VML named Australian Agency of the Year in CB’s THE WORK 2024; DDB, Thinkerbell, Deloitte Digital, Howatson+Company and Ogilvy make up the top 5
VML has taken out the Australian Agency of the Year title in Campaign Brief’s THE WORK 2024. VML led the Australian agency pack with 38 Acceptances, followed by DDB at #2 with 34 Acceptances, Thinkerbell at #3 with 33 Acceptances and Deloitte Digital at #4 with 31 Acceptances. Howatson+Company and Ogilvy share the #5 spot with 25 Acceptances apiece.
In at #7 is CHEP Network with 23 Acceptances, followed by Leo Burnett at #8 with 21 Acceptances, TBWA at #9 with 17 Acceptances, Emotive at #10 with 16 Acceptances, The Monkeys at #11 with 14 Acceptances, Akcelo at #12 with 13 Acceptances, M&C Saatchi at #13 with 11 Acceptances and The Brand Agency Perth at #14 with 10 Acceptances.
Dig and Showpony share the #15 spot with 9 Acceptances apiece followed by R/GA at #17 with 8 Acceptances. Special, 303 MullenLowe Perth and Bastion share the #18 spot with 7 Acceptances apiece. Bear Meets Eagle On Fire, Communicado and Dentsu Creative share the #21 spot with 6 Acceptances apiece followed by Sunday Gravy at #24 with 5 Acceptances. BMF, 303 MullenLowe Sydney, Publicis Worldwide Australia, Connecting Plots, TABOO, We Are Social, MBCS and Brainheart share the #25 spot with 4 Acceptances apiece.
Agencies sharing the #33 spot with 3 Acceptances apiece include Clemenger BBDO, Cummins&Partners, DPR&Co, Engine Group, JimJam Ideas, kwpx/kwpx&partners, SICKDOGWOLFMAN, Splash, The General Store, The Hallway, TRP, Type + Pixel and VML Perth.
Sharing the number #45 spot with 2 Acceptances apiece is + 61, 72andSunny, Cocogun, Havas Host, It’s Friday, Saatchi & Saatchi, Skaro&Friend, The Royals, The Works and Today The Brave.
Agencies sharing the #56 spot with 1 Acceptance apiece include AT Creative Perth, ARN (Australian Radio Network), Cheil Australia, Chimera Project, CommonVentures, The Core Agency, Edelman, Elevencom, HBK, Merkle B2B |Dentsu, ScienceFiction and Mick Soiza.
This is the 22nd year of THE WORK, which is recognised as a true record of creativity for the entire region and features the very best advertising of the year from Asia, Australia and New Zealand.
This year a total of 234 agencies and production companies in APAC entered The Work 2024. This is up from 192 agencies and production companies that entered The Work 2023
This year there were 4,189 entries overall, with the most entries coming from Australia (1324), Thailand (586), Philippines (553), India (394), New Zealand (363), China (257), and Singapore (236).
FULL COVERAGE OF APAC PERFORMANCES IN THE WORK 2024
Notable work from VML included Rip Curl ‘The Virtual Pro’, Monash University ‘Meet Younger You’, Victorian Government Department of Justice and Community Service ‘Victoria Fires: Leave Early’, The Hersheys Company ‘The Reese’s Shoey’, Hahn ‘The Hahn Beerlay’, Nestle Kit Kat ‘Snap Decisions’, NSW SES ‘Everyone Counts’, Legacy Australia ‘Legacy Lager’, Air Force ‘Look Up’, Kindness Factory ‘Public Kindness Announcements’, Queensland Government ‘If it’s flooded, forget it’ and Queensland University of Technology ‘Match My Skills’.
Notable work from DDB included McDonald’s ‘The Original Mouthful’, Movember ‘Mancestry’, Volkswagen ‘RooBadge’, Movember ‘The Mo Is Calling’, Vodka Cruiser ‘Cannoisseurs’, Berger ‘The Painter’s Secret’, Volkswagen ‘The Lighthouse’, Westpac ‘The Banker & The Ref’, Dulux ‘Barbie’ and Funlab ‘Office party from hell’.
Notable work from Thinkerbell included XXXX ‘Postcodes of Origin’, XXXX ‘Lure Lager’, Guinness ‘Brewery of Meteorology’, Lifeline ‘The Release Line’, Water Can ‘Water Can’, Water Can ‘Water Can Sweat Shirt Vouchers’, Menulog ‘The Delivery Bag in Disguise’, Binge ‘Awkward Silence’, Bupa ‘Buu-PAH’, Cabot’s ‘The Unstoppable UV Ray’, Jetstar ‘Flight Fit’, Koala ‘Boom Blocker’, Lifeline International ‘The Disappearing Logo’, Lion ‘Brewery Duty’, Guinness ‘All Black’, Guinness ‘St Patrick’s Day Countdown’, Tooheys Extra Dry ‘Incognito Launch’, Tooheys New ‘Welcome Trav’, Repco ‘Bringing The Bathurst’ and Victoria Police ‘Lost property? Report online’.
