Campaign Brief Asia Creative Rankings: Japan, Thailand, Singapore and India lead the way as 2017’s top performing Countries

One of the more interesting charts in our annual Campaign Brief Asia Creative Rankings is the Country calculations. This is a combined score of all agencies in each country and it gives a very good guide to the level of creativity emanating from each.

This year we again see Japan riding high largely driven by the great performances of Dentsu Inc Tokyp, TBWA Hakuhodo Tokyo, Hakuhodo Tokyo and good contributions from a couple of multinationals in McCann Worldgroup and Ogilvy & Mather.

It was a standout performance from Thailand over the past 12 months. Agencies contributed a combined total of 6100 ranking points – up around 350% on last year. Thai agencies all lifted their creative performances in 2017. Ogilvy & Mather leads the way with 1235 points followed by CJ Worx (1170 points), BBDO Bangkok (950), TBWA Thailand (945), J Walter Thompson (590), GreynJ United (395) and Leo Burnett (310).

Singapore has dropped down to #3 best performing country with 3425 ranking points – down from 4300 points in last year’s Creative Rankings. BBH Singapore is the top performer with 1185 points. Ogilvy & Mather, Dentsu and MullenLowe also made good contributions.

In 4th position is India with 2955 points lead by an excellent performance from BBDO Mumbai. McCann Worldgroup, consistently one of Asia’s best performers at award shows, contributed 570 points and the country also got good contributions from Ogilvy & Mather, Taproot Dentsu and Leo Burnett.

China’s performance was down on the previous year. Publicis Shanghai was their best performer and The Nine Shanghai, Havas Shanghai, J Walter Thompson Beijing and Shanghai and TBWA Shanghai all made good contributions.

The Philippines enjoyed less award wins at the shows this year with a combined total dropping from 2605 ranking points to 1735. TBWA Santiago Mangada Puno were star performers with 740 ranking points.

Hong Kong’s performance in 7th position was overwhelmingly lead by Ogilvy & Mather (610 points) and Cheil Worldwide (595 points).

South Korea nearly doubled their 2016 showing this year with 1025 points to move to #8 on the chart – lead by Cheil Worldwide with 675 points. Also at #8 is Taiwan with ADK, Leo Burnett and Dentsu the best performers.

Indonesia is ranked at #10 with Hakuhodo Jakarta clearly the best performer.

Malaysia’s performance was disappointing this year – down from 775 ranking points in 2016 to just 290. In 2017 amazingly only Leo Burnett and Naga DDB managed to win an award at the 11 shows we include in our rankings. Leo Burnett leads the way with 265 points. In our 2014 Creative Rankings Malaysia was the 6th most awarded country in Asia with 1400 ranking points.

The ad shows that are included in this year’s ranking are: Ad Stars 2016; Spikes Asia 2016; AWARD Awards 2017; AdFest 2017; Campaign Brief’s THE WORK 2017; Clio Awards 2016; London International Awards 2016; New York Festivals 2017; One Show 2016; D&AD 2017; Cannes Lions 2017. See the printed edition of Campaign Brief for the points allocations and methodology.

The full Creative Rankings is a 54 page special report in the latest 92 page edition of Campaign Brief – available free at the Spikes Asia Festival. All 1237 award winning creatives are ranked. The Creative Rankings will also be available on Campaign Brief Asia as a downloadable 54 page pdf. Make sure you don’t miss out on this download – Register FREE for the Campaign Brief Asia Daily News Email and a link will be sent to you for the free download.

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