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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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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.

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$40B Africa Energy Fund Targets Universal Access – What it Means for Clean Cooking

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With the launch of a $40 billion fund to expand energy access, African Energy Week 2025: Invest in African Energies will serve as a key platform to drive investment in clean cooking solutions and sustainable energy strategies across the continent

CAPE TOWN, South Africa, April 11, 2025/APO Group/ –A new $40 billion Africa Energy Fund, launched at the Mission 300 Africa Energy Summit in Dar es Salaam, aims to provide 300 million people with access to cleaner, more reliable energy by 2030. The initiative aligns with Africa’s broader push for sustainable energy solutions, including clean cooking technologies, which remain one of the most critical yet underfunded sectors in the energy transition. As African Energy Week (AEW): Invest in African Energies 2025 approaches, discussions on scaling investment in clean cooking solutions will be high on the agenda, particularly in light of the commitments made by African nations to advance energy access.

Access to clean cooking solutions remains one of Africa’s most pressing energy challenges. Over 900 million people on the continent still rely on traditional biomass, such as wood and charcoal, for cooking. The health, environmental and economic consequences are severe – household air pollution from these fuels contributes to over 600,000 premature deaths annually, while deforestation and carbon emissions continue to rise. While electrification projects are a major focus of Africa’s energy transition, clean cooking remains an urgent issue that requires targeted investment and policy support.

The Fund is a step in the right direction and demonstrates global commitment to accelerating energy access and supporting Africa’s transition to cleaner, more sustainable energy solutions. The World Bank has pledged $22 billion to support the initiative, while the African Development Bank has committed $18.2 billion. Additional contributions include $2.65 billion from the Islamic Development Bank and $1 billion from the OPEC Fund, highlighting strong financial backing from major international institutions.

Several African countries have demonstrated strong commitments to expanding clean cooking access through national policies, targeted financing mechanisms and public-private partnerships. Kenya, seeking universal access by 2028, is advancing LPG expansion, electric cooking and bioethanol alternatives with support from private sector investment and international partnerships. By subsidizing LPG and investing in infrastructure, the country has significantly increased adoption rates. Neighboring Tanzania is integrating clean cooking solutions into its national electrification plan and broader energy transition strategy, supported by a dedicated National Clean Cooking Strategy. Meanwhile, Ghana has adopted a multi-pronged approach, enhancing the affordability of LPG and promoting efficient biomass stoves. The country is also raising public awareness of the health benefits of clean cooking, while encouraging local manufacturing of stoves and fuel alternatives.

The newly-launched energy fund not only works to expand electricity access, but also to catalyze economic opportunities by powering industries, businesses and households. Reliable energy is a fundamental enabler of economic growth, and investments in clean cooking align with broader energy access goals by reducing health costs, increasing productivity and improving gender equality. AEW: Invest in African Energies 2025 – the leading energy event for deal-making, policy discussions and industry networking – provides a crucial platform for stakeholders to explore investment opportunities in clean cooking and broader energy access initiatives.

Discussions will focus on mobilizing financing for clean cooking projects, including public-private partnerships and carbon credit mechanisms; strategies for integrating clean cooking into national electrification plans; and best practices from leading African countries and how their policies can be replicated across the continent. Discussions will also focus on scaling up investment in clean energy infrastructure, including off-grid electrification and innovative financing mechanisms for clean cooking technologies.

With the launch of the Africa Energy Fund and growing momentum around clean cooking investments, Africa stands at a pivotal moment in its energy transition. Achieving universal energy access requires a multi-faceted approach that includes large-scale electrification projects, off-grid solutions and immediate interventions in clean cooking. AEW 2025 provides an opportunity for governments, businesses and investors to align their strategies and secure funding to drive impact. The commitment to connecting 300 million Africans to cleaner energy is ambitious, but with the right policies and investments, it is within reach – and clean cooking solutions must be a central part of the conversation.

AEW: Invest in African Energies is the platform of choice for project operators, financiers, technology providers and government, and has emerged as the official place to sign deals in African energy. Visit www.AECWeek.com for more information about this exciting event.

Distributed by APO Group on behalf of African Energy Chamber

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Afreximbank commissions first-of-its-kind African Trade Centre in Abuja, Nigeria – marking a new era for Intra-African trade

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With the opening of the Abuja AATC, Afreximbank continues its mission to promote intra-African trade and investment opportunities, laying the groundwork for a more prosperous and integrated African economy

ABUJA, Nigeria, April 11, 2025/APO Group/ –Multilateral Bank African Export-Import Bank (Afreximbank) (www.Afreximbank.com) has officially commissioned its first Afreximbank African Trade Centre (AATC) today in Abuja, Nigeria, ushering in a transformative era for trade and investment in Africa.

During the grand commissioning ceremony, speakers, including Hon. Dr. George Akume, Secretary to the Government of Federation, Nigeria representing H. E. Bola Ahmed Tinubu GCFR, President and Commander-in-Chief of the Armed Forces, The Federal Republic of Nigeria, highlighted the AATC’s strategic importance, its pivotal role in shaping Africa’s economic future and the significant impact it is poised to make on Africa’s trade and investment landscape.

