Opinion

The week in review: BBDO boss on scam: ‘I trust my people to do the right thing’ | A week of abrupt exits | SingTel’s acquisition of Amobee ‘put Singapore ad tech on the map’ | The best ‘I want Germany to win’ parody | Some great Asian ads (real ones)

Mumbrella Asia logoIn a week of major people moves including the exit of McCann Singapore’s ECD, BBDO’s global boss said that agencies should be winning awards for real work for real clients “not local bike shops or dry cleaners”, Y&R won Land Rover and retained M1, former Amobee executive Harry Dewhirst joined a new Singapore-based ad tech firm, and another parody of Singapore’s much-derided anti-gambling emerged.

Story of the week

Jungle music for Toyota by DentsuIt’s been a week of sharp exits. Danny Higgins out as ECD of McCann Singapore, Vaasu Gavarasana left Yahoo (to a job at Axa, Campaign Asia reported), Zeno Asia’s regional ECD Kestral Lee went to George P Johnson, an experiential agency, and the APAC MD of tech media agency DWA, John Massey, left after seven years at the helm for tech firm Leo Tech.

It’s been an impressive week for Asian advertising too (see ‘Best work’). Great stuff from Dentsu for Toyota, DDB Mudra for VW, Publicis Ambience for Park Avenue, Wieden + Kennedy Tokyo for Citizen and BBDO Guerrero for the Philippines’ Department of Tourism. Possibly pick of the bunch, though, was for Panasonic. To promote its new telly, it crowd-sourced a video ad campaign via a competition for YouTube film-makers.

Quotes of the week

Terry SavageCannes Lions boss Terry Savage answers Mumbrella’s questions on whether one-off campaigns should be eligible to win Lions:

The world is not black and white and strategies that are adopted to test and break new boundaries should be accepted if all parties concur that they were genuine and legitimate. Super Bowl ads run once.

Darren Woolley, MD of pitch doctors TrintityP3 and a former creative director, had a word of warning for marketers who condone scam advertising.

It is the marketers who do nothing that put the most at risk for themselves and their brand integrity.

Harry Dewhirst, a former employer of Amobee who is leading the expansion of BlisMedia in Asia, was asked if SingTel overpaid for Amobee. He said no, and said of the acquisition:

It was a great thing for Singapore, because it helped put digital advertising on the map; it was a positive catalyst to spur other digital businesses to set up a presence in Singapore.

In an opinion piece on Mumbrella, strategist Eaon Pritchard argued why creative awards are so important to creative agencies, and points out that effectiveness awards are just as flawed.

Even the planners’ effectiveness awards, known as Effies, are no more precise and for the most part only describe shorter-term effectiveness, and are often forced to rely on qual/quant research of highly dubious methodology (such is the ineptitude of our market research cousins, but that’s another topic for another time)

Steve Bruce, Hong Kong MD at SB Consulting, commented on a story about an ad by JWT than ran once in a local parenting magazine that was shortlisted at Cannes.

It’s an embarrassment to an industry that is already quite self-congratulatory enough, that we need to stoop to this low level of scam ads just to scratch out some false recognition like chickens in a farmyard, for what is, in the end, simply flogging products to the public.

An agency boss in Indonesia reflected on which election candidate – Joko ‘Jokowi’ Widodo or Prabowo Subianto would best suit adland:

The industry, by and large, is supporting Jokowi as he is more foreign investment friendly, not mentioning he openly supports the creative industry.

In a piece by blogger Chelsea Fagan titled ‘6 Professions That Produce The Worst Boyfriends‘, there is an entry on marketing that describes its practitioners thus:

Marketing dudes have the ego of a top-rated neurosurgeon in the body of someone who has to make official hashtags take off for a living.

Best work

Toyota. Do the Wakudoki! This wacky wheeze hasn’t quite gone viral (just under 400,000 views at last count…), perhaps because it looks too obviously like it was created to go viral (formula: wacky dance + catchy tune + animals = viral). Adorably weird nonetheless.

Park Avenue. An ad for a beer shampoo features a devilishly handsome man in a gold jumpsuit. Shades of the famous Old Spice ‘The man your man could smell like’ commercials.

Citizen. A charming tribute to the 84 year-old watch-maker brand, which has just introduced the new slogan, ‘Better starts now’, courtesy of Wieden + Kennedy Tokyo.

Panasonic. How to make an ad without using an ad agency? Run a competition for YouTube film-makers, of course. Here’s the competition winner.

Department of Tourism, the Philippines. A disco bait ball to promote Cebu.

Tiger Beer. Deco comes out of retirement to restore the beautiful game.

Volkswagen. The new Polo is introduced to India by a boy forever lumbered with his brother’s hand-me-downs.

Apple. MacBook Air, with stickers all over it.

Best-read story on Mumbrella

Cannes Lions-winning Guinness Singapore press campaign ran once in free listings magazine

Good week for…

Y&R. An extension of a contract with client Singapore telco M1 and the win of Land Rover made pleasing headlines.

Today's cover of the Jakarta GlobeIndonesia’s ad industry. Most were rooting for the eventual winner, Jokowi, who supports the creatives industries and foreign investment. Although some who wanted local agencies to protected were said to less happy.

Ogilvy. The agency emerged at the top of a new list that charts the world’s ad agencies by their online presence.

Bad week for…

The Singapore government‘s campaign against problem gambling. The best parody yet of the now-famous ‘I want Germany to win’ ad emerged this week.

McDonald’s and KFC in China. Both companies were accused of using rotten meat from supplier Shanghai Husi Food Company, according to a report by Dragon TV.

Consumer confidence in Southeast Asia

Consumer confidence in Southeast Asia

Advertisers in the Philippines. Consumer confidence is higher than anywhere in Southeast Asia, according to a survey by Nielsen.

Marketer confidence in Asia. It slipped slightly this month, according to a survey by Warc, and trails confidence in North America and Europe.

Uber. The taxi app was banned in Seoul, potentially stunting its growth around the region.

Prediction for next week

Could their be more departures from SingTel’s global advertising team?

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