The region's ad people are embarrassed today, after getting a slap over the wrist from judges at their annual awards fest.

Chastened creative minds were yesterday told in no uncertain terms that they lacked pizzazz.

This year's Asia Pacific Advertising Festival, or Adfest, held in Pattaya was told that while many entries were "good", there was "nothing exceptional".

The jury told Asian agencies they cheated, too. Jury members are angry many entries were clearly "scam ads", or campaigns created solely for competition at Adfest.

Nothing new

Witawat Jayapani, worldwide associated chief at Creative Juice\G1 - and a president of the Advertising Association of Thailand - says he sees nothing "astonishing" and many of the ad strategies employed by agencies are jaded.

Thailand took away 45 Adfest awards. Only Singapore, with 53, bettered it. The island state dominated the gold awards, with a staggering 17 gongs. The hosts could manage only four top nods, equal with Japan.

New media, especially mobile telephone, websites and blog ads were in the spotlight for the 2008 edition.

Website and banner ads had their own special category this year, called Cyber Lotus, reflecting the growing importance of this medium. Japan received one Best Cyber Lotus, two gold, five silver and 10 bronze awards.

Phenomena

In the best company category, Phenomena from Thailand walks away with Adfest film production company of the year. Bascule heads the interactive agency tables and Leo Burnett Sydney is the leading direct-advertising agency. Saatchi & Saatchi Singapore is the overall advertising agency of 2008.

Adidas is the year's top advertiser.

Of the Thailand entrants, BBDO Bangkok and Creative Juice\G1 won the greatest number of accolades. BBDO racked up three silver and five bronze mentions while Creative Juice\G1 got eight bronze.

Ogilvy & Mather Thailand was mentioned for its tree advertisement for the World Wildlife Fund.

Adfest executive Vinit Suraphongchai says the competition will help sponsor five university students selected by the region's ad associations to attend Adfest next year, so they can learn more about their chosen careers.

By Nitida Asawanipont

Daily Xpress