Asia-Pacific aims for another record year from Cannes Lions

Twelve months ago, Asia-Pacific left Cannes with its best yet return of metals. Six Grand Prix, 30 golds, 40 silvers and 88 bronze was a significant improvement on 2008, which itself was a record year for the region. Australia dominated - led by ‘The best Job in the world' from SapientNitro Brisbane - but New Zealand, Japan and India also contributed significantly to the overall tally. Even Hong Kong, which has been seen in recent years as something of a creative desert (at least in terms of award shows), made its mark with McCann Worldgroup bringing back the country's first-ever Grand Prix for Nike's ‘Paper battlefield'.

In the 12 months that have passed since last year's Cannes, Asia continues to surpass expectations. And why not? The region has always been a hot bed for creativity in various cultural and artistic guises. What we have seen, though, is an advertising industry that has grown up fast and is absorbing this natural creative spirit into the business of communications. The growing presence of countries such as China and India, both with many centuries of highly productive creative cultures but relatively immature modern advertising infrastructures, is testament to this.

On the evidence so far this year, then, the Cannes juries can look forward to another good Asian showing. Already in 2010, Asia-Pacific agencies have been taking many of the headlines on the award show circuits, with Australia and New Zealand especially strong. Publicis Mojo, Colenso BBDO, Droga5 Sydney, Projector Inc from Tokyo and Ogilvy & Mather Singapore have all produced innovative work that should make an impact at Cannes this year. And, as always, we can expect some great work out of India and one or two surprises from China. Stay with Campaign Asia-Pacific  for all the latest news and winners.