2010 Campaign Brief Asia Rankings: Ace Saatchi & Saatchi is Philippine Agency of the Year; Andrew Petch retains tops creative title

PHILIPPINES – JULY 27, 2011 – Agencies are still abuzz over the latest Campaign Brief Asia Creative Rankings, which saw the 2009 top six agencies in a game of musical chairs. The Creative Rankings include 171 agencies and over 1500 individual copywriters and art directors who have won global and regional creative awards in the past two years.

 

Last year’s top Philippine agency, DM9 JaymeSyfu, slipped to third and bowed down to the new number one, Ace Saatchi & Saatchi. BBDO Guerrero/Proximity held on to its number two spot, only eight points behind Ace Saatchi, which had a remarkable 2010 because of its Vespa “Our Ride” campaign that won Best of Press at ADFEST. TBWASantiago Mangada Puno, Leo Burnett and JWT each slipped a notch from their 2009 positions as Y&R stayed in seventh place. Newcomer Bates141 broke into the top eight after winning metals for Tulakabataan "Vote For Kids", most notably a Gold Spike. 

 

As in last year’s rankings, there was much movement on the individual front. Creatives from Ace Saatchi lorded over the list. Andrew Petch retained his Hottest Creative title, while his colleagues Tony Sarmiento (who recently left the agency), Biboy Royong and Gelo Lico occupied the next three slots. BBDO Guerrero’s David Guerrero improved five notches up from his 10th place showing in 2009 to fifth place, followed by TBWASantiago Mangada Puno’s Melvin Mangada, DM9 JaymeSyfu’s Louie Sotto and TBWA’s Denise Tee. Last year’s number two Simon Welsh fell out of the rankings, but not Joel Limchoc, who stays on at number nine. DM9 JaymeSyfu’s Herbert Hernandez makes an entrance at number 10, as TBWA’s Manuel Villafania falls to 11th place.

 

Notable in the regional rankings is the much-improved positions of Ace Saatchi (formerly 98th) and BBDO Guerrero (41st in 2009), who are up to 18th and 19th places in Asia, respectively. The agencies beat out previous top ten agencies Saatchi & Saatchi Singapore, Lowe Bangkok and BBDO Bangkok, which slipped several places down in 2010. Overall the Philippine rankings show a marked improvement, but the volatile nature of the rankings continuously challenges creatives to aim for consistency.