Neha Saraiya| Delhi |November 2, 2011
As the afternoon progressed on Day 1 of AdAsia 2011, the third session saw advertising veterans debate on the ‘Asian creative? A new brief’. The panellists comprised Akira Kagami, Global Executive Creative Advisor, Denstu; Bruce Haines, Chief Strategy Officer, Cheil Worldwide; Kitty Lun, CEO, Lowe China; and Piyush Pandey, Executive Chairperson & Creative Director, South Asia, Ogilvy & Mather India. Tom Doctoroff, JWT, North Asia Area Director, Greater China CEO, moderated the session.
The discussion began with each of the speakers sharing one piece of creativity from their respective markets that they consider as a benchmark in terms of intellectually stimulating campaigns.
Kitty Lun delved on the campaign for an e-commerce website, Alipay, that won in China festivals for elements and attracted 100 million users online.
Bruce Haines talked about a digital idea campaign for Tesco wherein consumers can shop visually. The campaign has already won three Gold Lions and a Grand Prix at Cannes.
Akira Kagami highlighted the train campaign for Kyushu that created ripples in Japan with the TV spot receiving 300,000 views in three days and the tickets for the first train selling out in 15 seconds.
Piyush Pandey mentioned the Cadbury’s and Vodafone ZooZoos campaigns.
Tom Doctoroff posed a question to each panelist: ”With this bright new landscape, how satisfied are you with the progress in your markets dressing business along with creative breakouts?”
The speakers responded by rating their individual markets on a scale of ten. While Kagami graded his market at 7, Haines reserved the 4.5 mark for the Korean market. Lun, on the other hand, shelved off the answer into two with ratings of 8 and 2. She explained, “The overall market is very young. As advertising in China does not have a long history, they want to do courageous things. So there is an ambition of creativity but there are certain blocks.”
Pandey too segmented the Indian market into two segments -- rural and urban -- rating the latter at 1 on 5.
The speakers stated that only real ads or real works should be awarded; they strongly advocated that there should be no place for copied work. They also talked about promoting the young generation for fresh ideas.
Also, role of clients is equally important with the structure of the markets. Taking a classic example of India, Pandey said, “India is a brand building market. It has been in international markets for long, but we do serious brand building here.”
Some of the barriers and issues in creativity, as pointed out by the panelists, were ‘power of hierarchy’, ‘training and retaining manpower’, and ‘satisfactory remuneration to the younger lot in advertising’.
The discussion ended with the speakers unanimously accepting that Asia was the new creative Renaissance.