Health Cha Shree Ganesh.jpgRespected local Indian award show Kyoorius, partnered by D&AD, announced the winners of the 2015 Kyoorius Advertising & Digital Awards at NSCI stadium in Mumbai on Friday night last week. Over 1,600 advertising and marketing professionals from across India and around the world were in attendance at the event.

DDB Mudra Group was awarded the only Black Elephant this year for their direct marketing campaign, Health Cha Shree Ganesh, by Nutralite. Black Elephants are reserved for work that redefines the category it is entered in, by taking risks, creating a new conversation with the audience or lasting impact on the industry.

Cannes Contenders: Lowe Asia Pacific

How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges...
Risky.jpg303Lowe Sydney: Captain Risky
Budget Direct

Budget Direct were a low-cost insurance company with a problem. They were so cheap that many consumers assumed they must be cutting corners. They were also outspent in marketing many times over by big insurance companies, so they needed a campaign with cut-through. Then we found out an interesting fact that makes them different.  The reason they're cheaper is because they won't insure bad drivers, high-performance cars and other types of high risk. Which means they can insure everyone else, for less. Enter Captain Risky. He's a larger-than-life character who embodies all the real-life risk that Budget Direct won't insure, to save regular people money. Kick it n' rip it!

Cannes Contenders: Clemenger BBDO, Wellington

How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges...

tinnyvision_board_Cannes.jpgNZTA: Tinnyvision
Clemenger BBDO, Wellington
Tinnyvision: a group of guys sharing their stoner sessions on Snapchat. Add them. Get snaps. Watch them, and they disappear. No incriminating evidence.

Cannes Contenders: McCann Sydney

How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges...

Screen Shot 2015-02-27 at 1.00.14 pm.jpgSprite: Cut Through The Heat - Awkward Wax
McCann Sydney
McCann Sydney's first campaign for Sprite included two films illustrating how Sprite enables Aussies to cut through the most awkward of moments, including man-waxing and the perils of blind dating. The videos achieved close to 2 million views on YouTube and more than 1.1 million views on Facebook, and rising. Sales and brand health indicators are also up.
Stray.jpgOgilvy Mumbai spot to improve the life of dogs. World For All Animal Care & Adoptions is a Mumbai-based animal welfare organisation. It has revolutionised the model of stray animal adoptions. Apart from adoptions, the NGO also conducts rescues and sterilisations of the stray animal population.

Bus ticket.jpgTo stop the spread of germs on Sri Lanka's crowded buses, Asiri Hospitals, one of the country's largest healthcare providers, via Leo Burnett Sri Lanka created the Soap Bus Ticket. Using paper fused with soap, special ticket rolls were developed so now, when people boarded Sri Lanka's busiest buses, they didn't just receive a disposable ticket, they received a ticket they could use to wash their hands and protect themselves.

Jeff Lippold.jpgHavas Worldwide has launched Havas Drive - a specialist practice within the network that is focused on delivering innovation and digital business transformation solutions for brands. The team is based at Havas Worldwide Bangkok, and their remit spans all Havas Worldwide Offices in APAC who can draw on their expertise for client engagements.

The specialist unit boasts a team of talents from around the globe who share a vision for a new approach in the brand partnership model. Havas Drive specialists in design, data, strategy, coding/development, innovation and experience design will work with clients on business and digital transformation mandates to help them set a strategy and build new approaches to their customers. Havas Drive is also tasked to integrate these emergent practices and thinking into the Havas creative agencies across APAC. A series of road shows and events are being planned for the coming months to showcase their approach, thinking, and expertise.
AdStars4_P1080603.jpgThe entry deadline for the 8th annual Ad Stars global festival, where two US$10,000 cash prizes will be awarded, has been extended until May 31st.

The Korean-based AdStars 2015 is free to enter and a top class judging panel is being assembled to assess entries from across the world.

As it's free to enter Ad Stars provides a unique opportunity to for all agencies to test their award entries on a world stage in front of a world-class jury.

