CB Asia 2018 Rankings_Top Networks 2018.jpgHow 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).
Legendary Party_Spikes 2018_email.jpgJoin Campaign Brief in Singapore as we get together with Song Zu, Fin Design + Effects, Arcade, Finch, NAKATOMI, Audio Network and Tiger Beer to stage biggest Campaign Brief Legendary Party of the year - the 6th annual Spikes Asia Legendary Party.

For all Spikes Asia delegates attending this year and our friends in Singapore put 8pm on this Wednesday September 26th in your diary as we take over GEM Bar and surrounding streets and enjoy a truly legendary evening at the best party and networking event of the Spikes Asia Festival.

This year we have added 3 new sponsors with top Australasian production company Finch, technology company NAKATOMI and music library Audio Network joining our foundation sponsors Song Zu, Fin Design + Effects, Arcade and Tiger Beer. Look forward to catching up there!

Change The Facts Not The Fro.jpgHair bias is rarely discussed, but it remains a persistent global problem which affects millions. This year alone, families have had to take legal action both in the UK and overseas for the right to have their children attend school with their natural Afro hair.

Whether it be the refusal to overturn an American state ban on dreadlocks or the damaging implications of schoolgirls being forced to straighten their hair in South Africa, discrimination based on hair has serious implications for many people's job prospects, education and wellbeing.

Ogilvy Singapore and Ogilvy London with Wavemaker and World Afro Day pioneered a new awareness campaign "Change the Facts, Not the Fro".

Focusing this year on tackling how society perceives women's Afro hair and highlighting the importance of celebrating it in its natural glory, this campaign aims to challenge the status quo so this generation and the ones to come feel they have the choice to wear their hair in whatever way, shape or form.

VIEW THE FIRST AD
VIEW THE SECOND AD
VIEW THE THIRD AD
VIEW THE FOURTH AD
Huawei1.jpgDentsu X Singapore came up with a nice idea last week for client Huawei.

Taking a pot shot at rival Apple, Huawei arranged for people wearing Huawei shirts to hand out power banks to the hundreds of people queuing overnight for the new Apple iPhone.

The ambient promotion plays on Apple's perceived weekness when it comes to the iPhone's battery life and has generated a lot of PR over the stunt.
lp-dd-square-black copy.jpgDentsu Aegis Network's Out-of-Home agency, Posterscope, has expanded its dynamic digital content arm, Liveposter, in Asia Pacific. Liveposter is a web-based platform that helps brands create dynamic content for digital out of home that are increasingly becoming more relevant, engaging and effective. It has been launched in Posterscope's offices in the UK, US and Australia and now from Singapore serving Southeast Asia.

The platform puts focus on context and relevance to gain and retain customer attention. With the strategic use of data, the platform creates, changes and schedules messages and advertisements that change over the course of a day, a week or an ongoing campaign. In doing so, brand communication remains relevant, guaranteeing appeal and effectiveness.
Ford Everest.jpgThe intent was to make a film that took the viewer on the extraordinary off-road journey with the family. Driving the perception that the New Ford Everest is the premium and most capable off-road SUV in the segment while featuring the new design details and benefits. An energetic driving film via GTB Thailand with a charming ending.


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Regeneration.jpg"Sustainability as we know it is dead" reveals the world's best-known advertising agency, J. Walter Thompson, in the latest report to come from its global futures think-thank, the Innovation Group. 'The New Sustainability: Regeneration' presents the urgent case for brands to adopt regenerative, not just sustainable, practices

Doing less harm is no longer enough. Brands must now focus on regeneration if they are to future proof their businesses building economies that allow the planet to thrive.

 The full report is available to download here.
Fuji Kogyo.jpgHP Inc. has announced the winners of the HP Asia Pacific and Japan (APJ) Large Format Sign & Display Digital Excellence Print Awards 2018.

Now in its 10th year, the annual award recognizes PSPs who are creatively using HP's Latex printing technologies to provide consumers with better brand experiences.

Seven category winners were selected from 55 entries. They were judged on 31 August by industry leaders Wu Xianyi, Executive Committee Member of the Design Business Chamber Singapore, Muralikrisghnan Rangan, CEO of Print Lab Pte, and Genevieve Chua, Managing Director of Spicers Asia and EXCO, Print & Media Association of Singapore.

