What’s On

The work from APAC indicates the region’s competitiveness in new media

Cheuk Chiang, Omnicom Media Group

Media Lions Juror Cheuk Chiang, CEO of Omnicom Media Group APAC is very positive on the quality of that was entered in the category this year. In a conversation with DMA, Chiang said, “The overall quality of work was outstanding. I had judged in 2011 and when I compare, what was interesting was to note the quality of work when it came to areas such as social and integrated – it had increased dramatically. Also, it was also good to see that 25 per cent of the total work came from Asia Pacific, which goes on to show that we are competing very well with the rest of the world. That said, where we fared best was categories such as social and integrated, which is a sign that we as a region are fairly when advanced when it comes to judging new media.”

Cannes Lions International Festival of Creativity had changed the judging process this year to form two tiers of judging. Commenting on the process, Chiang said, “The judging process was changed to ensure a process of absolute fairness. We began with a jury panel of 40 judges, where were we judged 3031 cases that was then shortlisted to 310 and the awarding jury panel brought that down to 257, of which the Lions were awarded.”

The two key things that stood out for Chiang was the focus on using media as utility and the amount of work done by advertisers that related to some cause. He said, “This move towards an active corporate social responsibility mindset is a sign of maturity that advertisers today are interested in doing right thing by society. Some of the case studies we saw were very refreshing.”