This story was first published on Campaign Asia-Pacific

Anna Chitty, PHD China’s managing director, spoke to Campaign Asia-Pacific following her time as a judge at this year’s Cannes Lions International Festival of Creativity.  With competition more fierce than ever before, this year saw the media category receive over 3100 entries from over 70 countries.

In this video interview Anna shares her thoughts on:

  • The China market’s traditional way of relying on numbers in storytelling.  As people become more exposed to “telephone book numbers”, how entries need to be tailored to accomodate results in context.
  • How judges are focusing on the “media idea” rather than the “technology idea” within media craft.
  • Over representation of case studies showcasing a “dire situation waiting to be solved”.

 

You can watch the video and read the article in full here.