The Effie Awards have held the attention of the advertising industry for quite some time with the Awards entries beginning in September and culminating in the Awards ceremony on November 17, 2006. From the case studies presentation to the Awards ceremony, Lowe and O&M held centrestage. McCann Erickson and FCB Ulka were among the agencies seen on the Awards night.
However, the absence of several agencies cannot be neglected. The likes of JWT, Leo Burnett and Euro RSCG, which are known for aggressively competing on any platform, were missing. Agencies like Rediffusion DY&R, Everest, Mudra, PerceptH, Contract and Ambience Publicis also didn’t appear to make much of an attempt to charge up the competition.
What kept them away from the only Award that recognises advertising that is more than a brilliant creative and delivered in the market place? Colvyn Harris, CEO, JWT, replied, “It was really the timing. We did enter and were shortlisted too, but we couldn’t really concentrate. There were too many preoccupations at that time.”
Interestingly, by their own admission, Euro RSCG and PerceptH missed the deadlines. Suman Srivastava, CEO, Euro RSCG, said, “We had around five very good case studies that we really wanted to present, but we missed the entry deadline.” Ajay Chandwani, CEO, PerceptH, too had similar problems. “There was just so much happening at the agency that we overlooked the deadline for the Awards,” he said.
Giving the Rediffusion DY&R point of view, CEO Mahesh Chauhan said, “We had entered and we were shortlisted on the Tata Ace case. But this is just a beginning.”
Rajiv Sabnis, COO, Ambience Publicis sees one shortlist at Effie 2006 as a move in the right direction. He said, “This is the first time ever that we have been shortlisted at Effie Awards. I think that this is a very positive move for the agency. Sure we have been very high profiled in creative awards, but to have been able to send four cases and have one shortlisted is evidence that the strategic discipline that we are bringing in the agency is paying dividends.”
While these are some of the reasons why Effie Awards 2006 was a show between O&M and Lowe, agencies promise that 2007 would be far more competitive. “Effies is definitely the kind of Award that I want to win. You can expect us to make some noise next year,” said Chauhan.
Srivastava said, “There is some great work happening at the agency. We will be all geared for next year.”
“It is an exciting time for Ambience Publicis and we are in the right direction. Being able to enter the Effies league is a big achievement and it is will only strengthen from here on,” said Sabnis.
D Rajappa, President, Everest, said, “As an Awards platform, Effies has significance and merit with effectiveness and whole host of attributes besides creativeness being key. We already have some great work that couldn’t fit in the time bracket of this year’s Awards and we are looking forward at entering them next year.”
The Indian advertising industry knows the importance of a platform like the Effie Awards. Going by what the head honchos of various agencies have said, the Advertising Club Bombay should be all geared to scrutinise a lot more than the 79 entries that they received this year in 2007.