NewPolo1.jpgThe first phase of DDB Mudra West India's campaign positioned the Volkswagen New Polo as a refreshingly beautiful car to own and drive. The second installment of the New Polo campaign has just launched and DDB Mudra West has used the New Polo's USP of the 1.5L TDI engine in its proposition: Power, when you need it.

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IKEA_Book.jpgLast night's Singapore Gong CCA 2014 Awards Show was attended by a sell-out crowd of Singapore's most influential creative & art directors, designers, photographers, production companies, content creators.

Guests were treated to The Gallery, a showcase of finalists' work in all award categories, and a specially built stage set to reflect the evening's theme.

The Solitaire Award went to BBH Asia Pacific for its entry "Ikea BookBook". The Solitaire is the 'Best of Show ... an award that honours ground breaking creativity, exceeding clear high standards on all accounts.
Norman Tan JWT.jpgJWT Greater China's Norman Tan has been named Jury President of Outdoor Lotus and Press Lotus at next year's AdFest.

Tan (pictured) was recently appointed China Chairman and North Asia Chief Creative Officer at JWT Asia Pacific in a role covering Greater China, Korea and Japan. He joined from Lowe China, where he was Chief Creative Officer and Vice Chairman, based in Shanghai.
Raul Castro.jpgRaul M. Castro, Chairman and CEO of McCann Worldgroup Philippines was formally inducted into the Management Association of the Philippines (MAP) at a recent MAP General Membership Assembly. Castro's entry into the MAP highlights the importance of marketing communications solutions in Philippine business. Castro's membership brings into the organization McCann's brand of creativity in managing business and crafting solutions for clients.


Castro (left) is holder of a wide range of creative and effectiveness awards from local and international competitions and award-giving bodies, such as the Cannes Lions, Ad Fest, New York Festivals, Spikes Asia, Advertising and Marketing Effectiveness Awards, Tambuli Awards, Kidlat Awards, and Boomerang Awards. He is also a Lifetime Achievement Awardee of the Creative Guild of the Philippines, one of the youngest recipients of this recognition.

OMD Singapore wins National Library project

omd.jpgOMD Singapore has been awarded the media duties for National Library Board's (NLB) Source, Understand, Research & Evaluate (S.U.R.E.) campaign. The project was won for a 2nd year, following a competitive tender. The scope of work for the account involves strategic media planning and buying across all media platforms. The account is effective immediately.

"The National Library is a local icon that has played an instrumental role in not just inculcating the love of reading amongst people residing in Singapore but also promoting the importance of information searching and discernment," said  Chloe Neo, Joint Managing Partner, OMD Singapore. "Singapore is the first country outside of the United States to promote Information Literacy on a national scale and we are proud to be part of this momentous project. OMD will focus on driving business outcomes for NLB rather than just media deliverables, through service excellence and creative thinking, which will further get people to start thinking about the information they receive every day and its sources. It is a great honour to be established with such a brand and we look forward to continue the journey with NLB."
Emergence2.jpgDates for the 2015 Emergence Creative Festival and Conference held in Margaret River have been announced as Sunday March 8 to Wednesday March 11.
 
Emergence Creative, Western Australia's premier creative conference and festival, turns the iconic Margaret River region into a creative playground, bringing together like-minded creatives from across the globe for a four-day sensory overload where ideas are heroes and all that is experienced is there to reignite creativity and encourage new ways of thinking.
 
Now in its third year, run by the Creative Corner, Emergence Creative has attracted the likes of famed American music producer PJ Bloom, Christian Van Vuuren (Bondi Hipsters, Soul Mates), the Gruen Transfer's Carolyn Miller and a host of others and is set to release a stellar line-up of speakers for the 2015 event. Campaign Brief attended last year and it's an event not to be missed!
drama_panel1.jpgThe CLIO Awards, esteemed international advertising, design and communications competition, today announces jury members for its global awards program, CLIO Image, in partnership with WWD.

Honoring creative excellence in fashion, beauty, retail and accessories, the first deadline for submissions is January 30. The annual event will take place on Tuesday, May 5 in New York City.

