Asia’s star dims at the Cannes Lions 2010

Last year, Asia gave North America and Europe a run for its money, taking three of the Grand Prixes and 102 of the metals. Observers said that it was proof that Asia was ascending and taking its place as the new arena for global advertising.

Perhaps they spoke too soon. Whether it was the belated impact of the global economic crisis or the renewed anti-scam consciousness among creative leaders and awards organizers, on Asia’s way to the top, the continent tripped over its own feet.

Aside from the marked decrease in total metal wins, there were other interesting developments.

• Even with less metals, India is now the standard bearer for Asia, while Japan the champion of all things Digital drops to a close second;
• Indonesia stepped up by winning its first Gold Lion, two Silver Lions and a Bronze Lion–a marked improvement over its single Bronze last year;
• China and Malaysia both fell back, while Hong Kong continues to keep its position, even without a Grand Prix this year;
• Thailand still has not regained the pole position it used to enjoy, but it is making an effort, as does the Philippines;
• and Chinese Taipei wins its first Lion.