Speaking at the Ceremony, Dr. Akume stated, “Afreximbank African Trade Centre (AATC) is a landmark project that embodies our shared commitment to advancing Intra-African Trade, fostering economic integration and unlocking a vast potential of our continent. This occasion is a realisation of a bold vision for Africa’s economic future. AATC stands as a testament to the power of collaboration, resilience and forward-thinking leadership. It is more than a physical structure; it is the beginning of innovation, a hub for entrepreneurship and a catalyst for sustainable development.

He added, “This centre will serve as a critical platform for trade facilitation, capacity building and investment promotion – key pillars of Africa’s economic transformation. Afreximbank’s role in shaping Africa’s trade landscape cannot be overstated because the institution has consistently demonstrated its commitment to breaking down barriers, bridging financing gaps and empowering African businesses to be competitive. All these have been accomplished through flagship projects such as the AfCFTA adjustment fund that is managed by Afreximbank’s subsidiary, Fund for Export Development in Africa (FEDA), PAPSS and other Trade Finance Programmes. The AATC located in Abuja represents yet another milestone in this journey and this aligns perfectly with Nigeria’s strategic priorities under the Federal Government’s eight-point agenda, particularly in the areas of job creation, economic diversification, and regional integration. As we commission this remarkable edifice today, let us renew our resolve to be the stronger, more interconnected and prosperous Africa.”

Prof. Benedict Oramah, President and Chairman of the Board of Directors of Afreximbank, echoed this sentiment, remarking, “The Abuja AATC is the first of several AATCs being developed across Africa and the Caribbean. Some would be Afreximbank owned while others would be supported through a franchise-scheme. With these, we expect to create a sizeable network of AATCs that will act as the lighthouses to guide the interconnections and flow of trade and investments within continental Africa and between Africa and Caribbean regions. This AATC Abuja has been a 41-month journey, one built on hope and determination. Like the other AATCs, the Abuja AATC would serve a multi-purpose goal; it will serve as a platform for fostering deeper regional and continental integration and house Afreximbank’s permanent regional office, bringing a three-decade-old aspiration to fruition. This AATC will also offer a technology incubation hub, an SME incubation facility, a Digital Africa Trade Gateway, a conference and exhibition facility and a business hotel.”

Prof. Orama thanked the Federal Government of Nigeria for its support noting that the relationship between the Bank and Nigeria has been truly mutually beneficial and most cordial. “Over the last three decades, successive governments have accorded unflinching support to Afreximbank, responding most positively to capital calls, creating a congenial environment for its smooth operations while providing the Bank significant domestic policy support that helped to execute many of the development programmes in Nigeria.” He said.

This centre will serve as a critical platform for trade facilitation, capacity building and investment promotion – key pillars of Africa’s economic transformation

With the opening of the Abuja AATC, Afreximbank continues its mission to promote intra-African trade and investment opportunities, laying the groundwork for a more prosperous and integrated African economy.

Over 500 distinguished guests attended the commissioning ceremony, notably, Hon. William F. Duguid, J.P. Senior Minister, Prime Minister’s Office, Republic of Barbados, Hon. Sylvester Grisby, Minister of State for Presidential Affairs, Liberia, Hon. Adebayo Olawale Edun, Minister of Finance and Coordinating Minister of the Economy, Nigeria and his counterpart, Hon. Dr. Jumoke Oduwole MFR, Minister of Trade and Investment, Federal Ministry of Trade and Investment, Nigeria as well as Nigeria’s former Vice President Hon. Namadi Sambo. Hon. Bockaire Kalokoh, Deputy Minister of Finance of Sierra Leone and Hon. Sheilla Chikomo, Deputy Minister Foreign Affairs and International Trade, Zimbabwe represented their respective countries. The event was also well attended by business leaders led by billionaire entrepreneur Mr. Aliko Dangote, Founder and Chief Executive of the Dangote Group, Mr Tony Elumelu, Chairman of Transcorp Group, policymakers, pan-African CEOs, and entrepreneurs.

Their presence showcased a shared vision and determination to enhance trade across Africa, as they pledged to work together to leverage the AATC for the continent’s economic transformation.

The Abuja AATC comprises two interconnected nine-storey towers. One tower features world-class commercial A-grade office spaces, a trade and exhibition centre, a conference centre, a technology and SME incubator, a Digital Trade Gateway and a trade information services hub. The adjoining tower boasts a 148-room business hotel, seminar and meeting rooms, a wellness centre, a restaurant and other ancillary facilities. These features are designed to provide a comprehensive ecosystem for trade and business activities, catering to the diverse needs of African businesses. It will also host office spaces for local and international financial institutions and policy organisations, ensuring a complete support system for trade and business activities.

The AATC building is expected to achieve gold – and potentially platinum – Leadership in Energy and Environmental Design (LEED) certification by the United States Green Building Council (USGBC), a globally recognised standard for sustainable building design and construction. This certification will make the Abuja AATC one of the few certified buildings in Nigeria and West Africa, underscoring its commitment to environmental sustainability.