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The Insanity of Advertising | By Fred S. Goldberg

INSANITY-OF-ADVERTISING.jpgFeel like a good read over the summer break? The best-selling The Insanity of Advertising delivers a surprising inside look at unbelievable and sometimes astonishing happenings in the ad business. Real, absolutely truthful, on the ground intel from an executive who saw it happening right before his eyes. Think Walter Cronkite with a sense of humor.

From Madison Avenue to LA,  San Francisco and Silicon Valley. It's about the advertising people and their clients, at times crazy; some crazy all the time. There's a week spent with John Wayne shooting commercials, commercials he didn't want to be shooting; the untold story behind Steve Jobs and the infamous introductory Apple '1984' commercial; what it was like working with Michael Dell as Dell Computers mushroomed from $100M to $30+B; along with insights and anecdotes recounted from dealing with advertising legends like Jay Chiat, Guy Day and Lee Clow; and entrepreneurs like Larry Ellison, Les Crane, Ben Rosen, Don Kingsborough and Joseph E. Levine.

It's an entertaining and fun read, but along the way there are meaningful insights and lessons to be learned about management, entrepreneurial people and practices, and oh! most certainly the ad biz.
Nick Law RGA.jpgCannes Lions has today announced jury presidents for the two categories at the centre of the new Lions Innovation festival. Y&R's global chief executive officer David Sable will take the reins of the first ever Creative Data Lions while R/GA global chief creative officer Nick Law (left), will be at the helm of the expanded Innovation Lions.

Speaking about the appointments, Cannes Lions chairman Terry Savage said that both categories would be in the spotlight next year, and selecting the right presidents plays a key role in their success: "The significant planning and consultation which has gone into category development for Lions Innovation demanded equally careful consideration of who would lead judging. In David and Nick we have the epitome of acknowledged, awarded industry innovators and our juries could be in no better hands."

David Sable (below), inaugural Creative Data Lions jury president, whose career with Y&R spans almost 40 years, is recognised as an early digital entrepreneur and passionate advocate for storytelling. He views data as instrumental in striking a balance between creativity and innovation to drive stories through the right channels.
7. BBDO Hong Kong2.jpgResearch released today by BBDO Hong Kong has found that brand marketers need to be aware of a new cohort in the Hong Kong population; the "Middlescents."
 
Presenting the results of the research at an event to mark BBDO's 40th anniversary in Hong Kong, Carol Potter, president and CEO of BBDO Greater China, said, "We set out to understand better the priorities of the young, local people of Hong Kong because priorities help define our values and how we live our lives - our choices, our actions, our hopes, and our fears. They help us examine the past and chart a course for the future."
Waynen Arnold_Rupen Desai.jpgThe global specialist insurer Hiscox has awarded the Lowe and Partners network duties for DirectAsia. The win marks the first piece of integrated business won jointly by Lowe and digital division Lowe Profero in Asia since the acquisition of Profero in January of this year.
 
The DirectAsia account will be led by a combined Lowe and Partners network team operating from Singapore, with the integrated agency team handling DirectAsia's regional brand, digital, activation, and experiential marketing. The new work will launch in Singapore and Hong Kong in early 2015.
3.jpgAustralia: cummins & partners will launch a new Sydney office in January 2015, having been appointed as Vodafone's new creative agency after an extensive competitive pitch.
 
The agency have also confirmed its first major hire in New York native, Kimberly Bartkowski (pictured left with Sean Cummins), who will take on a newly created national role as digital creative director in Sydney.
 
Bartkowski is a proven digital thought leader on a global scale, having set up and led the DIGITAS North America mobile practice as group creative director. Whilst at Digitas she led the global work for Delta and AMEX and helped win the $90 million dollar Comcast account.
SCMS.jpgDentsu Sports Asia (DSA), the Singapore-based sports marketing subsidiary of Dentsu Inc., has been awarded the television production and global distribution contract for the Standard Chartered Marathon Singapore (SCMS) for the period of 2014 to 2016.  It is the first time an agency has been awarded the production and distribution rights for a period of three years, after a competitive tender process.
sancharitha photo.jpgGeometry Global Sri Lanka has appointed Sancharitha Jayathilake as its new chief operating officer.

He will be responsible for promoting the concept of precision activation to brands in the local market and maintaining Geometry Global's position as a leader in this space.

