The 25th AdAsia 2007 kicked off in front of a packed gathering from all over the world at the Jeju International Convention Center in the picturesque Jeju Island in South Korea on Monday, October 22, 2007.
In his opening address, AdAsia 2007 Organizing Committee Chairman S. Kyu Hong emphasized that the Asian advertising industry had achieved remarkable growth, and in terms of creativity, Asia had now become the leading region of the world’s advertising community. He hoped that AdAsia 2007 would “stimulate the renaissance of the Asian advertising industry as the mainstream of the world’s advertising industry”.
Chairman of the Asia Federation of Advertising Associations (AFAA) and Korea Advertising Agencies, Sang Jo Nahm, in his welcome address, said, “Jeju Island was called Sam-da Do, meaning the island has three things -- many rocks, many winds, and many women. I suggest it should now be called Sa-da Do, an island with four things because of the large number of advertisers gathered here.”
The keynote speech was made by Bob Isherwood, Worldwide Creative Director of Saatchi & Saatchi. Speaking on ‘Bricks through Windows’, Isherwood pointed out that ensuring customers’ time has been becoming the most essential element, and how to build brand communities is the assignment lying ahead. For example, Toyota enjoyed tremendous popularity in its promotion for new models by making 26 episodes of an advertisement similar to ‘Prison Break,’ a popular show in the US.
In her lecture ‘Wildfire’, President of Leo Burnett Asia Pacific, Michelle Kristula-Green, made a presentation on the relationship between advertising and innovative transformations such as blog fever, social networking, and podcasting.
The ceremonial event for the 50th anniversary of the establishment of AdAsia and the 30th of AFAA was also held on Monday. Distinguished Service Awards were presented to late Antonio De Joya (Philippines), Shuzo Ishikawa (Japan), Longmen Hu (Thailand), Vinit Suraphongchai (Thailand), late Dato Jaffer Mohanmed Ali, PS Yong (Singapore), Indra Abidin (Indonesia), Greentera Safiya Choudhury (Bangladesh), Goutam Rakshit (India), late Syed Haseen Hashmi (Pakistan), and Seok Nyun Kim (South Korea).