Will Asia Pacific Agencies Dominate Advertising Cup Again

ADFEST has announced this year’s judging for The 2nd Intercontinental Advertising Cup (The CUP) will take place in Bled, Slovenia from 3rd to 8th November 2008.

Finalists from ADFEST 2008 will automatically be entered into The CUP, with 38 awards and one Grand CUP up for grabs. The work will be judged by a panel of advertising gurus, including jury president Piyush Pandey, Chairman & Creative Director at Ogilvy & Mather in Mumbai.

The Intercontinential Advertising Cup (The CUP) celebrates the vitality, relevance and endurance of local cultures in a globalised world.

“Last year, Asia-Pacific advertising agencies won 16 of a total 38 awards at The CUP, proving the high standard and originality of Asian creativity,” says ADFEST President Jimmy Lam.

The CUP is a collaboration between three of the world’s most prestigious awards shows: the Asia Pacific Advertising Festival (ADFEST); FIAP (Ibero-America) and Golden Drum (Eastern Europe). The Art Directors Club of Europe (ADC*E) will also participate in The CUP festivals.

“Any great idea has to start in a place. Many local ideas have a freshness and uniqueness that can shake up the world. Yet these ideas don’t always get the applause they deserve at global festivals. So why not have an award show based on this very thought?” said Michael Conrad, The CUP’s Honorary Chairman, at the launch of last year’s inaugural event in Valencia, Spain.

The CUP is grounded in the notion that each region embodies different cultures and values, which are reflected in their communications. These unique values, although local in origin, can transcend global borders and thus should be valued and celebrated accordingly.

This is the philosophy behind The CUP’s tagline, ‘Genius Loci’, which means ‘the spirit of a place’. Based on Roman mythology, a ‘genius loci’ is a friendly ghost safeguarding the integrity of the locale’s character. The concept is highly relevant to advertising agencies in the Asia Pacific due to the region’s diverse array of cultures, languages and heritage.

Between 3-8 November, an elite panel of advertising executives will meet in Slovenia to pick this year’s CUP winners from a selection of 440 finalists from ADFEST, 497 from FIAP, 85 from ADC*E and approximately 300 from Golden Drum. There are 38 Cups and one Grand Cup up for grabs.

Jury members include: Carlos Bacchetti, Argentina; Michael Conrad, Zurich; Ami Hasan, Finland; Tay Guan Hin, South Asia; Andrey Illiassov, Russia; Akira Kagami, Japan; and Sergio Valente, Brazil.

At last year’s CUP Awards in Valencia, Spain, the most awarded agency in Asia was Ogilvy & Mather in Singapore, which picked up 5 CUPS. Overall, Singapore was the top performing country in the Asia Pacific with a total 6 CUP Awards, followed by Thailand (4 CUPs), Japan (3 CUPs), India (2 CUPs) and Australia (1 CUP).

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