Campaign Brief’s The Work 2025: KFC named 2025 APAC Creative Brand of the Year and Unilever named 2025 APAC Creative Advertiser of the Year
KFC and McDonald’s lead the most Creative Brands ranking table in Campaign Brief’s The Work 2025. KFC topped all other Brands with 37 Acceptances in The Work 2025 and 34 campaigns created for McDonald’s were accepted. Thai Health Promotion Foundation ranks #3 in APAC with 23 Acceptances. Overall, Unilever is The Work 2025 Advertiser of the Year with 47 Acceptances across 7 of their Brands.
Following the announcement of the results of Campaign Brief’s The Work 2025, Unilever has been named 2025 APAC Creative Advertiser of the Year. 7 Unilever brands across Asia-Pacific contributed to their combined total of 47 Acceptances this year – LUX (14), Closeup (13), Lifebuoy (9), KNORR (6), Rexona (3), Vaseline (1) and Dove (1).
The creative agencies that contributed to their #1 Creative Advertiser performance were VML Singapore, MullenLowe TREYNA Philippines, MullenLowe Singapore, MullenLowe Lintas Indonesia, GIGIL Philippines, YDM Thailand and Oliver Philippines and Oliver Indonesia.
KFC takes out the 2025 APAC Creative Brand of the Year honour with campaigns from VML, Wolf Bkk and Publicis/Bananas in Thailand leading the way. Over the past few years Thai work on KFC has been globally awarded and acclaimed and it is a great credit to the KFC Thailand marketing team and their relationships with their agency and production partners. KFC in Singapore and KFC in India also contributed to this 2025 APAC Creative Brand of the Year award.
McDonald’s strong performance was driven by The Philippines, Japan, Hong Kong, India and Malaysia. Accepted entries came from Leo Manila, TBWA Hakuhodo Tokyo, DDB Group Hong Kong, DDB Mudra India, VML Manila and Leo Malaysia.
#3 ranked brand, The Thai Health Promotion Foundation has always been a consistent high creative achiever. In The Work 2025 campaigns created by GREY Thailand, BBDO Bangkok, Dentsu Creative Thailand and VML Thailand are featured.
The #4 highest ranked Brand in The Work 2025 is Grab with 20 Acceptances across The Philippines, Thailand and Malaysia. Leading Grab’s creative campaigns were GIGIL Manila, Publicis JimenezBasic Philippines, YDM Thailand and Fishermen Integrated Malaysia.
Netflix is the #5 ranked Brand in The Work 2025 with 5 agencies across Thailand, Philippines, Indonesia, India and Malaysia contributing to their high ranking. GIGIL Philippines, VML Thailand, DDB Mudra India, Good People Network Indonesia and The Clan Malaysia all contributed Acceptances.
Banking and financial services organisation HSBC is the #6 ranked Brand in The Work 2025, just 1 Acceptance behind Netflix. Their creative performance in APAC was lead by Publicis Group Hong Kong and Saatchi & Saatchi Hong Kong. VML Singapore, VML Manila and Grey Hong Kong also contributed to their high creative ranking.
At equal #7 Brand ranking with 16 Acceptances each is Durex and Suzuki Automotive Australia. Durex’s performance is from campaigns created by SOUR Bangkok, Medialand Digital Strategy Limited Taiwan, BLKJ Singapore, Fishermen Integrated Malaysia and GIMC China. All of Suzuki Automotive Australia’s Acceptances were for campaigns created by ATime&Place Australia.
KitKat is the #9 ranked APAC creative Brand in The Work 2025. VML Manila, VML Australia, and VML Indonesia all contributed to their top 10 performance.
Lux and Telstra Australia are ranked equal #10 in APAC with 14 Acceptances. Four high quality Lux campaigns from VML Singapore were responsible for their high ranking and Australian creative hotshot Bear Meets Eagle On Fire’s highly awarded campaigns saw Telstra rise up into the Top 10.
VIEW THE TOP 20 NETWORKS
VIEW APAC AGENCY PERFORMANCES
VIEW THE WORK 2025
THE TOP 40 CREATIVE BRANDS IN APAC
#1 KFC – 37
#2 McDonald’s – 34
#3 Thai Health Promotion Foundation – 23
#4 Grab – 20
#5 Netflix – 18
#6 HSBC – 17
#7 Suzuki Automotive Australia – 16
#7 Durex – 16
#9 KitKat – 15
#10 Lux – 14
#10 Telstra Australia – 14
#12 Closeup Toothpaste – 13
#13 Made by Dyslexia | Virgin Australia – 12
#13 Samsung – 12
#13 Heineken – 12
#16 AB Inbev/Budweiser – 11
#16 Cathay Pacific Hong Kong – 11
#16 Toyota – 11
#19 Apple – 10
#19 Flipkart India – 10
#19 IKEA – 10
#19 Alibaba – 10
#19 Philippines Airlines – 10
#24 Hyundai Motor Company – 9
#24 Mandaue Foam Home Store – 9
#24 Lifebuoy – 9
#27 Australian Defence Forces – 8
#27 ESAF Small Finance Bank India – 8
#27 Jollibee Foods Corporation – 8
#27 Mercedes-Benz – 8
#27 Pizza Hut – 8
#32 1001 Optometry Australia – 7
#32 PepsiCo Philippines – 7
#32 PX Mart – 7
#32 Roojai Car Insurance – 7
#32 UNICEF – 7
#37 ANZ Bank New Zealand – 6
#37 ACCIONA Australia – 6
#37 Awakening Foundation Taiwan – 6
#37 Bank Negara Malaysia – 6
#37 BitisHunter Vietnam – 6
#37 Buckaroo Footwear India – 6
#37 Bar-B-Q Plaza Thailand – 6
#37 KNORR – 6
#37 The Times of India – 6
#37 Destination New South Wales – 6
#37 L’Oreal – 6
#37 Nissan Motor Co., Ltd. – 6
#37 Happydent India – 6
#37 Scoliosis Philippines – 6
#37 Solid Lines Australia – 6
#37 The Foundation for the Deaf – 6
#37 Volvo Cars – 6
#37 The One Club for Creativity – 6
Pictured below is part of the KFC Thailand Marketing team receiving an award at the 2024 Adpeople Awards in Bangkok.