This year's panels will be lead by Executive Judges (pictured below) Matt Eastwood (J. Walter Thompson worldwide chief creative officer), Jean-Remi von Matt (founder & chief creative officer Jung von Matt) and Jose Miguel Sokoloff (President/Lowe & Partners Global Creative Council)

Entries are classified into total of 21 categories: 4 new video sections, including Branded Information Videos, Branded Entertainment Videos, Branded Viral Videos and Campaign Videos, as well as 17 advertising sections, PSA, Film, Print and Outdoor. The deadline for entry is 31sy May 2015 - see
1f8939d.jpgAustralia: DDB Sydney has announced the appointment of Johannes Leonardo New York's Sevda Cemo as head of integrated content. Cemo is the latest appointment to DDB Sydney's impressive line up of new creative talent.

Says Toby Talbot, chief creative officer, DDB Sydney: "We are thrilled to welcome someone of Sevda's talent to what I truly feel is fast becoming one of Sydney's strongest creative offerings. Sevda is a production superstar. Throughout her career she has been at the centre of some truly iconic work. And now, coming to DDB and sitting across all of our content in this newly established role, she's relishing the opportunity to influence every part of our business. We can't wait for her to hit the ground running."
specialhires.jpgNew Zealand: Special Group has strengthened the senior line up in its Auckland office with the appointment of Angus Hennah as creative director and Sandra Daniel as business director.

Says Tony Bradbourne, creative partner, Special Group: "We have an amazing group of very smart and ambitious clients both in Auckland and Sydney who require very smart senior talent. Angus and Sandra have a proven track record separately and together, are very modern thinkers and are both very nice people. It's just brilliant to have them in the group."
PumpX.jpgITSA Gurgaon has been appointed by Sony to spearhead the creative campaign for its Personal Audio products including MDR-XB950BT, a premium headphone and PumpX, a newly launched Bluetooth speaker.
The first campaign for PumpX marks Sony India's entry into the Bluetooth Speakers market with its equity of superior sound experiences. PumpX, the name, has been used as a verb, an activity. The film, directed by Raylin Valles from Ten Films, demonstrates the ability of its powerful sound in compact size, to blast away the troubles and chores of daily life with single tap connectivity and playing music to fade away all worries. The power of Sony PumpX to solve all problems of boredom, tension or pretension by starting a party at any anytime, anywhere is the crux of the campaign.

DDB-and-McD.jpgDDB Singapore has once again dominated the Singapore Effie Awards taking home a total of four Effie awards. The agency won two Gold and two Silver awards. It's the 12th year in a row that DDB has been the leading award winner at the Singapore Effies.

DDB took home Gold for McDonald's and Singapore Air Force, and Silver for National Environment Agency and Ministry of Communications and Information. BBH Asia Pacific and Publicis Singapore were both awarded complete sets of Effies - each winning a gold, silver and bronze. Pocari Sweat and Scoot emerged as the top marketers, winning one gold and one silver each.
Dare.jpgLinTeractive India has won the digital marketing mandate for Dr. Agarwal's Eye Hospital, a super-specialty global chain of eye-care centers headquartered in Chennai. As its partner, the agency will be offering digital marketing capabilities including search, social, web|mobile, social media monitoring, analytics and campaign activation to Dr. Agarwal's Eye Hospital.

Nippon.jpgTBWA\Kuala Lumpur has launched a new television commercial for Nippon Paint, in line with the paint giant's new position as 'The Coatings Expert'.

As Malaysia's premier coatings solutions provider, Nippon Paint is evolving to meet diverse industry needs by introducing new coating solutions for all types of surfaces such as cement, wood, glass and metal. The company is also seeking to expand its coating solutions to serve the architectural, automotive, industrial and marine segments.

grizzly-bear-eating-salmon-photo01.jpgBy Simon Veksner
Creative Partner, DDB Sydney

I've suggested before that instead of constantly cutting costs, we should consider how to make more money.