"Over the past 10 years, we have challenged PSPs to enable brands to connect with their customers in new ways at the point of purchase," said Michael Boyle, General Manager, Asia Pacific and Japan Graphics Solutions Business, HP Inc. "The sign and display industry is one of the most exciting and fastest-growing segments in the commercial print industry. At HP we see our role as technology enablers and I'm proud to see our PSPs continuing to leverage our solutions to create new and innovative work."

The category winners demonstrated outstanding creativity, innovation and positive brand impact through their work - all of which were developed by HP's large format printing technology. The HP Latex offers vibrant colors, the glossiest whites and high scratch resistance with its water-soluble inks. Together, these allow PSPs the versatility to expand into new applications in retail, outdoor signage, window graphics, events and exhibitions, decoration and car wrapping.

The Grand Winners and Category Winners from Asia are:

Grand Winner (pictured above)
Fuji Kogyo (Japan)
The wallpaper, made of glass beads and printed, non-woven fabric, showed realistic color payoff. Overall, the creative wallpaper made the room's aesthetic more elegant and gave it the illusion of a bigger space.

Pinwheel Media Group (Philippines).jpgCategory Winner: People's Choice
Pinwheel Media Group (Philippines)
The new design of Jollibee Foods Corporation used a variety of substrates and mixed media to highlight the brand feel and flavor, adding vibrance to the store's overall look. This entry obtained 96 percent of the online votes.

Asakura Inc. (Japan).jpgCategory winner: Creative Gifts
Asakura Inc. (Japan)
Asakura Inc.'s drawstring bags are designed to be the best gifts in any season. Printed on non-woven fabric, the bags did not have compromised ink quality even with their soft and thin material.

Category Winner: Outdoor Advertising
Shibaura House (Japan).jpgShibaura House (Japan)
As part of an annual exhibition, KYOTOGRAPHIE displayed an outdoor banner made of mesh PVC. The banner withstood harsh weather conditions and retained the print, even without any coating as base.

Spectrum Scan (India).jpgCategory Winner: Retail POP/POS
Spectrum Scan (India)
Spectrum Scan's unit structure attracted customers with vibrant print quality and color. The unit was also designed to be a selfie shooting point for customers, increasing personal interaction with the brand.

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screen-shot-2018-01-28-at-12-05-52-pm.jpgAn older piece taken from the archives of damonsbrain - a blog written by Damon Stapleton, chief creative officer of DDB New Zealand

"Computers are useless. They can only give you answers." - Pablo Picasso

The first thing advertising has to do is be noticed. It would seem right now many are forgetting this. If an ad isn't noticed the rest doesn't matter, does it?

Making an impact is the job. Which is why I have always thought it odd that creatives will take a hit if they do something that is deemed strange. However, if a piece work is vanilla, boring and unnoticed there are often very few consequences.

I am often asked why so much advertising is so shit. This tends to happen at barbecues where I smile sheepishly, shrug my shoulders and have some more lamb. However, when I saw the new Leeds logo and the new Diet Coke work I started to think about it a bit more. If you think about how much time and process is involved in advertising why is the output often so banal?
Palau-Hero-PASSPORT-A_1920x1080.jpgFollowing the launch of the Sustainable Development Goals Lions at the 2018 Cannes Lions International Festival of Creativity, the inaugural Grand Prix winner, The Palau Legacy Project, created by Host/Havas Sydney, was last night honoured with the "Champion for Humanity" Award from the We Are All Human Foundation. The Award was presented during the We Are All Human Foundation & Global GoalsCast UN General Assembly Kick-Off Reception of the UN's Global Goals Week, a reception to gather a coalition of champions and celebrate progress and key initiatives that made a difference over the last year.
CB Asia 2018 Rankings_Top6Agencies.jpgWe are now down to the business end of the 2018 Campaign Brief Asia Creative Rankings - the most awarded agencies in Asia chart. Over the past two months Campaign Brief has tabulated every award result from the past 2 years at 11 important global and regional advertising awards and festivals to rank all 206 agencies that won awards over that 2 year period - from #1 down to #206.

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.


From a network perspective Ogilvy has 5 agencies ranked in the Top 25 - Ogilvy Thailand, Ogilvy Singapore, Ogilvy Tokyo, Ogilvy Hong Kong and Ogilvy Mumbai. The TBWA network has also performed extremely well with 4 offices in the Top 25 - TBWA\Hakuhodo Tokyo, TBWA\Santiago Mangada Puno Philippines, TBWA\Thailand and TBWA\Shanghai.

