Everything you’d expect to discover in Pattaya was revealed on 17th March. But, no this was not the seamier side of this popular Thai resort but the first day of AdFest. This annual event for the advertising folks draws in crowds of young creative talent from around the region. Less any wives, girlfriends or bosses are concerned about the morals of the delegates, we assure you they are safe. The secrets were those revealed by Tony Hertz to help us write better radio commercials. Hertz is the guru of radio production and he feels that standards of radio commercial scripts and production have not kept pace with those of television and print advertising. He is running a workshop here to help young creatives understand this medium better.

Laura Kightlinger

The word “penis” is not one I think we have heard on the stage at AdFest before, but Laura Kightlinger, the American actress and scriptwriter, seems to have carved a niche for herself writing for, and acting as, rather risqué characters in sitcoms. The organisers of AdFest have in recent years thrown in a few curved balls to expand the horizons of the audience. Leigh Reyes, President and Chief Creative Officer of Lowe Philippines, made another unexpected contribution. She encouraged us to go beyond just thinking and to actually make things with our hands or use new technology to produce a physical objects. The process of making something will, she said, encourage us to move in new directions.

Tim Lindsay, CEO of D&AD came on near the end of the day to talk about working on projects which quite clearly benefit the environment or humanity. He said that as companies have to now face up to social responsibility, some are already embracing this fully. This type of creative work is becoming mainstream as people are starting to hold companies responsible for any adverse fall-out from their products.

After a day sitting in the cold ballroom listening to speakers (obviously the idea of saving energy has not reached the Pattaya Exhibition & Conference Hall operators), the delegates were invited a poolside party and join the judges who had made their final choices and could now also relax. We will bring you more news from AdFest tomorrow.