The Work 2017: Top Creative Leaders of the Year

The results of Campaign Brief's THE WORK 2017 were released yesterday. Here are the creative leaders behind this year's best performers.


Top Creatives in The Work.jpg#1  James McGrath/Ant Keogh (Clemenger BBDO Melbourne)

#2  Wisit Lumsiricharoenchoke/ Nopadol Srieatikajohn
(Ogilvy & Mather Bangkok - pictured left right)

#2  Vince Lagana/Grant McAloon (Leo Burnett Sydney)

#4  Suthisak Sucharittanonta (BBDO Bangkok - pictured above right)
#4  Simon Langley (J Walter Thompson Sydney)

Sammy_Hazui.jpgR/GA has opened an office in Tokyo, strengthening its APAC presence and further expanding the global network.
"Japan is an epicenter of design and technology, and a very long-desired location for R/GA," said Founder, Chairman and CEO of R/GA, Bob Greenberg. "I believe it is an ideal market to introduce our unique model for innovation, and an ideal place for R/GA to learn new methods and evolve even further."
EVP Managing Director APAC, Jim Moffatt, added that careful planning underpinned the launch. "Since announcing plans for Japan-based operations last year, we've focused on determining how to best serve the market, and assembling the right leadership team to enable that offering. We've brought together an exciting group of multi-disciplined home-grown and network talent, creating a balance of insight and experience needed to hit the ground running here."
Susan Josi & Sangeeta Barde.jpgHavas Group is expanding its capabilities and footprint in the important and burgeoning Indian market by adding Sorento to its roster of agencies. Sorento will integrate the Havas Health & You business unit and be rebranded Havas Life Sorento. This strategic acquisition will allow Havas to further develop its regional presence and add to its depth and breadth in India to deliver for global clients.

Sorento's current client base is a strong and complementary mix for Havas' health-and-wellness activities, with such international clients as Abbott, Johnson & Johnson, MSD, along with local pharmas including Alkem, Dr. Reddy's, Finlinea Healthwits, Glenmark and Torrent. The agency is well regarded by clients and peers and is the only Indian healthcare agency to have won the prestigious Cannes Lion.
LauKuanCheng.jpgJ. Walter Thompson Kuala Lumpur has appointed Lau Kuan Cheng as new Digital Business Director.
Kuan Cheng (pictured) has 16 years in the communications industry, nine of which were in digital. She was Head of Relationship Experience Marketing and Digital Business Director at Leo Burnett, where she was instrumental in driving key accounts such as Reckitt Benckiser, whose brands include Durex and Dettol. She has also overseen CRM and B2B programmes for Canon Malaysia and telco Maxis.

She was most recently Group Head of Marketing for The BIG Group, overseeing more than 12 food-related brands spanning 30 outlets for Malaysia's most dynamic restaurant and grocery group.
Volini.jpgWe as children have been our parents' top priority, sometimes even at the cost of their well-being and happiness. While the pain they took mostly remains hidden from us, can we ever give back enough? We know, we can't; but isn't there joy in the attempt.


Cannes Contenders: whiteGREY Australia

How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges...

MPAN Cannes 2017 Digital PROOFS_[7063x5008px]2 (1).jpgMPAN: The Unmissables

With over 2,000 long term missing person cold cases in Australia, our challenge was to help families of the missing reignite public interest in the search. Police can't do anything without a lead, so the help of the public is the only hope these desperate families have. The Unmissables uses an online platform to connect the families of long term missing people with volunteer writers and artists to create reimagined missing persons' posters. The Unmissables replaced vital statistics with personal stories, grainy photocopies with stunning, emotive, memorable portraits, hopelessness with hope.
Electrolux logo sml.jpgDigitasLBi has been appointed to support Electrolux APAC in the re-launch of their website across APAC.

The business will be led out of Hong Kong, but will focus on re-launching the website in six markets including: Singapore, Malaysia, Vietnam, Thailand, Philippines and Indonesia.
Bonds_The Boys.jpgClemenger BBDO Melbourne has continued their extraordinary 18 month creative performance with an outstanding showing in Campaign Brief's THE WORK 2017. The agency has the most acceptances in THE WORK this year with 37 of their 76 entries accepted.