However, there's a right way to do that and a wrong way.

Screen Shot 2015-05-23 at 2.40.16 pm.jpgCannes Lions has today announced the names of the participants of See It Be It 2015, the initiative that aims to highlight the existence of very talented creative women in the industry and accelerate their careers.

From well over 200 nominations by agency leaders, 12 women have been selected, including Nivedita Agashe (left), group head, DDB Mudra and Yumiko Ota (right), copywriter at Dentsu Tokyo, after an intense two-week interview process. Hailing from all corners of the world, all are between six and ten years into their careers and in creative job roles, and have been identified as promising future creative leaders.

Paul Catmur: How to win an award at Cannes

Paul Catmur.jpgPaul Catmur, creative managing partner at Barnes Catmur & Friends in New Zealand, gives some valuable advice on what seems to be the formula for winning at the Cannes Lions.

Advertising awards are very important. We know this because there are a lot of them and agencies spend a fortune entering them. Almost all of this money is wasted so here are some are some insider tips for those wishing to improve their odds.

Start your PR early
Even if you didn't notice that June was creeping up on you, you can tell by the number of campaigns that mysteriously appear on your newsfeed in the months leading up to Cannes. The reason for all this spruiking is that bolters rarely win at Cannes. Grand Prix are often decided in juries' minds by Easter. No jury wants to look stupid, and awarding an already high profile campaign is the easiest way to avoid it.

Gold attracts gold
Jurors also like voting for work that has already won at other award shows as it means someone else has done the thinking for them. I've seen work voted out only for a voice to pipe up "but it won gold at the Big Cock Awards in Kazakhstan!'" and suddenly the jury changes its mind. If the judging is to be decided by what another jury thought, what is the point of having more than one show? This view is not shared by many, particularly those whose main source of income is running award shows.

Cannes Contenders: Cheil Worldwide Korea

How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges...

clip_image002.png"Look at Me" for Samsung
Cheil Worldwide Korea

Based on the findings that autistic kids usually do not make and sustain eye contact with others but like to interact with smart devices, Cheil Worldwide collaborated with researchers and doctors in South Korea to develop the Look at Me app.

Using the smart devices' camera features, children can learn to read a person's mood, remember faces and take photos while displaying a range of emotions. After 8 weeks of test, it turned out that 60% of the tested children showed improvement in making eye contact and identifying emotional expressions.

Cannes Contenders: DDB Group Philippines

How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges...

Paper Back.jpgHeart School "Paper Back"
DDB Group Philippines

DDB Group Philippines, for the benefit of Heart School - an organisation geared towards providing underprivileged children a creative education - created an up-cycling project giving sheets of paper its life back creating notebooks as good as new.

The project, aptly titled "Paper Back", first started in the DDB Philippines office. Mark Ngo (Senior Art Director), and the rest of the creative team, noticed countless sheets of paper being wasted. Caution and conservation was exercised to minimize the amount of sheets wasted, but being an office, printing on paper was inevitable. This realization lead to the development of the project, "We figured, if we couldn't fix the problem, why not turn it into a solution for something else?" Mark says.

"Paper Back" is an upcycling project, one that converts waste materials or useless products into new materials of better value. Sheets of paper was collected from around the office, sorted, folded to reveal the clean backside, then stitched and bound together with front and back covers, creating notebooks that were distributed to underprivileged children.

Cannes Contenders: McCann Melbourne

How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges...

TigerairChickens-thumb-400x225-169435.jpgTigerair: Infrequent Flyers Club
McCann Melbourne
 77% of Australians fly less than three times a year for the simple reason that it's too expensive. While many airlines encourage customers through glamorous loyalty programs, the ugly truth is most Australian's don't fly enough to make these programs worthwhile. Our objective was to shine a light on the real value of low cost travel and encourage more people to fly with Tigerair. With that in mind, we launched a new kind of loyalty program: The  Infrequent Flyers Club.
A real program that makes low-cost, no-frills flying a badge of honour, targeting people who hardly fly at all.

