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Adfest Day 3

by Raymond Ng, creative director, Draftfcb Malaysia

In comparison to last year, this year was tough. Metal tally was down but the quality was high. So here's a summary of my observations from Adfest:
Direct and Promo are fast becoming one of the most important categories. Why? This is where you'll find work that truly cuts across all disciplines from a traditional flat mail idea to the most immersive digital campaigns. This is also where the most creative ideas won't always work unless they engage with consumers.
Anyway, judging at Adfest was a great experience. To all who will be picking up metal, congratulations. Your awards were well-earned and made us the jury of 2013 truly envious.