This year saw a strong showing across Asia-Pacific with agencies from Australia, Thailand, New Zealand, Taiwan, Indonesia, Malaysia and Hong Kong all ranked in the top 10 best performing agencies. Australia has 4 agencies in the Top 10 ranking and New Zealand, Hong Kong and Thailand have 2 agencies each.

Ogilvy & Mather Bangkok and Leo Burnett Sydney were the equal #2 best performing agencies with 24 acceptances each.

BBDO Bangkok and J Walter Thompson Sydney ranked at equal #4 with 19 acceptances each and ADK Taiwan, Clemenger BBDO Wellington and Hakuhodo Indonesia were equal #6 with 18 acceptances each. Malaysia's best performing agency, Leo Burnett Malaysia, ranks at #9 with 17 acceptances and rounding off the Top 10 in THE WORK 2017 is Cheil Worldwide Hong Kong, Colenso BBDO Auckland, DDB Sydney and Ogilvy & Mather Hong Kong with 16 acceptances each.
BBDO Network.jpgClemengerBBDO_Staff.jpgBBDO is the top ranking network in Campaign Brief's THE WORK 2017. The network has 6 offices that contributed to their overall network total of 106 Acceptances. BBDO edged out Leo Burnett, who had 8 offices that contributed to their high total of 97 Acceptances.

The third highest ranked network is TBWA with 62 Acceptances followed by Ogilvy & Mather with 58, Dentsu with 51 and J Walter Thompson with 48 Acceptances.

BBDO's performance was led by creative powerhouse Clemenger BBDO Melbourne with an amazing 39 acceptances in THE WORK 2017. BBDO Bangkok (19), Clemenger BBDO Wellington (18), Colenso BBDO Auckland (16), BBDO Singapore (7) and BBDO Guerrero Philippines (7) also contributed.

Leo Burnett's 97 acceptances was even across 8 offices - led by great performances from Leo Burnett Sydney and Leo Burnett Malaysia with 24 and 17 respectively. Also contributing were Leo Burnett Melbourne (15), Leo Burnett Taiwan (11), Leo Burnett Philippines (10), Leo Burnett Bangkok and Jakarta (8 each) and Beacon/Leo Burnett Japan (4).


#1 BBDO  (106)
#2 Leo Burnett  (97)
#3 TBWA  (62

Hearing Rescue 2.jpgBBDO Bangkok has created the world's first hearing aid that not only amplifies sound, but can also detect the sounds of danger by turning the hearing device into a vibrating wrist band.  

In partnership with the Thai Health Promotion Foundation and Deaf Association of Bangkok, BBDO Bangkok conducted a survey amongst the hearing impaired in Thailand and found that 100% take out their hearing aid at night due to discomfort.


Cannes Contenders: BBDO Greater China

How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges...

SoCO - Wardrobe Apartment.jpgSoCO - Wardrobe Apartment
BBDO Hong Kong
Wardrobe Apartment was a powerful campaign conceptualised by BBDO Hong Kong and SoCO (Society for Community Organisation) that forced the Hong Kong government to address the dire living conditions in the city - where 200,000 people live in homes no bigger than 2 sq-metres. Turning on its head a common complaint that Hong Kong apartments are so small you can hardly fit a wardrobe in the room, we built wardrobes to the exact size of these tiny homes and crammed them with belongings from real inhabitants. These were placed in the busiest areas of Hong Kong. The campaign successfully pressured the government to announce an increase in public housing in the next 5 years.

Cannes Contenders: Ogilvy Melbourne

How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges...

SP_1 (1).jpgAAMI: SmartPlates
Ogilvy Melbourne

AAMI, Australia's leading insurance company knew young drivers were the most at-risk. However, the way they learn to drive hasn't changed in 50 years - pen, paper and an old-fashioned logbook. AAMI thought it was time to update how we teach our kids to drive and raise a safer generation of drivers. AAMI SmartPlates is a real-time drive tracker and coach that sits at the centre of a new digital learning ecosystem: connecting young drivers, parents, instructors and road authorities for the first time. AAMI SmartPlates tracks every detail of every drive, so learners can focus on the road while their practice hours, routes, road type, weather and traffic conditions are monitored and recorded in real-time. Captured data gets crunched into skills sets so learners, parents and instructors can gain a complete picture of their progress, what they're mastering and what needs improvement via a customized learning plan, helping reduce the risk of accidents caused by overconfidence and inexperience.

