It was yet another year when creative agencies won the awards battle against media agencies in the Media Lions category. Unlike last year, when media agencies had managed to make a mark in the Media Lions category, this year, the majority of awards were dominated by creative agencies. The case was no different in India. Leo Burnett won the single award given to India in the category – a Bronze Lion for its work done for Tide.
Jury President, Laura Desmond, Global CEO, Starcom Mediavest Group, reiterated that the jury focussed on awarding the best work without focus on where it came from. The jury members explained that silos and categorisations didn’t exist in the race about ideas.
However, a look at the overall winners and one can see that the ideas seem to be either coming from, or entered by the creative agencies.
Media Lions per se was a disappointing category for India. Last year, there were eight Media Lions won by the Indian agencies.