GIGIL Philippines named Asia-Pacific Agency of the Year in Campaign Brief’s The Work 2025: DDB Mudra India, Wolf BKK Thailand, VML Australia, VML Thailand and Ogilvy Thailand make up top 6
Campaign Brief’s The Work is recognised as a true record of creativity for the APAC region. This is the 23rd year of The Work that every year features the very best creative advertising of the year from Asia, Australia and New Zealand. This year 241 agencies and production companies entered Campaign Brief’s The Work 2025. There were a record 4,349 entries overall (up from 4,189 entries last year), with the most entries coming from Australia (827), Thailand (796), Philippines (680), India (617), Taiwan (324) and Singapore (281).
VIEW THE WORK 2025
THE TOP 12 APAC AGENCIES IN THE WORK 2025
Independent agency GIGIL Philippines has taken the top spot this year, ranking #1 overall in Asia Pacific. Known for its trademark humour, GIGIL delivered an impressive 46 Acceptances in The Work 2025. Although a consistent high achiever over the past decade, this marks the first time the agency has claimed the top overall position in Asia and APAC. Last year, GIGIL ranked #2.
DDB Mudra Group India follows closely at #2 with 41 Acceptances, climbing from last year’s #3 ranking. Their success was driven by a large and diverse body of creative work.
At #3 is Wolf BKK Thailand, achieving 36 Acceptances. This is a remarkable leap from their #22 position in The Work 2024, making them this year’s highest-ranked agency in Thailand.
VML Australia is the top-ranked Australian agency, placing #4 overall with 35 Acceptances. A consistent performer, they also ranked #4 last year.
VML Thailand secures the #5 spot with 34 Acceptances, rising from #15 last year thanks to standout campaigns for IKEA, KFC, Thai Life Insurance, and others.
The combined strong performances of VML Australia and VML Thailand were key to the network being named 2025 Network of the Year.
Ogilvy Group Thailand ranks #6 with 33 Acceptances across 16 campaigns. A regular top-six performer over the past decade, they were last year’s #1 agency in The Work 2024.
At #7 is DDB Australia with 35 Acceptances, maintaining its strong record of consistent top-10 finishes in Campaign Brief’s The Work.
McCann Worldgroup India places #8 with 32 Acceptances, driven by notable campaigns including Buckaroo’s Fit My Feet – a Gold Lion winner at Cannes Lions and a Gold recipient at Spikes Asia, AdFest, MadStars, and the EFFIES, as well as a metal winner at LIA, One Show, D&AD, and others.
Independent agency The Nine Shanghai ranks #9 in APAC and #1 in China, with 29 Acceptances. Highlights include the Olympic Games Paris 2024 and Alibaba Cloud Honor History, Create History campaign.
Ogilvy Taiwan takes #10 in APAC and #1 in Taiwan with 28 Acceptances.
Sharing the #11 spot with 27 Acceptances each are Dentsu Creative Taiwan and leading Australian independent agency Howatson & Co.