Cannes Contenders: TBWA\Sri Lanka

How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges...

SPACE TO PRAY.jpgAIA: Space to Pray
TBWA\Sri Lanka

AIA, with a new global positioning 'The Real Life Company', wanted to find a way to strengthen its connection with the Sri Lanka market. During Vesak, the holiest day of the year for Sri Lankan Buddhists, TBWA\TAL helped AIA launch the 'Space to Pray' print campaign. From dusk till dawn, Buddhists follow religious observances where they sit and kneel on the ground. To protect themselves, many use pieces of newsprint as their floor cover, but the ink often stains their traditional white clothes. Instead of printing an ad commemorating Vesak, as companies normally do, AIA ran a blank ad and give people a clean space to pray.

Cannes Contenders: Dentsu Strat Jakarta

How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges...

Yoko.jpgYoko Yoko
Dentsu Strat Jakarta

This interactive mobile idea from Dentsu Strat Indonesia illustrates how Yoko Yoko relieves neck and shoulder aches.

Want to showcase your agency's best chances at Cannes this year? Open to all Asian based agencies planning on entering Cannes this year. Just email with a paragraph or two on each of your best chances. No more than 6 per agency. Include a link to the case study/TVC or supply jpegs if it is print.

Online.jpgReports show that only 1/3rd of the total Internet population in India are women and this gap is expected to grow with growth in Internet users. In Nov 2013, Google India launched Helping Women Get Online with the objective of reducing the Internet population gender gap in India. Earlier this year, Google India launched the digital leg of the HWGO campaign to encourage Internet users to step up and help a women get on the Internet and understand how she can use the web to get ahead in life.


Cannes Contenders: Cummins&Partners Melbourne

How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges...

CGU.jpgCGU: Sunrise Surprise
Cummins&Partners, Melbourne

In 2014, Australia faced the Blue Mountains bush fires. CGU Insurance customer, David Sonter, was one of the worst affected - his small business lost everything. Yet, just 12 months later, David had staged a remarkable recovery. So to share David's success, Cummins&Partners teamed CGU Insurance with Australia's number one-rating morning show, Sunrise, for an Australian in-program first.

Isobar strengthens its creative team in China

Lam & Louie.jpgDigital marketing agency Isobar has appointed Francis Lam as Director of Creative Technology and Wen Louie as Group Creative Director. Both Lam and Louie will be based in Shanghai and report to Tim Doherty, Chief Creative Officer, Isobar China.

With a background in computer science and media art, Lam (pictured left) is responsible for developing digital and interactive ideas from brief to prototype, and prototype to delivery, while ensuring the most innovative, fresh, relevant and appropriate use of new and existing technology and is responsible for cultivating this approach to technology throughout Isobar China's creative team.
Super Awesome 19.jpgAustralia: Curious Film's newest directing duo Guy Edmonds and Matt Zeremes - collectively known as "Boomshaka" - are premiering their first Australian feature film at the Inside Out Toronto Film Festival on 29th May just weeks after directing their first campaign for IKEA Australia and DDB.

Edmonds and Zeremes are familiar faces on Australian stage and screen working as actors in shows from Underbelly, Moody Xmas to Home and Away. They were auditioning in LA during pilot season when they had the idea of writing and producing a film together. This led to the launch of Boomshaka Film, which is now represented by Curious.

Pain.jpgDabur Pudin Hara is a herbal, effective remedy for stomach ache, gas and indigestion. Available as Pudin Hara Pearls (tablets) and Pudin Hara Active Liquid (syrup), it is a special blend of natural ingredients like Peppermint and Spearmint. It has a natural, safe and unique cooling action that provides quick relief to stomach problems, heartburn and digestive discomfort.

The challenge for DDB Mudra North India was to showcase the brand as an expert in the stomach care segment. Thus, the campaign idea, Pudin Hara-Pet Dard ka Specialist (stomach care expert) was crafted.

