The advertising industry is paying close attention to social media engagement, and recent data reveals a surge in interest surrounding the 2025 Campaign Brief Asia Creative Rankings. Over a 15-day period, from February 3 to February 16, the rankings generated more than 1.1 million views on Instagram, marking the platform’s strongest two-week performance to date. This heightened engagement underscores the growing importance of social media in recognizing and celebrating creative excellence in the Asia-Pacific region.
The rankings, which celebrate the work of agencies and creatives across Asia, have develop into a key indicator of industry trends and talent. This year marks the 30th anniversary of the Campaign Brief Asia Creative Rankings, which began in 1995 and are based on results from major international and regional advertising award shows spanning January 2024 to December 2025. A total of 219 agencies and 2,886 individual creatives were recognized for their award-winning work.
India and the Philippines Lead the Way on Social Media
The announcement of the India Creative Rankings proved to be particularly popular, surpassing 200,000 views – an all-time record for the Campaign Brief Asia Instagram channel. Ogilvy India was recognized as the #1 most awarded agency in the country. Similarly, the Philippines Creative Rankings garnered significant attention, with two separate posts exceeding 130,000 and 99,000 views respectively. Gigil Manila topped the Philippines rankings for the third consecutive year.
KFC Thailand’s Humorous Campaign Captures Attention
Beyond the rankings themselves, coverage of creative campaigns also resonated with audiences. A humorous new KFC Thailand campaign, centered around the popular dish “Kaprao,” generated over 172,000 views on Instagram. The campaign, developed by Wolf BKK, playfully tapped into the passionate debate surrounding the “right” way to prepare Kaprao, a staple of Thai cuisine, and used it to promote the Kaprao Crispy Chicken Rice Bowl. The campaign’s success demonstrates the power of culturally relevant and engaging content in capturing audience attention.
Strong Performance Across Southeast Asia
The momentum continued with strong engagement around the rankings for Malaysia and Hong Kong. The Malaysia Creative Rankings, topped by Leo Kuala Lumpur, achieved over 94,500 views, while the Hong Kong Rankings, recognizing Cheil Hong Kong’s continued success, garnered more than 72,000 views. Singapore and Indonesia also saw substantial engagement, with over 66,000 and 52,500 views respectively, and six additional rankings announcements each surpassing 25,000 views.
The success of the Campaign Brief Asia Creative Rankings on Instagram highlights a shift in how the advertising industry consumes and shares information. The platform’s visual nature and broad reach provide an effective channel for showcasing creative work and celebrating the talent behind it. This increased visibility is particularly important in a region as diverse and dynamic as Asia, where creative trends and innovations are constantly evolving.
Looking ahead, Campaign Brief Asia will continue to publish detailed coverage of the creative rankings, offering insights into the agencies and individuals shaping the advertising landscape in Asia. Further analysis of the rankings and the campaigns recognized will be available on the Campaign Brief Asia website, and updates will be shared on their Instagram page. The industry can expect continued discussion and debate surrounding the creative work that is driving success in the region.
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