However the most awarded agency of the year is Dentsu Inc Tokyo. For the 4th Campaign Brief Asia Creative Rankings in a row Dentsu Inc Tokyo sits on top of the Hottest Agencies in Asia Creative Ranking. With 5,315 Creative Ranking Points the Japanese creative giant is nearly 2,000 points in front of #2.

Asia's Top 100 most awarded creatives of 2018

Kris Garford Spindler_Ogilvy.jpgThe 2018 Hottest Creatives in Asia 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 you won an award over the 2017 and 2018 awards season - and you were credited in the "copywriter" and "art director" credit fields - then you earned points in our Campaign Brief Asia 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. Check out the fine print in our 50 page downloadable PDF of the whole 2018 Creative Rankings (Available on Monday evening).


This year 1,862 individual creatives (copywriters and art directors) won awards and are tabulated in these Campaign Brief Asia 2018 Creative Rankings.
Laija & Kiran.jpgInterbrand India has appointed Lajja Marjadi as Executive Creative Director and Kiran Jadhav as Creative Director. Holding key portfolios, Marjadi (pictured left) will be responsible for bringing strategic creative direction to the agency's regional operations, ably assisted by Jadhav (right).
 
"Interbrand India is the youngest within the global network, and yet has been the fastest growing one. We have the top 5 branding assignments of the decade as our showreel. Our engagements of Godrej, Mahindra Global Brand, JIO, Infosys and Britannia have made us the leading Brand Consultancy in India. I am confident that with Kiran and Lajja on board, the next decade will be a remarkable journey too. Kiran's expertise in applying the principles of design to insights into consumer behavior coupled with Lajja's rich background in bringing alive the top F&B brands of the country, will hold us in good stead as we look to expand our horizons on pursuing new relationships," said Ashish Mishra, Managing Director - Interbrand India.

Hakuhodo logo.jpgHakuhodo Japan has acquired shares in brand agency Beginnings Communications, Inc. (BCI) and events and activations company eNAV Logistics Management Services, Inc. (eNAV), both of the Philippines.

BCI is a brand agency with strengths in corporate and product and service branding in both creative and promotion. It has a track record in supporting a broad range of Japanese and global clients, in addition to local Filipino companies. In recent years, it has also been focusing energy on data-driven branding, and has collaborated with Hakuhodo on numerous projects. eNAV is a company with a proven record in planning and organizing events and activations large and small across the Philippines.
e32b7d03-c543-4dd2-a9e1-125c7a488d4c.jpgWARC, the global authority on advertising and media effectiveness, has today released the Effective Innovation Report 2018, highlighting key trends of the world's most original marketing thinking.

Drawn from the winners of the Effective Innovation category of this year's international WARC Awards, a global search for next-generation marketing effectiveness, the report showcases innovative thinking that has transformed a business or disrupted category conventions to deliver tangible results.

Says Lucy Aitken, managing editor, case studies, WARC: "Following our analysis of the metadata around all the entries, we see that despite the considerable challenges presented by innovation, it is an increasingly popular and effective way for brands to grow."
tista sen.jpgJ Walter Thompson has elevated Tista Sen (pictured), currently a National Creative Director, to the Regional Creative Director role. She now takes on the additional oversight of JWT Sri Lanka.
 
Priya Shivakumar, currently the Executive Creative Director of JWT Bangalore, has been promoted to National Creative Director. Shivakumar, will now drive creative excellence for clients across JWT Bangalore, Chennai and Hyderabad.

Tarun Rai, CEO, J Walter Thompson said, "Both Tista and Priya are exceptional creative professionals and their promotions are richly deserved. They have helped build so many brands and have been true ambassadors of JWT. In their new roles, Senthil and I, expect them to provide creative leadership across geographies."
Static.jpgThe Honda City, with its 20 year legacy, has been one of the most celebrated sedans in the country. For over 7.35 lakh customers, the City is the symbol that best resonates with their stature and world view.

The objective of this campaign via Dentsu One India was to drive consideration by re-affirming the leadership high ground of the Honda City with young sedan intenders.

Forevermark.jpgForevermark India has added another facet to it sparkling offerings with the launch a campaign called "The Better Half Within" dedicated to half carat Forevermark diamonds. With this campaign, the half carat diamonds symbolize self-determination of the modern woman.

Screen Shot 2018-09-21 at 9.01.50 am.jpgD&AD has launched its 56th Annual today, with president Steve Vranakis choosing Magpie Studio as its designer; a longstanding part of the D&AD network and recipient of multiple prestigious accolades including three Pencil awards this year.

