CB Asia Creative Rankings 2014: Leo Burnett Solutions tops the Sri Lanka rankings table to win the Creative Agency of the Year award

Leo Burnett Solutions in Sri Lanka never fails to impress! The agency has over the past several years been a regular visitor to award stages – and they have achieved this via some very interesting work.

The Leo BurnettTeam

In 2014 Leo Burnett Solutions won awards at 4 award shows – Clio, AdFest, Spikes Asia and AdStars. AdFest saw their best performance with a Gold Lotus award in the Promo category and also won a Lotus Roots award. Awards were won for Wijeya Newspapers ‘Unity Paper’ and “The World’s First Mosquito Repellent Newspaper” for Mawbiwa.

The agency, led by chief creative officer Trevor Kennedy, ended the year with 145 points placing them in the Top 50 creative agencies overall in Asia – a worthy winner of the Creative Agency of the Year award for Sri Lanka. The second placed agency was TBWA\Sri Lanka with a total of 30 points which they picked up at Spikes Asia. No other agencies in Sri Lanka recorded points in the Campaign Brief Asia Creative Rankings.

Over the next week 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.

Leo Burnett Solutions in Sri Lanka never fails to impress! The agency has over the past several years been a regular visitor to award stages – and they have achieved this via some very interesting work.

In 2014 Leo Burnett Solutions won awards at 4 award shows – Clio, AdFest, Spikes Asia and AdStars. AdFest saw their best performance with a Gold Lotus award in the Promo category and also won a Lotus Roots award. Awards were won for Wijeya Newspapers ‘Unity Paper’ and “The World’s First Mosquito Repellent Newspaper” for Mawbiwa.

The agency, led by chief creative officer Trevor Kennedy, ended the year with 145 points placing them in the Top 50 creative agencies overall in Asia – a worthy winner of the Creative Agency of the Year award for Sri Lanka. The second placed agency was TBWA\Sri Lanka with a total of 30 points which they picked up at Spikes Asia. No other agencies in Sri Lanka recorded points in the Campaign Brief Asia Creative Rankings.

Over the next week 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.

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