In his previous roles at OgilvyAction in Sri Lanka, Jayathilake oversaw key activation departments and brings a wealth of sales, marketing and brand management experience to his new position. Earlier in his career, he has also been responsible for leading new product research and development, and activation projects across a wide range of industries including retail, finance and telecommunications.
Burger King.jpgThe price hikes. The rising cost of living. The so-so economy. These have left people's wallets light and dry. Burger King via Lowe Malaysia went on a mission to save those wallets from shrinking with "BK Weigh Your Wallet!"

The promo was held at three outlets over three days. All customers had to do was place their wallets on the weighing scale. Vouchers were given based on the weight of their wallets. The lighter the people's wallets, the better the vouchers they got. And the more they saved by spending less on great meals!

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IndigoLiving.jpgOgilvyOne Hong Kong has picked up the digital responsibilities for Indigo Living as the leading furniture retailer looks to update its e-commerce site for their retail and commercial businesses.

Indigo Living provides best-in-class furnishings and interior design services with retail bases in Hong Kong, China and Dubai, as well as other commercial activities across Asia Pacific and the Middle East. The brand currently generates sales through its retail operations, as well as hospitality projects, rentals and wholesale.
Stewart Shanley_Daiki Lim_Ian Millner.jpgCheil Worldwide Korea has signed a deal to acquire a significant initial investment in iris, the global creative innovation network. The deal will potentially rise to 100% of the business over the next five years.

Cheil's initial investment in iris will be the start of a new partnership that will enable the two companies to extend and deepen their global capabilities in creativity, strategy, retail, digital, data, analytics, B2B and CRM, while offering clients the most progressive work available in the world today.
OpeningPoster_sc_Web.jpgTBWA Singapore recently briefed Cirkus and Sixtoes Singapore  to take on the challenge of helping Airbnb make the world a little bit smaller.

Christian Greet and Norman Yeend, backed by a talented team, created this epic miniature 60 second train ride showcasing that when you use Airbnb while travelling, it makes the world that little bit smaller, with the service giving opportunities to meet people all over the world and live like a local when you visit new places.

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David Thomason_ 1.jpgThe world of marketing and advertising lost a giant yesterday when David Thomason passed away after bravely battling a prolonged illness.
 
Thomason was the client and mastermind behind some of Australia's most awarded and effective campaigns over his 12 year tenure as general manager - marketing at Meat & Livestock Australia.
 
Campaigns Thomason led included the Dancing Butchers, 'Red meat feel good' with Sam Neil and Sam Kekovich Australia Day for Lamb. While at MLA Thomason worked with some of Australia's greatest agencies including The Campaign Palace, Host and BMF among others and he was widely applauded for his commitment to creativity. Prior to MLA Thomason worked at George Weston Foods and Cottees.
 
A multi-Effie winner himself, Thomason was always passionate about effectiveness and was a tireless contributor to the Effies.

More recently Thomason was a board member of Certified Australian Angus Beef (CAAB), the Fisheries Research and Development Corporation (FRDC), and the Primary Industries Education Foundation, an organisation that provides leadership to encourage primary industries education in schools.
KamFan_DSCN3124.jpgThe Hong Kong Kam Fan Awards are set to celebrate their 30th anniversary this Friday, November 28th, at a special gala presentation at the Hong Kong Convention and Exhibition Centre.

The Kam Fan Awards hold a prestigious place in the Hong Kong industry and the Kam Fan gongs are much sought after by local Hong Kong agencies.

This year there were 568 entries submitted to the Kam Fan's across all categories.
Gunn_Illustration2.jpgGunn_Illustration3.jpgThe Gunn Report has released a compilation of 50 award-winning print campaigns from 21 different countries spanning 15 years that showcase the very best of illustration.
 
In the past, illustration was the norm. Advertising art in the 1880's consisted mostly of engravings of products in black and white on wood. By 1900 advances in photo-engraving and printing made full-colour art feasible and advertising as an art form blossomed. Now 90% of ads use photography, therefore the use Illustration is already a way to be different or intrusive.
 