The D&AD Annual has become a benchmark for the best in creative work across the design and advertising industry - showcasing all D&AD Pencil winners from that year's awards. For the 2018 Annual however, D&AD and Vranakis wanted to not just celebrate Pencil-worthy work from the industry, but to also create something that would stimulate and inspire young creative talent.
Photo Sep 16, 1 43 31 PM.jpgBy Aussie expat Ben Yabsley (left), ex-The Monkeys and M&C Saatchi, now a senior copywriter at Anomaly, New York.

There's a story about Jack White that pops into my mind whenever things are getting tough at work. I read somewhere that he likes to make things hard for himself when he's on stage. He likes to set his equipment up just a little out of reach. It means he has to strain to get back to the microphone in time for the chorus, and you can hear that tension in his voice. It's what gives him his trademark, strangled tone.
 
Creative departments are no strangers to tension. Jack White has to construct it, but we're in no short supply of the stuff. Our job is to bring about change. And when we run into obstacles that hinder our ability to bring about this change, it creates tension. How you deal with that tension determines the success of your creative career, and your overall creative fulfillment.

So, no biggie.    

So how do we manage this stressful but necessary evil? How can we ensure that tension doesn't ultimately undermine our creative pursuits... or lead us to become raging alcoholics?
AARON Pearce.jpgVICE's global creative agency, VIRTUE, has announced its Asia Pacific presence and a differentiated approach to the business, alongside multiple hires, expanding client relationships, and the opening of offices in Singapore, Seoul, and Sydney that will service the entire region.

VIRTUE is the agency born from VICE, the global youth media brand, appealing to a multi-generational mindset that aims to empower young people across Asia and the world through a distinct, but adaptable, voice and style.

VIRTUE's ethos originates from a devotion to this style - moving beyond campaigns, creating sustained 360 identities, not fleeting moments. VIRTUE pushes clients to create a living, breathing manifestation of their brand - leveraging years of VICE experience, talent, and hard, 1st party data to get audiences to really choose to engage and identify with a brand, not just passively consume.
WWyuRT0Q.jpgThe POOL COLLECTIVE and Canon Australia have launched a documentary about Tom Carroll, "Salt In The Blood" directed by Christopher Ireland; a portrait of the man behind the surfing legend and concurrently a piece of marketing that cuts to the core of an international retail brand.

Instigated by Canon Australia, Carroll unpacked thousands of film slides he took as he "made sense of the world" on tour that were forgotten for over 40 years.The photographs were rediscovered, and an untold story surfaced.

When presented with this unique set of circumstances, The POOL COLLECTIVE and Canon Australia recognized an opportunity to create something different, to tell that story through a format befitting its depth. In this case, a 25 minute film.

Rakesh Hinduja1.jpgBridgestone, one of India's leading tyre manufacturing companies, has appointed Leo Burnett India as for creativeduties. The account was won post a multi-agency pitch and will be handled out of the agency's Mumbai office.
 
Leo Burnett India won the business on the back of a thorough, integrated approach. The agency's primary focus is to help the brand grow based on strong insights and a formidable communication strategy. Adding this business to Leo Burnett India's portfolio demonstrates the effectiveness of the Publicis Groupe's Power of One philosophy.

Parag Satpute, Managing Director, Bridgestone India said, "Bridgestone is completing 20 years in India and it was time for us to renew old relations with our dealers, OE partners and consumers in a new way. Leo Burnett India and its group agencies have the right vision and plan to help us make it happen. We are sure that they are the best choice to partner on our journey of transformation."
Uni Yasee Yashas.jpg Iris Singapore has made two appointments in its creative department and a senior addition to its growing design team.

The appointments follow a series of new account wins over the last several months including Tiffany & Co, Lagardere Sports and the extensive regional growth of Starbucks.
 
Yashas Mitta and Uni Lee join Iris' creative leadership team, working on Samsung & Starbucks respectively.
 
Mitta (pictured left), who was previously Creative Director of Media Monks Singapore has been appointed as Deputy Creative Director and will report into Ed Cheong, ECD at Iris.
RedLabel 3.jpgOn the occasion of Ganesh Chaturthi festival in India, Hindustan Unilever's Brooke Bond Red Label has launched Shree Ganesh Apnepan Ka campaign to celebrate the spirit of togetherness. Conceptualised by Geometry Encompass, inspired by real-life stories, the campaign delves into deep-rooted human prejudices. It encourages everyone to open their minds and break the invisible wall to come together.

