Perth expat creative Reed Collins leads Ogilvy to be named Asia’s Creative Network of the Year in the 2024 Campaign Brief Asia Creative Rankings
For the third year in a row Ogilvy has taken out the Network of the Year honours in the Campaign Brief Asia Creative Rankings. The Creative Rankings tabulate Asia’s award wins at 12 of the most important and respected global and regional award shows over the 2023 and 2024 calendar years. The creative Rankings were first launched by Campaign Brief Asia in 1995.
In the latest 2024 Creative Rankings Ogilvy, lead by Ogilvy Asia Chief Creative Officer and Perth expat Reed Collins, had 10 offices who contributed to their overall creative points tally of 11,780. This is the highest points tally of any network in the Network Creative Rankings, since the Creative Rankings were introduced 29 years ago.
In an impressive performance Ogilvy has 3 agencies that are in the overall Top 10 agency ranking.
Ogilvy Thailand is ranked #3 overall in Asia with 3,685 creative ranking points. Ogilvy India is their second highest performer in these Creative Rankings at #7 overall with 1,925 points. VML Ogilvy Tokyo closely follows at #8 overall with 1,870 points.
Ogilvy Singapore enjoyed a big increase moving up from #43 ranking last year to #17 overall this year with 1,185 points.
Other Ogilvy offices to make significant contributions are Ogilvy Taiwan (#22 with 1,075 points), Ogilvy Hong Kong (#37 with 680 points) and Ogilvy Malaysia (#42 with 640 points).
Collins has enjoyed huge personal success since starting his stellar 27 year career on a very early Mac at Campaign Brief in Perth in the early 90s. Following AWARD School Collins then had casual stints at Shout! and JMA Ogilvy & Mather in Perth before heading to Mojo in Sydney. When Hunt LascarisTBWA Johannesburg founder John Hunt paid a visit to Australia in the mid 90s, Collins (with then partner Richard Bullock, also ex Perth) pestered him for a job and weeks later the pair headed to South Africa. After a few years in SA, the pair headed to Lowe Howard-Spink London and Cliff Freeman & Partners New York, before Collins headed to Leo Burnett Chicago, where he rose to executive creative director. He returned to Australia to join The Campaign Palace as national creative director before moving to Ogilvy in Hong Kong in 2013.
He is now responsible for the creative output of all Ogilvy offices in APAC. Working with IKEA, KFC, Coca Cola, Mondelez, Vogue, Nestle, Fox Sports, Nintendo and Shiseido along the way.
Under his leadership, Ogilvy has earned Regional Network of the Year titles at both Effies and Cannes Lions the last 5 years. The first ever Cannes Lions Grand Prix for the nation of Pakistan and Singapore. Named Creative Person of the Year in 2017 by Campaign Magazine Asia and was the most awarded creative in the world back in 2001 for his Fox Sports campaign according to the Gunn Report.
With over 40 Cannes Lions, 31 One Show pencils, 26 D&AD pencils and many others under his belt so far. He is also pretty chuffed that some of this work features as part of the permanent collection at the MoMa NYC and served as Jury President for Direct at Cannes Lions 2020/21.
Collins is pictured above, very left, with members of the Ogilvy Worldwide Creative Council.
The Top 22 most awarded networks in Asia is tabled below.