But, Illustration, when used appropriately, becomes more than just an executional option. It becomes intrinsic to the creative idea. It can make comical ideas even funnier. It can make scary messages even scarier. It can make fantasy more fantastic.
 
Legendary UK Art Director, Neil Dawson, who has penned a foreword for The Art of Illustration says, "This selection of work uses illustration not for its own sake but because it is exactly the right medium and style for the message and brand. These ideas simply wouldn't work with photography."
AutoWallah 3_LOW.jpgKidnapper 2_LOW.jpgClose on the heels of its first ever mass media campaign, automobile sales website carwale.com decided to completely do away with an irritating process of other automobile portals - that of filling up a form just to know the actual price of a car.

In a path-breaking move, India's largest auto portal became India's first and only auto portal to offer on-road price of a car without asking for the user's name, mobile number or email address.

CarWale decided to make its industry-first move known with an online campaign. A series of online videos shot in a humorous vein, true to the tone of the first film. The situations range from real-life scenarios of an autowala, a paanwala and a sabziwala, to a reel-life set up of a kidnapper and the victim's father, where an everyday question is responded with a ridiculous array of irrelevant and intrusive questions.
MacDowells1.jpgMacDowells_2.jpgMcDowell's No.1 wanted to celebrate and own the most important relationship in the life of the young Indian - close friendship. True friendship that is akin to the bonds of family, wherein one can be truly oneself, without any pretentions.

The campaign idea developed by DDB Mudra South & East India was to create a short film that epitomizes the core values of "true friendship" in lyrics as well as the accompanying visuals. The storytelling to showcase how these "close buddies" together navigate through life with the security and comfort of each other's company. Thus, creating a warming narrative about real friendships which each and every person can identify with.

The lyrics are by Sonal Dabral, the voice by Mohit Chauhan and composed by Rajiv Bhalla.

VIEW THE 1 MINUTE FILM (In Hindi)
VIEW THE 7 MINUTE FILM (In Hindi)

AirAsia1.jpgAirAsia2.jpgSaatchi & Saatchi Indonesia has created a new TV campaign to launch AirAsia's new communications platform. The ads show people faking photos on their social media status to try and come across as more interesting.

It builds on Air Asia's umbrella strategy, 'Now everyone can fly' and adds fun and humour by utilizing the universal insight that people are using social media pretending to be more interesting than they are.

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Saatchi & Saatchi ECD Alex Tagaroulias said: "Social media is starting to cause stress amongst its users. They're posting things to make themselves look amazing even if they need to bend the truth to do so. We thought we'd tap into this cultural phenomenon. In a humourous way of course!"
Sharma_Singh.jpgDigital L&K Saatchi & Saatchi India has announced two senior level appointments with Sandeep Sarma joining the agency as the Digital Director - Client Servicing and Arunima Singh joining as Group Head - Servicing.
 
Commenting on the new appointments, Anil K Nair (pictured below) CEO, Digital L&K Saatchi & Saatchi said: "Sandeep Sarma brings a healthy mix of traditional brand knowledge and digital planning skill sets to head and consult a few strategic business units at Digital L&K Saatchi & Saatchi. Arunima Singh is an out and out digital native having worked in various aspects of the digital industry. A strong leader, she will be leading and building quite a few cutting edge digital led engagement initiatives for us."
Toyota.jpgToyota via Saatchi & Saatchi Indonesia launched their first corporate TVC in Indonesia capturing the new spirit of the country. With a new liberal government, a fast growing economy and an expanding middle class Indonesia is 'moving forward' which is a perfect fit for Toyota's long lasting positioning.

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RMIT Vietnam.jpgJWT has partnered with RMIT Vietnam in Ho Chi Minh City to develop the country's first set of local market case studies for the university's Professional Communication Degree.

RMIT, one of the top 100 communication universities in the world, has been offering the professional communications degree in Vietnam since 2006, supplying critical talent to the country's fast-growing marketing communications sector. Until now, global case studies from Western markets have mainly been available. Case studies on international brands in Vietnam, or on the marketing and brand strategies deployed by domestic companies, were not well documented. The introduction of the local case study bank enables insight into the local market, local consumers and domestic media environment.
Sven Huberts_Jean Lin_Isobar.jpgSven Huberts is to take up the role of Regional Managing Director at Isobar Asia-Pacific, effective December.

