I attended ADFEST (Ad Fest) 2014, Asia’s largest advertising festival.
http://www.adfest.com/index.php
As in previous years, it was held in Pattaya, Thailand (3/6–3/8). The theme was “Co-create the Future.” The official language of the venue was English, but simultaneous interpretation into Japanese was also available. While the festival is centered mainly on Asian advertising, companies from the U.S., Australia, and Europe also participated. (41 cities, 295 companies, 17 categories total, roughly 3,253 entries.) From Japan, major full-service agencies like Dentsu, Hakuhodo, and ADK sent large delegations. Japan had a strong showing this year.
Even though we lump it all together as “Asia,” it really can’t be summed up in one phrase — language, lifestyle, economic strength, religion, and more vary so much from country to country that the advertising on display was equally diverse. I was genuinely inspired by cases of brilliant promotions that, even without big budgets, tapped precisely into consumer needs and everyday habits. It also made me feel that if I thought harder about my own day-to-day work, I could produce something even better. It really reaffirmed how important constant, daily effort is.
As for Japanese advertising, since our environment is closest to it, it was naturally the most relatable reference point for me. But seeing it against the backdrop of the rest of Asia really highlighted the meticulousness and polish that Japan is known for. When it came to explaining campaign ad performance, a lot of presentations leaned on numbers from internet media. It really drove home how powerful online media is when it comes to making a persuasive, data-backed case for advertising effectiveness.
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