Countdown to the 2023 Campaign Brief Asia Creative Rankings: 200 ad agencies and 2,077 individual creatives ranked on creative performances

The 2023 Campaign Brief Asia Creative Rankings will be released at the end of August. Our plan is to announce country by country results first over a 7 day period before releasing the combined Asia rankings. The 2023 Campaign Brief Asia Creative Rankings tabulates award-winning performances from January 1st 2022 to August 1st, 2023 at eleven of the most important international and regional award shows. In total over 200 ad agencies throughout Asia are ranked in order of award wins and our extensive ranking of copywriters, art directors and creative directors ranks all 2,077 creatives that have won awards since January 2022.

The award shows that count in the 2023 CB Asia Creative Rankings and the methodology.

The 2023 Campaign Brief Asia Creative Rankings are based solely on creative performances over the January 2022 to August 2023 period.

If you win an award at one of the shows we include in the Creative Rankings (see list below) – you pick up points. Largely unchanged for 28 years (the Campaign Brief Asia Creative Rankings were launched in Asia in 1995) what sets our Creative Rankings apart from other rankings around the world is that it is calculated solely on creative performance at the major regional and international award shows and the points associated with any award win are weighted in terms of difficulty and prestige to win.

There is no Agency of the Year submission or document received from agencies that is then judged. It is based only on the facts – ie. creative award wins.

Importantly, we have always attributed an adjusted points value to each Gold, Silver and Bronze award won by each agency at each award show or festival. You might think this happens with other rankings systems, however this is not always the case. In some rankings a gold at Cannes Lions scores the same as a gold at Spikes Asia. Campaign Brief scales award wins against the difficulty of winning and we review each award show, and adjust points, each year.

For example, at Cannes Lions we score a Grand Prix at 120pts; Gold 90pts; Silver 70pts; and Bronze 50pts. At AdFest points for award wins are allocated – Grand Prix at 50pts; Gold 40pts; Silver 30pts and Bronze 20pts. Points are awarded to the agency and to the individual creatives that created the winning work

As has always been the case with the Campaign Brief Asia Creative Rankings, craft award wins (Print, Outdoor, Radio, Film & Digital craft) are not included. The reason is we considered this to be ‘double dipping’ from agencies. For example, highly awarded print campaigns – usually already winners in Print, Outdoor and Design categories – then are entered individually into, and go on to win, multiple craft awards. To include Craft awards skews the results of the Creative Rankings.

The award shows that are tabulated in these 2023 Creative Rankings are: Cannes Lions 2022 and 2023; London International Awards 2022; One Show 2022 & 2023; D&AD 2022 & 2023; New York Festivals 2022; Clio 2022 and 2023; MAD Stars 2022; Spikes Asia 2022 and 2023; Campaign Brief’s THE WORK 2022 & 2023; AWARD 2022; AdFest 2022 & 2023.

Please note only Grand Prix, Gold and Silver awards were tabulated from Spikes Asia 2023. This is because the credits for Spikes Asia 2023 are, for the first time, behind a paywall. We were able to source the individual creative and agency credits for Grand Prix, Gold and Silver award winners from other award shows, but the Bronze winner credits proved to be much more difficult. However, Bronze award winners from Spikes Asia 2022 are included.

See points allocations below.