CB Asia Creative Rankings: Japan rules Asian creativity as Singapore and Thailand slip back
Take a look at the improved share that Japan has earned over the past three years of the Campaign Brief Asia Creative Rankings! As a country Japan has taken great strides forward, whilst Asia’s traditional bastions of creativity Singapore and Thailand have each year steadily slipped backwards over the past three years.
The “Asia’s Most Creative Countries” chart in the latest Campaign Brief Asia Creative Rankings was only introduced three years ago but each year it proves to be one of the most interesting features of the Rankings. To compile the chart we add together the totals of every agency in each country to calculate a percentage total of Asia’s performance at all the award shows.
What’s very clear from this chart is that the once lofty creative reputation of both Singapore and Thailand has been eroded and over the next few years they will both be fighting to maintain their top 3 ranking from the emerging markets of India and Mainland China.
Three years ago Singapore agencies accounted for 25% of all awards wonin Asia. Today that figure is around 15%. In just the past 12 monthstheir performance at awards festivals around the world has dropped ahuge 7.5% (Singapore had a total of 8294 points in last year’s CreativeRankings. This year it has dropped to 5657).
Thailand too, is being marginalised – dropping from a 27.5% share three years ago to just over 16% today.
Creative standards in Japan, India and China have improved and this iseroding into Singapore and Thailand’s share. Japan’s position isgreatly enhanced by their fantastic performances in the growingTitanium, Cyber, Integrated and New Media categories introduced toaward shows over recent years. In 2006 Japan ranked 5th overall in theregion but their awards performance over the past two years inparticular has been very strong.
India too has increased it’s position, overhauling Malaysia to maintain4th spot. Mainland China and Hong Kong also managed to substantiallyimprove their share of award wins with Hong Kong overtaking ThePhilippines in 7th position. China is now very close to challengingMalaysia for 5th position.
It’s worrying times for Malaysia with agencies there struggling toshine on the world stage and their two super star agency performersunsettled by the loss of their senior creative people. With Saatchi& Saatchi Malaysia and BBDO Proximity Malaysia looking certain todrop next year there is a void in the country, with no obvious agenciesthat can be earmarked to step into their shoes.
Full details the 161 ranked agencies, plus all the other results, are in the new edition of Campaign Brief Asia, available this week. Make sure you are a subscriber or contact the local country stockist of Campaign Brief Asia as this edition will sell out.
This year’s Creative Rankings fills a special 36 page feature in the new edition of Campaign Brief Asia. The Creative Rankings chart the performances of the 161 agencies that have won creative awards over the past two years. It also ranks the 1493 individual copywriters and art directors that have won awards over the past two years.
4 Comments
I predict Singapore will fall much futher next year in this chart.
Saatchi & Saatchi Singapore will fall and there is no obvious replacement to fill their place.
I think Singapore could be only 6TH next year.
Fast Company’s new issue cover story is about the ‘100 most creative people in Business’.
Not a single person from the ad industry features.
Just goes to show nobody gives a shit about these lists….unless you’re a headhunter or a pitch consultant.
What are you talking about 7.15? You must be a lowly ranked creative.
We give a shit because for the last 10 years the creatives up the top get great job offers. I know this is true as it helped me. Three offers within three months of the chart coming out.
People in Singapore to benefit their career after CB ranking are: David Droga, Calvin Soh, Francis Wee, Jagdish Ramkrishnan, Guan Hin, Craig Davis, Maurice Wee, Ted Royer, Richard Copping, Andy Greenaway, Marcus Rebeshinini, Rob Kleman, John Merifield, Craig Smith, Alex Lim, Eugene Cheong, Tham Khai Meng, Ali Shabaz and many more including MR Roger Makak.
Even BBH who don’t win awards at all headhunt from this list.
Awards = jobs.
11.40 I wonder if you fully understood the post above, especially the last sentence, before getting so worked up.
You just proved the point.