Hakuhodo takes out Campaign Brief Asia's Indonesian Creative Agency of the Year for third successive year: Chow Kok Keong ranked #1 in the Hottest Creatives Creative Rankings

CB Asia 2018_Indonesia.jpgKok Keong_Hakuhodo 2018.jpgThe Indonesian industry is showing signs of a healthy creative resurgence going on the trends that are evolving out of the results of the 2018 Campaign Brief Asia Creative Rankings.

Whereas the creative achievements of the Jakarta industry used to come from the industry's global multinationals, today it is very much the Japanese-headquartered networks that are delivering the creative highlights in the market.

This year's 2018 Campaign Brief Asia Indonesian Creative Rankings are again dominated by Hakuhodo, who for the third year in a row are named Campaign Brief Asia's Indonesian Creative Agency of the Year.

Hakuhodo Indonesia is a clear #1 in the market with an impressive 720 Creative Ranking Points. The agency scored 320 points in these 2018 Rankings, to go along with their 400 point haul in the 2017 Creative Rankings.
CB Asia 2018_Indonesia_Agencies.jpgOver the past 12 months Hakuhodo picked up awards across D&AD, AdFest, AdStars, Spikes and Campaign Brief's The Work.

Hakuhodo leads the Indonesian Creative Rankings from Dentsu Indonesia, who jump up to #2 position on 170 Creative Ranking Points. Dentsu were un ranked in 2017 and their 170pt total comes from success at AdFest and Campaign Brief's The Work over the past 12 months.

Dropping one place to #3 with 100 Creative Ranking Points is Leo Burnett, who, unfortunately, failed to score any ranking points over the past 12 months.

At #4 with 75 Creative Ranking Points is Iris Worldwide. MullenLowe comes in at #5 with 45 Creative Ranking Points, just in front of the #6th ranked Bates CHI & Partners with 40 points.

In the Indonesian Hottest Creatives ranking Hakuhodo Indonesia's executive creative director Chow Kok Keong (pictured above) is the #1 ranked creative in the market for the second successive year.

Joshua Prakasa.jpgNikholas Alviyanto.jpgKok Keong has an impressive total of 675 Creative Ranking Points. He leads the ranking from two fellow Hakuhodo creatives - Joshua Prakasa (pictured left) and Nikholas Alviyanto (pictured on left, below).

Prakasa retains his overall 2017 #2 position in Indonesia this year with 330 points and Alviyanto moves up to #3 with 250 points after being unranked in last year's Creative Rankings.

Dentsu Indonesia ECD Keat Soh is ranked equal #4 with Hakuhodo's Fajar N.F on 170 Creative Ranking Points.

Three more Hakuhodo creative then follow Irsyad Sidharta (#6 with 140pts), Adryanto Santosa (#7 with 125pts) and Wahyu Santoso (#8 with 105pts).

Dentsu Indonesia's Ridward Ongsano comes in at #9 with 90pts and Febrian Adi Putra (Dentsu) and Puji Bagio (Hakuhodo) are then ranked at equal #10 with 80pts.

The results of the 2018 Campaign Brief Asia Creative Rankings are tabulated from creative award wins over a rolling two year period. 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; Cannes Lions 2017 + 2018.

The Campaign Brief Asia Creative Rankings were introduced in 1995 to tabulate Asia's most creative agencies and individual creatives, based on award winning performances over a two year period at the top global and regional award shows.

Over the next 10 days Campaign Brief Asia will be releasing these country by country results of this year's Creative Rankings, before releasing the complete tables and Asia Rankings as a 50 page downloadable pdf.

Don't miss any coverage of Campaign Brief Asia's 2018 Creative Rankings. Sign up for the free Campaign Brief Asia daily email newsletter. It takes just 30 seconds. CLICK HERE.

CB Asia 2018_Indonesia_Creatives.jpg


Creative Analyst said:

Insiders say Indonesia's one of the toughest markets in Asia for creative purists to thrive in.

A regional CEO even admitted to me that it is a largely suit-driven market that makes unreasonable demands on the creative director to do the suits' biding and even do the suits' job, while crushing creative impulses systematically, all with the excuse of "knowing what clients want" and worse still, keeping the creatives on a tight leash.

An ECD of a top-ranked network confided in me that working in Indonesia was like rolling a boulder up the hill: when you get to the top, you are quickly back down at the bottom again. It can be that meaningless, he said, and it is a lonely and thankless job. The CEO rarely stands on your side. Neither do your creatives, who often prefer to side with the one who holds the ultimate power...

Pity because I know there are good, honest creatives in this market who have transformed unglamorous networks like Dentsu and Hakuhodo into the top creative agencies in this list. Hakuhodo, fortunately, benefit from sensible agency management, with largely autonomous creative leadership that allows creativity to flourish. Dentsu, on the other hand, have a famously tyrannical CEO who believes he can do everyone's job better than the best out there, so it's a miracle they're up there at all!

V A said:

Good for the creative guys in their micro world.
But the sad part is that the work which made them hottest is not real at all.
The project which normal people are seeing and clients are paying for it is not related to this list.
You will know what the hottest word really means if you see the countries' real visible work on TV, OOH or Internet. You might fall from your chair.
Just dig deep and see the winning ads in a mediocre award show, you will know how hot it is? Why mediocre? The show awards metal for really sad stuff. One example - GPS inside sandal/slippers which is costlier than the slipper. Very funny.

Not blaming any creative or agencies. Its the culture here which is forcing them to do these stuff. Poor guy has to survive and get promotion. Right?

The saddest part is this approach will ruin the future of countries advertising esp for young people. They will think if you do work like these, you will become the hottest.
And the real work will continue to be poor. And brands and client will suffer at the end. Agency will not add value to their clients. Agency model will collapse. And tech and internet giants will take over.
Scary. Sad.
Hotness will turn into cold.
Very cold.

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