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Thailand into world’s creative top 10 according to Warc study of award-winning campaigns

Thailand is continuing to demonstrate its creativity while China is still struggling to match its market size with innovative work, Warc’s annual Gunn 100 report has found.

While only the 25th largest advertising market in the world, Thailand was the ninth most creative according to a study of the top 100 campaigns of 2017. It was the first time Thailand has broken into the top 10 since 2008.

China, meanwhile, was the second largest market in 2017 but could only manage 17th in terms of creativity with Japan the 7th most creative – up from 9th last year – and 3rd largest.

The report studied the best 100 campaigns of 2017 based on their performance at 40 award shows across the world.

The report said other nations which have “struggled to make a sustained impact creatively” are South Korea and Indonesia which are the 11th and 15th largest markets but only 28th and 49th respectively in the creative league.

Singapore came in 16th, up from 23rd last year, Hong Kong 23rd, Philippines 25th and Malaysia 41st.

The US, UK and Australia were the most creative with Germany and France completing the top five.

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