Campaign’s Agency of the Year 2025 awards concluded last night (December 9) at the Pan Pacific Singapore, celebrating standout achievements across Southeast Asia, including Singapore, Malaysia, Indonesia, Thailand, Cambodia, Vietnam, Laos, Myanmar and the Philippines.
Publicis Groupe agencies had a particularly strong showing, with Leo leading the charge and picking up more than 10 Golds across regional and market categories.
Leo dominated the creative field, once again clinching Southeast Asia Creative Agency of the Year and Southeast Asia Digital Innovation Agency of the Year, both for the second consecutive year. The network’s regional strength translated locally, with Golds for Creative Agency of the Year in Indonesia, Malaysia, Singapore and Thailand, while in Vietnam, Dentsu Creative pipped Leo to the top spot as Happiness Saigon secured Bronze.
In the Philippines, independent shop Gigil continued its rise, taking Gold for Creative Agency of the Year, with TBWA\SMP winning Silver and Leo taking Bronze. In Singapore, Leo claimed Creative Agency of the Year Gold, last year’s winner, BBH Singapore settled for Silver and McCann Worldgroup took Bronze.
Among independents, Virtue Asia impressed with Gold for Singapore Independent Agency of the Year, Gigil scored a second Gold for Philippines Independent Agency of the Year, Ampersand Advisory topped the independent rankings in Malaysia, CJ WORX and Spore Bangkok triumphed in Thailand, and Happiness Saigon collected Silver in Vietnam.
Media was closely fought between Omnicom and Publicis. Omnicom’s PHD won Gold for Malaysia Media Agency of the Year, while sibling agency OMD secured Gold in Thailand. Publicis-owned Spark Foundry took the coveted Southeast Asia Media Agency of the Year title from last year’s winner OMD and added Golds in the Philippines and Vietnam, while in Singapore, Starcom won Gold, Initiative took Silver and OMD Singapore claimed Bronze.
Leo also retained the regional Digital Innovation Agency crown, adding further Golds in Singapore and Thailand. In Indonesia, independent Redcomm took Gold, and in Vietnam, Ogilvy One earned Silver.
Specialist awards underlined the breadth of winners. Jack Morton Worldwide defended its Brand Experience Agency of the Year title, ahead of GOVT Singapore with Silver and Sight with Bronze, while Digitas repeated its Gold for Customer Engagement Agency of the Year, with GrowthOps Asia winning Silver and Knock Consulting Bronze.
Performics led performance and programmatic, taking Gold in both Southeast Asia Performance Agency of the Year and Southeast Asia Programmatic Agency of the Year, as well as an e-commerce Gold, while Goodstuph secured Gold for Southeast Asia Social Media Agency of the Year and Publicis Chemistry picked up multiple Bronzes across content, social, specialist and other categories.
In PR, AKA Asia defended Gold in Singapore, Edelman topped Malaysia, MSL led in the Philippines, and while no Golds were awarded in Thailand or Vietnam, CJ WORX and Spore Bangkok earned Silver in Thailand and Golden Communication Group took Silver in Vietnam.
People and partnership honours further highlighted Publicis Groupe’s depth of talent. Vineeth Dhruvan of Publicis Media Vietnam was named Agency Head of the Year, while Publicis Media’s Saravanan Mudaliar took Agency Growth Leader of the Year and Starcom’s Lydia Adlina-Lee was recognised as Account Person of the Year.
Creative accolades went to LePub Singapore’s Stephan Schwarz as Creative Leader of the Year and Leo Vietnam’s Ngoc Vuong as Young Creative Person of the Year, with IdeasXMachina Hakuhodo’s Robin “Go” Estargo named Young Achiever of the Year. On the partnership front, WPP Studio X – ASEAN & South Pacific and Coca-Cola took Gold for Southeast Asia Agency Marketer Partnership of the Year, while M+C Saatchi Performance and Grab claimed Silver and OMD Singapore and McDonald’s Asia Business Unit won Bronze.
TBWA SMP also shone in culture and employer recognition, winning Southeast Asia Best Culture and Southeast Asia Best Place to Work, and adding Silver for Southeast Asia Brand Design Agency of the Year plus further metal in CSR and other categories. Rounding out the brand-side prizes, Income Singapore was named Southeast Asia Brand of the Year on the back of multiple campaign wins, while Leo took home Gold for Southeast Asia Ad Campaign of the Year category, recognised for its campaign for Oreo.
For the full winners list, see here.
