Asian advertising: Asia's creativity gap

Asian ads are more likely to feature product demos and less likely to appeal to the emotions than Western ones.

Asian advertising: Asia's creativity gap

Tim Broadbent Ogilvy & Mather Beijing

Asian advertising needs to feature fewer product demonstrations and appeal more to the emotions to raise its effectiveness to Western standards

Asian advertising isn't very creative. Seven Asian countries make the Gunn Report list of the 25 most creatively awarded countries in the world, namely Japan, China, Thailand, Malaysia, India, Singapore and Taiwan. They win less than half as many creative awards, on average, as the Western countries on the same list.

Why do even the best Asian countries win fewer creative awards? It's hardly lack...

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