AdFest 2007

Down to the Wire

Simon  Furse
17 March 2007

Well AdFest is flying by now with the press and poster finalists - winners and losers - being announced.

But with the TV winners still to come, the thing that caught my attention today was an excellent seminar from Peter Souter (AMV London).  He took us back through some classic work from his agency, including Yellow Pages “ J.R. Hartley” fly-fishing and the brilliant Guinness “Surfer.” As we watched them he asked us to consider the creative thought behind both of them and how the agency applied similar creative processes to each.  H e was not ashamed to admit that after Surfer AMV had chased another award winning film so hard that they lost perspective on the brand and the message. This led us neatly into examining last year’s monster award-winning “noitulovE” - once again from Guinness.

This idea of evolution to the perfect pint tied in with the tagline “good things come to those who wait” had been around for some time, but it was only when a mood reel put together by the creative team showing things in reverse that the idea began to take shape.
We saw those early mood reels and the back breaking post production work that led to this spot not only clearing up at many award shows, but also coming in at a cost of  £2 million pounds.  This was a fascinating insight to the creation and execution of truly great work.

With Saturday’s gala dinner not far away and the TV winner announcements, this will be all for today.  A hearty thanks to Matching Studios Thailand for a great party and once again if you have not been to AdFest  then book your flights for next year – for now it should be a must on any creative’s calendar.

AdFest: Something to Behold!
Simon Furse
15 March 2007

Last night’s party activities are being felt by a lot of delegates today, but the hall and seminars are still jammed packed, a testament to the quality of the show.

The morning’s first session was organized by the JAF (Japan Advertising Agency Federation). Our heads and minds were blown clean of any lingering party fog by one of the loudest and most impressive video presentations I have ever seen (once again Cannes, please take note).

We then meet our moderator for this discussion, Chris Kyme of 8 Partnership Hong Kong, who in turn introduced our three speakers Naoko Katayama (Dentsu Japan) Yukata Sugiyama (Hakuhodo) and Tomotake Kawagoe (ADK).  The aim of this panel was to give the delegates a “practical guide to planet Japan.”  I have to say I’m glad I’m not a creative in Japan as it seems like the most unique market to deal along with being the most competitive. We were shown several quirky ads with a Japanese flavour and heard the background on campaigns that had been successful in Japan.

Tomotake showed an excellent campaign that for a job site (DOMO). They targeted NEETS (young Japanese who were not working, training, or studying - what we might call the youth of today).  The campaign caused such public reaction that Japanese society became embroiled in a discussion over what to do with the problem. Can you imagine that in the West??!!

We were then shown campaigns from many areas covering all media from press and poster to mobile phones and manga cartoons. All of which left you in awe of how many new fresh ideas were needed to survive as a creative in Japan.  Tomotake stated “perhaps clients in Japan are more receptive to new ideas, which makes it the perfect breeding ground for creativity.” This left me thinking that to go outside the box in Japan is extremely further than it would be in the major markets elsewhere.

Once again, AdFest finished with poolside drinks and more networking. The beauty of this show compared to many others is that you are all in the same location.  It great to catch up with all the news and gossip every night at one of the events, no private parties or exclusive clubs, just the Ad Industry from Asia Pacific in the same room sharing ideas.

Truly something to behold.


AdFest Continues
Simon Furse
14 March 2007

Wow what an action packed day….  The Gunn Report was delivered as our first major seminar.  This annual league table of the best creative and award winning work always times nicely with AdFest as this show is the first of those whose results go into the report.

Once again the Asian market fared extremely well with Thailand ranked the 5th most-awarded country ( the highest ranked from Asia Pacific).  On the agency front four Asia Pacific companies fared well with Ogilvy and Mather Bangkok 19th, JEH United Bangkok 19th, Creative Juice/G1 Bangkok 9th, and Dentsu (Tokyo & Osaka) finished a joint 3rd.

In another massive coup for this region, Phenomena from Thailand ranked 2nd in the report for production companies while the supremely talented Thanonchai Sornsriwichai dominated the report finishing as the most-awarded Director of 2006.  If you want more details on this year’s Gunn Report, check out the website (and just as Donald always claims, it will be the best money you spend this year).

The most interesting seminar of the day was held by Dave McCaughan of McCann Erickson – Japan’s EVP and Director of Strategic Planning who reminded the audience:  “don’t call them consumers.”  During the course of his lecture he shared both his beliefs and strategies for an ever changing type of consumer.

He asked the audience “How many of you call yourselves consumers” only six hands raised.  “Only six of you - so the rest of you never buy things,” - making his point that consumers are not some strange unique species, but every one of us. “We have to learn to sell to the people and the consumer because they are the same.  People have ambition and desire for growth. People demand increase and expectations grow on a daily basis. We as marketers have to speak with the people and then we will find our consumers.”

