Some breakfast spreads are more powerful than others. This one on wednesday morning fell in the former category. Tim Broadbent of Ogilvy (He holds the double title of Regional Planning Director and Regional Effectiveness Director of Asia-Pacific) imparted with us some of his wisdom of building brands through effective advertising. He was charming in his own old-school way. A man who also holds the distinctive title of being the only person to win the British Effie grand prix prize twice.
The most thought provoking point, however, was raised by a guy in the audience, from M&C Saatchi, who questioned the feasibility of effective ad communication measurement when the so-called creative ads that sweep the Asia-Pacific awards shows are scam work. What's the point in measuring them anyway. The bigger question that popped up was are clients to blame for the lack of creativity in the real ads. Is the great creative ideas being axed at the client's editing table? If so, how can we stop it and raise the bar in real creativity seeing the light of day through effective advertising? Great thoughts to ponder if you are, like me, embarked on a hopefully long career in the advertising ideas business in the region.
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