Why is ‘mobile-first’ APAC so bad at mobile creativity?

As the jet lag subsides for those APAC marketers lucky enough to go to the South of France for Cannes this year, the hangover still remaining is an underrepresentation of awards in mobile for the region. A rough calculation sees APAC bringing back only 10 per cent of the mobile accolades.
This is despite being hard-pressed to go to a conference these days without discussing the mobile opportunity in APAC. With countries such as China, Indonesia, India and the Philippines representing interesting