FOMA Focus: Asia’s Ascendency
Global - The arrival of the Festival of Media Awards in Asia, as part of the Festival of Media Asia, was a natural evolution for the FMAs, Festival Founder and CEO of C Squared Charlie Crowe says.
Asia is the next natural region for a dedicated FMA programme and Crowe's recent experiences galvanised that understanding. "I chaired the WFA (World Federation of Advertisers - World Advertiser Week) event in Beijing, and saw work going on in China that was excellent," Crowe says.
"One global CMO said to me his Chinese team was the best team he had globally and he would like to see some of the people exported to his other offices."
He added he was very impressed with the creative media ideas he had seen coming out of India, as witnessed at Goafest, particularly the use of platforms such as Twitter and mobile.
While the region may offer some challenges in that Asia spans many different geographies and cultures, the essential attribute of an excellent media innovation is universal.At the heart of successful work is an elegant solution to a business problem and it is the role of FMA judges to establish media's part in that solution. Crowe says winners of FMAs have shared the ability to articulate very clearly what the business challenge was and the quality of the idea that solved that challenge.
"The winning campaigns not only have great return-on-investment scores, but they have given the judges the opportunity to sit back and say ‘wow'," Crowe says.
Festival of Media Asia
The Festival of Media Asia is coming to Singapore in November in partnership with Marketing Magazine.
For speaker information and event details see the site festivalofmedia.com/asia