Campaign Asia-Pacific's Agency Report Cards 2024 will debut shortly

The pencils are sharpened, and Campaign Asia-Pacific is back with its 22nd annual Agency Report Cards, dissecting the performance of APAC's leading agency networks across 2024. This year, there’s a shift in perspective. Whilst all metrics—Business, Innovation, DEI and Sustainability, Creativity, and Management—remain critical, the weighting has shifted slightly to reflect the evolving priorities of the industry. Greater emphasis has been placed on business performance and innovation, recognising their growing importance in a climate shaped by consolidation and the multifaceted demands of modern marketing.

However, this adjustment in focus does not diminish the significance of the other markers which remain vital to any agency’s long-term success and societal relevance. Campaign continues to qualitatively assess progress in these areas, giving substantial weight to regional and local initiatives that demonstrate genuine commitment and progress.

We are also debuting a SWOT analysis to provide a more nuanced assessment and offer insights for brands evaluating partnerships and agencies benchmarking against peers.

Key areas of evaluation include:

• Business: Revenue growth, new-business wins, organic growth, profitability, and client diversification are assessed to understand an agency’s commercial health and ability to adapt to market changes.
• Innovation: Asia-based innovations are evaluated for their ability to improve agency operations, benefit clients, and push the industry forward.
• DEI & Sustainability: These remain integral to the evaluation process, with a focus on initiatives that deliver meaningful progress at the regional and local levels.
• Creativity & Effectiveness: Award-winning campaigns are important, but the emphasis is on work that achieves measurable results for clients while maintaining creative excellence.
• Management: Leadership is evaluated across all metrics, with a focus on decision-making, stability, talent development, and contributions to the industry.