Screen Shot 2018-09-20 at 8.03.00 am.jpgRegan Grafton has been promoted to the role of chief creative officer at Ogilvy NZ. Grafton has been Ogilvy's executive creative director for the last 3 years, joining from FCB in July, 2015. During his leadership Ogilvy has produced campaigns which have transformed brands and delivered spectacular results.

Last year Grafton bolstered Ogilvy's creative firepower with the hiring of multi award-winning Aussie expats, Lisa Fedyszyn and Jonathan McMahon as group creative directors. In recognition of their outstanding contribution to the agency, they have been promoted to the role of joint executive creative directors.

Under this creative lineup Ogilvy has had some fantastic results. Their work for the NZ Police, 'The most successful recruitment film' achieved international success but significantly received a month's worth of inquiries in the first 24 hours of launch.
CENTRAL loves Trivandrum Facebook AR Filter.jpgFuture Group's Central and AliveNow Bangalore have launched a unique and mesmerizing Facebook Augmented Reality Camera experience that allows users to transform their face to a Katkahali dancer's face. Built by digital and creative tech agency alivenow, it was launched on the occasion of Central opening their flagship store in Trivandrum. Consumed in Facebook mobile app's camera, hundreds of users have already tried the Kathakali AR filter which adorns the user with beautiful face paint and a stunning 3D crown. The brand has integrated giveaways for the Kathakali AR filter campaign resulting in many customers earning vouchers as the new store opened. Future Group has been at the forefront of using innovative creative tech and digital tech solutions to engage with their audience, and this example of Kathakali Augmented Reality filter is just one instance. Earlier this year, they launched India's first Facebook AR game during the soccer world cup.

Don't miss the best of Asia's creative and award news. Sign up for the free Campaign Brief Asia Daily email newsletter. It takes just 30 seconds. CLICK HERE.
Sham Shui Po1.jpgSham Shui Po is one of Hong Kong's oldest districts. But is also a beautiful neighbourhood that embodies a world of local flavor.

To help travelers decipher the neighbourhood that has evolved with the times and the locals that live there, Chan Chi Fat and Chong Mui Ngam, Hong Kong film director and scriptwriter respectively, partnered with the Hong Kong Tourism Board and Grey Group Hong Kong to create several heart-warming short films showcasing how this place is Every Bit Local. Lights, camera, action: "Treasures of the heart."

Kartik Iyer (Happy mcgarrybowen).jpgHappy mcgarrybowen has been awarded the integrated mainline and digital communications duties for XSEED Education. With an aim to spread the brand's footprint across the country, the business will be handled out of Happy mcgarrybowen's Bangalore office.
 
XSEED Education is a Singapore based social enterprise. Founded by Ashish Rajpal in 2008, The K-8 learning company runs a proven, research-based academic program for schools that build thinking skills & problem-solving confidence in children. Over one million children from more than 3,000 schools across India, Nepal, Bhutan, the Middle East and the Philippines currently benefit from the XSEED method of education.
 
"It is very inspiring to see what XSEED is doing to education in the country. Their unique teaching methodology not only improves learning amongst children but improves the quality of teachers as well. It is about time that one way, mugging methods of learning in schools be put to rest. What's more, the fact that XSEED is being taken to schools across middle-income India is really a sign of great things to come for the children of our country," says Kartik Iyer, CEO, Happy mcgarrybowen (pictured).
Wagh Bakri.jpgWagh Bakri's new TVC for Spiced Tea, conceptualised by Scarecrow M&C Saatchi, talks about how the addition of seven spices to your fitness routine can help you achieve health goals.
 
The rise of fitness culture in India is inevitable process with people trying to compensate for reduced physical activity in daily life. What started as a means of preventive healthcare routine now sees Indians spend more than ever on gym memberships, fitness accessories etc. No wonder the market has registered a growth rate of 18-20 percent in the last 5 years annually*. From yoga and aerobics people have now discovered resistance training, Zumba, Pilates, Tabata, etc. spending over 4 hours a week**. They are also demonstrating their fitness calibre by participating in marathon runs and cycling tournaments.

Screen Shot 2018-09-20 at 7.55.06 am.jpgThe call for entries for the global ADC 98th Annual Awards, one of the world's longest-running and most prestigious recognition programs for all forms of design and advertising, opened today with support from a compelling new short-form online film campaign concept developed by independent brand experience design company COLLINS and created by six highly accomplished illustration and animation studios.