See a list of the top agencies in Asia, the full list of agencies across APAC and a country by country breakdown below;
TOP ASIA PACIFIC AGENCIES IN THE WORK 2025
#1 GIGIL Philippines 46
#2 DDB Mudra Group India 41
#3 Wolf BKK Thailand 36
#4 VML Australia 35
#5 VML Thailand 34
#6 Ogilvy Group Thailand 33
#7 DDB Group Australia 32
#7 McCann Worldgroup India 32
#9 The Nine Shanghai 29
#10 Ogilvy Taiwan 28
#11 Dentsu Creative Taiwan 27
#11 Howatson+Co Australia 27
#13 ATime&Place Australia 26
#13 BBDO Bangkok 26
#15 TBWASMP Philippines 24
#16 TBWAHakuhodo Inc Japan 23
#17 Flash Bomber Thailand 22
#18 Innocean Seoul 21
#19 Publicis Groupe Hong Kong 20
#19 Sour Bangkok 20
#19 VML Manila 20
#19 VML Singapore 20
#23 Dentsu Creative Philippines 19
#23 MullenLowe Singapore 19
#25 Bear Meets Eagle on Fire Australia 18
#25 Leo Burnett Group Manila 18
#25 MullenLowe TREYNA Philippines 18
#25 VML New Zealand 18
#29 GREY Thailand 17
#29 Hero Australia 17
#29 YDM Group Thailand 17
#32 Publicis JimenezBasic Manila 16
#33 DDB Group Singapore 14
#33 Dentsu Creative Thailand 14
#33 Leo Malaysia 14
#33 Noah Workshop Hong Kong 14
#33 Showpony Advertising Australia 14
#33 Taboo Australia 14
#33 TBWAThailand 14
#40 Dentsu Redder Vietnam 13
#40 TBWANew Zealand 13
#42 CJ WORX Thailand 12
#43 BBDO Guerrero Philippines 11
#43 Chemistry Australia 11
#43 Propel Manila 11
#43 TBWAHong Kong 11
#47 DIG Sydney 10
#47 Hakuhodo Indonesia 10
#47 Medialand Digital Strategy Taiwan 10
#47 VML Taiwan 10
#51 Cheil Hong Kong 9
#51 GREY India 9
#51 KWP + Partners Australia 9
#51 Oliver Philippines 9
#51 Rock Yu Creative Taiwan 9
#56 DDB Group Hong Kong 8
#56 Fishermen Integrated Malaysia 8
#56 Publicis Groupe Vietnam 8
#56 Publicis Thailand 8
#60 GREY Malaysia 7
#60 tgthr. India 7
#62 Connecting Plots Australia 6
#62 Dentsu Creative Aotearoa 6
#62 Good People Network Indonesia 6
#62 Havas Creative India 6
#62 Havas Malaysia 6
#62 Leron Leron Sinta Philippines 6
#62 M&C Saatchi Malaysia 6
#62 The Shout Group/FCB Shout Malaysia 6
#62 The Teeth Singapore 6
#62 Today the Brave Australia 6
#62 United Communications Group Taiwan 6
#62 VML Malaysia 6
#74 Anew Advertising Bangkok 5
#74 BBDO China 5
#74 Federation New Zealand 5
#74 Fishermen Integrated Singapore 5
#74 Guangdong OPPO Mobile Telecommunications Corp China 5
#74 Havas Ortega Manila 5
#74 McCann Worldgroup Tokyo 5
#74 McCann Worldgroup China 5
#74 McCann Worldgroup Singapore 5
#74 Muma Malaysia 5
#74 Redbin Philippines 5
#74 TBWAMedia Arts Lab ISEA India 5
#74 The Titus Upputuru Company India 5
#74 VML Indonesia 5
#74 Yell Bankgok 5
#74 4AM New Zealand 4
#74 Blink Digital India 4
#74 Brainheart Australia 4
#74 Haven’t You Done Well Australia 4
#74 MBCS Australia 4
#74 Rabbit’s Tale, Part of Accenture Song Thailand 4
#74 Sickdogwolfman Australia 4
#74 TBWA Group China 4
#74 TBWA Singapore 4
#74 TBWA Media Arts Lab Thailand 4
#74 The Friday Vietnam 4
#74 Tony & Philippines Manila 4
#74 We are Social Australia 4
#74 yoband Guangzhou China 4
#74 Ace Communications 3
#104 Beacon Communications K.K. Japan 3
#104 Brilliant & Million Bangkok 3
#104 Dentsu Creative Australia 3
#104 Edelman Hong Kong 3
#104 GOODSTUPH Thailand 3
#104 hufax arts Taiwan 3
#104 Limehouse Creative 3
#104 Phoenix Ogilvy Sri Lanka 3
#104 SVEN Group Philippines 3
#113 303 MullenLowe Sydney 2
#113 Berakar Komunikasi 2
#113 Burson Indonesia 2
#113 Chimera Project Australia 2
#113 Comzone Asia Cambodia 2
#113 DDB Trial Worldwide Philippines 2
#113 DPR&Co Australia 2
#113 GREY Advertising Singapore 2
#113 Guangdong Advertising Group China 2
#113 JimJam Australia 2
