It was a year of disruption for Wavemaker APAC as network-level leadership instability, China reckonings, and client losses weighed on performance—but momentum in India, Indonesia and AI-driven innovation signal potential for recovery.
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Agency Report Card 2024: Wavemaker
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wavemaker
Agency Report Card 2024: OMD
advertising agencies
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evaluation
OMD
research
OMD APAC kept competitors on their toes with major account wins, standout campaigns, and a clean sweep of top industry awards. But with the incoming complexities of the Omnicom-IPG merger, questions remain about its next phase of growth—and how integration could reshape its market edge.
Agency Report Cards 2024: We grade 25 APAC networks
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evaluation
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The grades are in for Campaign Asia's 22nd annual evaluation of APAC agency networks. Subscribe to read our detailed analyses.
Agency Report Card 2024: VML
advertising agencies
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evaluation
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vml
Working through a complex merger in 2024, VML remained steady and stable. Now it's time to show the world how it can flex its scale to creative benefit for all to see.
Agency Report Card 2024: TBWA
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evaluation
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tbwa
With bold campaigns, record-breaking new business wins, and a near-perfect client retention rate, the agency proved it could lead from the front. Yet, challenges in China and the pressures of rapid growth loom large—testing whether its ‘disruption’ can stand the test of time.
Agency Report Card 2024: UM
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UM
UM secured global accounts and strong results in Southeast Asia. But with key leadership exits and mounting competitive pressure, can it consolidate its strengths in a shifting industry landscape?
Agency Report Card 2024: Publicis Media
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publicis media
research
Publicis Media came in swinging in 2024—snagging big-name clients, racking up awards and riding a wave of regional growth. But with rivals regrouping and the AI race tightening, the fight for APAC dominance is far from over.
Agency Report Card 2024: Publicis Creative
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evaluation
publicis creative
research
Publicis Creative had a commanding year, with Leo Burnett cementing its place as APAC’s new creative powerhouse across major award shows. But as structural shifts continue to take shape, all eyes are on how this momentum carries forward.
Agency Report Card 2024: PHD
advertising agencies
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evaluation
phd
research
With robust retention rates in 2024 and an expanding presence in China, PHD had a league-topping year. But with new business wins on the slow and an impending merger, it remains to be seen how the agency can overcome incoming challenges.
Agency Report Card 2024: MullenLowe
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evaluation
mullenlowe
research
In 2024, MullenLowe weathered the loss of significant Unilever business by securing new clients, yet still faces challenges in regional cohesion, despite pockets of creative success.
Agency Report Card 2024: Mindshare
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evaluation
mindshare
research
Mindshare faced significant setbacks in APAC in 2024, losing nearly a billion dollars in client business and falling out of Campaign's top 20 rankings, highlighting the need for strategic renewal.
Agency Report Card 2024: Ogilvy
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evaluation
ogilvy
research
Ogilvy APAC celebrated a strong creative year in 2024, clinching top regional honours at Cannes Lions. Yet operational headwinds, particularly in China, tested its resilience and reshaped its growth strategy.
Agency Report Card 2024: McCann Worldgroup
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evaluation
McCann Worldgroup
research
Despite creative highs and big wins in India and Southeast Asia, McCann APAC’s 2024 story was one of steady resolve rather than standout acceleration—with structural shifts, China softness and the looming Omnicom–IPG merger shaping a pivotal year ahead.
Agency Report Card 2024: Initiative
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initiative
research
After losing marquee clients Amazon and Lego, Initiative faces an uphill battle to rebuild its reputation, leaning on new tools, a "challenger" mindset, and a focus on e-commerce to stay competitive in a rapidly shifting industry.
Agency Report Card 2024: Havas Media
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havas media
research
Newly independent and armed with its Converged strategy, Havas Media is pushing for growth in APAC. But with a limited regional presence, key account losses, and stiff competition from larger, tech-savvy rivals, the agency faces an uphill battle to prove its relevance and scalability in a cutthroat market.
Agency Report Card 2024: Havas Creative
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evaluation
havas creative
research
Havas's post-split independence will be on trial. Can its ‘Converged’ strategy deliver business growth, and can its leaders address the internal diversity issues?
Agency Report Card 2024: Hakuhodo
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Hakuhodo
research
Hakuhodo’s 2024 performance reflects an agency in transition. Whether these steps will future-proof the agency for global relevance or simply ensure its survival remains to be seen.
Agency Report Card 2024: Dentsu Media
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Dentsu
evaluation
media
research
Dentsu Media navigated a turbulent 2024, marked by financial pressures, leadership instability, and structural reorganisation, even as it pushed forward with AI investments and selective market successes.
Agency Report Card 2024: FCB
advertising agencies
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evaluation
fcb
research
Along with other IPG shops, the future will be determined by the impending IPG-OMG merger, but healthy performances in key APAC markets suggest FCB is on a steadier path than many of its rivals.
Agency Report Card 2024: EssenceMediacom
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essencemediacom
evaluation
research
In a difficult year underlined by restructuring and turmoil within parent company GroupM, the world’s largest media agency still holds many of the keys to mount a stronger rebound in 2025.
Agency Report Card 2024: Dentsu Creative
advertising agencies
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dentsu creative
evaluation
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Despite revenue losses at a holding company level and sluggish growth, Dentsu Creative is nevertheless still gunning for creative excellence.
Agency Report Card 2024: DDB
advertising agencies
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DDB
evaluation
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A storied legacy weighed down by churn, uneven creative output, and account losses. As organisational change looms, DDB must reignite its creative firepower or risk fading behind siblings TBWA and BBDO.
Agency Report Card 2024: Cheil Worldwide
advertising agencies
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cheil
evaluation
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worldwide
The need for diversification beyond its parent, across clients, talent and DEI efforts is no longer optional. It’s a business necessity.
Agency Report Card 2024: BBDO
advertising agencies
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bbd
evaluation
research
Amid challenging markets, BBDO is leaning on its creative capabilities while developing new technology skills to adapt to the new world of marketing, but this is still a work in progress.
Agency Report Card 2024: Assembly
advertising agencies
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assembly
evaluation
research
Assembly successfully pivoted to new sectors like healthcare and achieved B Corp certification. But revenue and operational hurdles must be addressed to solidify its position as a challenger agency.
Agency Report Card 2024: Accenture Song
accenture song
advertising agencies
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evaluation
research
From creative accolades at Cannes to its signature tech-driven growth, Accenture Song in APAC is well-positioned but needs to further tap into diversity as competition for transformation work intensifies.