Part of The One Club for Creativity, the world's foremost non-profit organization recognizing creative excellence in advertising and design, the ADC 98th Annual Awards celebrates global excellence in craft, design and innovation.  Entries are accepted at http://www.adcawards.org, deadline January 31, 2019. Juries will be announced shortly.

CB Asia Ranking 2018_JAPAN.jpgYuya Furukawa.jpgIn the Campaign Brief Asia Creative Rankings Japan continues to be the most prodigious award-winning market in Asia with a combined total of 8655 Creative Ranking Points from the past 2 years at award shows. Japan clearly leads the next most awarded market, Thailand with 5480 Creative Ranking Points.

With 5315 points overall Dentsu Inc Tokyo remains a clear #1 in Japan, and in Asia. The agency picked up 2545 of these points over the past 12 months - again the best performance of any agency in Asia. McCann Worldgroup India, with 2,200 Creative Ranking Points at award shows over the past 12 months, is the next best performer. In recognition of their creative performances Dentsu Inc Tokyo is again awarded the Campaign Brief 2018 Japan Creative Agency of the Year award.  

In 2018 Dentsu Inc Tokyo (creatively lead by ECD Yuya Furukawa, pictured above) picked up awards at every award show they entered. Their best performances were at Spikes Asia (530pts), London International Awards (410pts), Cannes Lions (350pts), AdStars (300pts), One Show (260pts), D&AD (250pts) and AdFest (205pts).
hp Spikes asia.jpgTen teams of young creatives will vie for the prestigious Young Spikes Design Competition Award at Spikes Asia 2018, a three-day festival of creativity held between 26-28 September 2018.

The competition garnered 123 submissions - the most of any Young Spikes competition - from executives aged 30 and under across the Asia Pacific and Japan. Given the level of response, HP expanded the number of finalists from the original three teams to 10. All will go on to compete in the Festival grand finale.
HULK SMASH_07 copy.jpgBBH Singapore's innovative MARVEL themed activation 'Hulk Smash', developed for Sentosa Development Corporation (SDC) and The Walt Disney Company SEA has received a huge response from visitors at Sentosa Sandsation: MARVEL Edition, one of the region's biggest sand festivals.

The 'Hulk Smash' attraction registered an average of one smash per minute.

Targeted at both children and adults, 'Hulk Smash' was an experiential activity designed to help participants unleash their Super Hero strength and get a real life experience of how it felt like to be one.
C P Group.jpgThe Charoen Pokphand Group (C.P. Group) - Thailand's largest private company and one of the world's largest conglomerates - has launched a brand campaign named "Gratitude". The 6-minute online film tells the powerful story of a young teacher and his mother in a remote Thai village.

Paul Soon 2018.jpgMullenLowe Profero Singapore and Millennium Hotels and Resorts have been chosen for the 2018 Sitecore Experience Awards as Greater Asia regional winner, in the category for best use of Sitecore as a digital experience platform. The category recognizes the agency's digital transformation of Millennium Hotels and Resorts, including a new global website and mobile app, which has led to a 21.8% revenue increase for the brand.

Designed and developed by MullenLowe Profero across three offices; Sydney, Chengdu, and Singapore, the new website and mobile app is MullenLowe Profero's latest achievement in creating experience-led digital transformation solutions which deliver an unfair business advantage for clients.

MullenLowe Profero worked with Millennium Hotels and Resorts to transform the online customer experience, creating a portal for customers to build inspirational journeys with the chief objective of redesign the relationship with the customer. As a result, Millennium Hotels and Resorts noticed an 18.7% increase in bookings and a 27.9% increase in conversion rate of visitors to the website.
PHD Hong Kong utlises AI technology to seamlessly integrate Knorr's 'The Irreplaceable Taste of Home' campaign into myTV SUPER content (1).jpgPHD Hong Kong has launched a market-first in-video advertising campaign for Unilever, having embedded Knorr's latest messaging into myTV SUPER programming. The in-video ad insertion allows Knorr's 'The Irreplaceable Home Taste' campaign to appear in popular video content at scale, reaching a potential audience of six million viewers in Hong Kong without disrupting their viewing experience.

