J. Walter Thompson Jakarta started and ended 2015 with a bang.
In February, it was named Creative Agency of the Year by Campaign Brief Asia and last week, it was awarded Agency of the Year 2015 at Citra Pariwara, Indonesia’s biggest advertising awards.
The 28-year-old Citra Pariwara is Indonesia’s oldest creative festival and competition is stiff. Judges received more than 1,000 submissions in 13 categories, from print to film craft. Judges flew in from around the region and included Elvis Chau from Anomaly Shanghai, Hiroshi Hori from Hakuhodo Asia Pacific and Jaswinder Kaur from Carat Indonesia.
With traditional advertising models upended and reshaped in the digital era, this year’s theme was – aptly – “Stop Making Sense.” It was a call to shed the norms and logic of adulthood and return to the creative child within.
“Amidst the new trend of big data, digital measurement, and latest marketing jargons, sometimes we need to be remind that by being unreasonable, even nonsensical, we can push our ideas to greater heights,” said DD “Lulut” Asmoro, Chairman of Citra Pariwara 2015 and CEO of J. Walter Thompson Jakarta.
Among the campaigns that bolstered the agency’s fortunes were its “Human Photography Studio” print series for Nikon and “Last-Minute Souvenir” for Angkasa Pura Airports, which turned leftover coins into nifty giveaways.
Lulut added that he was pleased to see more colleagues from media and digital agencies taking part in the festival this year.
The festival included talks by Fergus O’Hare of Facebook Creative Shop Asia Pacific and Nanda Ivens, CEO of Mirum Asia Pacific, who discussed industry trends – Does branding still matter in an era of instant gratification? Is Facebook a friend or a foe of traditional advertising?
Amid the current industry spasms, Elvis Chau from Anomaly Shanghai predicted that the agency of the future could be unrecognizable to today’s practitioners, and rely more heavily on freelancers.
“Agencies will be smaller, and the advertising industry will evolve to be more like the film industry.”