由香港《媒体》杂志主办的2003亚洲广告奖于今年3月揭晓。本届评委会由12人组成,都是东南亚、日本、印度和美国知名广告公司的创作领导人。评委会主席为美国李奥贝纳的副总裁、创作总代理马克·特塞尔。本届广告奖出现了两个大出评委们意外的现象: 其一,是参赛作品的质量普遍下降。只有极少的优秀作品,而在其中最佳者仅占3～4％。有的评委因此感到“非常非常失望”。质量下降最明显的是电视广告,尤其是泰国和日本。评委会为此对广告公司发出告诫:创作上的墨守成规,将失去客户的信任,若是重新为他们所吸引,必须及时地突破自己。评委们也分析了质量下降的原因,认为这可能是受亚洲经济滑坡与不稳定因素的影响。例如年度广告经费的削减使印刷业艰难地保持着90年代亚洲中期的增长水平。但特塞尔认为, The 2003 Asia Advertising Awards, sponsored by Hong Kong’s Media magazine, was announced in March this year. The jury is composed of 12 people and is the creative leader of well-known advertising agencies in Southeast Asia, Japan, India and the United States. Jury chairman for the United States Leo Burnett vice president, creative distributor Mark Texel. There are two unexpected events in this award: First, the quality of the participating works generally declines. There are very few outstanding works, of which the best is only 3 to 4%. Some judges therefore feel “very, very disappointed.” The most noticeable decline in quality is television commercials, especially Thailand and Japan. To this end the jury issued a warning to the advertising company: creative defensive rules will lose the trust of customers, if re-attracted to them, we must promptly break through. The judges also analyzed the reasons for the decline in quality, arguing that this may be affected by the Asian economic downturn and instability. For example, a reduction in annual advertising expenses has made the printing industry struggle to maintain its medium-term growth rate in Asia in the 1990s. However, Texel believes that,