Dave King’s work for the British Council

Look Don’t Read - the move to visual was the topic of discussion at the 10th Asia Pacific AdFest today. Chaired by Lewis Blackwell, the panel included Piyush Pandey (O&M India), Dave King (M&C Saatchi, Sydney) Birger Linke (JWT Vietnam) and Steve Hough (Saatchi & Saatchi Vietnam).

There was a lively debate around the increasing importance of the visual trend in advertising and, with some copy experts within the group, there was a lot of discussion around the relative importance of copy versus the visual. Piyush Pandey showed some examples of TVCs from India that relied heavily on the visual trend.

For India, with numerous dialects, the visual ad is key. Meanwhile, Dave King presented a range of below-the-line campaigns that appealed to a range of the senses including touch, combined with copy and visual to achieve the desired response. The session also touched on the need to evolve the briefing process, which traditionally has been copy-based. Many on the panel commented that their agencies were becoming increasingly dependent on creative briefs that encompassed more than the written word.

From imagery to music the nature of the creative brief has changed forever!

To hear more about what Lewis has to say about the future of creative imagery, don’t miss his webcast this Wednesday (3/21) at 2 EST .

This entry was posted on Saturday, March 17th, 2007 at 12:45 pm and is filed under the future. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.