We are inviting agencies to showcase your agency's best chances at Cannes this year. Open to all Asian based agencies entering Cannes this year. Just email with a paragraph or two on each of your best chances at this year's festival. Include a link to the case study/TVC or supply jpegs if it is print.
AIA.jpgDirectors Think Tank via Tankers director Carolyn Chon has just shot the latest AIA 'Child Plan 2017' 'spot for Leo Burnett Malaysia.
Group Creative Director Iska Hashim said, "Leo Burnett's Pia Dhaliwal and Lee Shyyi (copywriter and art director) came up with the deeply insightful thought of "The birth of a child is also the birth of a mum" to express the hopes, worries and joys of having a baby - it was an immediate "yes" within the agency. And when it was presented to the AIA clients, it was an instant and spontaneous approval too".

Foosball.jpgCambodia-based PR and Events agency, Directions Brand Communications triumphed in the 23rd Annual Communicator Awards, given by the Academy of Interactive and Visual Arts in New York. Directions Brand Communications received a statuette and citation for Excellence in Integrated Marketing Effectiveness for its works in Cambodia Beer Human Foosball Campaign.

In receiving the award, Pisey Lim, Managing Director said, "The statuette is a testament to how serious work and fun can also be rewarding. We are energized to offer more innovative events and PR activities to our clients who would like to see their market share grow through use of direct-to-consumer approaches."
Joao_Braga.jpgJ. Walter Thompson Bangkok has hired João Braga in the role of Chief Creative Officer.

Braga joins JWT Bangkok from Ogilvy Singapore, where he served as the Global CD on Pond's and other regional accounts. Prior to that role, he spent over 3 years in Portugal as Creative Director, and later Executive Creative Director at Publicis. Before joining Publicis Lisbon, Braga worked in Brazil for 12 years at Lew'Lara\TBWA and JWT São Paulo.

He has developed work for clients like Coca-Cola, Renault, VISA, Nokia, HSBC, Kraft Foods, Nissan, Nestlé and Microsoft and has been recognized at various national and international awards, including Cannes Lions International Festival of Creativity.
Mayuresh Dubhashi.jpgGREY group India has appointed Mayuresh Dubhashi as Executive Creative Director. Dubhashi (pictured left) will be reporting to Sandipan Bhattacharyya, Chief Creative Officer, GREY group India.

On Dubhashi's appointment, Bhattacharyya, said, "The combination of creative flair and a keen strategic mind is rare and Mayuresh packs both in his impressive body of work. He's fearless, experimental, hungry and young. Just the kinds that define the new GREY"

Dubhashi, a Mechanical Engineer, has been in the advertising industry for nearly 15 years, working on iconic Indian and global brands across all aspects of creativity and innovation. Brands he worked with include The Times Group, Airtel, Amazon, Hike Messenger, Mahindra 2 Wheelers, Pepsodent, Smirnoff, RIN Global, Nokia, Nike, Brylcreem, SetMax, IDEA, Lakme, Surf Excel, Wheel, Godrej Appliances & Corporate etc. His experience includes working with agencies like Lowe, JWT and Taproot India.

On joining GREY Dubhashi said, "This is Grey's centenary year, it just goes to show that the energy and will powering the place is quite inexhaustible. I am kicked to be a part of a bunch of people who are hell-bent on keeping the 'Famously Effective' spirit true, for decades to come."

Cannes Contenders: BBDO Bangkok

How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges...

