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Singapore Creative Circle chair highlights ‘disturbing’ lack of quality digital work

 Valerie Cheng

Valerie Cheng

The best work at the Singapore 4As Creative Circle Awards showed high quality production values and strong storytelling, but overall the competition lacked work that truly leverages digital, the chairwoman of the jury Valerie Cheng has said.

“The most disturbing observation for me is the lack of quantity and quality of work that truly leverages digital,” she told Mumbrella of the standard of entries and winners this year.

“Given how the media landscape have shifted to digital so much in the last few years, we didn’t see any great social campaigns or any break-through use of mobile. Many campaigns still use digital as paid media versus creating ideas that harness the platform’s capabilities,” said Cheng, who is chief creative officer at J. Walter Thompson Singapore.

Cheng added that the show was also lacking in entries from pure-play digital agencies.

“Hopefully this is due to a non-interest in awards and not a lack of creative work to submit. On the other hand, if advertising agencies have evolved to be more digitally proficient then I hope we’ll see a different volume of work next year,” she said.

Grey won Agency of the Year with Life Saving Dot idea for Talwar Traders, the ‘Visual dictionary” for British Council and ‘Help fine me’ for MPAN among the winners. BBH, Ogilvy, Iris and Kinetic also won well.

“A good number of this year’s winners were mainly great online content,” Cheng said. “The quality of production and storytelling is something to be proud of and they were executed perfectly for the brands such as Lego, Starhub and may I dare say, Shell. Only because I’m really happy with what we’ve achieved.

“The design agencies have always made their presence felt with immaculately crafted ideas, which is a strength of our country thanks to agencies such as Kinetic and Black,” she added.

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