Thailand shines again

Thailand was the undisputed star of this year's Media Asian Advertising Awards, with its trademark humour stealing the spotlight and clinching 30 of the 87 awards handed out --nearly three times that of its closest runner up  -- as well as taking the best of the best prize for JEH United's Smooth E television spots.

"The work from Asia has been exceptionally strong," said Craig Davis, JWT global creative chief and Spikes chairman of jury." The best of the best winner, in particular, was a campaign that had so many layers and ways to involve and keep the audience interested.
This year's jury, comprising 14 of the top creative names from around the world, was particularly tough in its ruling, handing out only five golds and 29 silver spikes after three days of live judging in Bali. Bronze awards were also presented for the first time, with agencies bagging a total of 53 trophies on the night.

"This was the strongest jury line up I have seen in recent years, with names like Kim Thorp (director of Assignment Group, New Zealand), Nick Cohen (CD at Euro RSCG New York) and all the regional players. All the gold and silver winners will be able to hold their heads high anywhere in the world," said Davis.

"Asia is seeing organic growth here while other markets are static and I believe this is a really exciting time for the region. I would encourage the industry here to focus on the work and not try to emulate other markets because it's no longer a case of Asian work catching up but of it overtaking standards overseas."

While Singapore took home nine awards, Malaysia 10 and China 12, it was Thailand that caught the jury's imagination. "There is just such a huge gap between Thai TV work and the rest of the world. It's really quite frightening," said John Merrifield, chief creative officer and regional CD, TBWA\Asia Pacific. "The work that Jureeporn (Thaidumrong, founder/ECD of JEH United Bangkok) has done has been really remarkable. This is the work you'll see awarded big at the international shows. "

JWT Shanghai's 'Run Free' work for Nike Hong Kong, meanwhile, gave China its first gold at the Spikes, while Lowe Malaysia's print ad for Land Rover Owners Club took gold in the print category, with judges describing the work as a "refreshing twist on what was probably an ordinary brief".

According to Steve Henry, founding partner, chairman and ECD of HHCL United in London, print was particularly competitive. "The print we've seen here has been better than anywhere else, truly brilliant."
Judges also wanted to recognise a Saatchi & Saatchi Singapore Navy entry. "This didn't fit into the print category which it was entered into but the judges felt it would have been worthy of a gold award," said Davis.

In recognition of Saatchis‚ outstanding direct mail work, the awards will introduce a DM category next year. However, there were two categories that failed to impress. "There's room for someone to really shine in the radio and interactive categories. Both were quite disappointing and not really reflective of the work that could be produced," said Thorp.