Hearing Rescue.jpgThai Health Promotion Foundation and Deaf Association of Bangkok: Hearing Rescue
BBDO Bangkok
According to the Ministry of Social Development and Human Society, there are 321,063 people with a hearing impairment in Thailand (2016). BBDO Bangkok conducted a survey and found that 100% take out their hearing aid at night, with 35% of them stating they experience accidents at night because they cannot hear any sounds. Recognising the dangers hearing impaired people face in the night, BBDO Bangkok created 'Hearing Rescue' - the world's first hearing aid that can transform into a wristband and alerts people to danger while they sleep. Developed from a normal hearing aid, the built-in sound recognition detects danger sounds and activates the vibrating function to alert the wearer.

Cannes Contenders: 303 MullenLowe, Sydney

How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges...

Super Hero customs.jpgHarley-Davidson: Marvel Super Hero Customs
303 MullenLowe, Sydney

We leveraged the Marvel Universe to introduce a different side of Harley Davidson. It showcased to a younger audience, who are constantly seeking new ways to express themselves, that that no matter who you are, you can create a custom Harley that represents you. We created 27 unique, custom bikes, each designed for a different Marvel Super Hero and representing a heroic character trait. Launching on Captain America's 75th anniversary, the integrated campaign culminated in a live exhibit at Comic-Con, where they stole the show.
Caroline Hsu, Managing Director, Asia Pacific, The Hoffman Agency.jpgThe Hoffman Agency has announced that Caroline Hsu has taken on the role of Asia Pacific managing director.

Hsu (pictured) returns to the consultancy world after 20 years of experience in marketing, communications and branding. She recently served as chief marketing officer of Appier, a technology company that makes it easy for businesses to use artificial intelligence to grow and succeed in a cross screen world. Before joining Appier, Hsu was head of communications for Google Taiwan and Hong Kong. Previously she led marketing communications at TomTom Asia and Dopod (now HTC), as well as brand communications at BenQ. She started her career as a journalist in the United States before joining EraOgilvy, a global PR agency now under the WPP Group.
Gravity Cat.jpgNew York Festivals International Advertising Awards competition has announced the 2017 award-winners at the New York Show gala held at the renowned Jazz at Lincoln Center's Frederick P. Rose Hall in New York City.

Two Grand Prizes and three First Prizes were awarded to Tohokushinsha Film Corporation Japan's "Gravity Cat" for Sony Interactive Entertainment & Gravity Daze 2. TBWA/Thailand also one a First and Second Prize for McDonald's "Loving the Night".
WARHOL-before-POP.jpgGawen Rudder, principal of The Knowledge Consultancy, Sydney reminds us that Andy Warhol was never ashamed of his first career as an advertising illustrator.

Like the oft-maligned Ken Done perhaps, Andy Warhol was unashamed about his advertising background. At one point he said, "The commercial and the fine art are intermingled and kind of feed into each other all the way through my career."

Born of Slovakian immigrants, Ondrej Warhola hit New York in 1949 to pursue a career in adland after graduating with a Bachelor of Fine Arts in pictorial design. But just as copywriters dream of becoming acclaimed authors, Andy the commercial artist dreamt of becoming a fine artist.
Modern_Food_Logo.jpgBread and bakery brand Modern Food Enterprises has awarded TBWA\India its creative duties.

TBWA\India has been entrusted to manage the brand's communications with a view of helping the company achieve accelerated growth and making it more contemporary for today's audiences.
Jacky Tang.jpgIPG Mediabrands has promoted Jacky Tang to Chief Operating Officer for IPG Mediabrands China with immediate effect.
In his new role, Tang (pictured) will oversee agency operations ensuring operational excellence and integration across multiple specialised business units. Tang will be based in Shanghai and report to Tom Wan, CEO of IPG Mediabrands China.
"I'm excited to take this new role!" Tang commented. "Dynamic by Design is our commitment to our clients, partners and each other to think and work differently. Our transformation and innovation is highly focused around this shared philosophy, which helps our client brands grow, and achieve better experiences and bigger results every time."
Amazon Kindle.jpgDo you still remember the joy you used to have reading? The library you wanted to take home. Reading under a tree in the sunshine. The story that was so exciting you stayed up all night to find out the ending.

Astral.jpgOpen defecation: an issue that has been spoken about at great length in the recent past but has there really been any change in the habit? While the jury is still out there in the open, there are a few brands that have taken the onus of pursuing the cause and educating the masses on the need to stop defecating in the open. This initiative has especially gained steam after Prime Minister Narendra Modi's clarion call to all Indians under Swachh Bharat Mission. Asserting its role as an evangelist for the cause, Astral Pipes has come up with a social message on the subject through its latest film.