Based in Singapore and reporting to Jean Lin, Global CEO Isobar, Huberts will lead the global digital marketing agency across the region and drive the business forward. His appointment follows the promotion of Jean Lin from Asia-Pacific CEO to Global CEO Isobar, earlier this year.

Huberts (pictured on left) will relocate from Isobar in the Netherlands where he held the role of Managing Director since 2010. During his tenure there, Huberts rebuilt Isobar by merging three agencies within mobile, social and digital activation into one integrated Isobar offering. He also led the recent acquisition of Social Embassy. Under his leadership the agency tripled its profitability and won blue chip clients, including Bacardi, Grolsch Global, KPMG, Nokia, Mondelez and GM.
ToyotaFunChain_1.jpgToyota Marketing Japan started a project in February 2014 called ʻ'Driving Kids with Toyotaʼ' aiming to deliver the joy and excitement of driving a car for young generation. Via SIX Inc Tokyo, a new stage of the campaign ʻ'Toyota Fun Chainʼ' has been launched today.

The key aspect of this PV is the Rube Goldberg machine crafted originally at a huge parking garage in Japan. Toyota sports cars drive up the site with extreme driving technics, synergizing with each machine tricks. The PV shows how fun it is to have a life with cars involved in daily life.

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Bark you up IMG_4568.jpgSaatchi & Saatchi Hong Kong has introduced a new initiative to help save energy and to help their employees by championing a "Green Office" movement

Saatchi's "Bark you up at 6:45" is a simple idea. Twice a month, the agency unplugs the office lights & air conditioning at 6:45pm sharp. So people have no choice but to leave. In the midst of expected skepticism, Saatchi & Saatchi Hong Kong kickstarted the first movement in Oct. Reminders were given prior to the action, offline and online. And as the clock ticked to 6:45pm, the agency urged staff to leave work and share their newfound freedom with everyone they care about. For the stubborn few who insisted to stay, the agency gave the last warning. The staff would be literally hounded to leave, as the agency unleashed the dogs right before shutting the office for the day.
minitextracer-1_low.jpgAccidents involving drivers on the phone have been on the rise worldwide, and especially those who text and drive. Of all distracted driving activities, texting has the longest eyes-off-the-road time. This increases the chance of getting into a crash by a reported 23 times. Texting and driving has also been shown to be 6 times more dangerous than drink-driving.

In the face of such frightening statistics, MINI Singapore wants to help spread the word against this bad habit. Rather than a straightforward ad or Facebook post, which is liable to be overlooked by jaded viewers, Kinetic Singapore created the MINI TEXTRACER game.

The game is esigned to be played on mobile only and it looks like a simple game. The user can control the car by typing a given text message. To make the car go faster the user types faster. As the player gets more engrossed in texting, the car suddenly crashes.

The last screen then reveals the very real dangers of texting and driving.

Goafest 2015 sets dates for April festival

Nakul & Pratab.jpgInia's premier advertising festival, Goafest 2015 will be held on April 9th, 10th and 11th 2015 at the Grand Hyatt, Bambolim and the event will be open for all the delegates on all the three days. The creative awards precentation of the ABBYs will also be held on all the three days.
 
Nakul Chopra- CE0, Publicis South Asia & Vice President of The Advertising Agencies Association of India (AAAI) (pictured left) will be the Chairman of Goafest 2015 and Pratap Bose- President of The Advertising Club (right) will be the Chairman of the Awards Governing Council.

Goafest 2015 will be in its 10th edition and this is the 8th year that AAAI and The Advertising Club will come together to deliver ABBYs, India's definitive awards that celebrate creativity.
                

Bob says "social media marketing is worthless"

Screen Shot 2014-11-24 at 6.21.05 am.jpgBy Simon Veksner
Creative Partner, DDB Sydney

Bob Hoffman does an entertaining talk called 'The Golden Age Of Bullshit.'

It's about how, in his opinion, social media doesn't work and we should mostly just make TV ads.