The global architect Messrs SVA International developed a multifaceted global design, drawing inspiration from the concept of a bazaar, which reflects the vibrant feature of daily life in many African cities. Construction of the USD120 million project commenced in November 2021 on a prime piece of land measuring 5,856 square meters and achieved completion in 41 months.

The Abuja Afreximbank African Trade Centre (Abuja AATC) is the first of seven planned AATCs across Africa, including Kampala, Uganda, Harare, Zimbabwe, Cairo, Egypt, Yaoundé, Cameroon, Tunis, Tunisia, and Kigali, Rwanda. In addition, Afreximbank recently broke ground in Bridgetown, Barbados, to construct the first AATC outside of Africa. Through franchising and licensing arrangements, the Bank intends to partner with relevant institutions and economic development organizations to establish non-Bank owned ATCs in the rest of Global Africa. These AATCs will serve to link buyers, sellers, suppliers, service providers, enterprises, governments, chambers of commerce, financial institutions, economic development organisations and the general African and global trade and investment community.

Distributed by APO Group on behalf of Afreximbank.

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United Arab Emirates (UAE) Drives Strategic Push into Africa’s Oil & Gas Industry

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Rovuma Basin

The UAE’s recent investments in Mozambique and Egypt highlight its expanding role in Africa’s energy sector, positioning it as the continent’s largest investor and a key partner in driving future growth

CAPE TOWN, South Africa, April 11, 2025/APO Group/ –The UAE’s investment footprint in Africa’s oil and gas sector has expanded with its recent entry into Mozambique’s Rovuma Basin. XRG, the international energy investment arm of Abu Dhabi National Oil Company, made headlines last month by entering Mozambique’s lucrative gas market, underscoring the UAE’s expanding influence in Africa’s energy sector. The move is a key part of the country’s strategy to strengthen its position as a major player in Africa’s energy landscape, highlighting its confidence in the region’s long-term growth potential.

XRG Expands into Mozambique, Egypt  

XRG’s acquisition of a 10% interest in the Area 4 concession in Mozambique’s offshore Rovuma Basin signifies more than just an expansion for the company – it reflects a broader geopolitical and economic vision that aligns with the UAE’s strategic interests. The basin is one of the world’s most significant natural gas reserves, with the potential to shape global LNG markets in the coming decades, driven by integrated gas developments with a production capacity exceeding 25 MTPA. The acquisition includes stakes in the operational Coral South FLNG and the planned Coral North FLNG and Rovuma LNG projects. XRG’s decision to invest in the region underscores its understanding of the growing demand for energy resources and the importance of securing diverse sources to ensure energy security.

In December 2024, XRG partnered with bp to establish a new regional gas platform and joint venture, Arcius Energy, focused on the development of gas assets in Egypt. The company aims to build a world-scale integrated gas and chemicals portfolio to meet rising global demand, leveraging Africa’s gas-rich hotspots to achieve this. Through these investments, the UAE is positioning itself as a leading partner in Africa’s energy future, which will likely continue to strengthen its economic and diplomatic ties with the continent.

UAE Becomes Africa’s Largest Investor

The UAE’s push into Africa’s oil and gas sector is part of a broader trend that has seen it emerge as Africa’s largest investor, surpassing even China. As reported by the Middle East Monitor, the UAE has overtaken China as the continent’s biggest source of foreign direct investment, with investments from Emirati companies totaling $110 billion between 2019 and 2023. This shift marks a significant milestone in the UAE’s strategy to diversify its investment portfolio and expand its influence across Africa, a continent rich in untapped potential and actively seeking foreign capital to drive its growth and development.

With investments spanning key sectors like infrastructure, energy and technology, the UAE has strategically positioned itself as an economic partner of choice for African nations. These investments include green hydrogen projects in Mauritania; Masdar’s $2-billion commitment to renewable energy in Africa through 2030; and the expansion of major players like Dubai’s DP World – which operates six African ports – and Abu Dhabi Ports, which has extended its presence into Guinea, Egypt and Angola. The UAE’s growing investment in Africa’s oil and gas industry aligns with the country’s broader goals of securing reliable energy supplies, diversifying its own energy portfolio and fostering long-term economic partnerships with African nations.

AEW 2025: A Platform for Gulf Investors

The UAE’s accelerated investments in Africa’s energy sector will take center stage at the upcoming African Energy Week (AEW): Invest in African Energies 2025 in Cape Town. The conference will provide a platform for Emirati and Gulf investors to engage with key stakeholders, discuss strategies for expanding in Africa and explore new opportunities within the continent’s rapidly evolving energy sector. With a focus on oil, gas and clean energy, AEW 2025 will be a critical gathering for investors like XRG to showcase their projects, forge partnerships and deepen their involvement in Africa’s energy development.

AEW 2025 will also serve as a venue for African energy leaders to discuss the vital role of private investment in unlocking the continent’s energy potential. As a leading investor, the UAE’s growing influence in Africa’s oil and gas sector will be highlighted at the event, reinforcing its position as a key partner in driving investment, innovation and collaboration.

Distributed by APO Group on behalf of African Energy Chamber

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