PHD Hong Kong partnered with myTV SUPER and Mirriad to bring the ad campaign to life. The partnership facilitates the natural blend of content through an AI-based algorithm from Mirriad, capable of identifying the right moments and placement spots in myTV Super's existing premium content. This allows brands to reach local Hong Kong consumers at scale during pivotal moments of emotional engagement.
Sephora.jpgFrench beauty chain Sephora launched its first ever television commercial made for Mainland China with 60-seconds of mixed-media eye candy in which in-vogue singer, actor and model, Z.Tao, dances among iridescent textures, jets of liquid colour and lustrous glitter explosions. The creative came from Fred & Farid Shanghai. To visualise and execute the ambitious concept, they called Shanghai-based animation and mixed media production company Final Frontier.


Don't miss the best of Asia's creative and award news. Sign up for the free Campaign Brief Asia Daily email newsletter. It takes just 30 seconds. CLICK HERE.
CB Asia 2017 Rankings_India_Agencies.jpgPrasoon Joshi_2018.jpg2018 has proven to be a sensational year of creative performances for McCann Worldgroup India. This year's dominant performance at award shows sees McCann Worldgroup India sitting clearly on top of the Campaign Brief Asia India Creative Rankings and are worth winners of the Campaign Brief Asia's 2018 India Creative Agency of the Year award.

In these rankings McCann moved back up to #1 position, after being unseated last year by BBDO India. Over the 2018 awards season McCann managed to win awards at every show counted in the Campaign Brief Asia Rankings, except AWARD and AdStars, which they did not enter.

McCann's best performances were at AdFest (405pts), One Show (420pts) and Clio (360pts). They also performed well at D&AD (230pts), New York Festivals (230pts), Campaign Brief's The Work (180pts), Cannes Lions (170pts), Spikes Asia (190pts) and London International Awards (15pts).
Jim and Carren.jpgEach week Bestads picks the very best advertising in the world, in every medium - which is reviewed by a top creative director or team to select their own personal favourites.

This week's guest judges are Jim Wood and Carren O'Keefe, co-ECDs/partners at AnalogFolk, with Wood based in New York and O'Keefe based in Portland.

BEST TV
Winner: IKEA 'Lamp 2'. Many of us remember CPB's Unboring work and the original, iconic Lamp spot for IKEA. It's only fitting that 16 some-odd years later, the story continues. What makes this new spot unique and notable is its message; reusing and not wasting. Not only is it timely and current, repurposing a memorable piece of advertising in order to drive that home is a smart way to do it. Additionally, the stylistic and emotional choices made throughout, reflect many of the Spike Jonze original. From the way the little girl carries her new Lamp up the stairs to the Lamp's POV looking back or looking at her, Rethink's team was able to create both a perfect sequel and beautiful homage. READ ON...
Roads that Honk3.jpgTesco1.jpgThe 2018 Spikes Asia Innovation shortlist reveals the 12 shortlisted entries that will be presented live to the Innovation jury and attendees of this year's Festival.

Six entries from Asia have made the cut at the shortlist stage including - ''Roads that Honk' for Hindustan Petroleum by Leo Burnett India Mumbai, India, ''Unforgettable Bag' for Tesco by Grey Malaysia Kuala Lumpur, Malaysia, ''Relúmino' for Samsung Electronics by Cheil Worldwide Seoul, South Korea, ''Chatty School Bus' for Hyundai Motor Company by Hyundai Motor Company Seoul, South Korea, ''Making the World Accessible, Dot by Dot.' for Dot Incorporation by Serviceplan Korea Seoul, South Korea and ''Petal Paint' for JAT Holdings by Leo Burnett Colombo, Sri Lanka.
Abe & Miki.jpgTBWA\Hakuhodo Japan has appointed Makiko Abe as senior director, Human Resource and Ayaho Miki as director, Human Resource and Talent Development. Both Abe and Miki will work to further align and deepen the Talent and Human Resource function at the agency.

Chris Iki, Chief Operating Officer said, "Our people are our agency, they're our product, our culture and they add the greatest value to our industry. Yet finding the right talent is an on-going issue due the rapid changes of the industry."

According to PwC 21st CEO Survey 2018, the areas keeping Asia Pacific's CEO's awake at night are finding the right talent, with the right skills, coupled with the speed of technology. Continued Iki, "The human resource and talent functions must have a seat at the senior management table and become a true strategic partner, it's essential to drive business performance.
THE LAB.jpgALT Worldwide, a communications company based in Singapore, and owner of creative agency GOVT, has launched its second subsidiary, THE LAB. THE LAB is a specialist agency, and in the interim, will be led by ALT's Group CEO, Leon Lai and ALT's Chief Creative Officer, Aaron Koh.