His simple and well made point was this is an uncomplicated business talk to the consumer as a person, not a stat or demographic.  Remember it’s the person sitting next to you.

Finally to the evening gala, with work stopping slightly, allowing us to mingle with our fellow delegates at the opening party held poolside. I have to admit of all the shows, parties, and festival events this red eyed correspondent has attended, this one raised the bar exponentially.  Our thanks to the organisers for the amazing food, drink, and dancing. Cannes take note your days could be numbered. As for me of course I was in bed early ready for the next busy day (well early hours of the morning thanks to the guys at Kodak).


Updates from AdFest 2007
Simon Furse
13 March 2007

As Adfest celebrates its 10th birthday one thing is obvious: the creative desire is growing stronger every year.Needless to say, since those early, days, the show has come a long way.

Today the Asia Pacific Festival is a globally respected endeavor.  Entries from around the region continue to increase in number - 4,000 from over 400 advertising agencies in 39 cities and over 1.500 delegates last year.  Countries which were not even on the regional creative radar in 1998, like India, The Philippines and Malaysia, have since made their mark and now more than hold their own against the competition.

As the 10th Asia Pacific Advertising Festival prepares to get underway, the program reflects the success of the event as it is jam-packed this year with seminars and speakers to run alongside the main business of judging the work.  It is also an exciting time for SourceEcreative as we will be covering the festival - the winners and the losers - as well as sponsoring the prestigious TV Lotus Award.

Starting on the 14th of March, we will bring you all the news and updates of what’s going on at the Fest along with a complete listing of the winners and the spots as they become available.  We’ll also let you in on who walks away with the first Intercontinental Advertising Cup - the brainchild of the organizers of AdFest, FIAP and the Golden Drum in which all finalists from the three award shows will be judged by a panel of internationally renowned judges, with one being crowned ‘winner.’

So far Adfest has proven to be a great host superb venue.  This year marks a 15 % rise in registration and means the largest ever contingent delegates from more than 40 cites across the globe.  This year’s competition also contains categories and awards than ever before (over 5,012 entries across the board).  Of course the highlight for us will be the coveted TV Lotus Award which will form the first leg of the InterContinental Advertising Cup.

The other legs are FIAP, the Ibero-American Advertising Festival (April), and the Golden Drum Advertising Festival of New Europe. All Lotus Awards Finalists will be automatically entered into “THE CUP” which will take place in Spain in November 2007.

But back to AdFest.  Judging started on Sunday - and with over thirteen hours of commercials comprising 895 entries, this was really a tough task for John Hunt and his team of jurors. Increasing the pressure on this job Jimmy Lam (Head of Adfest), has declared that only one Gold Lotus will be awarded per category, combined with a complicated scoring system that uses PDA wireless updates (what happened to a pen and paper?).  Thus, it came as no surprise to hear John Hunt announce during the first coffee break of the first day that the panel would be working overtime.

He also added about the work he was judging: “It’s a little bit early to say anything.  I can say that the production is good, there is a need for more.”

We will be bringing you more news and results from Adfest over the next few days – plus all the winners next week.  Check back for updates!

Let the Competition Begin
Simon Furse
5 March 2007
 
Ten years ago, in 1998, a relatively small group of advertising professionals gathered together in Chiangmai, Thailand to participate in the very first Asia Pacific Advertising Festival.  The event was to celebrate creativity found throughout the region and in that inaugural year, there were just 832 entries, with 200 delegates from 18 cities.

Needless to say, since those early, days, the show has come a long way.

Today the Asia Pacific Festival is a globally respected endeavor.  Entries from around the region continue to increase in number – 4,000 from over 400 advertising agencies in 39 cities and over 1.500 delegates last year.  Countries which were not even on the regional creative radar in 1998, like India, The Philippines and Malaysia, have since made their mark and now more than hold their own against the competition.

As the 10th Asia Pacific Advertising Festival prepares to get underway, the program reflects the success of the event as it is jam-packed this year with seminars and speakers to run alongside the main business of judging the work.  It is also an exciting time for SourceEcreative as we will be covering the festival – the winners and the losers – as well as sponsoring the prestigious TV Lotus Award.

Starting on the 14th of March, we will bring you all the news and updates of what’s going on at the Fest along with a complete listing of the winners and the spots as they become available.  We’ll also let you in on who walks away with the first Intercontinental Advertising Cup – the brainchild of the organizers of AdFest, FIAP and the Golden Drum in which all finalists from the three award shows will be judged by a panel of internationally renowned judges, with one being crowned ‘winner.’