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Guest Column: Abbys have grown from Advtg Awards to being Communication Awards

31-May-2014
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Guest Column: Abbys have grown from Advtg Awards to being Communication Awards

As many as 182 different companies have participated in Creative Abbys, making it the largest number of different companies participating in any year till date. The number of companies participating in Media Abbys is 53, which is also higher than the 49 companies that took part last year.

Abby strikes across more agencies and segments
This year, the iconic Abby Awards have seen more participation from companies than ever before, which is a record of sorts. As many as 182 different companies have participated in Creative Abbys, making it the largest number of different companies participating in any year till date. The number of companies participating in Media Abbys is 53, which is also higher than the 49 companies that took part last year.

Over the years, Abbys have grown from Advertising Awards in traditional core verticals like Print, TV, Radio, Out of Home and Integrated to being Communication Awards in almost every marketing communication area. After Direct, Digital, Design and Film Craft last year, Abby reached out to Media and Entertainment content industry through Branded Content, thus touching production and content companies apart from agencies in creative and media space.

This year, new verticals like Public Relations and Brand Promotion & Activation have added PR companies, brand activation and promotion companies and agencies that specialise in these verticals.

New verticals like Publisher and Broadcaster Abbys have brought in specialist publishing companies, TV content producers, channels and media companies related to broadcasting.

Creative Abbys saw a total of 14 Juries, with the addition of four new verticals, which resulted in 150 judges deciding on the winners over two rounds in a period of nearly three weeks.

Media Abbys saw 76 judges deciding winners over two rounds as well. A total of 226 judges thus spent nearly 300 hours of judging to land the winners we celebrate in Goa!

The large number of judges has meant more variables in judging and possibly a swing in consistency with some juries being tough and others being more liberal in standards. However, when informally chatting with some veteran jurors, most observed that the tough juries are more the norm and the liberal ones are the exception.

There is a widespread view among creatives that Indian jurors are harsh in judging their peers work in India and more liberal when judging in international festivals. So it is not surprising to see a Cannes Gold winner probably getting a bronze or a finalist in Goafest Abby.

As Abby enters its 47th year of existence, it is worthwhile to reflect on how this iconic Award has evolved into a Communication Award that touches so many different companies and segments.

The author is Director, Percept.

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