Matt Eastwood 2014-thumb-200x300-183984.jpgEach week Bestads picks the very best advertising in the world, in every medium - which is reviewed by a top creative director or team to select their own personal favourites.

This week's guest judge is Matt Eastwood, worldwide chief creative officer, J. Walter Thompson.

In the months and weeks leading up to Cannes, we see a lot of great work appearing across all media. It's like the floodgates open and suddenly we're swimming in amazing case study after amazing case study. In Outdoor and Interactive, that premise held true. The work is excellent. And almost every one of the six spots shortlisted in Television could probably go on to win or shortlist at Cannes. For me, the disappointment was Print. Most of the work came from traditionally "easy" categories - toy stores, zoos and, of course, WWF. And, whilst the executions themselves were fairly well done, overall there seemed to be a very light touch in terms of strategy.

My favorite film is the charming Monoprix spot from Rosapark. It's a beautifully told story with a plot twist that I certainly didn't see coming. Engaging from beginning to end. The runner up is the iPhone 7 "Barbers" spot. Once again, Apple is making classic Apple ads. And I mean that in a very good way. READ MORE...
Hong Kong - ODFC.jpgDentsu Aegis Network held its annual volunteer initiative, One Day for Change on Friday 19 May, where staff across Asia Pacific in 14 different markets are encouraged to get out of the office to volunteer their time. Held for the fourth year, all agencies in each market came together, on the same day, to support a cause or charity within their local communities to create maximum impact through a collaborative effort.

Last year, over 6,100 staff across the region participated in One Day for Change giving over 29,000 hours of their time to local communities under the theme 'Champions for Children'. Building on the same cause for this year, Dentsu Aegis Network staff will be volunteering their time towards helping underprivileged children in the broad aspects of health, education, water, abuse, family and housing.
Suntory 1.jpgTo mark the launch of good mood to the Indonesian market, Arcade has collaborated with director Christoph Chrudimak to create two epic mini movies. good mood is a new fruit infused water created by Suntory.

The two short interactive digital films are based on the insight that the difference between having a good day and a bad day can come down to the mood you choose to put yourself in. Both films star the same young male protagonist and chronicle the chain of events that follow him through a good day and a bad day.


Cannes Contenders: Clemenger BBDO Touchcast

How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges...

KiwiRail_TCC (1).jpgKiwiRail: The Conscious Crossing
Clemenger BBDO Touchcast, Wellington

The more regularly pedestrians use the same rail crossing, the more likely they are to become complacent and walk onto the tracks without checking. KiwiRail challenged Clemenger BBDO Wellington to come up with a solution. Instead of yet another warning message, The Conscious Crossing was installed. This movable set of warning gates can be reconfigured an infinite number of times, making the familiar crossing unfamiliar every time people cross, forcing people out of their complacency and into the moment. Designed with human nature in mind, anyone can change the gates into any layout, any time - actively helping to keep other pedestrians safe.
Suzuki IGNIS.jpgSeven Sunday Films' latest offering for Suzuki via Dentsu Impact gets the blood pumping with a commercial to promote the brand's new breed of urban SUV.

Directed by iClaudius, the spot features the new Suzuki IGNIS' stylish features and speed capabilities and is set against a racing dance track that emphasises a fresh take on what it means to drive in style.

Standfortradition3.jpgiris Singapore has launched its first campaign for Philips Malaysia - #StandForTradition. The campaign is in celebration of the upcoming Hari Raya in Malaysia to promote the Philips All-in-One Pressure Cooker.

Based on the insight that the younger generation is increasingly losing touch with tradition when it comes to cooking, especially when festive dishes takes a long time to prepare and cook, the iris team invited two senior folks to #StandForTradition in the form of a tongue-in-cheek "public service announcement".

CYC Made to Measure.jpgSingapore made-to-measure clothing brand CYC Custom Shop has relaunched itself to CYC Made to Measure, via DIA Brand Consultants.