Chicken.jpgIn these two tvcs by Dentsu Japan your birthday chicken may attack you by shooting eggs at your family and grilling beef may be dangerous if evolved cow aliens see you. That's another great reason to choose sushi rather than chicken or beef to celebrate your birthdays. Sushi birthdays with Gin no Sara Sushi Delivery.

Cat Davis_colour.jpgCheil Worldwide has appointed Catherine Davis as its new chief growth officer for the UK and Europe.

Davis joins Cheil from Grey London where she was chief marketing officer. In her time at Grey London, Davis became known as the agency's most successful new business and marketing director, winning an incredible 64 accounts since joining in 2009. Prior to Grey, Davis was marketing and PR director at CHINA NOW. Her CV also includes time at RKCR/Y&R, Burkitt DDB, Leo Burnett and TBWA. In her new role, Davis will be responsible for driving business growth across Europe with a specific focus on the UK market. She will report directly into Cheil UK's COO Matt Pye. She will be based in London.

Pye said, "Cat's new business record at Grey speaks for itself. She's a phenomenal appointment, and follows hot on the heels of Lotta Malm-Hallqvist as global growth officer. This underlines Cheil's ambition to secure rapid growth with high-quality clients. It's a really exciting time to be part of the Cheil network."
Connected Commerce.jpgDigitasLBi's 2015 Connected Commerce study of retail trends reveals a significant rise in the use of connected devices, including wearables, and an increase in social commerce; urges retailers to personalise the shopping experience in order to boost sales

Shoppers around the world now expect omnichannel, multi-screen experiences from brands and retailers, with the average global consumer using a total of five devices when making a purchase - a significant increase from the 2.8 devices reported in 2014. This is according to DigitasLBi's 2015 Connected Commerce study of the latest retail trends across 17 countries including Australia, China, India, Japan, the UK and the USA.
Last piece.jpgNo meal is truly complete without dessert. Mondelez captures this sentiment in its new TVC by Ogilvy & Mather Mumbai for Cadbury Dairy Milk. The TVC explores the tight family bond and the unabashed desire for #TheLastPiece of Cadbury Dairy Milk, that everyone craves for. While everyone cites a reason to deserve the last piece, veteran Bollywood actress Waheeda Rehman, playing the grandmother, casually claims the chocolate and quips at the family that she rightfully deserves it, since she may not be around to eat too many in the future. At this the family stays silent for a bit and as Rehman smiles the family gets comfortable and laughs out loud.

Human Traffic Sign_speed.jpgFollowing a greater than 50% increase in White Pencil category entries, a record four White Pencils were awarded by the White Pencil jury - the highest in the awards' history, doubling last year's figure of two and signalling a bumper year for creativity for social good.
White Pencils

Lowe China was the only Asian agency to win a White Pencil for Creativity for Good for their much acclaimed "Human Traffic Sign" for Shanghai General Motors for Advertising & Marketing Communications - Brand. The campaign also won a Yellow Pencil again for "Human Traffic Sign" in the Press Advertising Campaigns category.
Emoji.jpgAt the 53rd D&AD Professional Awards Ceremony, which concluded just an hour ago, 847 pencils were awarded overall with Asia collecting 126. Asia's top performer was Japan, with 47 pencils followed by China with 21 and India with 19.

D&AD changed their system of awarding the work this year, introducing wood pencils for the previous "In Book" status. The result is a flood of Pencil winners, but the important level is still Silver Nomination (now called Graphite Pencils) and Yellow Pencils - plus the exclusive Black Pencil winners.

In total 9 Yellow Pencils were awarded to Asia, 5 to Japan, and one each for Lowe China, Ogilvy & Mather Singapore, McCann Worldgroup India and Red Fuse Communications Hong Kong.
AWNY-pic.jpgNew York Festivals International Advertising Awards competition presented its annual New York Show Creative Sessions today at NYIT Auditorium.

A highlight of the day was an introspective discussion presented by Advertising Women of New York (AWNY) featuring an exploration of 21st Century MAD Women who are changing and challenging the advertising industry on all levels.

