AdFest off to a rousing start in Thailand
The Asia Pacific Advertising Festival or AdFest, the annual advertising festival aimed at celebrating creativity in Asia pacific region, officially kicked off on March 26 in Pattaya, Thailand, with the concurrent screenings of 761 TV award entries and an exhibition of numerous works.
The Asia Pacific Advertising Festival or AdFest, the annual advertising festival aimed at celebrating creativity in Asia pacific region, officially kicked off on March 26 in Pattaya, Thailand, with the concurrent screenings of 761 TV award entries and an exhibition of numerous works, spanning three floors of the convention hall.
With 5,148 entries from more than 33 cities, this year’s event is one of the biggest in the 11-year history of AdFest. With two new categories for Design and New Directors added this year, there are 13 Lotus categories, including TV, press, poster, outdoor, radio, direct, cyber, print craft, film craft, 360 Lotus and Innova lotus.
Earlier this week, 63 creative directors from 59 agencies arrived in Pattaya to begin the challenging task of choosing this year’s winners. The top 10 cities in terms of number of entries are Mumbai, Bangkok, Singapore, Tokyo, Kuala Lumpur, Hong Kong, Sydney, Manila, Shanghai and Seoul.
This year’s theme ‘ReInvent’ aims to address the challenges facing the advertising industry. Addressing a press conference, Vinit Suraphongchai, Chairman, AdFest Working Committee, noted, “AdFest, which has been growing very well in the last 10 years, is now in its 11th year. The first year, the number of delegates was 160, whereas now we are talking about 1,500 delegates. Also, the number of entries has grown from 600-odd entries to 5,000 entries.”
Speaking about the vision of the AdFest, he said that the Asian economy was growing and there was a great need to train the new generation of executives, and one of the best way was to do that was to organise something like AdFest. Speaking about the AdFest, Jimmy Lam, President, AdFest Working Committee said that he was considering AdFest as a brand and as a product.
“As a brand, you need to keep reinventing yourself in order to move forward. We are at the crossroad now with the advent of new technology and environment. As a festival, we also need to push ourselves to improve, excel and look for new ways to engage a new range of creative and production people. That is why we have added some new features and programmes at this year’s AdFest,” Lam added.
The first day’s sessions included presentation by some industry stalwarts. While Nick Souter, Founder, Ideascape, spoke on ‘Right brain thinking for left brain people’, Ralf Langwost, creative trainer and founder, IdeaManagement, Frankfurt underlined the importance of great ideas in his session on ‘How great ideas work even harder’.
Souter said that since the advertising revolution of the late 60s, the industry had actively promoted the idea that some people were creative, while others were not. “In fact, it has taken the notion to the extremes by departmentalising creativity and making it the exclusive domain of art directors and copy writers. Unfortunately, this often establishes an adversarial relationship between those who produce the work and those who sit in judgment upon it. And a lot of good work is then trashed,” he said.
“50 years later, we need another revolution, one in which we establish creative democracy,” he said, adding, “We need to build a creative culture that welcomes the contribution of anyone who wants to put his or her imagination to work. We need to harness the untapped creative energy of everyone – both clients and agency people – who works in our business,” Souter further said.
Speaking on ‘How great ideas work even harder’, Ralf Langwost said that great ideas were result of process. In order to identify which great ideas worked best, IdeaManagement analysed ideas that have bagged major creative awards from 42 countries worldwide (Asia Pacific, Europe, Latin America, and the US). On the highest possible level, only 10 per cent of 2,106 ideas have qualified for the New Creative Effectiveness Report, he said.
In his inaugural address, Vinit Suraphongchai updated the delegates on the CUP (Intercontinental Advertising CUP) and spoke on how CUP was different from other international awards. “Unlike other international awards, the CUP takes into consideration the regional cultural value of all regions,” he added. Describing the CUP as a global festival embracing local culture, he said most of the contests received entries from all over the world and in most of the cases, the regional qualities got lost in the process.
Comparing with Cannes Lions, he said that Cannes was Europe-centric in terms of cultural value and any entry, particularly from Asia had a lesser chance of winning an award simply because of this cultural bias.
The CUP consists of winning works from four regions – AdFest of Asia Pacific, FIAP of South America, and Spain, Golden Drum of Eastern Europe, and ADC*E of Europe.
The first CUP Festival was held in November 2007 in Valencia, Spain. Of the 38 CUP winners this year, 16 were from AdFest, nine from FIAP, six from Golden Drum and seven from ADC*E, with the CUP awarded to BBDO Argentina’s ‘Pretty Neighborhood’ campaign, Suraphongchai said.
Earlier, Donald Gunn presented the Gunn Report, a global ranking of creative success.
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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