Notable work from Deloitte Digital included The Olympics, Paralympics and Deloitte ‘The First Effect Campaign’, VicRoads ‘Fraud Free ID’, Bega ‘Centre For Circularity’, NSW Rural Fire Service ‘Fire D.A.T.A’, Victorian Government & Vic Roads ‘Optimal Reality 360’, Suzuki Australia ‘Time Machines’, Deloitte Australia ‘Thread Lightly’, Melbourne Fashion Festival ‘Motion Design’, Dodo ‘A huge apology to a tiny number of people’, Dodo ‘Dodo Goes to Hollywood’, Suzuki Australia ‘AB Smile’, Suzuki Australia ‘Jimny XL at Large’, Suzuki Australia ‘Selling Cars to Kids’ and Deloitte Digital ‘Create Great’.
Notable work from Howatson+Company included Modibodi ‘I’m Dying Inside’, Petbarn + Greencross Vets ‘PetWatch’, Allianz Australia ‘Allianz Swim Club’, Mastercard ‘TOUCH’, Matilda Bay Brewery ‘Your 2nd Favourite Beer’, Australian Broadcasting Corporation ‘Always Free, Always Entertaining’, Tyro ‘Tyroflage’, UNICEF ‘Climate Change is Changing Childhood’ and Domain Group ‘Stakeout’.
Notable work from Ogilvy Australia included KFC Australia ‘Kentucky Fly Chicken’, Dove ’10 vs 10′, Bowel Cancer Australia ‘Australia’s Deadliest’, AAMI ‘My Lucky Country’, Matildas ‘Til It’s Done’, Wallabies ‘Lucky Scarf’, Warner Brothers ’Harry Potter House’, Cadbury ‘Women In Sport’, Gidget Foundation ‘Gidget Foundation is here for you’.
AUSTRALIA
#1 VML Australia – 38
#2 DDB Australia – 34
#3 Thinkerbell – 33
#4 Deloitte Digital Australia – 31
#5 Howatson+Company – 25
#5 Ogilvy Australia – 25
#7 Chep Network – 23
#8 Leo Burnett Australia – 21
#9 TBWA Australia – 17
#10 Emotive, Sydney – 16
#11 The Monkeys/Part of Accenture Song – 14
#12 Akcelo – 13
#13 M&C Saatchi Australia – 11
#14 The Brand Agency Perth – 10
#15 Dig Australia – 9
#15 Showpony – 9
#17 R/GA Australia – 8
#18 303 MullenLowe Perth – 7
#18 Bastion – 7
#18 Special Australia – 7
#21 Bear Meets Eagle on Fire Sydney – 6
#21 Communicado, Melbourne – 6
#21 Dentsu Creative Australia – 6
#24 Sunday Gravy Melbourne – 5
#24 303 MullenLowe Sydney – 4
#24 BMF Australia – 4
#24 Brainheart Brisbane – 4
#24 Connecting Plots Australia – 4
#24 MBCS Australia – 4
#24 Publicis Worldwide Australia – 4
#24 TABOO – 4
#24 We Are Social – 4
#33 Clemenger BBDO Australia – 3
#33 cummins&partners – 3
#33 DPR&Co – 3
#33 Engine Group – 3
#33 The General Store – 3
#33 The Hallway – 3
#33 JimJam Ideas – 3
#33 kwpx/kwpx&partners – 3
#33 SICKDOGWOLFMAN – 3
#33 Splash – 3
#33 TRP – 3
#33 Type + Pixel – 3
#33 VML Perth – 3
#45 +61 – 2
#45 72andSunny ANZ – 2
#45 Cocogun – 2
#45 Havas Host – 2
#45 It’s Friday – 2
#45 The Royals – 2
#45 Saatchi & Saatchi – 2
#45 Skaro&Friend – 2
#45 Today The Brave – 2
#45 The Works – 2
#56 AT Creative Perth – 1
#56 ARN (Australian Radio Network) – 1
#56 Cheil Australia – 1
#56 Chimera Project, Brisbane – 1
#56 CommonVentures, Sydney – 1
#56 The Core Agency – 1
#56 Edelman Australia – 1
#56 Elevencom, Sydney – 1
#56 HBK Melbourne – 1
#56 Merkle B2B |Dentsu – 1
#56 Mick Soiza – 1
#56 ScienceFiction – 1