LEADER: Wake up and improve creative offer

<p>For whatever reason - from shoestring budgets to conservative </p><p>clients - Hong Kong agencies remain creatively confined. This was </p><p>particularly apparent at this year's 4As Creative Awards. There was </p><p>little surprise when BBDO won the Kam Fan for its provocative Sunday </p><p>campaigns. Indeed, with clients and agencies playing safe in today's </p><p>lean climate, what we are left with are mundane, often patronising, </p><p>advertising, which is probably why so many local agencies are ailing. If </p><p>anything, the creative awards should serve as a wake-up call for </p><p>agencies to strengthen their creative arsenal. </p><p><BR><BR> </p>

by | 10/12/2001

For whatever reason - from shoestring budgets to conservative

clients - Hong Kong agencies remain creatively confined. This was

particularly apparent at this year's 4As Creative Awards. There was

little surprise when BBDO won the Kam Fan for its provocative Sunday

campaigns. Indeed, with clients and agencies playing safe in today's

lean climate, what we are left with are mundane, often patronising,

advertising, which is probably why so many local agencies are ailing. If

anything, the creative awards should serve as a wake-up call for

agencies to strengthen their creative arsenal.