Herbert Law.jpgTribal Worldwide Shanghai has appointed Herbert Law as Creative Technologist, to bring forth the digital agency's vision to harness technology with creativity, effective immediately.

As a digitally centric advertising agency powered by innovation and technology, the Tribal Worldwide team has been working tirelessly to deliver innovations that are relevant to consumers.

According to WARC 100's analysis on the world's top effectiveness and strategy competitions in 2014,Tribal Worldwide Shanghai ranked No.15 of the best digital agencies in the world. Their "I See Fries" for McDonald's, which won a bronze at Cannes 2014, could be a typical case study that demonstrated how smartly the team used popular technology to encourage consumers to engage with the brand.
HCM07.jpgMirum has launched one of Vietnam's first Oculus Rift brand experiences, connecting PepsiCo International's Sting Energy Drink with the country's young consumers in a campaign that drew over 4,000 people to two events in Ho Chi Minh City and Hanoi.

To help Sting cast participants for Amazing Race Vietnam while promoting the drink's brand message, "Switch on your inner energy, switch on life", Mirum created a digital installation that combined Oculus Rift virtual reality technology with Microsoft's Kinect to create a virtual 3D race game experience.

Participants donned the Oculus Rift headset, hopped on a specialized treadmill and raced down a virtual street, leaning to avoid obstacles and collecting bottles and cans of Sting, which allowed them to power up on energy and beat the race.
Raju_Grey.jpgGrey Group Singapore has won the Scandinavian Business Seating account to work on their iconic HÅG Capisco account. The win will see the agency tasked to launch their B2C business in Singapore.

Scandinavian Business Seating is one of Europe's leading developers and producers of office chairs and seating groups for interiors. The company was founded in 2007 and the head office is based in Oslo with manufacturing units in Røros, Norway and Nässjö, Sweden.

HÅG Capisco is the ergonomic chair which has received a number of awards for its unique qualities and characteristic design. It has also been a forerunner in terms of environmentally friendly design and still has a very strong environmental profile compared to its competitors.

"HÅG Capisco values innovation and is constantly producing improved solutions for their customers. We are really excited to be working with them, I think we complement each other," said Subbaraju Alluri, Area Director & CEO of Grey Group Singapore and Grey Group Thailand (pictured).

"At HÅG, we value innovation to make the world a better place to sit! Grey Group Singapore has shown that we are both on the same page and presented us with some big and bold ideas. We are looking forward to the partnership," said Michael Brisbane, Managing Director of Scandinavian Business Seating Asia Pacific.

Cannes Contenders: Publicis Guangzhou

How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges...

Voice Donor.jpgThe Voice Donor
Publicis Guangzhou

"The voice donor" platform was built on WeChat. Everyone can easily donate their voice to make voice books; the challenge is to make it simple, fun, and co-create for WeChat users - meaningful, yet easy to participate.

Upon registering on their mobile, users receive a text from the system to record a minute long paragraph. After completion, the system will arrange the voices accordingly into voice-books.

Cannes Contenders: Colenso BBDO, Auckland

How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges. Featured here is the entries of one of the region's best agencies, Colenso BBDO in New Zealand...

Brest Cream_3 (1).jpgNZ Breast Cancer Foundation: Breast Cream
Colenso BBDO, Auckland
The World Health Organization estimates that 400,000 lives a year could be saved through the early detection and treatment of breast cancer. But 70% of New Zealand women don't check themselves regularly. So Colenso BBDO created Breast Cream a simple moisturiser  that makes checking your breasts a part of your regular beauty routine. Simply applying it helps you look and feel for any lumps or changes that could be signs of cancer.

Cannes Contenders: Cheil Hong Kong

How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges...

BILL & MONICA (final).jpgOnce Marked, Forever Remembered
Cheil Hong Kong

Stabilo makes black marks permanent. So this campaign is a humorous take on black marks that last forever.




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A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

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