OMD regional boss: Australia’s dominance of APAC in awards shows won’t last forever

The APAC boss of the world’s most awarded media network has said that the dominance of Australia of the region at awards shows will not last forever.

“In four or five years, the likes of China and India will rise to compete alongside Australia. What’s important is momentum, and other Asian markets are starting to show what they can do,” Steve Blakeman, the Asia Pacific CEO of OMD told Mumbrella at the Cannes Lions today.

He also said that media agencies should start entering more creative awards. Creative agencies outnumbered media agencies on the shortlist for the Media Lions this year, with the likes of McCann, BBDO, Ogilvy, Saatchi & Saatchi and Grey in contention.