2024 Campaign Brief Asia Creative Rankings to be announced next week: Read the full breakdown on the methodology and award shows included

The 2024 Campaign Brief Asia Creative Rankings will be released next week. CB Asia’s plan is to announce country by country results first over a 7 day period before releasing the combined Asia rankings. The 2024 Campaign Brief Asia Creative Rankings tabulates award-winning performances from January 1st 2023 to December 31st 2024 at twelve of the most important international and regional award shows.

In total 210 ad agencies throughout Asia are ranked in order of their award wins and our extensive ranking of copywriters, art directors and creative directors ranks all 2,334 creatives that have won awards since January 2023.

The award shows that count in the 2024 CB Asia Creative Rankings and the methodology.

The 2024 Campaign Brief Asia Creative Rankings are based solely on creative performances over the 2023 and 2024 calendar years.

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 29 years (the Campaign Brief Asia Creative Rankings were launched in Asia in 1995) the Creative Rankings 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.  Campaign Brief scales award wins against the difficulty of winning and we review each award show, and adjust points, each year.

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 2024 Creative Rankings are from both 2023 and 2024 of the following shows: Cannes Lions; London International Awards; One Show; D&AD; New York Festivals; Clio; MAD Stars; Spikes Asia; Campaign Brief’s THE WORK; AWARD; AdFest. The One Club’s One Asia awards has also been included for the first time. Points from their most recent 2024 awards been included in these Creative Rankings.

SEE THE POINTS ALLOCATION METHODOLOGY FOR THE 2023 AWARD SHOWS

In these Campaign Brief Asia Creative Rankings points allocated to wins at the 2023 awards shows stays the same. But several changes have been made for the 2024  awards shows.

With the introduction of the One Asia regional awards to the Creative Rankings, CB Asia revisited the points allocation for the 2024 awards and now points allocated at AdFest, Spikes Asia and One Asia are exactly the same for all three important regional shows – Bronze (30); Silver (40); Gold (50); Grand Prix (65).

Bronze, Silver aand Gold wins at Clio Awards, AWARD Awards, London International, New York Festivals and MAD Stars also earned more points in 2024.

Bronze Lion wins at Cannes and Wood Pencil wins at D&AD also increased to reflect their difficulty to win.

See the full points allocation for 2024 award shows below: