Japan Dominates Asian Ad Gongfest

21 March 2007

PATTAYA, Thailand: As in previous years, the tenth annual Asia Pacific Advertising Festival was dominated by Japanese creativity, with Tokyo agencies collecting the 'Best of Show' award in four major categories - TV, radio, online and 'innovation'.

The three-day event was the largest in the festival's ten-year history, hosting over 1,600 delegates and judging 5,012 entries from more than five hundred agencies in 49 Asian cities.

Bangkok was the most awarded city overall, winning fifty of 182 awards in eight categories. Singapore was second with 38 awards and Mumbai ranked third with 24 awards.

The top TV award went to Hakuhodo's commercial Humanity, for Toyota, which won a Silver Lion at Cannes last year.

Commented TV jury chairman John Hunt (creative director of TBWA Worldwide, Johannesburg): "Asia Pacific is the place to be both economically and intellectually - this is where growth is coming from.

"It is reflected in the quality of the work that the TV judging panel saw," he said. "The trend for the category overall is upwards, the whole body of work I saw here has improved. If there is one weakness that I noticed here, it is a tendency among Asian creatives to be too dazzled by special effects."

The region is also a world leader in online take-up both by consumers and marketers, noted cyber jury chairman Benjamin Palmer, ceo/chief creative officer of Barbarian Group, Boston: "Asia is ahead of the US when it comes to the adoption of new media like the internet and mobile phones."

Data sourced from AdAge.com; additional content by WARC staff