the results of our overall Regional Agency of the Year; Regional Network of the Year; A Country Performance Ranking; plus highlighting the Top Creative Leaders in Asia; and the Top Creative Teams in Asia.
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 Print & Film Craft; Media; Effectiveness; and Public Relations categories at award shows are not included. Also Healthcare only categories at Cannes and Spikes Asia are not included.
The regional shows that are included in the Creative Rankings are: AdFest, Spikes Asia; AdStars, AWARD Awards and Campaign Brief’s The Work.
The International shows included are: D&AD, Cannes Lions, One Show (Advertising), London International Awards, Clio and New York Festivals.
The Singapore Creative Rankings is sponsored by the London International Awards.
For more information about the Creative Rankings read here.
Country winners announced over the past few days:
Taiwan Creative Agency of the Year: ADK Taiwan.
Philippines Creative Agency of the Year: DDB DM9 JaymeSyfu.
China Creative Agency of the Year: Lowe Shanghai.
India Creative Agency of the Year: McCann Worldgroup Mumbai.
Hong Kong Creative Agency of the Year: Red Fuse Communications
Indonesian Creative Agency of the Year: JWT Jakarta.
Malaysian Creative Agency of the Year: TBWA Kuala Lumpur.
3 Comments
Never thought I’d see the day, Pubilcis best Mighty Ogilvy!
And by a whopping 280 points.
Must be the Singtel curse.
Predictable winner but looking forward to seeing the whole list.
Great for Publicis but where’s JWT & DDB & Burnett? Grey must be up there somewhere. Ogilvy would be disappointed.
It must have taken an enormous amount of effort for Publicis to beat Ogilvy. Great work Ajay and team. I’m guessing the quality of suit has increased as well.