The World: Insider's View - Philippines.(advertising agencies in asia)

With Asia's creative reputation rapidly improving, helped by recent impressive showings at the awards ceremonies, David Guerrero predicts an end to badly translated ads.

Marketers across Asia are bemoaning the death of 'Ingrish'. Those classic malapropisms foisted on the world by cute but grammatically challenged orientals are fading, and with them the chance to portray the region as a hi-tech sweatshop that's clueless when it comes to sticking the right logo on the box or getting words in the right order on a poster.

Instead, to paraphrase Prince Charles, the locals just don't seem to know their place any more. Local brands are running rings round their multinational competitors.

Consider the big Asian winners at Cannes in recent years, starting with the fact there have been big Asian winners at Cannes in recent years.

One big hitter was heard asking: 'Who the hell does Malaysia think it is, winning the Grand Prix?'

Who indeed? And, for the most part, it has been local Asian brands that have been winning. Not just the local restaurant, either, but big household product manufacturers such as India's Fevicol Glue. A look at its reel reveals years of effort moving from laughable testimonials to award-show glory (and its creator from anonymous Cannes delegate to chairman of the jury).

Thailand, too, has seen its local cosmetic brands Mystine ...