Asia shops tipped for strong performance

Asian agencies are tipped to perform better than ever in the Film Lions awards, but delegates and jurors are split on an overall winner in the category.

No stand-out film and TV campaign is galvanising opinion as it has done in previous years.

PlayStation's "mountain", by TBWA\London, has been given a tentative nod for the overall prize. To date, the ad has run in European markets, but not Britain. The Apple iPod campaign, which narrowly missed the Grand Prix in the Media Lions, is also expected to do well.

A strong showing in the car category could still see Honda winning again, this time for "sense" or "everyday", both from Wieden & Kennedy, London.

The Barcelona agency SCPF's campaign for the BMW X3 and BETC Euro RSCG's "toys" for the Peugeot 407 are also tipped for the Grand Prix by some jurors. Beer advertising is also being tipped to perform well, with awards likely for Budweiser's campaign from DDB Chicago.

There is a rising confidence among Asia-Pacific agencies that the Film jury will this year recognise their contributions with a number of awards.

The Ogilvy & Mather India executive chairman, Piyush Pandey, is the president of the jury this year, an appointment which is widely believed to signal an elevation of Asian agencies above the status of a developing market.

- Newsmaker, p16.

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