ADFEST: China steps up to the global stage

Pattaya - Made in Asia might have been the slogan AdFest 2009, but it was the creative work coming out of China that had everyone talking.

The emergence of China as a regional and global creative player was one of the standout stories of AdFest 2009.

Propped up by the creative forces of JWT Shanghai, which took an impressive 11 Awards in total, as well as Ogilvy Beijing and JWT Beijing, which took a further three awards, China, it seems, is stepping up to the creative stage.

Outside the agency world, Advertiser of the Year went to the China Environment Protection Foundation for its lauded "Shan Shui" campaign from JWT Shanghai.

"China has an appetite to play on a global and regional level and that should be admired," said Marc Tutssel, chief creative officer at Leo Burnett Worldwide Chicago.  

Within the Greater China region Hong Kong agencies managed a respectable 11 Awards with McCann Worldgroup Hong Kong taking the city's only Gold in the Direct Lotus category as well as winning an Innova Lotus for its ‘Flirting with Sound' work for Elements shopping mall.

Other agencies to pick up awards included DDB Worldwide which won four Awards including three Bronze in the Press Lotus category and TBWA\Tequila which also took a Bronze Award in the Press Lotus category. Leo Burnett and Grey Hong Kong each took a Bronze.

John Hegarty, chairman and worldwide creative director of BBH London, agreed that China was stepping onto the global stage, but added that China's strength should be its ability to "remain Chinese".

"It is very exciting what is happening in China, it's another player coming into our industry and showing us what can be done. But we also have to remember that China has a lot to offer by remaining Chinese."