Mongolia has achieved representation at the Cannes Lions International Festival of Creativity for the first time, as Enkhbayasgalan Tungalag joins the Outdoor category jury. Tungalag, CEO of KMG Creative Group in Ulaanbaatar, told Campaign that the appointment is “a humbling milestone” for the Mongolian creative community.
The Mongolian advertising market operates with modest budgets compared to regional powerhouses, according to Tungalag. This environment necessitates resourcefulness in creative execution, with practitioners developing strategies to maximize impact with limited resources.
“In our market, budgets are modest but ambitions are bold. We have to work harder to make our messages matter,” Tungalag stated.
For the 2025 Outdoor category, Tungalag identified key criteria for breakthrough work: the ability to stop viewers “physically, emotionally, or digitally.” He noted that while technology enables better targeting and personalization, the emotional impact remains essential, regardless of the medium or location.
Industry Shifts and Trends
Tungalag highlighted the need for greater recognition of creative work from markets outside established hubs. “Creativity is not limited to New York, London, or Tokyo,” he said, adding that “great work from smaller markets often goes unseen, not because it lacks creativity but because it lacks visibility.”
Several trends emerge in current Outdoor submissions, according to Tungalag: a return to real-world interaction, tactile experiences, hyperlocal context, and sustainability-focused narratives. He observes that brands increasingly invite audience participation rather than simply broadcasting messages.
KMG Creative Group, Tungalag’s company, operates across the marketing, media, technology, and brand consulting sectors in Mongolia, where the marketing industry is continuing to develop.
Mongolia has achieved representation at the Cannes Lions International Festival of Creativity for the first time, as Enkhbayasgalan Tungalag joins the Outdoor category jury. Tungalag, CEO of KMG Creative Group in Ulaanbaatar, told Campaign that the appointment is “a humbling milestone” for the Mongolian creative community.
The Mongolian advertising market operates with modest budgets compared to regional powerhouses, according to Tungalag. This environment necessitates resourcefulness in creative execution, with practitioners developing strategies to maximize impact with limited resources.
“In our market, budgets are modest but ambitions are bold. We have to work harder to make our messages matter,” Tungalag stated.
For the 2025 Outdoor category, Tungalag identified key criteria for breakthrough work: the ability to stop viewers “physically, emotionally, or digitally.” He noted that while technology enables better targeting and personalization, the emotional impact remains essential, regardless of the medium or location.
Industry Shifts and Trends
Tungalag highlighted the need for greater recognition of creative work from markets outside established hubs. “Creativity is not limited to New York, London, or Tokyo,” he said, adding that “great work from smaller markets often goes unseen, not because it lacks creativity but because it lacks visibility.”
Several trends emerge in current Outdoor submissions, according to Tungalag: a return to real-world interaction, tactile experiences, hyperlocal context, and sustainability-focused narratives. He observes that brands increasingly invite audience participation rather than simply broadcasting messages.
KMG Creative Group, Tungalag’s company, operates across the marketing, media, technology, and brand consulting sectors in Mongolia, where the marketing industry is continuing to develop.