Tuesday 19, September 2017 at 9:54 AM by CB : The Most Awarded Network Table in the 2017 Campaign Brief Asia Creative Rankings has seen “order restored” with Dentsu rising back to top and displacing last year’s number one network, Ogilvy & Mather. BBDO is ranked #3 and the big improver this year is TBWA at #4 (up from #6 last year).
Dentsu’s best performer is their Tokyo head office – a clear #1 in Asia with a massive 5140 Ranking points. From India, Taproot Dentsu Mumbai also contributed 445 points to their total.
Ogilvy & Mather’s strong #2 network ranking was lead by a strong performance from their Bangkok agency who rank #5 in Asia with 1820 points . The network also received major contributions from Singapore (1582 points), Hong Kong (1030 points), Tokyo (945 points) and Mumbai (770 points).
BBDO dropped one place this year to #3. They had two top 10 performers overall with Bangkok and Mumbai staring – BBDO Bangkok ranks #2 overall with 2115 points and BBDO Mumbai at #8 with 1555 points. BBDO Malaysia in #17 position also contributed 930 points, although these points are from the 2015-16 awards season and will drop off next year. Encouragingly, BBDO Pakistan is ranking at #38 in Asia and contributed 390 points.
TBWA is the big improver this year moving up 2 places in this year’s Network ranking. If TBWA can maintain momentum then they may take #3 position from BBDO next year. TBWA’s improved network position is being driven by TBWA Hakuhodo Tokyo, TBWA Santiago Mangada Puno Philippines and TBWA Thailand who all made significant moves up. TBWA Hakuhodo is ranked #3 agency overall and Philippines and Thailand are ranked #12 and #13 respectively.
Hakuhodo, McCann Worldgroup, Leo Burnett, Cheil Worldwide, J Walter Thompson and Grey Group fill #5 to #10 spots in the Top Network Ranking.
For one of Asia’s smallest networks, the rise of BBH to #12 in the Network Rankings is notable. This was off the back of Asia’s most awarded campaign – Nike “Unlimited Stadium” that contributed a massive 1185 ranking points in 2017’s award shows.
From an award-winning perspective the two most disappointing networks in these 2017 Campaign Brief Asia Creative Rankings are Y&R and DDB.
Y&R fell from #8 to #11 this year, however two years ago they were Asia’s 4th ranked network. Their best performer is Y&R Malaysia at #51 overall. DDB has also fallen away as an award winning performer falling to #19 overall from #16. Two years ago they ranked at #10. Singapore is their top performer at #65 overall in Asia.
These Campaign Brief Asia Network Rankings are the combined totals of awards won over the past two years – 2016 and 2017. The period covered begins with the Korean-based Ad Stars awards in August 2015 through to the recent Cannes Lions in June 2017.
The ad shows that are included are: Ad Stars 2015 + 2016; Spikes Asia 2015 + 2016; AWARD Awards 2016 + 2017; AdFest 2016 + 2017; Campaign Brief’s THE WORK 2016 + 2017; Clio Awards 2015 + 2016; London International Awards 2015 + 2016; New York Festivals 2016 + 2017; One Show 2015 + 2016; D&AD 2016 + 2017; Cannes Lions 2016 + 2017. See the printed edition of Campaign Brief for the points allocations and methodology.
Full Rankings coverage is in our 54 page special report in the latest 92 page edition of Campaign Brief – available free at the Spikes Asia Festival. This year the Rankings have been expanded to again include individual creatives – a ranking from #1 to #1237 of every award winning Copywriter and Art Director in 2017. There is a breakdown of the most awarded Agencies and Creatives in every Asian Country; overall Network rankings; and a list of this year’s top 20 most awarded creative directors.
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.
