Top Story

e4m_logo.png

Home >> Advertising >> Article

IAA institutes Olive Crown Awards for creative excellence in communicating sustainability

28-December-2010
Font Size   16
Share
IAA institutes Olive Crown Awards for creative excellence in communicating sustainability

The International Advertising Association (IAA) on December 27, 2010, announced India’s first ever awards dedicated to creative excellence in the area of ‘green communication’. The Olive Crown Awards, as they are called, would address a crying need to recognise the pioneering work in communicating sustainability that is being done by some responsible corporate houses and agencies.

Commenting on the Awards, Kaushik Roy, President - India Chapter of IAA, said, “These Awards would encourage and, in fact, inspire marketers to communicate sustainability in every facet of business, and motivate advertising agencies to bring communication of sustainability on top of the strategic agenda of advertisers.”

The Olive Crown Awards also seek to position marketing and advertising as critical components of not just economic growth, but more importantly, responsible growth. To achieve this objective, the IAA felt it was important to reward outstanding creative work that communicates sustainability in any form.

Roy added “In the bargain, the IAA would be encouraging positive thinking and debate on matters of sustainability and positioning itself, and the industry as not just custodians of a particular brand, but custodians of Brand Earth.”

The Olive Crown Awards would be open to all marketing companies, advertising agencies and others who had created and placed paid communication that espoused sustainability in the calendar year 2010. They would cover a wide range of media and marketing disciplines, including print, television, radio, digital out-of-home advertising, printed literature, documentaries, events and advocacy campaigns.

Not-for-profit policy research organisation The Energy and Resources Institute (TERI) would be the ‘knowledge partner’ for the IAA in these Awards. The Olive Crown logo has been designed by B Ramnathkar of Umbrella Design.

 

Karthik Raman, Chief Marketing Officer, IDBI Federal Life Insurance, on the brand’s unconventional approach to marketing and priorities for the next year

Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

Conceptualised and executed by WATConsult, the campaign focuses on how Lotus Make-up is an enabler for women from various walks of life

iProspect released the third annual 2018 Future Focus Whitepaper geared to examine how machines and technology will impact marketing and advertising in the year ahead

Mavcomm Consulting one of India’s leading Public Relations, Reputation Management& Brand Communications company today announced elevation of Pranjal Dutta to the role of CEO