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Using partnerships to boost reach and entertainment to surprise consumers are top tactics for success in Asia-Pacific

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WARC

Insights from the WARC Rankings APAC – a new report by WARC Creative

9 May 2024 – A new report is released by WARC Creative summarising key insights from winning campaigns executed in Asia-Pacific that have ranked highly in the renowned industry benchmark, WARC Rankings 2024.

Analysis of the world’s most awarded campaigns and companies from Asia-Pacific that have dominated the higher echelons of the WARC Creative 100, Media 100 and Effective 100 this year, finds that brands are using partnerships to increase the reach of their campaigns, and the effective use of competitions and humour in ads are tactics used to entertain and surprise consumers.

Amy Rodgers, Head of Content, WARC Creative, and author of the report says: “Our deep-dive into the multi- award-winning campaigns, brands and agencies in APAC featured highly across the three league tables provide an evidence-based insight into what led to their top ranks. Reflecting on these remarkable results and how they came about will inspire more successes.”

Key takeaways outlined in ‘WARC Rankings: APAC summary report’ are:

Using partnerships to boost reach

The top 10 APAC campaigns from each of the three rankings reveals brands using partnerships to increase the reach of their campaigns. In Bundy Mixer, Bundaberg Rum promoted women’s sports through a partnership with the NRL in Australia; in LEGO City Goes Nitro, The LEGO group formed a partnership with action sports brand Nitro Circus to promote a new product, and numerous other campaigns collaborated to gain credibility when tackling social and environmental subjects.

Less non-profit and cause marketing. More humour and entertainment

When compared to the EMEA region in particular, the top APAC campaigns were less dominated by not-for-profit campaigns and advertising ‘for good’. Instead, they showcase a diverse range of tactics to relaunch brands, launch new products and generate brand awareness.

There are examples of the effective use of competitions in the top 10s, and humour is also more widely used in this region than others, with many of the campaigns lighthearted, and designed to entertain and surprise consumers.

Top APAC campaigns for creativity:

#1 ‘Knock Knock’ for Korean National Police Agency by Cheil Seoul

#2 ‘The First Digital Nation’ for Government of Tuvalu by The Monkeys Sydney

#3 ‘Phone It In for Skinny’ for Skinny by Colenso BBDO Auckland

Top APAC campaigns for media:

#1 ‘Phone It In’ for Skinny by PHD Auckland / Colenso BBDO Auckland

#2 ‘Thumbstopping Beauty Biases’ for Dove by Mindshare Mumbai

#3 ‘The Missing Chapter’ for Whisper by EssenceMediacom Mumbai / Leo Burnett Gurgaon / Leo Burnett Mumbai

Top APAC campaigns for effectiveness:

#1 ‘Shah Rukh Khan-My-Ad’ for Cadbury by Ogilvy Mumbai / Wavemaker Mumbai

#2 ‘Keep Girls In School’ for Whisper by Leo Burnett Mumbai & Gurgaon / EssenceMediacom Mumbai & London

#3 ‘The Last Performance’ for Partners Life by Special Auckland

Top brands in APAC:

#1 Creative 100: DOT

#1 Media 100: Cadbury

#1 Effective 100: Cadbury

Top advertisers in APAC:

#1 Creative 100: Samsung

#1 Media 100: Spark

#1 Effective 100: Samsung

Australia is top for creativity. India is most effective

Taking into account all awarded work that took place in APAC tracked by the WARC Rankings, India accrued the most points for both media and effectiveness. Across the top 10 APAC campaigns in the three rankings, 10 out of 30 came out of India, five of which were in the media ranking.

However, for creativity, Australia leads the way, with two of the top 10 campaigns and five of the top 100, punching above its weight in terms of relative ad spend.

