We interviewed Erica Liao, Deputy General Manager at Zenith Media, one of our fantastic judges for the Festival of Media APAC Awards 2025. Erica delves into what truly sets an outstanding campaign apart, sharing her insights on the evolving trends influencing the industry today and in the future.
What is your favourite media campaign of the last 12 months and why?
I’d say that’s the case from Zenith Taiwan “Your vitamin is in Centrum”. The first reason is of course it’s from our company(laughter); but the most important reason is the case adopt the AI production, which is quite pioneering.
What, in your opinion, separates a good campaign from an award-winning campaign?
In my career, I’ve seen many impressive cases and awarded cases. But the most touching one, is the ones truly change problems or improve human kind’s life/well-being, and in a very simple way.
What advice would you give to agencies or brands submitting campaigns into The Festival of Media APAC Awards programmes?
Be confident, be prepared, and enjoy the journey. I would not say it’s not import to be the winner; everybody wants to win including myself. But this journey is quite a good way to inspire everyone in this category to know there are so many people to try hard for the goal, and same with you. It’s so romantic and exciting.
What one thing would you like to see change in the industry over the next 12 months?
I’d say I admire AI technology but I don’t want to see AI is overwhelming the whole story and case. AI should be the maximiser, not the core. The core is still our true heart and strategy.
