The first Asian Outdoor Advertising Awards, organised by MEDIA,
proved that advertising agencies are gaining new respect - and renewed
interest - in outdoor as a medium.
The winner of the Best of the Best, Results Advertising Thailand, showed
what can be done when a little ingenuity and a lot of creative thinking
is applied to a problem.
Outdoor went through something of a revival over the last couple of
years while Asia suffered the economic 'flu.
As clients slashed budgets, agencies had to turn to alternative vehicles
to convey marketing messages.
But there was an upside which no one has really addressed, in that those
companies which chose to continue to advertise had less of a fight to be
seen and heard as many of their competitors cut back.
This meant the pressure eased off slightly, and creatives could be a
little more fun and daring when devising campaigns for clients.
Nowhere is this better demonstrated than in the outdoor arena.
No longer confined to standard billboards (and even those are being used
in ways never before dreamt of), outdoor's appeal is that there are no
limitations - witness the award-winning "One Cup" from Leo Burnett
Singapore, or "Smoke Box" from DYR Singapore as sterling examples of
what can be done when you set your mind free.
Everyone who participated in the awards this year, including the
sponsors, deserves a round of applause.
