Digital Vox: How APAC marketers can unlock the region’s creative power
A growing point of contention in the advertising industry: some say APAC leads in innovation but not in creativity. The response? Marketers need to first understand the challenges faced by their creative partners before they can collectively produce more impactful campaigns. We get the conversation rolling with top creative leaders from Cannes Lions, VMLY&R, R/GA, Google, and Publicis.
Valerie Madon: Sometimes it almost feels like we're trying to mimic what the Western cultures are doing.
APAC leads in innovation but not in creativity. We asked industry leaders why.
Ajay Thrivikraman: APAC is the place for innovation and it’s where everything that’s new is happening.
Tuomas Peltoniemi: But technology and innovation in advertising isn’t, in my opinion, the same level as the innovation that’s coming from start-ups and these technology powerhouses like GoJek, companies like WeChat.
Ross Jauncey: I think some of the key challenges for creatives now are they feel overwhelmed by just how much is actually available.
Valerie Madon: Maybe the industry has gone too far down the spectrum of data and technology.
Simon Cook: It might come from a fixation on results. Performance is overshadowing some of that brand-building stuff.
Ross Jauncey: I think a lot of the time we're evaluating technology and trying to see if we have a way of using it before we actually figure out the idea.
They also opened up on how they use tech to tell better stories.
Simon Cook: Technology used to be seen as a bit of a threat. It's now seen as an underlying hygiene factor.
Ajay Thrivikraman: What technology does is to give us so many ways to get closer to people.
Ross Jauncey: If you land a great idea that has the core understanding of how this tech might work, there's plenty of partners that can help you execute from there.
Ajay Thrivikraman: The pressure on us is you really have to absorb and learn quickly and then move on to the next thing, there isn't a lot of time to become a master of things.
Ross Jauncey: To me the best use cases of technology are when the technology is almost out of the way. It’s magically just disappeared.
Simon Cook: One of the opportunities rather that Asia has is to use technology to enhance stories which have emotion very much at the core and purpose, when it comes to brands.
Ross Jauncey: There are some incredible stories in this region that just aren't being told.
Valerie Madon: We don’t seem to leverage our deep roots in the artistic flair that we have. And sometimes it almost feels like we're trying to mimic what the Western cultures are doing. We have to go back to our roots. There’s something inherently unique about each of these countries and I don’t think we’ve leveraged it in advertising.
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