Top Story


Home >> Goafest2012 >> Article

Ogilvy rules Creative Abby; TapRoot, Leo Burnett follow; Integrated Grand Prix to Creativeland

Font Size   16
Ogilvy rules Creative Abby; TapRoot, Leo Burnett follow; Integrated Grand Prix to Creativeland

The Creative Abby 2012 was once again dominated without doubt by Ogilvy India. The agency takes home 51 metals, including one Grand Prix, 11 Gold, 16 Silver and 23 Bronze. Once again the Awards Governing Council has not suggested its criteria of number of metals or the nature of metals (Grand Prix, Gold, Silver, Bronze) as the deciding factor of which agency fared the best. However, since Festival organisers have been repeatedly quoted on stating that GoaFest’s vision is to be the Cannes Lions for the region, exchange4media has applied the Cannes Lions scoring metric to arrive at which agency was applauded the most for its creative excellence.

Following this, Ogilvy India has a score of 242.

The next high scorer is TapRoot India. TapRoot has pocketed six Golds, 12 Silver, 15 Bronze, giving it 33 metals in all and a score of 164.

Leo Burnett India bags 35 metals in all, of which 3 are Gold Abby, 11 are Silver and 21 Bronze. The agency’s score is 143.

DDB Mudra Group that had bagged the highest number of metals in 2011, stands fourth this year with a score of 134. DDB Mudra has won 32 metals including two Gold Abby awards, 13 Silver metals and 17 Bronze statues.

And Grey India has come back in the creative race taking the number fifth spot with a score of 67. Grey has bagged one Gold, six Silver and 10 Bronze Abby awards.

According to the Cannes Lions scoring metric, metals across categories except Integrated are awarded 10 for a Grand Prix, 7 for a Gold, 5 for a Silver and 3 for a Bronze.

The Integrated category is considered to be a tougher category, as it is designed to award an idea that was effective across media. The Grand Prix for this category is given 12 points, Gold is given 10, Silver is given 7 and Bronze is given 5.

Creativeland Asia has won the Grand Prix in this category for its work done for Audi India.

The results are in line with what young Adlanders had predicted to exchange4media at the beginning of the Festival.

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...