Tim Broadbent presents the case for creative Asian advertising

Broadbent pointed out that “the very best Asian countries” win approximately half the number of creative awards as their Western counterparts despite an abundance of opportunity and talent. He described Chinese advertising as “particularly painful” due to their widespread use of multiple messages, voiceovers and focus on product demonstrations.

He then cited evidence that debunked the myth that Asian consumers were less responsive to creative or emotional appeal than Western consumers; and most importantly, that campaigns that won creative and effectiveness awards on average increased sales up to 11 times more than those that were simply awarded for effectiveness.

The reason for the pervasiveness of non-creative advertising, he said, was often obsolete pre-testing systems and diagnostic feedback that essentially mitigated against surprise, humour and engagement — the very qualities important for an effective creative campaign.

He advised marketers to consider the various platforms available for the rational communication of product attributes in place of TV. “TV is an entertainment medium,” he said. “People get information from other sources, and many channels are better suited. TV is best used for stirring the emotions.”

In addition, he stated that high production values were important as a means of signaling confidence in a brand or product, and that cheap advertising was “a false economy” that hurts sales.

“At every stage of the process,” he urged marketers, “ you can and should ask your agency to do things better; to think in a more creative way.”