Top agencies in APAC:

#1 Creative 100: Leo Burnett Mumbai

#1 Media 100: PHD Auckland

#1 Effective 100: Ogilvy Mumbai (creative) and Wavemaker Mumbai (media)

Top agency networks in APAC:

#1 Creative 100: Leo Burnett

#1 Media 100: Mindshare

#1 Effective 100: Ogilvy

Top holding companies in APAC:

#1 Creative 100: Omnicom

#1 Media 100: WPP

#1 Effective 100: WPP

Top countries in APAC:

#1 Creative 100: Australia

#1 Media 100: India

#1 Effective 100: India

WARC Rankings are the ultimate benchmark for marketing. Celebrating excellence in creativity, media and effectiveness, they offer an opportunity for marketers to reflect on the best campaigns in the business and to review the impact their own work has on their brands. They are compiled by applying a rigorous, unbiased and transparent methodology.

A complimentary summary report is available to read here. Similar reports are available for EMEA and North America. WARC Creative subscribers can view and download progression charts for agencies, networks, brands and advertisers via the WARC Interactive Rankings dashboards.

Events

As global power structures shift, Invest Africa convenes The Africa Debate 2026 to redefine partnership in a changing world

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Debate

The Africa Debate 2026 will provide a platform for this essential, era-defining discussion, convening leaders to explore how Africa and its partners can build more balanced, resilient and sustainable models of cooperation

LONDON, United Kingdom, February 5, 2026/APO Group/ –As African economies assert greater agency in a rapidly evolving global order, Invest Africa (www.InvestAfrica.com) is delighted to announce The Africa Debate 2026, its flagship investment forum, taking place at the historic Guildhall in London on 3 June 2026.

Now in its 12th year, The Africa Debate has established itself as London’s premier platform for African investment dialogue since launching in 2014, convening over 800 global decision-makers annually to shape the future of trade, finance, investment, and development across the continent.

Under the theme “Redefining Partnership: Navigating a World in Transition”, this year’s forum will focus on Africa’s response to global economic realignment with greater agency, ambition and economic sovereignty.

The Africa Debate puts Africa’s priorities at the centre of the conversation, moving beyond traditional narratives to focus on ownership, resilience and long-term value creation.

“Volatility is not new to Africa. What is changing is the opportunity to respond with greater agency and ambition,” says Invest Africa CEO Chantelé Carrington.

“This year’s edition of The Africa Debate asks how we strengthen economic sovereignty — from access to capital and investment to financial and industrial policy — so African economies can take greater ownership of their growth. Success will be defined by how effectively we turn disruption into leverage and partnership into shared value.”

The Africa Debate 2026 will provide a platform for this essential, era-defining discussion, convening leaders to explore how Africa and its partners can build more balanced, resilient and sustainable models of cooperation.

Key challenges driving the debate

Core focus areas for this year’s edition of The Africa Debate include:

This year’s edition of The Africa Debate asks how we strengthen economic sovereignty — from access to capital and investment to financial and industrial policy

Global Realignment & New Partnerships

How shifting geopolitical and economic power structures are reshaping Africa’s global partnerships, trade dynamics and investment landscape.

Financing Africa’s Future

The growing need to reform the global financial architecture, new approaches to development finance, as well as the strengthening of market access and financial resilience of African economies in a changing global system.

Strategic Value Chains

Moving beyond primary exports to build local value chains in critical minerals for the green economy. Also addressing Africa’s energy access gap and mobilising investment in renewable and transitional energy systems.

Digital Transformation & Technology

Unlocking growth in fintech, AI and digital infrastructure to drive productivity, inclusion, and the next phase of Africa’s economic transformation.

The Africa Debate 2026 offers a unique platform for high-level dialogue, deal-making, and strategic engagement. Attendees will gain actionable insights from leading policymakers, investors and business leaders shaping Africa’s economic future, while building strategic partnerships that define the continent’s next growth phase.

Registration is now open (http://apo-opa.co/46b19gj).

Distributed by APO Group on behalf of Invest Africa.

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Business

Zion Adeoye terminated as Chief Executive Officer (CEO) of CLG due to serious personal and professional conduct violations

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CLG

After a thorough internal and external investigation, along with a disciplinary hearing chaired by Sbongiseni Dube, CLG (https://CLGglobal.com) has made the decision to terminate Zion Adeoye due to serious personal and professional conduct violations. This process adhered to the Code of Good Practice of the Labour Relations Act, ensuring fairness, transparency, and compliance with South African law.

