ADFEST: Creative explosion on its way

Pattaya – The impact of the recession on AdFest will mean less entries and agencies being more selective in what they enter, which could lead to higher quality winning out. Creativity in Asia Pacific in the next few years is also set to explode as the industry reinvents itself, according to JWT Singapore executive creative director Ali Shabaz.

Shabaz said the downturn will lead to a significant drop in entries in AdFest, which starts tomorrow, which “in a way is good – quality will win”.

“Big brand thinking will stand out,” he said.

“It's the right message for the industry. [However] better and more effective creative work is important no matter what the economic state. That said, in my experience, smaller budgets can actually lead to some great ideas.”

Shabaz doesn’t believe the general standard of advertising in Asia Pacific is improving, but he expects a “creative explosion” in the region in the next few years.

“I don't think the standard is improving overall,” he said.

“There are pockets of fantastic work, but most of the stuff is forgettable. Like every creative industry, I think advertising is in a period of reinventing itself. I believe this happens once every few years. It's like a proverbial lull before the storm. I think the next few years will see a creative explosion in this region.”

On the topic of scam advertising, Shabaz said the whole world does scam advertising “so it’s a problem we all need to tackle”.

“What's heartening is some of the biggest winners at Cannes last year were from Asia and they were for big brands,” he said.

“The Asian landscape is changing. I'm pretty sure we won't have scams from this part of the world in a few years.”

Shabaz is judging on the Film and Radio Lotus categories at AdFest 2009. He was appointed ECD of JWT Singapore in March 2008, and originally moved to Singapore in 2000 when he joined BBDO.