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Dentsu Wins Three Special Awards at ADFEST 2016
Named Agency of the Year, Interactive Agency of the Year and Direct &
Promo Agency of the Year

Dentsu received awards for Agency of the Year and Interactive Agency of the Year for the third consecutive year at ADFEST 2016, along with an award for Direct & Promo Agency of the Year, marking an excellent start to 2016 before other upcoming advertising festivals this year.


On stage after receiving the award for Agency of the Year

Saying sawadee-kap ("hello") to everyone in Thailand, we are pleased to give a report on ADFEST 2016.

This year it was held in Thailand, as usual, over a four-day period from March 16 to 19. Amid temperatures exceeding 30 degrees Celsius every day, a total of 1,232 delegates from 60 cities braved the heat and headed south from Bangkok for a bumpy ride lasting two to three hours by bus and taxi to get to the venue at a resort in Pattaya. Participants were not only from advertising agencies, but also from their clients along with production houses and media organizations.

Dentsu and ADFEST

Held every year since it was created in 1998, ADFEST is now one of the leading advertising festivals in the Asia-Pacific region. From the time ADFEST was established, Dentsu has been strengthening its ties with the festival and providing various types of support, such as sending many representatives each year to participate as judges and in other roles. The event's Young Lotus Workshop, for example, was hosted by Dentsu in 2009 and again by Dentsu International,Dentsu Group in 2015. Meanwhile, Dentsu has been recognized with many awards over the year, including the award for Agency of the Year.


The cubic signage for Creative Intelligence

Now in its 19th installment, ADFEST was held this year under the banner of "Creative Intelligence," with the aim of deepening the participants' understanding of constantly evolving technologies and tools, and refining their knowledge of how to apply such technologies and tools to resolve issues. Moreover, the length of the event was expanded from three to four days for the first time this year. To make the advertising festival more relevant for our digital era, organizers split it into Craft@ADFEST over the first two days, focusing on production, technology and digital innovations, and Creative@ADFEST over the final two days, targeting agencies and promoting creativity and problem solving.



Some exhibits at the event

Topping the Awards at a Leading Advertising Festival

Dentsu dominated the advertising awards at this leading festival, winning the awards for Agency of the Year and Interactive Agency of the Year for the third year in a row, as well as the award for Direct & Promo Agency of the Year.

The Dentsu Group, including Dentsu branded agencies, collectively won a total of 49 awards—including one of the prestigious Grande awards, as well as 10 Gold, 18 Silver, and 19 Bronze awards and one Branded Content Lotus.

Explaining that this success was due to the diligent efforts and sharp insights of everyone working at the Dentsu Group's workplaces, Senior Vice President Yasuo Motoi expressed his desire for Dentsu to build on this momentum and make even more inroads internationally while sharing in the joy of winning the awards with the ad creators present at the awards ceremony.

Group Creative Director (GCD) Yoshihiro Yagi from the Dentsu Communication Design Center (CDC) served as jury president of the Design Lotus and Print Craft Lotus jury panel.

He had this to say: "When we talk about design, there are differences across a very wide range of types of design. For example, design might place importance on functionality, and then there are traditional crafts, as well as design that uses digital technology. Therefore, it was difficult to define this Lotus section. When judging, instead of simply considering the aesthetics of the designs,
I examined whether the designs embodied the philosophy of their respective brands and could convey it in a way that engages people. Asian design, especially, is not only attractive: it is also passionate, and incites strong impressions of our human qualities."

Other members of the Dentsu Group also served on different jury panels. Dentsu Communication Design Center (CDC) ECD Yoshimitsu Sawamoto was a member of the Film Lotus and Radio Lotus jury panel, while Dentsu Media Thailand Managing Director Sarnchatt Chansrakao was on the Media Lotus and Branded Content & Entertainment Lotus jury panel, and Dentsu Philippines ECD Rey Teimpo was on the Outdoor Lotus and Press Lotus jury panel.

When Creativity Meets Social Issues

Various events and seminars were held concurrently with ADFEST 2016. One of these was a discussion session entitled "When Creativity Meets Social Issues," led by creative directors George Komuro and Takahisa Naokawa of Dentsu Kansai.


They presented many examples of how creativity could be applied to help solve social issues in Osaka, which is facing the problem of a shrinking population caused by its low birthrate and aging population, as well as residents moving to the already overly concentrated Tokyo area. The content of their talk was very distinct from the many other seminars that took place, and a large audience came to hear about Dentsu Kansai's unique initiatives.

The Dentsu Group launched 2016 with a bang at ADFEST, and hopefully will build on this momentum at more advertising festivals this year, starting with the upcoming Cannes Lions International Festival of Creativity.



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