Abby 2007: Agencies welcome new categories

Abby 2007: Agencies welcome new categories

Author | Supriya Thanawala | Thursday, Feb 15,2007 7:23 AM

Abby 2007: Agencies welcome new categories

The Bombay Ad Club has taken the Abby Awards 2007 a level up with new categories. The awards will be held on March 3, 2007. Some new additions this year comprise the Young Abby Award, sponsored by Cadbury’s, which will be a contest for creative directors who are 30 years of below.

The new categories have industry players excited about the competition this year. Kumar Subramaniam, President, Brand David, feels that they should have been introduced much earlier. “A category like ambient advertising for instance has been there much before digital and print. It's a good thing that these are being introduced,” he said.

“At the end of the day, it is all about transparency, fair judging and good, serious industry participation. Credibility is very important too, and so is packaging,” he added.

VGC’s COO Atul Hegde feels that the new category ‘Ambient’ is going to see a lot of action, and so will all the new media and Internet-related categories. “There will probably be a lot of entries in these as these are emerging media, and innovation has a great chance here,” he observed.

Agencies like Brand David are all set for the event. Subramaniam commented that Abby is a good festival for anyone who wants to have fun.

The mood at Bates Enterprise is no different. However, Subhash Kamath, CEO, Bates Enterprise remarked that they hope to see a better standard of entries this year.

He said, “The market quality has gone up, and this should hopefully spring a better competition. There should also be a panel of judges who are more creative themselves for a good show to be put up.” As for the new categories, Kamath said that he is fully in favour of the new media categories. “Abby has a great heritage where the festival is concerned, and is a great creative platform,” he added.

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