Ogilvy Chief Piyush Pandey says “the free-for-all” nature of the Goafest Abbys and frustration with the way the industry awards are handled led his agency to institute the ENVIES, Ogilvy India’s own recognition system for good work by its people. The agency, which had a winning streak at Goafest, stayed away from the Abbys this year. It is all set to organise the first edition of its own creative awards, the ENVIES, on December 16.
“ENVIES is our own way to raise the bar for our people in a fashion that is tough but recognises great work,” Pandey, Executive Chairman (India) and Creative Director (South Asia), Ogilvy and Mather, told exchange4media.
“There is a basic frustration with the normal awards system in the country – the way it is handled – that some of the key agencies don’t participate; there are some 150-180 odd judges...We didn’t find any value coming our way, so we thought that we still need to recognise good work within the agency, recognise good people who are doing great work, recognise good clients who have allowed us to do great work, and decided to have our own awards,” he explained.
On the format of the ENVIES, Pandey said, “It is a very different system; there are no categories, no gold, silver and bronzes. We have fixed a number – 25 awards to recognise the 25 best pieces of work in terms of idea, execution and impact that will raise the bar.”
The bottom line for the ENVIES is supposed to be “work that makes other people hold their head in frustration and say ‘I wish I had done it’”.
Talking of clients’ response to the ENVIES, he said, “Clients are very, very excited about the ENVIES. They were also frustrated that at Abbys, some of the work awarded, seemed to their minds, didn’t deserve to win. So they would like to see good work being recognised and we have found a lot of support from our clients.”
Ten creative luminaries from agencies other than Ogilvy have judged the entries for the ENVIES. They include Agnello Dias (Taproot), Raj Kamble (StrawberryFrog), Raj Kurup (Creativeland Asia), Ashish Chakravarty (Contract), Arun Iyer (Lowe), Akshay Kapnadak (McCann), Malvika Mehra (Grey), Josy Paul (BBDO), Sonal Dabral (DDB Mudra) and V Sunil (Wieden+Kennedy).
From the entire body of work that Ogilvy India produces in a year, only 25 ENVIES are to be awarded each year, cutting across categories and disciplines. However, this being the first year of the ENVIES, work for the last two years is being reviewed and 35 ENVIES will be given out to showcase Ogilvy India’s work.
(With inputs from Saloni Datta)