Mr. Adeoye has been held accountable for several serious offenses, including:

  • Making malicious and defamatory statements against colleagues
  • Extortion
  • Intimidation
  • Fraud
  • Misuse of company funds
  • Theft and misappropriation of funds
  • Breach of fiduciary duty
  • Mismanagement

His actions are in direct contradiction to our firm’s core values. We do not approve of attorneys spending time in a Gentleman’s Club. CLG deeply regrets the impact this situation has had on our colleagues and continues to provide full support to those affected.

We want to express our gratitude to those who spoke up and to reassure everyone at the firm of our unwavering commitment to maintaining a respectful workplace. Misconduct of any kind is unacceptable and will be addressed decisively.

We recognize the seriousness of this matter and have referred it to the appropriate law enforcement, regulatory, and legal authorities in Nigeria, Mauritius, and South Africa. We kindly ask that the privacy of the third party involved be respected.

Distributed by APO Group on behalf of CLG.

 

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The International Islamic Trade Finance Corporation (ITFC) Strengthens Partnership with the Republic of Djibouti through US$35 Million Financing Facility

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ITFC

This facility forms part of the US$600 million, three-year Framework Agreement signed in May 2023 between ITFC and the Republic of Djibouti, reflecting the strong and growing partnership between both parties

JEDDAH, Saudi Arabia, February 5, 2026/APO Group/ –The International Islamic Trade Finance Corporation (ITFC) (https://www.ITFC-IDB.org), a member of the Islamic Development Bank (IsDB) Group, has signed a US$35 million sovereign financing facility with the Republic of Djibouti to support the development of the country’s bunkering services sector and strengthen its position as a strategic regional maritime and trade hub.

The facility was signed at the ITFC Headquarters in Jeddah by Eng. Adeeb Yousuf Al-Aama, Chief Executive Officer of ITFC, and H.E. Ilyas Moussa Dawaleh, Minister of Economy and Finance in charge of Industry of the Republic of Djibouti.

The financing facility is expected to contribute to Djibouti’s economic growth and revenue diversification by reinforcing the competitiveness and attractiveness of the Djibouti Port as a “one-stop port” offering comprehensive vessel-related services. With Red Sea Bunkering (RSB) as the Executing Agency, the facility will support the procurement of refined petroleum products, thus boosting RSB’s bunkering operations, enhancing revenue diversification, and consolidating Djibouti’s role as a key logistics and trading hub in the Horn of Africa and the wider region.

We look forward to deepening this partnership, creating new opportunities, and leveraging collaborative programs to advance key sectors and drive sustainable economic growth

Commenting on the signing, Eng. Adeeb Yousuf Al-Aama, CEO of ITFC, stated:

“This financing reflects ITFC’s continued commitment to supporting Djibouti’s strategic development priorities, particularly in strengthening energy security, port competitiveness, and trade facilitation. We are proud to deepen our partnership with the Republic of Djibouti and contribute to sustainable economic growth and regional integration.”

H.E. Ilyas Moussa Dawaleh, Minister of Economy and Finance in charge of Industry of the Republic of Djibouti, commented: “Today’s signing marks an important milestone in the development of Djibouti’s bunkering services and reflects our strong and valued partnership with ITFC, particularly in the oil and gas sector. This collaboration supports our ambition to position Djibouti as a regional hub for integrated maritime and logistics services. We look forward to deepening this partnership, creating new opportunities, and leveraging collaborative programs to advance key sectors and drive sustainable economic growth.”

This facility forms part of the US$600 million, three-year Framework Agreement signed in May 2023 between ITFC and the Republic of Djibouti, reflecting the strong and growing partnership between both parties.

Since its inception in 2008, ITFC and the Republic of Djibouti have maintained a strong partnership, with a total of US$1.8 billion approved primarily supporting the country’s energy sector and trade development objectives.

Distributed by APO Group on behalf of International Islamic Trade Finance Corporation (ITFC).

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