Dentsu, Ogilvy, TBWA + McCann fill top four positions in the Campaign Brief Asia 2018 Most Awarded Networks in Asia creative rankings
How does your agency network’s award-winning performance compare to your rivals?
An important part of of the Campaign Brief Asia Creative Rankings each year is the Network Ranking. In the late 90s and early 2000s it was always a close battle between the Saatchi & Saatchi and Ogilvy & Mather networks – the latter winning Creative Network of the Year seven years in a row. Over recent years it is a battle between Dentsu, Ogilvy and BBDO.
Ogilvy took the crown in 2016, however Dentsu reclaimed it again last year and retained it again this year.
The Dentsu network’s best performing agency is their head office – Dentsu Inc Tokyo – who contributed a massive 5,315 Creative Ranking Points of their total of 8,835 points.
An impressive part of the network’s creative reputation has been the performance of Dentsu agencies outside of Japan. This year Dentsu received very good contributions from Dentsu JaymeSyfu Manila (ranked #22 in Asia with 755 points), Taproot Dentsu Mumbai (#31 with 505 points), Beijing Dentsu China (#36 with 370 points), Dentsu Taiwan (#49 with 340 points) and Dentsu Singapore (#45 with 315 points).
The #2 ranked creative network in Asia is Ogilvy with a combined total of 8170 Creative Ranking Points. Ogilvy has 5 agencies ranked in the Top 25 in Asia – Ogilvy Thailand, Ogilvy Singapore, Ogilvy Tokyo, Ogilvy Hong Kong and Ogilvy Mumbai.
For the second year in a row Ogilvy Thailand is the network’s top performing agency with 2,840 points and a high overall ranking of #3 in Asia.
Ogilvy Singapore is also in the Top 10 in Asia at #8 with 1,845 points. The network also received great contributions from Ogilvy Tokyo (#12 with 1,365 points), Ogilvy Hong Kong (#18 with 940 points), Ogilvy Mumbai (#21 with 770 points) and Ogilvy Taiwan (#38 with 350 points).
At #3 is TBWA with an impressive 7,420 Creative Ranking Points. TBWA are without question the most improved network over the past 5 years having risen up the Network Creative Ranking every year over this time. Last year TBWA ranked #4 after ranking #6 in both 2016 and 2015.
In these Creative Rankings they unseat BBDO as Asia’s third most awarded network thanks largely to four TBWA offices being placed in Asia’s Top 25.
TBWA\Hakuhodo Tokyo was their star performer with 3,320 Creative Ranking Points and an overall ranking of #2 in Asia – up from #3 in 2017.
Consistent award winner, TBWA Santiago Mangada Puno Philippines was another big performer for TBWA (Ranked #11 in Asia with 1,515 points), TBWA Thailand was also a major contributor (#13 with 1,325 points). Thailand has had a great 2 year period, improving from #49 in 2016. TBWA Shanghai is another high achiever – ranking at #19 with 800 points. In 2017 TBWA Shanghai ranked #53 and in 2016 they were a much lower placed #98.
Improving two places in the Network Creative Ranking this year is McCann Worldgroup. They too have overtaken consistent top 3 network performer BBDO with a overall total of 4,420 Creative Ranking Points.
McCann Worldgroup India is again their most awarded agency, ranking as the #4 most awarded agency in Asia with 2,770 points.
McCann also got a great contribution this year from McCann Philippines, who improved to #17 overall with 960 points (up from #80 in 2017). McCann Tokyo (#28 with 540 points) and McCann Thailand (#29 with 525 points) also made valuable contributions.
BBDO ranks #5 overall this year after falling from #3 last year and #2 in 2017.
BBDO Bangkok remains the network’s creative star. Despite a drop from #2 overall in last year’s Agency rankings, BBDO Bangkok still performed highly with 1,645 Creative Ranking Points at #10 this year.
At #15 with a valuable 1,030 points BBDO Mumbai also experienced a drop in their overall ranking (#15).
BBDO Pakistan is the network’s third best creative performer. They have been an emerging creative force over the past few years – this year ranking at #34 with 445 Creative Ranking Points.
BBDO Guerrero Philippines sits in #42 position overall with 325 points. In 2017 the agency ranked #41 after improving from #72 in 2016.
BBDO Singapore (150 points) remains at last year’s #78 ranking after moving up from #131 in 2016. Disappointingly, the once highly ranked BBDO Malaysia drops right off the Agency Rankings tables this year with no award wins from the past two years. Last year BBDO Malaysia ranked at #17 overall and in 2016 they ranked in the Top 10 at #7.
At #6 overall Cheil Worldwide improves two places in this year’s Network Creative Rankings. Cheil Hong Kong (#5) and Cheil Seoul (#14) both placed in the Top 20 in Asia.
The 2018 Most Awarded Networks in Asia Creative Ranking is a tabulation of all award winning work from Asia from the past 2 years at the 11 global and regional advertising awards and festivals. If your agency won an award over the 2017 and 2018 awards season then your network earned points in our Campaign Brief Asia Network Creative Rankings.
The shows that are included in these calculations are: Ad Stars 2016 + 2017; Spikes Asia 2016 +2017; AWARD Awards 2017 + 2018; AdFest 2017 + 2018; Campaign Brief’s THE WORK 2017 + 2018; Clio Awards 2016 + 2017; London International Awards 2016 + 2017; New York Festivals 2017 + 2018; One Show 2017 + 2018; D&AD 2017 + 2018; and Cannes Lions 2017 + 2018.
The full ranking of all 206 award winning ad agencies and 1,862 individual creatives is included in our 50 page Campaign Brief Asia Creative Rankings pdf released on Monday. Register to receive it free here.
VIEW THE 2018 CHINA CREATIVE RANKINGS HERE
VIEW THE 2018 THAILAND CREATIVE RANKINGS HERE
VIEW THE 2018 TAIWAN CREATIVE RANKINGS HERE
VIEW THE 2018 KOREAN CREATIVE RANKINGS HERE
VIEW THE 2018 INDIA CREATIVE RANKINGS HERE
VIEW THE 2018 JAPAN CREATIVE RANKINGS HERE
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1 Comment
Go TBWA!