#113 MBM New Zealand 2
#113 MOFA Australia 2
#113 Plan B Media Thailand 2
#113 Schbang India 2
#113 The Clan Malaysia 2
#113 TRP Agency Melbourne 2
#113 VCCP Singapore 2
#130 Choojai and Friends Thailand 1
#130 Chris Rowson Austraia 1
#130 GGWP Bangkok 1
#130 GREY Advertising Hong Kong 1
#130 Jagat Australia 1
#130 MBCS Malaysia 1
#130 MBCS Thailand 1
#130 McCann Worldgroup Philippines 1
#130 Oliver India 1
#130 Oliver Indonesia 1
#130 Only Much Louder India 1
#130 PHD Taiwan 1
#130 Shift Integrated Sri Lanka 1
#130 Supersolid Australia 1
#130 Sutra UAE 1
#130 TKO Bro Thailand 1
#130 Twitch Brand Partnership Australia 1
THAILAND
Thailand agencies made a strong impact in Campaign Brief’s The Work this year, with 4 agencies ranking in the top 15 in APAC. Wolf BKK led the way with 36 Acceptances, ranking as the #1 agency in Thailand and #3 in APAC. Close behind were VML Thailand with 34 and Ogilvy Group Thailand with 33.
BBDO Bangkok secured fourth place with 26, while Flash Bomber (22) and Sour Bangkok (20) rounded out the top six. GREY Thailand and YDM Thailand shared seventh with 17 each, followed by Dentsu Creative Thailand and TBWA Thailand on 14.
Also included were CJ WORX (12), Publicis Thailand (8), and a further mix of independents and networks such as Anew Advertising, Yell Bangkok, Rabbit’s Tale, and TBWAMedia Arts Lab Thailand, reflecting the strength of Thailand’s creative industry.
#1 Wolf BKK 36
#2 VML Thailand 34
#3 Ogilvy Group Thailand 33
#4 BBDO Bangkok 26
#5 Flash Bomber 22
#6 Sour Bangkok 20
#7 GREY Thailand 17
#7 YDM Thailand 17
#9 Dentsu Creative Thailand 14
#9 TBWA Thailand 14
#11 CJ WORX Thailand 12
#12 Publicis Thailand 8
#13 Anew Advertising 5
#13 Yell Bankgok 5
#15 Rabbit’s Tale, part of Accenture Song 4
#15 TBWAMedia Arts Lab Thailand 4
#17 Brilliant & Million 3
#17 GOODSTUPH Thailand 3
#19 Plan B Media 2
#20 Choojai and Friends Thailand 1
#20 GGWP Bangkok 1
#20 MBCS Thailand 1
#20 TKO Bro 1
THE PHILIPPINES
This was an outstanding year for independent agency GIGIL. Not only was the agency the top-ranked agency in Asia, but they went one better as the #1 ranked agency in the APAC. As APAC Agency of the Year in Campaign Brief’s The Work 2025, GIGIL Philippines lead the way with 46 Acceptances.
At #2 in the Philippines is TBWASMP with 24 Acceptances. VML Manila ranked #3 with 20, and Dentsu Creative Philippines placed at #4 with 19 Acceptances.
Leo Burnett Group Manila and MullenLowe Treyna Philippines shared the #5 ranking with 18 each, while Publicis JimenezBasic raned at #7 with 17 Acceptances.
Also significant performers were BBDO Guerrero and Propel Manila (11 each), alongside Oliver Philippines, Leron Leron Sinta, Havas Ortega Manila, Redbin Philippines, and several others.
#1 Gigil Philippines 46
#2 TBWASMP Philippines 24
#3 VML Manila 20
#4 Dentsu Creative Philippines 19
#5 Leo Burnett Group Manila 18
#5 MullenLowe Treyna Philippines 18
#7 Publicis JimenezBasic Manila 17
#8 BBDO Guerrero Philippines 11
#8 Propel Manila 11
#10 Oliver Philippines 9
#11 Leron Leron Sinta Philippines 6
#12 Havas Ortega Manila 5
#12 Redbin Philippines 5
#14 Tony & Philippines 4
#15 SVEN Group Philippines 3
#16 DDB Trial Worldwide Philippines 2
#17 McCann Worldgroup Philippines 1
AUSTRALIA
In a strong creative performance, VML Australia is leading the Australia agency pack for the 3rd consecutive year with 35 Acceptances in Campaign Brief’s The Work 2025. VML is followed closely by DDB Group Melbourne with 32 Acceptances and Campaign Brief’s 2025 Australian Agency of the Year, Howatson+Co with 27 Acceptances.
