Close-Up: How is the London ad scene perceived abroad?

A viral that pokes fun at London's ad scene is now doing the rounds. You can watch it at Campaignlive.co.uk. But is it fair? Industry figures from around the world give their views on what was once regarded as the creative hub of global advertising.

- Dejan Rasic, executive creative director, CRC Australia

'In Australia, we've traditionally had massive respect for London agencies, with good reason. I certainly remember the days of receiving the latest issue of Shots and being in awe of ads such as Guinness 'surfer'. But, in recent years, Australia has started to find its own voice and we've witnessed a more confident industry. Our ideas are more original, tied to our own style and way of thinking. This could mean we no longer have that same level of envy.'

- Bobby Pawar, chief creative officer, Mudra, India

'Thirty years back, Indian creatives would have shaved an elephant for a chance to work in London. These days, it's more like a monkey. London still does great TV and some good print, but the truly groundbreaking stuff is happening somewhere else, isn't it? The US, for instance. Did that hurt? Oh, I'm sorry. Amsterdam. Somebody shut me up. Brazil. No - what is going on here? Japan ...'

- Olivier Altmann, executive creative director, Publicis Conseil

'For us French, the UK remains the kingdom of global creativity. If you want to work in the restaurant industry, go to France; to succeed in the automotive industry, go to Germany; to become a movie star, go to Hollywood; but if one wishes to go into advertising, better be in London.