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>