Leo and TBWA lead creative, Starcom headlines media at Campaign's Greater China Agency of the Year 2025

Leo Burnett was on a winning streak at this year’s Campaign Agency of the Year Greater China awards. The Publicis-owned creative powerhouse picked up multiple metals at the gala held in Shanghai.

 

Among Leo’s awards haul were five Golds, including top honours for both Hong Kong SAR Creative Agency of the Year and Taiwan Creative Agency of the Year, along with the coveted Greater China Creative Agency of the Year title.

 

Leo Hong Kong also bagged gold for Greater China Agency Marketer Partnership of the Year and Greater China Integrated Marketing Agency of the Year, while Leo Taiwan clinched gold for Greater China Brand Experience Agency of the Year.

 

 

It was also a stellar night for TBWA, which secured gold in the prestigious China Creative Agency of the Year category, taking the title from last year’s winner Dentsu Creative.

 

Nevertheless, Dentsu Creative Taiwan still delivered a strong showing with seven metals overall, including golds for Greater China Consultancy of the Year and Greater China CSR Achievement of the Year, plus silver in the fiercely contested Taiwan Creative Agency of the Year race.

 

 

Meanwhile, Starcom China came out on top as China Media Agency of the Year, seizing the title from its sister agency at Publicis, Zenith, and also won gold for Greater China Content Marketing Agency of the Year and silver for Greater China Social Media Agency of the Year.

 

Starcom Taiwan too enjoyed a standout night, earning five awards, among them golds for Taiwan Digital Innovation Agency of the Year and Greater China Talent Development Programme of the Year, plus silver for Taiwan Media Agency of the Year.

 

Starcom also triumphed in the regional honours, winning both Greater China Digital Innovation Agency of the Year and Greater China Media Agency of the Year.

 

We Red Bridge won gold for China PR Agency of the Year, while MSL took gold for Hong Kong SAR PR Agency of the Year, and The Hoffman Agency earned gold for Taiwan PR Agency of the Year. MSL Hong Kong also secured gold for Greater China Social Media Agency of the Year.

 

Elsewhere, Ruder Finn China took Gold for Greater China Independent Agency of the Year. Silver went to Hong Kong SAR's We Glow, with Bronze awarded to LIQUID China.

 

In the hotly contested Creative Agency of the Year title, TBWA triumphed in China, while Leo Hong Kong and Leo Taiwan struck gold in their respective markets. Notably, Leo China claimed silver for China Creative Agency of the Year.

 

 

For the Media Agency of the Year honours, Starcom won gold in China, OMD took gold in Hong Kong, and Zenith claimed the crown in Taiwan. In the Digital Innovation Agency of the Year race, Zenith took silver in China, while OMD won gold in Hong Kong and Starcom dominated in Taiwan.

 

 

People: Publicis talent dominates

 

Zenith China had a strong outing in the people categories. The award for Account Person of the Year was won by Publicis Communications Shanghai (Rachel Fu), with commendation going to Zenith China (Katerina Liu).

 

Agency Head of the Year was won by We Red Bridge CEO Nicky Wang, who was also recognised in this year’s Campaign Asia-Pacific Women to Watch.

 

Creative Leader of the Year was another win for Publicis Communications Shanghai, which took the title from last year’s winner Dentsu. The award went to Kelly Pon. As chief creative officer for the agency, Pon’s career, from battling for equal pay to challenging gender stereotypes in advertising, mirrors the dynamism of the Chinese creative landscape.

 

Agency Growth Leader of the Year was awarded to Marc Leclerc of Starcom China Shanghai for driving business success through integrated marketing, creative innovation, and data-led strategy.

 

Young Achiever of the Year was awarded to Bella Wang of BBDO Shanghai, who was recognised for generating 3 billion impressions and driving a 63% increase in e-commerce GMV in a single month.

 

Young Business Leader of the Year was awarded to Lina Wang of Havas Health China.

 

Strategic/Brand Planner of the Year went to Dragon Zhang of Leo China, who was previously recognised in Campaign Asia’s Women Leading Change Awards in 2020.

 

Young Creative Person of the Year was awarded to Owen Ou of BBH. Ou took home both the champion and runner-up titles in the Print and Design categories of China’s Young Lions competition, which earned him the opportunity to represent China at the Cannes Lions 2025 Young Lions competition.

 

Commendation was awarded to Phoebe Chan of DDB Group Hong Kong.