The nation's advertising industry has made significant headway in terms of creativity and techniques -- but breaking with the norm rather than caving to a client's wishes should be desired, an advertising executive said yesterday.
"Taiwan's advertisements in most categories is worthy of praise for creative quality," said Sheena Jeng (
Jeng is the general manager and chief creative officer at D'Arcy Masius Benton & Bowles (
PHOTO: CHOU CHIH-CHUAN, LIBERTY TIMES
The "4A Liberal Creativity Awards" is one of the most highly regarded advertising events, which is held annually to encourage creativity and excellence in local advertisement production across all media. This year's awards were sponsored by the Liberty Times (
"The standards of local advertisements have progressed surprisingly well over the past few years," said Wu A-ming (吳阿明), chairman of the Liberty Times, which is the Taipei Times' parent company.
"Therefore, we are very proud of co-sponsoring the event, which has been regarded as the highest standard by professional industry players," Wu added.
PHOTO: SHEN CHAO-LIANG, LIBERTY TIMES
The award primarily recognizes advertisements in several media, including newspapers, magazines, movies, television, radio, outdoor ads and posters.
Ad campaigns were judged on media usage, quality, print or video copywriting, art direction, corporate identity, sales promotion, public service and sales launch.
According to sponsors of the event, the award has grown in esteem among industry players, as the contest attracted 939 entries this year.
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