But Asia emerged as the most awarded region.
Ogilvy & Mather dominated proceedings for Asia with silvers for its Bangkok, Shanghai, Singapore and Kuala Lumpur offices.
Ogilvy Bangkok’s ‘Tree’ execution for WWF and Ogilvy Singapore’s ‘Helicopter view’ for The Economist, both won two silvers.
Ogilvy & Mather dominated proceedings for Asia with silvers for its Bangkok, Shanghai, Singapore and Kuala Lumpur offices.
Ogilvy Bangkok’s ‘Tree’ execution for WWF and Ogilvy Singapore’s ‘Helicopter view’ for The Economist, both won two silvers.
Ogilvy Singapore also won a silver for ‘Lingerie’ for FHM, making it Asia’s most awarded office at the second World Press Awards, the show founded by former worldwide creative director of WPP, Neil French.
Asia’s only other awarded network was Y&R. The Kuala Lumpur office took a bronze for its ‘Rugby’ newspaper ad for fabric softener Softlan. Y&R Singapore won a magazine bronze for ‘Best use’ for UHU Glue.
This year’s two golds - both won by Saatchi & Saatchi New York - contrasted with the 11 awarded in 2007, the WPA’s inaugural year.
Said French: “I was, on the whole, disappointed by the entries this year. There were few ‘good grief!’ moments - most were not quite good enough to win gold.”
“Perhaps this is a symptom of a slowing global economy,” explained French. “Creatives are taking their feet off the pedal which, of course, is the wrong thing to do.”
It was a good year for Asia, though. The region won 12 trophies in all - almost a quarter (24 per cent) of all awards given out. North America won nine, Europe eight and Latin America just five.
Singapore was the most awarded Asian country, with three silvers and three bronzes. Thailand took two silvers. Malaysia and China both won a silver and a bronze.
“In Singapore, press is still the number one medium, so the results do not surprise me,” said French. “And in the rest of Asia the notion that if you want to say something important, say it in print, still rings true. Print remains a well respected medium in Asia.”
French hinted that there could be changes for the World Press Awards next year. “The biggest change could be that we don’t make the WPA an annual thing. We might make it every 18 months to give people a longer run at it.”Live online judging may also be introduced so entrants can see the judges view and discuss their work.
French added that while he wouldn’t consider adding a film or new media categories, a poster category could be a possibility. The jury was chosen based on which agencies won the most press awards globally.
Among them were Marcello Serpa, ECD of AlmapBBDO Brasil, Mark Tutssel, worldwide CD of Leo Burnett, Tham Khai Meng, co-chairman, Ogilvy Asia-Pacific, and Thirasak Tanapatanakul, ECD of Creative Juice.
