Seksan, who is creative director of SC Matchbox, added that in a recession the objective for agencies is to be creative, simple and supportive of hard sales, with advertising results that can be measured.
Outgoing BAD president and creative director of Damask/ BBDO Suthisak Sucharitanonta said the crisis means agencies must create ads in a shorter time frame so they hit the target right away. "Humor has become the tool for creating memorable ads," the Damask/BBDO executive said. "It's difficult to create 'emotional' ads in a limited time."
Copyright September 1998, Crain Communications Inc.