Established in 1987, Epica is unique in the crowded awards sector as it is the only prize judged by journalists working for marketing and communications titles. Last year, Epica in association with exchange4media, brought together top international and Indian advertising professionals and showcased some of the latest work from across the globe at a glittering event in Delhi.
With the deadline of October 23 round the corner, Mark Tungate, Editorial Director, talks to exchange4media about the what sets the Epica awards apart this year, including new categories such as Copywriting & Storytelling, Luxury & Premium Brands, Creative Technology and Best Use of Music, new positioning and more.
What is distinctive about the Epica awards this year in your view?
Epica has always stood somewhat apart from other awards due to its jury of journalists. This year, we've emphasised the link between writing and creativity even further, by introducing a new Copywriting & Storytelling category, for example, which is sponsored by Montblanc. But this is also something of a relaunch year for the prize. We have a redesigned website, a new logo and a new positioning: "A different angle on creativity." We also have a number of other new categories, such as Luxury & Premium Brands, Creative Technology and Best Use of Music. It feels like an exciting year for Epica - a year of positive change.
Being the only body that has a jury comprising of journalists working for marketing and communications, how has Epica evolved over the years?
Well, the size and quality of the jury has certainly evolved. You have to remember that when it launched in 1987 it was purely a European prize. Now it's open to agencies all over the world and there are more than 40 journalists on the jury, representing the best marketing and communications reporting around the world. These are people who are passionate about creativity and are truly immersed in the business - while remaining objective. Agencies of all sizes can be assured that their work will be judged fairly at Epica.
What is the response you have got this year?
At the time of writing, we are still open for entries, so it's difficult to say. But early reactions were very positive and we were excited by the entries we saw coming in, despite the fact that the global economy is definitely not seeing it most glorious moments and the awards sector is increasingly crowded. One thing I can say is that, having looked at a few of the entries, the quality is extremely high. Obviously digital tools are playgrounds for the imagination, but I'm seeing resurgence in traditional print and film craft too.
How have the Indian entries evolved over the years in your view?
Well, we only opened for global entries in 2012 so India is somewhat new to Epica. The few entries we've received have been very intriguing, with a distinct approach that certainly makes them stand out. But to be honest we've been a bit disappointed by the number of entries from India, so here's my message to you: "India, send us your most epic creative work. We'd love to see it!"