Ad Asia, a prominent advertising event with a rich history dating to 1958 in Tokyo, recently took place in Seoul from October 24th to 27th, 2023. It's a biennial event that travels to different Asian cities. This was the third time it was hosted in Korea and was organized by the Asian Federation of Advertising Association (AFAA) and the Korean Federation of Advertising Associations (KFAA).
Over 2400 individuals from the advertising, digital marketing and content industries attended the event representing 27 countries. The event featured 125 speakers, 70 sessions, exhibition, business showcase and numerous activities including the Asia Young Creator Awards, Creator Content Awards and an Academic Symposium. Mr. Raymond So from China received the AFAA Hall of Fame Award and Ramesh Narayan from India received the AFAA Honorary Life Member Award. India had a largest number of delegates participation led by respected Mr. Sam Balsara. Mr. Srinivasan Swamy, Chairman, AFAA and Mr. Nack Hoi Kim, Chairman, Organizing Committee of Ad Asia 2023 Seoul jointly inaugurated the opening ceremony.
"The Digital Race" – The theme emphasized the importance of adapting to the evolving landscape of marketing in the digital age. Most speakers discussed new trends and their implications for the consumer journey.
Here are the key takeaways from my attendance at the Pan Asia Ad Congress in Seoul, representing Nepal and their possible implication for our marketing industry.
AI in Marketing
Miki Awamura, Google's VP of Marketing for Asia Pacific, stressed that the consumer journey is always changing and AI is essential for the future of digital marketing. She also highlighted the importance of short form content like YouTube Shorts, TikTok and Instagram Reels, which have boosted views and localized contents. The question for us is whether we are ready to embrace AI in our marketing strategies and incorporate localization in our content plans. It is becoming essential to embrace technology and tailor local content for our market.
Local Culture and Authenticity
Kentaro Kimura emphasized the value of creativity that AI can't replicate. Recognizing and respecting local culture is crucial for forming a strong consumer connection. Brands can stand out by crafting experiences that deeply resonate with the local audiences, fostering authenticity. The question to us is whether we are giving enough importance to "Nepalisation" in our efforts. Prioritizing our unique culture can set up apart and build more meaningful connections with our audiences.
Data Driven Advertising
The conference highlighted discussion on programmatic Digital Out-Of-Home (OOH) advertising, which connects screen owners and advertisers using real time mobile data to target the right audiences. The question to us is whether we are prepared for such systematic approach to advertising when we have not yet fully adopted media measurement for regular media touchpoints. Implementing such scientific approach can enhance our advertising effectiveness. Without these strategies, we might miss out on opportunities to make our advertising more precise and effective, ultimately impacting the business successes. It is essential to embrace these methodical approaches to promote business efficacy in the everchanging advertising landscape.
Awards inspire Creativity
Kevin Swanepoel, CEO of The One Club for Creativity in New York, emphasized how awards like The One Show and ADC can boost agency reputation, attract talents, fuel business growth and inspire industry. Equally exciting, Jo Jackson, the new CEO of D&AD, shared valuable insights. She encouraged using humor, authenticity and brand relevance. The question for us is whether we are actively participating in advertising awards to inspire our creative community and recognize excellent works. We need an ecosystem where good work is celebrated without judgement, fostering creativity and appreciation.
The Science of Storytelling
Bharat Avalani spoke the importance of storytelling with a simple message – "Digitize to Humanize". In the data driven world, our hunger for real knowledge is increasing. He highlighted that storytelling gives facts meaning and context. The question is whether we are effectively using our storytelling skills to narrate brand stories to make it more relatable to our people.
Leverage Unique Culture
Prof. Samuel from Penn State University emphasized that the world is in the "Asian century", with almost 60 percent of the global population in Asia. He highlighted that importance of showcasing the unique culture of each country. Success comes from emphasizing what makes us distinctive, not copying others. For instance, K-Pop's global success including "Gangnam Style" is rooted in its authenticity. Bollywood is iconic because of its colorful, vibrant and culturally distinct dancing style. The lesson is clear: replicating doesn't capture attention, but celebrating uniqueness does. The key question for us is, how are we using our unique culture to tell brand stories that stands out?
The insights from Ad Asia offer a wake-up call for those of us in Nepal's creative and marketing industry. They encourage us to reflect on our preparedness to learn, share and adapt in the face of the digital race. To thrive, we must embrace AI, integrate local culture, utilize scientific approach, celebrate creativity, master the storytelling and showcase our unique culture in our brand narratives.
AD Asia serves as a fantastic opportunity for professionals from across Asia to connect, exchange knowledge, renew friendships and delve into the future of advertising. The digital marketing race is well underway, with a focus on creative intelligence, broadening media reach and the integration of AI to share popular culture and enhance the consumer journey.
We all are uncomfortably excited about the future of advertising and marketing industry. And I can't wait for the next Ad Asia in 2025 in Macau.
Shakya is founder of Outreach Nepal and author of Brandsutra