Mumbai: Ogilvy Mumbai is the top Indian agency of the year according to Spikes Asia 2024 Creativity Report. Spikes Asia is an Apac platform for creative excellence and effectiveness. The annual Creativity Report, reveals the 2024 Agency of the Year by market. The Report looks to shine a light on the best creative work, as selected by Spikes Juries, and includes the expanded rankings for this year’s top-performing networks, agencies and companies from the region.
Ogilvy also secured the top rank in Mainland China and Malaysia. Leo Burnett topped two markets – the Philippines and Taiwan. Choojai and Friends took the lead for Thailand, the only independent agency to rank for Agency of the Year by Market across the Awards.
The other Agencies of the Year by Market were:
Australia: VML, Melbourne
Japan: Dentsu Inc., Tokyo
New Zealand: DDB New Zealand, Auckland
Singapore: BLKJ HAVAS, Singapore
South Korea: Cheil Worldwide, Seoul
The themes covered in the Report include the following: Enhance and enable with AI, reflective of the increased number of companies using AI in the creative process. Entries using AI more than doubled year on year, from 331 in 2023 to 672 in 2024. This year’s Spikes winners challenged and shifted mindsets to help tackle Asia’s most urgent briefs, including sustainability and gender bias. Another prominent theme proved how brands needed to build connections through culture – winning work showed how brands had understood culture and the nuances of different platforms and social memes, so they had the best chance of connecting with audiences. Humour: The revival, Spikes winners showed how a light touch, satire and spinning a flaw into a feature can engage new audiences and increase profit margins. Finally, work this year saw a new approach to immersive entertainment – gamification, technology and craft were used to involve audiences in engaging brand-led experiences.
Simon Cook, CEO, Lions said, “We’re delighted to release the 2024 Spikes Asia Creativity Report and reflect on this year’s Awards, which show the brilliant diversity of Asian creativity along with the region’s local cultural nuances. It’s an exciting time for creativity in Apac, and it’s inspiring to see the region’s commitment to creativity. I’d like to congratulate all shortlisted and winning work for setting the creative benchmark for another year.”
Jaime Ng, Festival Director, Spikes Asia said, “The Spikes Asia Creativity Report provides the official, expanded rankings for this year’s top-performing networks, agencies and companies from across the region, and we’re excited to be able to share this with our Apac community. The themes and trends in the Report reflect how Apac continues to be a creative powerhouse and the many specialisms that have emerged from the body of the winning work, such as AI, gaming, well-being and humour. A huge thank you to our Jurors for their expertise in setting the creative benchmark in Apac.”
The rankings are compiled using data from Spikes-winning and shortlisted work from 2024. The Spikes Asia Creativity Report is powered by Lions’ intelligence platform, The Work, housing creative thinking with insights into how it was briefed, researched, produced and crafted. The Report is a tool for benchmarking creative excellence and effectiveness for the year ahead, sharing analysis and insights from the winning work and lessons on how brands are growing businesses and tackling some of the region’s most challenging problems in innovative ways.
