A redefinition of success
The strongest work at the Earned First Asia-Pacific Awards highlights the potential for communications to have a greater impact on business, policy and society.
If outcomes are the measure of an industry, the winning entries of Earned First's inaugural Asia-Pacific awards programme can be said to represent its direction — or at least, the direction it wants to move in. And indeed, there was a clear relationship between the winners and the themes that emerged from PRAXIS Asia-Pacific and the Consultancy Performance Index, which we disussed last week.
These themes included the desire to exert more influence, especially at the top of an organisation; the assimilation of artificial intelligence (AI); Asian brands globalising on their own terms and the need for local relevance; striking a balance between human insight and technology; and the need for better metrics.
