OPINION: Great advertising knows no boundaries - Do we need outsiders in Hong Kong's advertising industry?

<p>Let me start by admitting to a bias. </p><p><BR><BR> </p><p>But it's not the one you think. </p><p><BR><BR> </p><p>My bias is for the quality of the advertising. </p><p><BR><BR> </p><p>I'm all in favour of it; the quality that is. </p><p><BR><BR> </p><p>When they're judging work from around the world at Cannes or the Clios </p><p>or whatever, how the hell do they do it? Well, because they can. </p><p><BR><BR> </p><p>Because good ideas are good ideas and that's a universal truth. (I </p><p>include the universe here because it makes "truth" sound even more </p><p>important.) </p><p><BR><BR> </p><p>Travel broadens the mind. Immigration of ideas knows no boundaries, </p><p>thanks to the publishing industry, television and the Internet. </p><p><BR><BR> </p><p>Films from around the world touch us deeply and change our lives. </p><p><BR><BR> </p><p>Music ... salsa, reggae, hip-hop, jazz, classical and yes, Cantopop, </p><p>swirl through the ether, reshaping the sounds of creativity around the </p><p>world. </p><p><BR><BR> </p><p>There is no doubt that every region has its own culture just as there </p><p>should be no doubt that every single human being is part of a larger, </p><p>global community. </p><p><BR><BR> </p><p>Some people may dress differently, speak differently, etcetera, but </p><p>parents love children, people seek success and peace of mind and we are </p><p>all curious. </p><p><BR><BR> </p><p>These and many other traits are common to what we call "humanity". </p><p><BR><BR> </p><p>So is commerce. </p><p><BR><BR> </p><p>And where there is commerce there is marketing and advertising. </p><p><BR><BR> </p><p>The question is, who is best equipped to create that advertising? </p><p><BR><BR> </p><p>The answer is: we are. </p><p><BR><BR> </p><p>All of us creatives, whether we're from Hong Kong or New York or Sydney </p><p>or Toronto or Rio or downtown Zimbabwe. </p><p><BR><BR> </p><p>Of course, we have to learn about the community we work in but, even </p><p>more importantly, we have to be good at it. </p><p><BR><BR> </p><p>And that brings me to my admitted bias. </p><p><BR><BR> </p><p>I'm all for great advertising and that means the best ideas from the </p><p>best minds from everywhere. </p><p><BR><BR> </p><p>If we are truly an international business centre, we might try to act </p><p>like one. </p><p><BR><BR> </p><p>The best way to do that is to produce world-class advertising. </p><p><BR><BR> </p><p>That doesn't mean that it should ignore local idiom or nuance; rather it </p><p>means that it should have an idea that is brilliant and insightful, that </p><p>it should convey that idea in a fashion, that it should be memorable, </p><p>single-minded and unique. </p><p><BR><BR> </p><p>When I first came to Hong Kong, I worked with a team which was creating </p><p>a corporate, high road campaign for Ericsson ... for mainland China. </p><p><BR><BR> </p><p>When it came time to shoot the TVCs, the first thing we did was contact </p><p>the best film directors in the world to do the job. </p><p><BR><BR> </p><p>Zhang Yimou (who directed Raise the Red Lantern, among others) was </p><p>chosen. </p><p><BR><BR> </p><p>We won the Kam Fan with that campaign. </p><p><BR><BR> </p><p>And I guess that's the point. </p><p><BR><BR> </p><p>It's all about ideas, not nationalities, when it comes to great </p><p>advertising. </p><p><BR><BR> </p><p>Tan Shen Guan left Hong Kong to head up the creative for Compaq in New </p><p>York. </p><p><BR><BR> </p><p>David Alberts came here and helped bring us FedEx. </p><p><BR><BR> </p><p>Like life, creative is a melting pot of ideas and influences and, like </p><p>life, a great idea is a great idea - no matter whose it is. </p><p><BR><BR> </p><p>When it comes to creating international quality ads in our international </p><p>home, I suggest we follow the wisdom of that great Greek goddess Nike </p><p>and ... just do it. </p><p><BR><BR> </p>