The hardcover publication acknowledges the best advertising work of the year from Asia, Australia and New Zealand. McCann Mumbai and DDB Mudra Mumbai figure in the listing
BestMediaInfo Bureau | Delhi | July 6, 2012
Campaign Brief's annual 416-page hardback publication – The Work 2011 – features McCann WorldGroup Mumbai and DDB Mudra Mumbai as Top Agencies of the Year. The Work features the very best advertising of the year from Australia, New Zealand and Asia.
Published by Campaign Brief, The Work is recognised as the only true permanent record of creativity for the entire region. On the cover this edition is 2011's most awarded ad in the world – JWT Shanghai's ‘Heaven and Hell’ for Samsonite luggage.
At the fifth spot is McCann Mumbai, with Leo Burnett Sydney topping the chart. The Top Networks in The Work 2011 include DDB in the first spot, and BBDO and Leo Burnett taking the second and third spot, respectively.
To be considered for The Work, all entries must have already passed the test and should have been awarded at a respected local, national or international award show. The cream of this crop is then selected. “It's fitting on our 10th year anniversary that this edition of The Work is our largest ever,” said the official communiqué.
Top Networks in The Work 2011 1 DDB 2 BBDO 2 Leo Burnett 4 Ogilvy & Mather 5 JWT 6 Young & Rubicam 6 McCann Erickson 8 TBWA 8 Grey Worldwide 10 Bates 11 Saatchi & Saatchi 12 Euro RSCG 12 Publicis 12 Draft FCB 15 M&C?Saatchi 15 Lowe Worldwide 17 Cheil Worldwide 18 Hakuhodo Top Agencies in The Work 2011 1 Leo Burnett Sydney 2 DDB Auckland 3 Colenso BBDO Auckland 4 Clemenger BBDO Wellington 5 BBDO Guerrero/Proximity Manila 5 DDB Singapore 5 McCann Worldgroup Mumbai 5 Clemenger BBDO Mebourne 9 Ace Saatchi & Saatchi Manila 9 Mudra DDB Mumbai 9 Creative Juice Bangkok 12 George Patterson Y&R Melbourne 12 Ogilvy & Mather Beijing 12 Leo Burnett Hong Kong 15 DraftFCB Auckland 15 Leo Burnett Bangkok 15 Leo Burnett Melbourne 15 NudeJEH Bangkok 15 Ogilvy & Mather Malaysia 15 Ogilvy & Mather Singapore 15 Ogilvy & Mather Vietnam
This year just over 400 ads and campaigns from 148 agencies were accepted for The Work 2011. Last year, The Work featured 435 ads and campaigns from 142 agencies were accepted in The Work 2010, wherein 211 ‘acceptances’ came from Asia, 150 from Australia; and 74 came from New Zealand.
For the record, Campaign Brief is one of the most influential creative advertising trade magazines in Australasia. Campaign Brief was launched for the Australasian creative industry in 1987.