TBWA\Santiago Mangada Puno takes out Creative Agency of the Year in The Philippines: McCann’s Maan Bautista + Fran Palines lead the way ranked #1 and #2 in the individual Creative Rankings

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CB Asia 2018_Philippines.jpgMelvin Mangada 2018.jpgFor the third year in a row TBWA\Santiago Mangada Puno has proven themselves to be the dominant creative force in The Philippines, following the release this week of the 2018 Campaign Brief Asia Creative Rankings.

With a 2 year total of 1515 Creative Ranking Points TBWA\Santiago Mangada Puno has taken out the Campaign Brief Asia Creative Agency of the Year title for the third year running. The agency, lead by CCO Melvin Mangada (pictured left) has been a consistent and reliable visitor to award stages over recent years, illustrated by their 775 Creative Ranking Points over the past 12 months to go with their 2017 total of 740 points.

TBWA\Santiago Mangada Puno had a great year across most award shows over the past 12 months. Their best performances were at AdStars (210pts), Clio (170pts), Campaign Brief’s The Work (120pts), London International Awards (80pts) and AdFest (75pts).

CB Asia 2018_Philippines_Agencies.jpgThis is the second TBWA office to take out a country Creative Agency of the Year title in these 2018 Campaign Brief Asia Creative Rankings, following TBWA Shanghai’s performance announced on Monday.

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.

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.

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.

Sign up for the Campaign Brief Asia Daily Newsletter so don’t miss any details of this year’s Creative Rankings.

In clear #2 spot in the Campaign Brief Asia Philippines Hottest Agencies table is one of Asia’s biggest improvers this year. McCann Worldgroup Philippines has moved up from #5 most awarded agency in the country to #2 with a total of 960 Creative Ranking Points.

Over the past 12 months McCann Worldgroup actually scored more Ranking Points (820) than any other Filipino agency. Their best performances came at London International Awards (265pts) and Clio (160pts). McCann also scored points at One Show and across all the top Asia-Pacific awards shows.

Dentsu Jayme Syfu are also on an upward cycle and are the third most awarded in the market. At #3 Dentsu Jayme Syfu move up one spot with a total of 725 Creative Ranking Points.

Maan_Bautista.jpgFran Palines.jpgNolan_TBWA_BW.jpgThe agency has enjoyed an impressive past 2 years moving up from being unranked, with no award wins, in the 2016 Creative Rankings. This year they scored 550pts from award wins with their best performances at AdFest (190), Cannes Lions (130pts), Spikes Asia (90pts) and Campaign Brief’s The Work (90pts).

Ranked equal #4 in The Philippines is BBDO Guerrero and Leo Burnett, both with 325 Creative Ranking Points.

Both agencies lost ground in this year’s Creative Rankings with BBDO Guerrero sliding from their #3 ranking position in both 2017 and 2016. Leo Burnett dropped from #2, also a position they had occupied for the previous two Creative Rankings.

At #6 is DDB Tribal with 195 Creative Ranking Points. #7 is J Walther Thompson (170pts) followed by new entrant into the market Petch Philippines (#8), Publicis JimenezBasic (#9), Y&R (#10), Ogilvy (#11) and Havas Ortega (#12).

In the individual creatives ranking two talented McCann Worldgroup creatives have jumped to the top, unseating the 5 TBWA\Santiago Mangada Puno creatives that occupied the top positions in 2017.

The #1 Hottest Creative in The Philippines for 2018 is Maan Bautista, (pictured top left) who jumps up 7 positions from last year’s Creative Rankings.

Bautista’s creative partner Fran Palines moves up 10 places this year to #2.

Both Bautista and Palines (pictured middle left) enjoyed much creative success for Radio with their recent highlights being Gold, Silver and 5 Bronze at London Internationals; Silver and 4 Bronzes at Clio and Gold at AWARD Awards.

Three TBWA\Santiago Mangada Puno creative fill the next three positions. 2017’s #2 ranked creative in The Philippines, Nolan Fabular, (pictured left) is now ranked at #3 overall, Ram Mendoza is #4 (pictured below left) and last year’s #1 ranked creative Bryan S. Siy is at #5 (pictured below right).

CB Asia 2018 Rankings Cover.jpgDentsu Jayme Syfu’s creative resurgence can be seen with three from their creative department elevating themselves into the Top 10. Bilboy Royong has a big increase, moving up from #28 to #6. And the previously unranked Blane Rosales and Soleil Badenhop are now ranked equal #7.

Rounding out the Top 10 in The Philippines is John Ed de Vera (#9) and Chino Jayme (#10).

See a list of the highest ranked Creatives in The Philippines below. Those creatives ranked with less than 75 points will be listed in the full coverage of the 2018 Campaign Brief Asia Creative Rankings, released next week 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.


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