Chris Kyme, at a Marketing Society panel in Hong Kong, explores the state of ad creativity, per Campaign Brief Asia. Moving beyond the question of whether awards matter, he advocates for campaigns that hit the “sweet spot”—client-approved work that respects audience intelligence and achieves both public impact and award potential.
Redefining Creative Success
Kyme reframes the panel’s focus from “Do awards matter?” to “Does creativity matter?” He argues that creative advertising, as Sir John Hegarty notes, inspires audiences and fosters long-term connections, not just data-driven targeting. The real challenge, Kyme suggests, is improving creativity in public-facing ads, not just award entries.
The Creative Divide
Kyme highlights a divide between agency-initiated, award-focused campaigns and client-approved work. Many ads lack respect for audience intelligence, relying on overt messaging due to cautious clients or inexperienced marketers. He cites Jeremy Craigen’s emphasis on “creative intelligence” to underscore the need for smarter, engaging ads.
Finding the Sweet Spot
The “sweet spot,” per Kyme, is work that meets client briefs, resonates with intelligent audiences, and earns awards as a byproduct. Examples like Uncommon’s campaigns or Australia’s “Yes I DiDi” film show how bold, client-approved ideas succeed. Strong client relationships, as noted by panelist John Koay, are key to selling such work.
Path to Better Advertising
Kyme calls for deeper industry discussions to bridge the gap between client expectations and creative benchmarks. By convincing clients to invest in intelligent, impactful campaigns, the industry can elevate its reputation and attract talent. The “sweet spot” requires effort to align creativity with real-world briefs for lasting ROI.
