CB Asia Creative Rankings 2014: A dominant awards performance sees McCann Mumbai take out India’s Creative Agency of the Year honour
India is a country that has always done very well in the Campaign Brief Asia Creative Rankings with the big creative powerhouses of Ogilvy, JWT and McCann fighting it out for top billing.
This year it’s a clear #1 performance from McCann Worldgroup Mumbai who had a very dominant year at the top regional and international awards shows. McCann registered 1465 ranking points in total to firmly sit them in the Top 6 overall in Asia. The agency scored points at 7 of the award shows we count with their top performances being at the international shows – One Show, Clio, D&AD, Cannes and London International Awards.
McCann, lead by Regional ECD Prasoon Joshi (pictured above) scored 350 points at One Show, 280 points at Clio, 260 points at D&AD, 220 points at Cannes and 195 points at LIA. They also picked up points at AdFest and Spikes. Certainly, had McCann entered just one or two of the other shows that make up our Rankings they would have had an even higher overall ranking position in the overall Asia Top 6.
Their big performer was the “Author Headphones” print and poster campaign for Penguin Audiobooks (see right) which won Gold and other top awards at nearly all the shows it was entered into.
“Share my Dabba” for The Dabbawala Foundation and the Big Babol print campaign for Perfetti Van Melle were also a big winners for the agency.
McCann’s total of 1465 points was more than double India’s next best performer – Ogilvy & Mather Mumbai.
Ogilvy’s total of 615 points was contributed by award wins on Akanksha, Lifebouy, Google Search, Hotwheels, Cleft Awareness plus others.
The agency, lead by Executive Chairman and National Creative Director Piyush Pandey (pictured below), scored well at D&AD, The Work, and Cannes. Spikes Asia, London Internationals, Clio and One Show also contributed points.
JWT Mumbai is the third highest ranked agency in India with a total of 300 points. Cannes was their biggest showing with 200 points. Clio (80pts) and Spikes (20pts) where the only other shows that contributed to JWT Mumbai’s total. Nike’s ‘Make Every Yard Count’ was the biggest contributor to their total. The Chief Creative Officer at JWT Mumbai is Senthil Kumar (pictured right).
There were 17 other agencies from India to gain points in the Creative Rankings. These will be detailed in a complete PDF version of the Rankings which will be sent free to all readers that have REGISTERED.
Over the next 10 days Campaign Brief Asia will also be releasing the results of our overall Regional Agency of the Year; Regional Network of the Year; A Country Performance Ranking; plus highlighting the Top Creative Leaders in Asia; and the Top Creative Teams in Asia.
What sets the Campaign Brief Asia 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 over the 2014 calendar year. There is no submission or document received from agencies that is then judged. It is based only on the facts – ie. creative award wins.
Importantly, we attribute 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 scores the same as a gold at Spikes. Campaign Brief Asia weights award wins against the difficulty of winning and we will continue to review each award show each year.
As an example, awards at AdFest and Spikes Asia are valued at: Grand Prix 40pts; Gold 30pts; Silver 20pts; and Bronze 10pts.
The international shows count for more – for example, at the Cannes Lions, award wins are valued at: Grand Prix 70pts; Gold 60pts; Silver 40pts; and Bronze 20pts. D&AD is harder to succeed at so the points attributed are: Black Pencil 150pts; Yellow Pencil 100pts; Nomination 60pts; and In-Book 20pts.
Also an important point of difference is that we only count the categories at the various award shows that are judged by Creatives and Creative Directors. This means award wins in the Print & Film Craft; Media; Effectiveness; and Public Relations categories at award shows are not included. Also Healthcare only categories at Cannes and Spikes Asia are not included.
The regional shows that are included in the Creative Rankings are: AdFest, Spikes Asia; AdStars, AWARD Awards and Campaign Brief’s The Work.
The International shows included are: D&AD, Cannes Lions, One Show (Advertising), London International Awards, Clio and New York Festivals.
For more information about the Creative Rankings read here.
Hong Kong Creative Agency of the Year: Red Fuse Communications
Indonesian Creative Agency of the Year: JWT Jakarta.
Malaysian Creative Agency of the Year: TBWA Kuala Lumpur.
