The Promo Lions added to the positive news for India on day one, with Ogilvy India winning a Bronze Lion for the AICMED. With just two Indian entries making it to the shortlist, the expectations of the Indian delegation from the category were low, and the Bronze Lion has brought some cheer.
However, 141 Sercon’s Vijay Singh, who was a member of the Promo & Activation Jury 2010, explained that many entries came close in making the cut, but lost out due to presentation and lack of focus on results, which has 30 per cent weightage in scores.
Singh explained, “There were many Indian entries and only two making it to the shortlist was disappointing. My advice to the agencies is that they must try and bring the context and explain whether the work done was able to address the problem at hand, and how well. The entries immediately went to the idea, but it has to bring jury members up to speed on what was the brief, and how they had handled it.”
He also pointed out that in all the entries, results was an important aspect and most Indian entries were either vague or did not have much to show on the results front.
Some of the other suggestions were that agencies needed to understand the category, and the various sub-categories well before entering their works there. Be succinct, be right on point and focus on the idea, Singh advised.