NANNING, China (AdAge.com) -- Imagine going three days without seeing a McDonald's or a Starbucks. Welcome to Nanning, the capital of Guangxi province, the site of the 16th China International Advertising Festival (CIAF) and, ironically, largely untapped territory for international advertisers.
Compared to consumers in first-tier cities like Shanghai and Beijing, Nanning residents have relatively little first-hand experience with the retailers and consumer brands that have saturated China's most sophisticated cities.
Yes, Nanning does have McDonald's and KFC restaurants, Walmart and a handful of European and Japanese car dealerships on the outskirts of town, and there are ads on buses and outdoor posters for western brands like Coca-Cola.
But their profile is low compared to first-tier cities. Instead of munching burgers and shopping at chains, people there slurp noodles in dai pai dongs, pick up groceries in neighborhood wet markets and shop for household goods from mom-and-pop shops.
That means China continues to hold enormous potential for multinationals as they move from China's so-called first-tier markets into smaller town and cities. (As usual in China, "small" is a relative term. Nanning has nearly seven million residents, making it nearly the size of New York City.)
Festival attracts 30,000 visitors
The three-day festival, held in a different Chinese city each year, bears little resemblance to western festivals like the Cannes Lions International Advertising Festival or even prominent Asian events like Thailand's AdFest.
CIAF attracts over 30,000 people, most of whom are attending a massive exhibition for local firms involved in broadcasting, production, and printing. About 2,000 attendees are paid delegates attending forums on creativity, internet advertising and auto marketing.
"The opening ceremony felt like the Olympics for an advertising festival, it was quite a surprising event. The crush at the door was almost terrifying. It's the broadest sense of advertising from print equipment to marketing and advertising and government officials, a testament to China's growing economy," said Rob Belgiovane, founding partner and exec creative director of Belgiovane Williams Mackay (BWM) in Sydney, another keynote speaker.
Historically, the event only attracted Chinese agencies, provincial firms working with local brands -- yet still accounting for approximately 80% of the ad industry's total billings in China.
During the last few years, the festival's government organizer, the China Ad Association, has reached out to the western community. Today, a handful of foreigners, usually speakers like Mr. Hegarty, take part in a one-day international creative forum.
"Bland advertising never offends anyone or pleases anyone," warned the BBH founder during his presentation. "The thing I notice more than anything else [about Chinese advertising] is enthusiasm. I think that's natural when you look at the nation and see what's happening in China today. There is a sense that anything can be done and that needs to be held on to. You can always tell a nation by its advertising. [But] sometimes you fall in love with a technique rather than an idea."
Tay Guan Hin, JWT's regional exec creative director, Southeast Asia in Singapore, gave tips about creating engaging outdoor work that is simple, appropriate for the context and environment and get consumers talking about the ad afterward. "Simple doesn't mean straight forward [but] in China, most of the work is pretty straight and like wallpaper. It's easy to do a creative billboard but not easy to do engaging creative that impacts consumers."
Effie awards are a major draw for western agencies
Multinational agencies have also started turning up at the festival to take part in numerous award shows like the Chinese Effectiveness Awards.
This year, BBH was one of the top winners, picking up gold awards for Minute Maid and Mentos ads, a silver for a Johnnie Walker ad and a gold media award, also for Mentos.
Omnicom agencies also did well. BBDO Worldwide won best of show and the best idea award for General Electric Co.'s 2008 Olympic Games campaign, plus a silver for Visa's Olympic advertising.
DDB Group won bronze awards for Johnson & Johnson's Clean & Clear, PepsiCo's Gatorade and McDonald's Corp. promotion with Taobao.com. DDB also picked up a silver for Chinese dairy Yili Group's Yili Milk. TBWA Worldwide won a gold for a McDonald's campaign and a bronze for a Unicef ad.
JWT picked up a silver award for a Bosch Home Appliances corporate image campaign, and bronze awards for Ford Motor Co.'s Fiesta launch campaign and Yili ads. The WPP agency's Newsun Guangzhou joint venture won a gold award for a Wildlife Conservation Society campaign.
Bizarrely, there is also a popular Chinese Elements award show, with prizes for ads that draw on China's heritage and culture, one of the events that makes the China International Ad Festival such a unique event. Held every fall in a different city, the organizers have not confirmed the location of next year's festival, although it is likely to be held in Hong Kong. Hopefully moving to a more sophisticated market won't take away the CIAF's value as a window into the mainland.
"You get to see a side of the industry here that you don't see in Shanghai and Beijing. You get more of a grass roots feel for what's going on in China," said Hong Kong-based Sandy Burns, managing partner, China of Red Spider. Mr. Burns also attended last year's festival in Hefei, China. "You get a fresh perspective of the work and the people. It's a good experience."
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