What’s with this manic obsession with winning metals at any cost? When did this cut-throat attitude replace healthy competition? Why is this festival, initiated ostensibly to foster a sense of bonhomie and belonging, now seeing mudslinging, heads rolling and opting out?
So let’s see, who or what do we blame - the fiercely competitive market that we operate in, the new ‘pitch culture’ that pits agencies against each other practically every day or the agency big daddies who urge their flock to win at any cost?
Hmmmm… Isn’t the whole purpose of having Goafest in the land of sun and surf to encourage a sense of camaraderie in the industry, learn from the veterans, share thoughts, down a couple of drinks with old friends and new colleagues, clients, competitors - as we celebrate creativity in communication?
That great man, Franklin D. Roosevelt, once said “Competition has been shown to be useful up to a certain point and no further, but cooperation, which is the thing we must strive for today, begins where competition leaves off.”
How true… As someone who truly loves this mad, mad world of advertising, I strongly believe that today, more than ever before, it’s imperative for each one of us to collaborate, forget differences and learn together to build a stronger industry. An industry that’s ready to take on the challenges of tomorrow.
‘Proud to be in Advertising’ is the sense every young talent needs to walk away with after Goafest. That’s one of the best things we could do for our industry.
Guys, this is Goafest not GoaTest! Let’s drink to that!
Rohit Ohri is Executive Chairman, Dentsu India.
Goafest 2013 coverage on exchange4media is presented by Patrika group.