FOCUS: MEDIA.COM AWARDS - Underlying potential of A-P cyber advertising revealed

<p>Although the region's Internet world is still in its infancy, the </p><p>first MEDIA-organised Media.com Awards highlighted the fact that the </p><p>quality of some of Asia's Websites and their accompanying advertising </p><p>campaigns are of a high class. </p><p><BR><BR> </p><p>But while many were honoured for strong use of strategic and creative </p><p>Web concepts, relevant content and appropriate use of technology </p><p>together with incisive consumer insights, the top accolades were </p><p>reserved for an exclusive few, as they should be. </p><p><BR><BR> </p><p>Unlike other MEDIA awards, the Media.com Awards sported two 'Best of the </p><p>Best' prizes: Best Site and Best Interactive Campaign, which were won by </p><p>Izzue.com and Thompson Connect respectively. </p><p><BR><BR> </p><p>The judges were full of praise for most of the work they saw, although </p><p>they stressed that there was room for improvement. </p><p><BR><BR> </p><p>One even said the work was on a par with the West. </p><p><BR><BR> </p><p>(For a list of other award winners and a summary of the comments from </p><p>some of the judges, please see the Media.comawards 2000 supplement </p><p>accompanying this issue). </p><p><BR><BR> </p><p>Representing the cream of the Internet business and advertising circle </p><p>in Asia-Pacific, nearly 400 people attended the awards presentation </p><p>night at the JW Marriott in Hong Kong. </p><p><BR><BR> </p><p>Apart from the awards, there was a great deal of fun to be had - for </p><p>one, there was the crowning of the cyber king and the cyber queen as </p><p>determined by MEDIA, with the help of the audience. </p><p><BR><BR> </p><p>Many partygoers turned up in fancy and glitzy costumes, hoping to be the </p><p>one to be crowned but as with the main event, there could only be two </p><p>winners. (Please see Off the Vine). </p><p><BR><BR> </p><p>The revelry also extended to people dancing to the music of a live band </p><p>following the presentation. </p><p><BR><BR> </p><p>Although the Media.com Awards was the first of its kind, it clearly sets </p><p>the stage for better work to be achieved by dotcoms and interactive </p><p>agencies over the years to win not only awards but to wage effective </p><p>marketing and branding campaigns to stay alive in a virtual world which </p><p>is fast becoming brutally competitive and complex. </p><p><BR><BR> </p><p>The awards will, therefore, be seen as a benchmark from which future </p><p>campaigns will be measured. </p><p><BR><BR> </p><p>The Media.com Awards was sponsored by 24/7 Media, AdMomentum, AdSociety, </p><p>CASH on-line, DoubleClick Asia, Engage Asia, iLux Asia Holdings, Real </p><p>Media, Revolution and Yahoo! </p><p><BR><BR> </p><p>Media partners were Hong Kong iMail and Sing Tao Daily. </p><p><BR><BR> </p>