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Adfest Day 2 Direct and Promo

by Raymond Ng, creative director, Draftfcb Malaysia
8.30am judging starts. Strong coffee was the order of the day. The shortlist for Direct was laid out and just over 30% made it through.

Discussions were now allowed as we had to vote for finalists. There were many queries about sub-categories as some entries went on a blanket strategy. Not always a wise plan. Getting to the finalists took almost 2 hours, which will be revealed on Sunday. No voting for metal yet as we didn't want the results from Direct to influence the Promo category.
So, after a quick lunch, we started on the Promo category. This category saw a nice mix of work from outdoor to digital innovations. The results will be tabulated tonight so everybody will have to wait till tomorrow for the shortlist.