ATime&Place ranks #4 with 26 Acceptances, while Bear Meets Eagle on Fire and Hero Australia rounded out the top six with 18 and 17 Acceptances respectively, highlighting the country’s strong creative landscape.
#1 VML Australia 35
#2 DDB Group Melbourne 32
#3 Howatson+Co 27
#4 ATime&Place 26
#5 Bear Meets Eagle on Fire 18
#6 Hero Australia 17
#7 Showpony Advertising 14
#7 Taboo 14
#9 DIG Sydney 10
#10 KWP+Partners 9
#11 Connecting Plots 6
#11 Today the Brave 6
#13 Brainheart 4
#13 Haven’t You Done Well 4
#13 MBCS Australia 4
#13 SickDogWolfMan 4
#13 We are Social 4
#18 Dentsu Creative Australia 3
#19 TRP Agency Melbourne 2
#19 303 MullenLowe Sydney 2
#19 Chimera Project 2
#19 DPR&Co 2
#19 JimJam 2
#19 MOFA 2
#25 Chris Rowson Austraia 1
#25 Supersolid Australia 1
#25 Twitch Brand Partnership 1
#25 Ward7 1
HONG KONG
Publicis Groupe has ranked at #1 in Hong Kong for the third consecutive year in Campaign Brief’s The Work 2025 with 20 Acceptances. They are followed by independent agency Noah Workshop who put in an impressive performance this year taking out #2 ranking with 14 Acceptances. TBWA Hong Kong is ranked #3 with 11 Acceptances.
Other top performers from Hong Kong included the #4 ranked Cheil Hong Kong with 9 Acceptances and DDB Group at #5 with 8 Acceptances.
#1 Publicis Groupe Hong Kong 20
#2 Noah Workshop Hong Kong 14
#3 TBWA Hong Kong 11
#4 Cheil Hong Kong 9
#5 DDB Group Hong Kong 8
#6 Edelman Hong Kong 3
#7 Grey Advertising Hong Kong 1
INDIA
DDB Mudra Group are the #2 highest ranked agency overall in both Asia and in the APAC region. The agency led India’s performances in Campaign Brief’s The Work 2025 with 41 Acceptances.
At #2 in India is McCann Worldgroup with 32 Acceptance. Grey India ranked third with 9, while top independent creative agency tgthr. placed fourth with 7 Acceptances. Other notable performances included Havas Creative India (6), TBWAMedia Arts Lab ISEA and The Titus Upputuru Company (5 each), Blink Digital (4), and Schbang (2).
#1 DDB Mudra Group India 41
#2 McCann Worldgroup India 32
#3 Grey India 9
#4 tgthr. India 7
#5 Havas Creative India 6
#6 TBWAMedia Arts Lab ISEA India 5
#6 The Titus Upputuru Company India 5
#8 Blink Digital India 4
#9 Schbang India 2
#10 OLIVER India 1
#10 Only Much Louder India 1
SINGAPORE
VML Singapore has moved up to the top spot in Singapore this year with 20 Acceptances. VML moves up from their 5th place last year in The Work 2024. Always a consistent creative performer in The Work, MullenLowe Singapore, ranks #2 in the country with 19 Acceptances.
Ranking #3 is DDB Group Singapore with 14 Acceptances. The Teeth followed with 6, ahead of Fishermen Integrated and McCann Worldgroup Singapore with 5 Acceptances each.
