1999 CREATIVE RANKINGS - ASIA by Campaign Brief Asia

The 1999 update of Campaign Brief''s Creative Rankings, which lists the top agencies and top creatives in Australia and New Zealand, based on success at the top award shows in the last two years.

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You didnıt have to be a Rhodes Scholar to predict that Saatchi & Saatchi Singapore would head this yearıs Campaign Brief Asia Creative Rankings. Thanks to a well spread performance across the whole creative department, the hottest agency in the region accumulated well over double the points of second placed Ogilvy & Mather Singapore to clearly lead the field.

Batey Ads Singapore, who topped the table last year with 387 points drop down to third. In addition to Saatchi Singapore, who increased from third position last year, the big improvers in the region were BBDO Bangkok (up from zero to 98 points) and DDB Singapore (up from 20 to 75).

Individually Saatchi Singapore creatives, past and present, dominate with 8 of the top 11 positions. Andy Clarke (now at Saatchi, London, #4 last year) leads Calvin Soh (#23 last year), BBDO Bangkokıs creative supremo Suthisak Sucharittanonta (#1 last year), Ted Royer (now O&M South America, #10 last year) and Francis Wee (the biggest improver of the field, up from #153 last year).

In compiling our charts we only include the most credible award shows - the big four internationals: Cannes, Clio, D&AD and The One Show; plus AWARD, which covers Australasia and the Asia-Pacific region; and the Asian Advertising Awards.

The Big Four internationals are universally accepted as the only ones that really count. Mobius, New York Festivals, London International etc. we considered a bit suss. They are a lot easier to win and donıt carry the same high prestige amongst the top creatives.

The Asian Advertising Awards and AWARD are the big creative shows that cover the entire region and are considered by the best creative agencies as the ones to enter. To be fair to all, no local award shows are included. Which brings us to the points system.

Each show is rated as follows:

Cannes: Grand Prix (50); Gold (35); Silver (25); Bronze (15); shortlisted (6).
D&AD: Gold (50); Silver (35); Silver Nomination (15); accepted in the annual (6).
The One Show: Best of Show (50); Gold (35); Silver (25); Bronze (15); accepted in the annual (6).
Clio: Best of Show (40); Gold (25); Silver (20); Bronze (10); shortlisted (3).
AWARD: Gold (25); Silver (20); Bronze (10); in the book (3).
Asian Advertising Awards: Spike (10); Certificate (3).

Unfortunately the current tallies do not include the 1999 D&AD and One Show results as both annuals will be published later this year. While metal has been awarded at these shows, only when we can get hold of the books can we be sure of exactly who got in. 1999 Cannes and 1999 Clio are included (1998 Clio is not included as we only introduced Clio into our rankings this year).

So donıt relax: keep up the great work in 1999 and 2000. Remember, in our book youıre only as good as your last two yearıs ads!
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