Diageo’s James Thompson: Asia needs more clarity on ROI to produce more effective work



Diageo marketer James Thompson, who led the jury at the Asian Marketing Effectiveness & Strategy Awards, has said that brands in Asia need more clarity on ROI to create more effective advertising.

Talking in a statement around the release of the AMES results, the MD, global reserve, Diageo, also said that the region needed to be more “open-minded” to the work of smaller independent agencies, which performed well at the AMES this year.

He said: “To continue to push the limits of marketing, we need to create a much clearer understanding of the drivers for success, clarity on return on investment, and importantly, use the dynamic cultural nuances in Asia to develop great creative work that is effective.”

Of the work at the AMES this year, he said: “The best work did not respect ‘discipline’ boundaries such as advertising, digital, or experiential, but instead integrated them into campaigns based on how consumers live. I was pleased to see more independent, smaller Asian agency work especially from India, China, Vietnam and Cambodia, but my provocation is that we need to be open-minded to much more.”

Thompson’s comments come the day after data from Warc revealed that Asia is the world’s least effective region compared to its ad market size.

While Asia controls almost a third of global ad spend through markets such as China and Japan, the region makes up just 18 per cent of the Warc 100, an index of the world’s best performing advertising effectiveness case studies at awards shows revealed.

Warc’s Asia boss Ed Pank attributed the gulf between spend and Warc 100 performance to much of Asia being “a more nascent marketing environment”.

The AMES saw Saatchi & Saatchi Australia win two platinum and three gold trophies for their “Penny the Pirate” campaign for Luxottica.

BBDO Pakistan claimed four golds with its “Not A Bug Splat” campaign for Reprieve/Foundation for Fundamental Rights.

India’s Lowe Lintas was named agency of the year and BBDO claimed network of the year.

To see all of this year’s winners, click here.



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