What’s On

Which agencies got their digital creativity quotient right at Cannes Lions 2013?

If Lions are anything to go by, agencies from Australia and Japan are leading the conversation in digital creativity in Asia Pacific at present. McCann Melbourne, JWT Beijing and Party Tokyo lead the list of agencies that have done well on their digital work. What holds back some of the other markets that are seeing digital proliferation otherwise, and have the marketer’s interest, is still a question mark.

Most creative agencies today speak of digital being a core part of their offering to clients. Cannes Lions International Festival of Creativity saw many creative agencies participate in the Cyber Lions, Mobile Lions and Integrated Lions categories. The argument on whether Innovation Lions should also be a parameter to gauge digital creativity of an agency is still on, but Cannes Lions organisers caution that Innovation Lions is more about the technology that enables a creative idea and not a digital creative idea itself. That said, Asia Pacific agencies did not win any Innovation Lions this year.

DMA takes a look at all the Asia Pacific winners of the Cyber Lions, Mobile Lions and Integrated Lions – essentially the categories that celebrate digital ideas – at the Festival this year.

McCann Worldgroup’s Melbourne office took top honours for various categories and it was not surprising to see the agency also corner the Integrated Grand Prix. McCann Melbourne has scored the highest points for its Lions across the three selected categories giving it a score of 52.

The agencies that follow are significantly behind, but as McCann officials themselves state, it was a ‘freak week’ for McCann courtesy ‘Dumb Ways to Die’.

JWT Beijing and Party Tokyo share the second spot. Both agencies have won one Gold and two Silvers in the Cyber Lions and Mobile Lions categories.

Hakuhodu Tokyo with two Silvers and one Bronze comes in next.

Cheil Seoul’s Titanium Lion gave it similar points as DDB DM9.JaymeSyfu Makati City Mobile Lion Grand Prix.

While Ogilvy won 155 Lions across categories and markets, in the APAC region, for digital, the agency has only one Gold.

Here are the agencies that are walking the talk of offering award winning digital creative ideas to their clients.

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