CB Asia Creative Rankings 2014: Coup for BBDO Pakistan, becoming the country’s first ever Creative Agency of the Year award winner
For the first time ever Pakistan has recorded points in the Campaign Brief Asia Creative Rankings. Not only does BBDO Pakistan win our first ever Creative Agency of the Year award, they also should be very proud of the fact that their performance at the international and regional award shows in 2014 sees them just edge into the overall Top 50 most creative agencies in Asia ranking.
All of BBDO Pakistan’s 135 points were won for the Reprieve/Foundation for Fundamental Rights “Not a Bug Splat” guerrilla campaign that addressed the issue of drone strikes in Pakistan. The campaign picked up awards at Cannes, London International Awards and Spikes Asia. The project was in fact led by Creative Director Ali Rez and Strategic Planning Director, Assam Khalid (pictured).
Drone operators routinely describe their casualties as “Bug Splats” since viewing a human from far above gives the sense of an insect being crushed. An estimated 3500+ people, many innocent civilians, have been killed. BBDO’s strategy was to speak directly to drone operators. A large-scale portrait of a child affected by an attack was laid on the ground facing up in the heavily bombed area of Northwestern Pakistan, so a drone camera could capture and transmit it to an operator’s screen.
A complete PDF version of the Rankings which will be sent free to all readers that have REGISTERED.
Over the next few 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.
For more information about the Creative Rankings read here.
Country winners announced over the past few days:
Vietnam Creative Agency of the Year: Ogilvy & Mather Vietnam.
Sri Lanka Creative Agency of the Year: Leo Burnett Solutions.
Thailand Creative Agency of the Year: Ogilvy & Mather Bangkok.
Singapore Creative Agency of the Year: BBDO and Proximity Singapore.
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.
