The Creative Abby 2012 was once again dominated without doubt by Ogilvy India. The agency takes home 51 metals, including one Grand Prix, 11 Gold, 16 Silver and 23 Bronze. Once again the Awards Governing Council has not suggested its criteria of number of metals or the nature of metals (Grand Prix, Gold, Silver, Bronze) as the deciding factor of which agency fared the best. However, since Festival organisers have been repeatedly quoted on stating that GoaFest’s vision is to be the Cannes Lions for the region, exchange4media has applied the Cannes Lions scoring metric to arrive at which agency was applauded the most for its creative excellence.
Following this, Ogilvy India has a score of 242.
The next high scorer is TapRoot India. TapRoot has pocketed six Golds, 12 Silver, 15 Bronze, giving it 33 metals in all and a score of 164.
Leo Burnett India bags 35 metals in all, of which 3 are Gold Abby, 11 are Silver and 21 Bronze. The agency’s score is 143.
DDB Mudra Group that had bagged the highest number of metals in 2011, stands fourth this year with a score of 134. DDB Mudra has won 32 metals including two Gold Abby awards, 13 Silver metals and 17 Bronze statues.
And Grey India has come back in the creative race taking the number fifth spot with a score of 67. Grey has bagged one Gold, six Silver and 10 Bronze Abby awards.
According to the Cannes Lions scoring metric, metals across categories except Integrated are awarded 10 for a Grand Prix, 7 for a Gold, 5 for a Silver and 3 for a Bronze.
The Integrated category is considered to be a tougher category, as it is designed to award an idea that was effective across media. The Grand Prix for this category is given 12 points, Gold is given 10, Silver is given 7 and Bronze is given 5.
Creativeland Asia has won the Grand Prix in this category for its work done for Audi India.
The results are in line with what young Adlanders had predicted to exchange4media at the beginning of the Festival.
(Published on April 21, 2012)