Creativity feted at awards for newspaper print advertisements
The best newspaper advertisements of the past year were recognized yesterday at a ceremony marking the 47th JoongAng Advertising Awards at the Westin Chosun Hotel in Sogong-dong, central Seoul.
Over 100 leading and up-and-coming professionals in the world of print advertising, from agencies to their corporate clients, packed the seats to celebrate a string of the latest innovations in the traditional realm of newspaper ads.
Some 31 individual awards were handed out in various categories, including five in a Korea JoongAng Daily category for print ads that were included in this newspaper over the last 12 months. Other categories included those for the Korea JoongAng Daily’s mother paper, the JoongAng Ilbo, its weekend affiliate JoongAng SUNDAY and a newcomer category.
Representatives of award recipients in the Korea JoongAng Daily category provided rare insight into how corporate messages, creative visions and the targeted English-language-newspaper readership combined to create some unforgettable works.
“Our message highlighted the idea of partnership by showcasing a brush and an inkstone - two writing utensils that cannot function without each other,” said Noh Chan-kyu of SK Holdings, which won the grand prize for its “Writing Greater Happiness with You” ad.
“This was geared towards foreign companies, which may be looking to enjoy a similarly harmonious partnership with us.”
The messages and targeted audiences differed according to each corporation.
“A financial company is built on customers’ trust,” said Han Dong-whan, general manager of the office of the board at KB Financial Group, which won the Best Communication award for its English-language advertisement highlighting outside recognition of its corporate governance.
“Because transparency is an important concern for local customers and foreign investors alike, we wanted to communicate a message concerning transparency, not only in Korean media but for foreign readers as well.”
Winners of other JoongAng Daily category awards, including representatives of SK Telecom, SK Innovation and Woori Finance Holdings, also attended.
An oft-repeated catchphrase at the ceremony was “fairness.”
“Since 2005, the judging criteria for the awards was retooled to put fairness above all else,” said Lee Myoung-chun, a professor of advertising and public relations at Chung-Ang University. Lee headed the panel of 10 judges.
The panel was also composed of nine top executives from Korea’s leading advertising agencies. Many have pocketed multiple international awards, including Cheil Worldwide, Innocean Worldwide and TBWA.
By Lee Jung-yoon [firstname.lastname@example.org]
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