A brand with over 80 years of heritage, CYC has been a recognised brand in Singapore. However, it was seen as relevant and appealing only to statesmen and the older generation. With changing consumer mindsets and preferences, there was a need to change this perception and encourage new customers especially the younger generation to try CYC made-to-measure wear, while sustaining the loyalty of its long-standing clientele.

Fong Loo Fern Managing Director, CYC Made to Measure said: "We are extremely pleased with DIA's contribution to our rebranding project. They played the role of brand custodian and lead consultant in all matters pertaining to design from brand identity, retail interior fit through to communication expressions. This was timed perfectly to complement the launch of our flagship store at the Capitol Piazza."

Chris Kyme: Postcard from Hong Kong

Chris Kyme_April2016.jpgChris Kyme continues his "Postcards from..." series and this time he he takes a look at the proliferation award shows today.

And the award for the best excuse for an award goes to ... So I get this phone call from some Hong Kong business organization (there are many) about some awards ceremony.

Stupidly thinking I'm finally going to get recognised for my contributions into beer research in Hong Kong, I give the young lady my email address. And in comes this long spiel about some event at which, my company can get an award simply by coughing up about US$5,000 (roughly 2% of the O&M annual scam budget).

Just like that. Just that teeny weeny amount and I get to walk onstage and pose for the Hong Kong Business Showboating Monthly or whatever and become an award recipient! Fame, fortune, groupies. They also throw in a dinner for the ceremony plus we get to place an ad. How generous.

Cannes Contenders: Cheil Worldwide Seoul

How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges...

ŸHeat Tech Window.jpgHeat Tech Window
Cheil Worldwide Seoul
In winter, the weather is severely cold and the heating cost is high in Korea. Cheil Worldwide created an advertisement for Uniqlo that not only promotes its heat-generating thermal wear brand, HEATTECH, but also offers actual warmth to the consumers.

Made of bubble wrap, commonly used for packaging fragile items, Heat Tech Window has a layer of air-filled hemispheres that blocks the heat conduction between indoor and outdoor. Just by attaching the Heat Tech Window to the window, the temperature of the room rises by 2~3°C, saving an average of 20% on heating costs.

500,000 Heat Tech Windows were handed out to consumers for free via all 189 Uniqlo stores in Korea with each purchase of a HEATTECH product. All the household and office windows which installed Heat Tech Window turned into out-of-home ads throughout the winter season. As a result, HEATTECH sales recorded a year-on-year growth of 203%.
LIA Logo.jpgThe London International Awards (LIA) has announced that in addition to its global 'Of the Year' awards, it will be introducing 'Regional of the Year' awards.  These winners will receive a LIA Statue. 

Like the global 'Of the Year' awards, this is based on a point system and will be awarded to companies that score high enough. The regions recognised will be: Asia, Oceana (Australia and New Zealand), Europe, Middle East/Africa, North America and South America.

Barbara Levy, president of LIA, said over the past few years, they have had many requests to add regional award competitions.

"After much discussion, we decided it would not be prudent to add new competitions that compete with already established local and regional shows. Hence we have decided to break out our global winners and honor them by region. In speaking with industry professionals around the world, it was determined that winning a 'Regional of the Year' award from a global festival would be a higher honor than winning a local/regional show," said Levy.
Vandana Watsa.jpgPublicis Communications has launched Prodigious in India. Prodigious is Publicis Groupe's specialist production company that produces and delivers video, digital and print-led branded content. Prodigious India will offer its services across all Publicis Communications agencies including The Leo Burnett Group, Publicis Worldwide (including Marcel), Law & Kenneth Saatchi & Saatchi, and MSLGroup.
Speaking about the launch of Prodigious, Saurabh Varma, CEO, Publicis Communications India said, "There has never been a better time to announce the launch of our own specialist production division. We hope to make Prodigious a major player in production in India in the next three years. To that end, we have made deep investments and put together a team of the best talent, technology and equipment to deliver world-class quality content for our clients. I am confident with Prodigious we have the most progressive content production company in India."
Chamki.jpgThe MullenLowe Group has won a prestigious Global Effie, taking home silver for the 'Help A Child Reach 5' campaign for Unilever's Lifebuoy.

