THE first creative awards show of the year, Media's 1992 Asian Advertising Awards, has failed to give a hint of possible winners at the Hongkong 4As creative show in May. Only six Hongkong agencies won anything at the event, which was dominated by Singapore agencies. Of the total 13 spikes, or best awards, only three were given to Hongkong agencies: Bozell, J Walter Thompson (JWT) and BSB. Singapore agencies walked off with nine and Ogilvy & Mather Thailand one. The show's ''Best of the Best'' award also went to Ogilvy & Mather Thailand for a television commercial for Central Garment Company. Agencies from Thailand have won this award three times in the last seven years. No Hongkong agency has ever won it. BSB, voted 1992's Advertising Agency of the Year by Media, was the most successful Asian network at the awards, with the Hongkong office winning more than any other Hongkong agency. BSB Singapore did the same in Singapore. Media's awards show often provides a hint of which Hongkong agency may dominate the 4As or perhaps win the coveted Kam Fan. This year, however, industry sources were reluctant to point to potential 4As winners from the small list of successes at the Media awards. ''It's very hard to say what will happen at the 4As,'' said Mr Tan Khiang, creative director at Grey Advertising and one of the two Chinese judges for the Media awards. ''A lot of work has broken in the first three months of this year and agencies have been pushing to get it on TV and in print before the March 31 deadline. ''This year the 4As could be very surprising,'' he said. A 4As agency creative director speculated that, in terms of quality of work, JWT would top the 4As awards and BSB would carry off the greatest quantity of awards. ''Ogilvy & Mather probably won't do that well, nor will DDB Needham, which has the account servicing but not the creative to back it up,'' he said. Media's closing deadline for entries of December 31, 1992, prevented new campaigns which broke early this year from entering, with the result that some of the work entered had already been through the 1992 4As ceremony. ''All new campaigns break in the first three months of the year so often there is duplication from the 4As awards of the previous year,'' said one 4As agency managing director. ''The Media awards should concentrate on timing for new campaigns instead of pre-empting the 4As,'' he said. However, the Media awards allow Hongkong agencies to measure their status against other regional creative talents, something which the 4As does not do. Hongkong is known as a tough market in which to get good creative work accepted. Its print is generally better than its television but it does seem to lack talent in comparison to Singapore and to a lesser extent, Thailand. ''Hongkong has some of the best people in the region but sometimes fails to do as well as it should because of the way the market is,'' said Mr Tan. Singapore always dominates in print because 80 per cent of its advertising is in English, which increases its chances of winning awards at shows judged by a majority of English-speaking expatriates. In Hongkong, much of the advertising is in Chinese and, when translated for the benefit of international judges, it loses its sense or humour and potential to win an award. Coupled with this is what Mr Tan termed client mentality. ''Clients here are worried about the sophistication of the market for English advertising. ''They worry about being daring in their advertising and I think a lot of them are just protecting their own jobs,'' he said. Few of the prizes given to Hongkong agencies were for business clients. Saatchi and Saatchi won an award for client Crown Motors and J Walter Thompson for Hutchison Whampoa. BSB also won an award for Hongkong Bank, while Leo Burnett picked up a certificate for its corporate identity design for Schertler. Alan Chan Design won for packaging design for the Mandarin Oriental Flower Shop. More prizes were won by Hongkong agencies, however, for non-business related clients. Hongkong agencies dominated the public service/charity categories in print and television. J Walter Thompson (JWT) won two awards for its print advertisement entitled ''Chinese Obituary'' for Friends of the Earth, while BSB claimed a certificate for a print advertisement for World Link Incorporated concerning the worsening standard of English in the territory. Bozell won its spike for a pollution warning poster for Pearl & Dean entitled ''Lunch Box'', and BSB gained another certificate in the craft category, again for Friends of the Earth. It also won a spike for its ''Think'' television commercial for the RSPCA and a certificate for a Friends of the Earth commercial, while Leo Burnett won a certificate for a commercial for Worldwide Fund for Nature.