A majority of industry professionals have pointed to Saatchi &
Saatchi as being the most creative agency in Asia-Pacific, according to
MEDIA's informal end-of-year poll.
The contest for the 'most creative' title turned out to be a close
one.
Just over 25 per cent of respondents from across the region picked
Saatchis, with BBDO on 22 per cent.
Leo Burnett, Ogilvy & Mather and J. Walter Thompson placed third to
fifth respectively.
For the question, "Which agency would you most like to work for?" O&M
was the runaway winner.
The agency was by far the most popular among respondents, with a
stunning 38 per cent saying they would like to work for Miles Young's
far-flung empire.
Burnett landed in second place with 10 per cent of the vote, with BBDO
coming in third with eight per cent.
Meanwhile, Sunday was a clear favourite among the industry.
Twenty-eight per cent picked a variety of ads by the Hong Kong telecom
company - "Weather Report" and "Ghost" figuring prominently in their
choices, which was created and produced by BBDO.
Wowwow TV (Dentsu), McDonald's "One Week Only" promotion (Leo Burnett
Thailand) and KMB's "Born Free" (BBDO Hong Kong) were also highly rated
by industry professionals.
The end-of-year poll was conducted at the middle of last month, with the
questionnaire being circulated among all MEDIA readers working in
agencies or advertising and marketing departments.
There was just one condition to taking part in the poll: this was that
respondents could not choose their own agency or pick creative work
produced by their agency.
- BBDO's Sunday campaigns honoured as Asian Ads of the Year - see page
36.