The award was won jointly by MullenLowe Singapore and MullenLowe Lintas Group, India and it marks the second time the MullenLowe Group's work on Lifebuoy has been recognized at the Global Effies.
Every day, more than 4000 children under the age of 5 lose their lives to preventable infections like diarrhea and pneumonia. Lifebuoy's 'Help A Child Reach 5' #HACR5 promotes handwashing with soap as a key preventative health measure against these infections.

Cannes Contenders: Colenso BBDO Auckland

How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges...

trucklow-thumb-400x269-244438.jpgDB Breweries: BD Export Beer Bottle Sand
Colenso BBDO, Auckland

The world is running out of sand. Sand is used in everything from construction to pharmaceuticals, and as a result two thirds of the world's beaches are retreating. So we built a fleet of machines that turn empty bottles of DB Export into a sand substitute. DB Export Beer Bottle Sand is then supplied to construction companies, manufacturers and anyone else who needs it, reducing the country's dependence on beach-derived sand. Now, to save their beaches, New Zealanders just have to empty a bottle of DB Export. Drink DB Export. Save the entire world.

Cannes Contenders: Cummins&Partners

How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges...


85% percent of all suicide deaths are men. Why? Because, for the most part, men aren't very good at expressing how they feel. In fact, for some men, the first time and only time they let the world know how they're feeling is in their suicide note. To mark World Suicide Prevention Day, we created an online film that featured real men reading real suicide notes - a powerful way to help men to understand the tragic consequences of keeping their feelings to themselves.

Cannes Contenders: DDB, New Zealand

How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges...

The Breast Cancer Screenings_Shot 3[1][1][4].jpgRialto Channel: Breast Cancer Screenings
DDB, New Zealand

Rialto Channel, the home of serious cinema, wanted to show that its films connect with audiences on a much deeper level. So DDB New Zealand, made the audience part of the story, using films in a way they've never been used before: to fight breast cancer.

Cannes Contenders: BBDO Pakistan

How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges...

Beat Me.jpgUN Women: #BeatMe
BBDO Pakistan
For the first time, an anti-domestic violence film invites men to beat women. But at things they are good at. This fully integrated campaign was an emphatic challenge aimed at Pakistani men and their beliefs: contrary to the men's perception, women are not weak, and they have achieved great things in Pakistan. Starting with an online film featuring a child chess prodigy, a boxing champion from one of the most violent neighborhoods in Karachi, a Pakistani climber who has conquered Everest, the fastest woman in South Asia, the campaign even had several activations, online and print components challenging men in Pakistan. UN Women's efforts have resulted in a shift seen in Pakistani media culture where the woman is now being shown as empowered. has unveiled a new brand campaign, focusing on helping users find the perfect stay at the best prices, and letting them do more with their savings. The new campaign follows the success of 'A Special Place', the initial brand campaign launched last year.

Haidong Guan.jpgLeo Burnett has appointed Haidong Guan as Chief Strategy Officer of Leo Burnett Shanghai. Guan (pictured) will lead the planning team to build up more insight-driven integrated creative solutions for client's brands, via the famous Leo Burnett "HumanKind" creative approach.

Angie Wong, the Managing Director of Leo Burnett Shanghai said, "Strategy has been the secret weapon behind many great ideas. The HumanKind strategic approach is also one of our core strengths. As our business grows, we need a strategic catalyst that is taking us to a higher level.

"Haidong is an expert in consumer research and strategic analysis. He believes that great ideas and effective communications originate from a unique insight into the target audience. I believe he will drive our HumanKind philosophy to be acknowledged by more people in and out of Leo Burnett."