#1 VML Singapore 20
#2 MullenLowe Singapore 19
#3 DDB Group Singapore 14
#4 The Teeth Singapore6
#5 Fishermen Integrated Singapore 5
#5 McCann Worldgroup Singapore 5
#7 TBWA Singapore 4
#8 Grey Group Singapore 2
#8 VCCP Singapore 2
TAIWAN
Ogilvy Taiwan continued its five-year streak at the top, leading the country with 28 Acceptances in Campaign Brief’s The Work. Dentsu Creative Taiwan remained in second place with 27, maintaining its position as the runner-up over the same period. Other top performers included Medialand Digital Strategy Limited + VML Taiwan (10 each) and ROCK YU Creative, who made a strong debut with 9 Acceptances.
#1 Ogilvy Taiwan 28
#2 Dentsu Creative Taiwan 27
#3 Medialand Digital Strategy Limited 10
#3 VML Taiwan 10
#5 ROCK YU Creative 9
#6 United Communications Group 6
#7 Ace Communications 3
#7 hufax arts 3
#9 PHD Taiwan 1
MALAYSIA
Leo Malaysia has once again come out on top of Malaysia in Campaign Brief’s The Work with 14 Acceptances. Fishermen Integrated followed with 8, while Grey Malaysia ranked third with 7. Rounding out the top performers were Havas Malaysia, M&C Saatchi, The Shout Group/FCB Shout, and VML Malaysia, each scoring 6 Acceptances.
#1 Leo Malaysia 14
#2 Fishermen Integrated Malaysia 8
#3 Grey Malaysia 7
#4 Havas Malaysia 6
#4 M&C Saatchi 6
#4 The Shout Group/FCB Shout SDN BHD 6
#4 VML Malaysia 6
#8 Muma Malaysia 5
#9 The Clan Malaysia 2
#10 MBCS 1
KOREA
Innocean Seoul has ranked also ranked 18th in APAC and 14th in Asia with 21 Acceptances.
#1 Innocean Seoul 21
JAPAN
TBWA\Hakuhodo led Japan with 23 Acceptances in The Work, well ahead of McCann Tokyo with 5 and Beacon Communications K.K. with 3.
#1 TBWAHakuhodo Inc Japan 23
#2 McCann Tokyo 5
#3 Beacon Communications K.K. Japan 3
CHINA
The Nine Shanghai continued its dominance in China, leading the market with 29 Acceptances. Consistent performers The Nine ranked equal #1 last year and the outright #1 in 2023.
#1 The Nine Shanghai 29
#2 BBDO China Co. 5
#2 Guangdong OPPO Mobile Telecommunications Corp 5
#2 McCann Worldgroup 5
#5 TBWA China 4
#5 yoband / Guangzhou 4
#7 Guangdong Advertising Group Co. Ltd 2
VIETNAM
Dentsu Redder Vietnam continues its five-year streak at the top in Vietnam, leading the market with 13 Acceptances in Campaign Brief’s The Work 2025.
Publicis Groupe Vietnam followed with 8 Acceptances, followed by The Friday with 4 Acceptances.
#1 Dentsu Redder Vietnam 13
#2 Publicis Groupe Vietnam 8
#3 The Friday 4
INDONESIA
Hakuhodo Indonesia led the market with 10 Acceptances in Campaign Brief’s The Work 2025, followed by Good People Network with 6 and VML Indonesia with 5.
#1 Hakuhodo Indonesia 10
#2 Good People Network 6
#3 VML Indonesia 5
#4 Berakar Komunikasi 2
#4 Burson Indonesia 2
#6 Oliver Indonesia 1
NEW ZEALAND
VML led the way in New Zealand with 18 Acceptances. TBWANew Zealand followed with 13, while Chemistry ranked #3 with 11. Rounding out the top 5 is Dentsu Creative Aotearoa (6) and Federation (5).
#1 VML New Zealand 18
#2 TBWA New Zealand 13
#3 Chemistry New Zealand 11
#4 Dentsu Creative Aotearoa 6
#5 Federation New Zealand 5
#6 4AM New Zealand 2
#6 MBM New Zealand 2
SRI LANKA
#1 Phoenix Ogilvy 3
#2 Shift Integrated 1
CAMBODIA
#1 Comzone Asia 2