This blog post isn't about whether he's right or wrong. (Though for what it's worth, I think he's wrong). READ ON...
Heineken_logo.jpgThe Cannes Lions International Festival of Creativity has announced that the 2015 Creative Marketer of the Year will be awarded to Heineken. The accolade recognises companies who have distinguished themselves by inspiring innovative, global marketing of their products and who embrace and encourage creativity in their brand communications.
 
"Creative Marketer of the Year at Cannes Lions is awarded to a company who is breaking the boundaries of creativity and who truly believes that creativity drives business and can improve the state of the world," says Philip Thomas, CEO of Lions Festivals.

"Heineken lives and breathes creativity throughout its organisation, and has a superb framework that allows its marketing teams the freedom to experiment while retaining the core essence of their many brands. It is testament to the company that in the last three years, six of its brands have won 41 lions across seven countries including a coveted Grand Prix in Creative Effectiveness. It is also a sign of how important creativity is culturally that they are only the second client to have won the award twice since we introduced it in 1992, having previously taken it home in 1995."
Shopping.jpgFuture Group is India's first and largest independent homegrown pure-play retail group. With a pan-India presence and multiple store formats, which meet the everyday needs of millions of customers in India, Future Group helps them live a better quality of life every day. The group has grown and continues to grow on a simple belief to be a part of every consumption opportunity of the Indian consumer.

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HOMELESS.jpgKuala Lumpur is a thriving city, inhabited mainly by the middle and upper classes. But there is its dark side. The city's many homeless people, tell us heartbreaking stories about how their lives ended up on the streets. Hope & Solace, a charity organisation, was moved by their plight and wanted to help them.

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KFC_Burger.jpgKFC_French-Fries.jpgThe Malaysian ad industry's top awards show, The Kancils, was held on Friday night in Kuala Lumpur. Here Campaign Brief Asia highlights some of the most awarded winning work from the show.

In total 41 Golds were handed out with BBDO Proximity Malaysia taking home the major haul of 19 Golds - 14 of which were for KFC's "So Good" campaign (pictured above). The agency's other Gold awards were Levi Strauss' "Project Waterless" (4 Golds) and Mars Foods Malaysia's "Pitch Purrfect" (1 Gold). 

KFC "So Good" won gold in the Press Advertising (2 x Single and 1 x campaign), Outdoor Advertising (Billboards and Street Furniture x 2, Posters x 2, and one for campaign), Design (Open Single x 2 and Open Campaign) and Crafts for Press, Outdoor, Direct Design categories (Illustration and two for Art Direction).
Aaron_Gomez.jpgJuliana_Chua.jpgTBWA\ Kuala Lumpur has bolstered its digital and activation offerings with two new senior hires. Aaron Gomez joins as Head of Digital and Juliana Chua as Business Director and Head of Activation.

Gomez (pictured top) joins TBWA\Kuala Lumpur after eight years in Singapore working at Bates, Young & Rubicam, and the past four years as Head of Interactive Marketing at Cheil Communications.

Chua (below) has spent the last four years at Zenith Media where her last post was General Manager for Activation. She started her career with GroupM in 2005 as Senior Account Manager and spent five years there. She also served in the Media Specialists Association as Chairman of the Malaysian Media Awards in 2013; the previous year she was Deputy Chairman.

Aaron Cowie, Chief Executive Officer of TBWA\Group Malaysia commented, "The hires are in line with the group's continued efforts in building its specialized capabilities. Digital and activation are two important growth areas for the group as more clients are seeking for marketing communication solutions beyond advertising."
 

Sheba.jpgBBDO Proximity Malaysia created "Pitch Purrfect", a month-long love story told in real-time, entirely on facebook. Except, this was two love stories in one. Users could follow two parallel journeys on two separate personal facebook accounts with Video logs, Memes, Selfies, Pictures and Status updates.

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Nicole Tan and Tropfest partners.jpgJWT Malaysia has partnered with Tropfest South East Asia, the Asian edition of the world's largest short film festival, to help accelerate the festival's growth and raise its brand profile with audiences and aspiring film makers across the region.

Tropfest, which began in Sydney, Australia in 1993, has become the largest festival for short films in the world. Tropfest today runs in New York, Australia, New Zealand, Abu Dhabi and the Malaysian state of Penang, where the event is now in its second year.

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A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

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