Danny Chan joins DDB China Group as CCO

Danny Chan sml.jpgDDB China Group has appointed Danny Chan as Chief Creative Officer, based in Shanghai.
Working alongside President and CEO of DDB China Group Danny Mok, Chan (pictured) will spearhead the creative output at Tribal and DDB, driving innovation and creativity and cutting edge digital experiences for major clients across Beijing, Shanghai and Guangzhou.
Chan has more than 20 years' experience growing branding and digital agencies such as BBDO, TBWA and Wunderman/AGENDA in Hong Kong, Beijing, Shanghai and Guangzhou. Named among Campaign's China Digital A-List Executives in both 2016 and 2017, the award-winning creative head has also been recognised at Cannes Lions, One Show, IAB MIXX and New York Festivals, among others, and has a long history working with blue chip clients including Microsoft, Nokia, Volkswagen, Bentley, MARS and P&G Pantene. With a masters degree in e-commerce and internet computing, Chan is particularly passionate about designing and deconstructing change, and joined the ranks of revered TEDx speakers to share his thoughts on the subject at TEDx Lujiazui in 2016. Prior to joining DDB, Chan co-founded experimental start-up 123Jump, prototyping immersive Internet of Things (IoT) experiences for brands.
AD STARS 2017 logo.jpgThe Call for Entries to this year's Ad Stars 2017 Awards Festival is open. It's FREE to enter and the two overall Grand Prix winners will again win US$10,000 each. This year's entry deadline is June 15th.


With more than 20,000 entries anticipated in 2017 from over 70 countries, Ad Stars is the biggest advertising awards show in Asia and the only festival with a US$10,000 cash prize for the two Grand Prix of the Year winners.
BEST-AD-JOBS-JAN-2017.jpgA joint initiative of Bestads and Campaign Brief, offers recruiters and agencies a fantastic low rate of $50 per job listing. reaches the international audience of and the Australasian audience of, and

New and featured jobs have visibility on the Bestads and Campaign Brief sites 24/7, reaching upwards of 300,000 unique visitors a month.



index.jpgLions Innovation is the two-day specialist event taking place as part of the Cannes Lions International Festival of Creativity in June.

Live tech demonstrations, immersive performances and the latest innnovations in voice tech, bots, AI, IoT, AR and mixed realities will be hosted on the stages. And talks by innovators, inventors and investors, alongside global names from across the creative industries will complete the programme. Lions Innovation 2017 is supported by Alibaba Group, one of China's largest e-commerce companies, who is partnering with Cannes Lions for the first time.
CLIO-awards-2017.jpgEvery year, more and more imaginative advertising emerges from Australia and New Zealand, gaining accolades and solidifying the region's place as a global creative hub. But what defines this inspiring work and sets it apart from the rest of the industry? Where do leading creatives turn for inspiration? Ahead of the 2017 Clio Awards, past Clio jurors and winners from the region offer insider perspectives on how standout creative comes together and what it takes to impress the jurors--maybe even inspire a little envy.

1. Remember the four Is
That's inspirational, innovative, impact and iconic, according to James Wright, CEO Red Agency and COO Havas Group Australia. The 2016 Clio Awards juror explains: "Is it inspirational--does it make me wish I did it? Is it innovative, bringing to life an interesting insight in an innovative way? Did it deliver genuine impact in terms of outcomes, not just outputs?  Will it endure and be iconic, something we look back on as best-in-class for that medium?"
Anselmo Ramos sml.jpgAnselmo Ramos, Co-founder and Chief Creative Officer of DAVID Miami, will be joining Ad Stars 2017 as an Executive Judge.

Campaign Brief Asia took the opportunity to ask him a few questions about his vision for DAVID, his creative outlets outside of advertising, and how his hometown of Miami inspires him.

Ramos (pictured) has been involved in some of the most talked-about ad campaigns over the past few years - ideas like Dove's "Real Beauty Sketches", or the "Proud Whopper" campaign for Burger King.
Chloe Reuter sitting.jpgReuter Communications and Vim & Vigour PR, Singapore based lifestyle and travel communications agency, have formed a strategic alliance, enhancing the agencies integrated communications capabilities across Asia for luxury travel and hospitality clients.

The new partnership extends Reuter Communications' growing regional footprint to South East Asia while enhancing both firms' capabilities to provide luxury hospitality and travel brands an integrated offering that now spans digital marketing, public relations, influencer engagement, corporate communications and travel trade relations.

Existing and future clients can leverage a team of 50 professionals across offices in Shanghai, Hong Kong and Singapore. 




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A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

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