Asia scores 71 finalists at The One Show
Asia has bounced back at The One Show if the number of finalists this year is anything to go by. Asia has a credible 71 finalists – up on last year’s tally of 59.
Leading the way for Asia is Hong Kong with 14 Finalists. This is a big improvement on last year where they only managed two. Leo Burnett Hong Kong was the region’s top performer with 7 Finalists followed by DDB Hong Kong with 5 (all for the Freshlock campaign shown above).
Singapore’s tally of 11 finalists is down on last year (19). The best performing agency was AdPlanet Group with 4, followed by DDB Singapore with 3 Finalists. Overall, India recorded 9 Finalists; Japan and China 8 each; Thailand 7; Indonesia and Malaysia 6 each; Taiwan and The Philippines 1 each.
The top performing agencies in Asia were Leo Burnett Hong Kong with 7 Finalists, followed by DDB Hong Kong, Lowe Jakarta and Ogilvy & Mather Beijing with 5 each.
2 Comments
For goodness sake, the reason Asia did badly last year is they made fewer entries. The reason they made fewer entries is they briefly thought One Show was serious about stamping down on scams.
Now they know they are not serious, the entry fees are flowing again. I was there last year when One Show rang around the usual ECDs and asked if there were any other pieces they wanted to enter. Revenue was down you see.
Good to see the classic Asian formula for print success hasn’t changed one little bit.
Big picture, small payoff at bottom right which completes the loop by explaining the big picture.
Aren’t award shows meant to reward originality? ‘Cos what I’m seeing here is a lovely execution based on a tired formula.
It’s nicely done, and I’d be happy to put my name to it. But it’s also further proof that in our business (as in Hollywood) you can’t go wrong freshening up old formulas. Much riskier to try and do stuff no-one’s done before.