Mads Monsen hits the Big Show and finds it BIGGER but not necessarily better

Following are snippets from Mads Monsen's post on the Big Show. And I agree. Completely.

The Big Show at Saigon Zoo 2010

The Big Show has been around for some time. I remember the first show I went to hosted at Pierre’s former restaurant at Thai Van Lung street. Back in the old days. Work was pinned up on dividers set up in the restaurant and the creative community mingled. It has moved around to various venues. Sometimes indoors, sometimes outdoors, sometimes both.

The Big Show has gotten bigger over the years. Recently Sun Flower Media, my former employer, have been improving the show in some aspects.

What struck me was the feeling of fewer participants on display. They had a lot of work up. New work. International work. But no digital work.

According to Todd at Golden Digital (via David), it took Vietnam only 5 years to get up and going on the Internet. The young generation that is looking for inspiration, the very inspiration the Big Show used to provide, are finding that information easily online. They do not need to wait one year to see it on display.

To me, personally, by attending an event such as the Big Show, it doesn’t give me much anymore. Except the possibility to actually bump into interesting people. To me, it is more an networking opportunity than an actual learning experience.

People in the creative industry are complaining how hard it is to find local creative talent and how they wish the local design education could improve. Well, to only see the final product, you only feed the industry of copyists that will take what they see and just copy it. They will not understand the creative process. They will not be accustomed to research. They will not understand creative analysis. They will not innovate.

By showing end results only, you will not create the opportunity to learn from the process. In the past, having access to international work was an inspiration as it was very difficult to access that information otherwise, however, technology has made that information so accessible that the need is no longer there.

One of the remaining strengths of The Big Show is that it highlights the creative industry in the media, but how about extending the current scope and try to look at other ways to bring better value. To evolve and improve.

Walking at the show the day after was sobering. The stage was empty. The screen showing re-runs of the reels. Staff sitting around waiting for the time to pass so they could wrap it all up.

Imagine the effort put into creating the event. The marketing material produced, the advertising of the event, the building of the stage and different booths. All the staff to make it happen. For mainly a one night stand. Too much effort, wasted.

How about using the next day inviting the local agencies for short presentations? Make and publish a schedule. Get people to come and listen and see the work and hear about the process the day after. Get more out of the event than just an evening. BarCamp is successful for the presentations. People come to listen. To learn. There is a real interest here. Evolve and be part of the progress or wither as a dinosaur. The show will always go on.

As they say, find an itch and fix it. The best way to invent a new product or service.

Well, Saigon/CreativeMornings are about to see the light in HCMC. A monthly get-together for creatives. Takes place in the mornings only. A healthy stimuli. Scheduled for launch in January. Stay tuned! Thanks Mads!