"We don't need to be experts to know that communications are targeted at humans. And that's what THE LAB was set up to build, a consideration for the human experience. Advertising has evolved from being a pusher, to that of needing to be a pull factor. And those pull factors exist in a variety of ways. People look for the overall customer experience, engagement and interaction, and that matters more than just the static advertising messages that brands are putting out. How brands behave today needs to be more important than merely what brands," Lai said.
Balance Mouse.jpgSamsung Card has partnered with INNORED to launch an innovative and humorous pair of campaign spots in South Korea that focus on creating a better work-life balance for office workers in today's hectic world. The campaign, which launched in early August, marks the third installment of the Samsung Card  "Number Series."

Tat Tiscon.jpgEver looked at the Bandra Worli Sea Link and wondered at the engineering genius behind it? Or at a skyscraper and marveled at the engineering feat. Truth be told, engineers are everywhere. From the humble everyday things to large infrastructures. They are the ones who make things happen. But sadly, their contribution and importance remain behind the scenes. So this Engineers Day, Tata Tiscon, India's leading rebar brand, decided to bring the spotlight back on the engineers. The brand has created a short film titled The Build, that brings out the importance of engineers in our lives.

VIEW THE SPOT (in Hindi)
LOOK BEFORE YOU LEAVE.jpgLowe Lintas Delhi has recently conceived a campaign for Google Maps, promoting their 2-wheeler mode in the Indian market. It is notable that India is the largest market for two-wheelers globally and two-wheelers represent 70% of all registered motor vehicles in India. Two-wheeler mode was launched on Google Maps in Dec 2017 to address the needs of this large segment. Given the high relevance of two-wheeler mode to the Indian market, the campaign aims to increase awareness and usage of two-wheeler mode. The campaign thought is based on something that is behavioral and deeply engrained in our habits.
 
VIEW THE SPOT
Gautam Reghunath.jpgFollowing a multi-agency pitch, Dentsu Webchutney has won the digital and social media duties for Uber in the India and South Asia region. The account will operate out of the agency's
Bengaluru office.
 
Sanjay Gupta, Head of Marketing, Uber India SA commented, "Dentsu Webchutney is an agency that has a track record of working on some of the most dynamic and impactful digital campaigns. We believe they have the right expertise for a brand like Uber. Uber's journey in the region is only getting started and we are excited to partner with Dentsu Webchutney to tell the story of how Uber is shaping the future of urban mobility in India."
SLAP.jpgLeveraging on the fact that seafood dishes and lemon-lime go hand-in-hand, 7UP has been focusing their communications on pairing the brand with seafood since 2014. To turn this common behavior into a ritual where consumers would naturally choose 7UP Lemon-Lime to complement their favourite seafood meals, BBDO Vietnam and 7UP devised a summer campaign that delivered a simple and memorable message: "Seafood needs 7UP Lemon-Lime" everywhere and anywhere they would search, order and eat seafood.

VIEW SPOT ONE (all in Vietnamese)
Call for Entries.jpgNew York Festivals 2019 AME Awards for the World's Best Advertising and Marketing Effectiveness is now accepting entries.

The deadline to enter the 2019 AME Awards competition is November 22, 2018.

AME Awards opened its 2019 competition with the recent appointment of Gayle Mandel to the role of executive director. With Mandel at the helm, AME's launches this year with strategic updates including a consolidation and restructuring of current categories, new categories, and enhanced entry process guidelines making the submission process much more user-friendly.

CB Asia 2018_Malaysia_AoY.jpgTan Kien Eng.jpgFor the second year running Leo Burnett Kuala Lumpur heads the Campaign Brief Asia Malaysia Creative Rankings.

Leo Burnett has 395 Creative Ranking Points from the past 2 years performances at award shows and takes out the Campaign Brief Asia's 2018 Malaysia Creative Agency of the Year title.

Leo Burnett Kuala Lumpur moved up to #1 in Malaysia last year from #5 position in 2016.

In 2018 the agency scored 130 Creative Ranking Points with award winning performances at AdStars and Campaign Brief's The Work. Pictured left is Tan Kien Eng CEO of Leo Burnett Malaysia.

In #2 position overall in Malaysia with 110 Creative Ranking Points is Ensemble Worldwide. This is the first year Ensemble has featured in our Creative Rankings, after being not ranked last year.

#3 with 75 points is Hakuhodo Malaysia, also a new entrant to the Creative Rankings.
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A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

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