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Agencies shying away from Triple A awards

07-February-2002
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Agencies shying away from Triple A awards

One after other, advertising agencies are staying away from Triple A awards. After Ogilvy & Mather, Leo Burnett has decided to stay away from the Triple A awards. According to industry sources, of late more and more agencies are opting for Abby awards, as a benchmark for their performance.

Till last year Leo Burnett's Delhi branch had participated in the Triple A awards. However, this year all its branches have taken the unanimous decision not to participate in the Triple A awards.

Leo Burnett, had infact stayed away from the A&M awards last year and will do so this year as well. Considering even the other awards show of CAG has lost significance in recent times, the Abbys seem to be considered the benchmark for rating an agency's performance.

According to industry analysts, most of the international agencies present in India do not seem to be interested in winning regional awards and are always gunning for the top three awards in the industry - Clio, Cannes and One Show.

Meanwhile, even though the number of entries may be on the decline this year for the Triple A awards, its awards ceremony night is scheduled for later this month. As for intimating the AAAI about its withdrawal, there is still no official intimation from Leo Burnett to the association.

Source: Business Line

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