TBWA\SMP was named the Philippines’ #3 creative shop in the 2025 edition of Campaign Brief Asia’s Creative Rankings for the second year in the row, reflecting the Agency’s consistent drive for excellence. Calculated from a points-based system assigned to major creative festivals, the rankings are based on each agency’s performance on the global award circuit.
In the Rankings, Chief Creative Officer Melving Mangada emerged as the #3 creative lead in the country, with a total of 50 TBWA\SMP creatives making the list, including newly-minted Executive Creative Director Ryan Caidic, who came in at #20. The Disruptors in the rankings hailed from across TBWA\SMP’s different creative teams and business units, showing a creative diversity that covered traditional, digital, and emerging disciplines.
According to Mangada, “Our policy of ‘Creativity for Humanity’ has always been at the heart of everything we do, which makes it immensely gratifying and humbling when our work is recognized – whether it comes from the clients we serve, or the judges who evaluate these awards, we are honored when they see the value in what we do.”
The Rankings reflect TBWA\SMP’s stellar 2025, a year that saw the Disruption Agency claim metal wins at shows such as AdFest, Spikes, MAD Stars, One Asia, Clio, LIA, and Cannes Lions, as well as an unprecedented 13th Agency of the Year title at the Philippine Association of Accredited Agencies (4As) AOY. Later in the year, TBWA\SMP willingness to experiment and evolve were likewise recognized with a Gold as Campaign Asia’s Digital Innovation Agency of the Year.
Among the campaigns that elevated TBWA\SMP’s ranking scores were “Washtag”, a sustainability initiative that was handpicked by ACT Responsible to be showcased at the Cannes Lions International Festival of Creativity, “Baha For Breakfast”, which called for good governance, and “Last Broadcast”, a haunting campaign that used AI to bring slain journalists back to life.
