Ong Touts Asia-Pacific Creativity

MIAMI Where is the next creative revolution going to take place? The Asia-Pacific region might not be a bad guess, according to Larry Ong, Ogilvy & Mather’s group executive creative director in Shanghai, who spoke at the 45th annual Clio Festival here today.

The Asia-Pacific advertising industry is booming, Ong said, and has grown by 20 percent in the past 10 years.

Ong admitted that work from Asia in the past had been heavily influenced by Western creative and thus seen as “copycat” advertising, but he said this is no longer true, especially of award-winning work coming out of Thailand, Japan and India.

He gave nods to creative hot shops such as Tugboat in Japan and Kinetic and Crush in Singapore.

Ong noted that while advertising-award shows such as the Clios are currently dominated by Western agencies, he predicted that by 2020, the balance will have shifted and 40 percent of awards will go to Asia-Pacific.

Ong’s speech opened the third day of the four-day 45th annual festival. The Print, Design & Innovative Media Awards gala will be held tonight, and the festival will close tomorrow with the TV & Radio Gala.

The Clio Awards are owned by VNU, Adweek‘s parent company.