Angeline Lodhia
Dec 4, 2018

Creativity the key to capturing scarce attention online

It’s time for the industry to re-think the meaning of engagement online.

On a global scale, there has been very little reward in the advertising industry for doing digital creative well. Spikes Asia, for example, is focused on celebrating creativity but doesn’t put substantial focus on digital campaigns. With digital accounting for 45% of ad spend in APAC, why are we not seeing the same level of recognition for digital campaigns as we are for TV and OOH One explanation for this could be that to be recognised, a...

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