Ogilvy India has decided against participating in the annual Creative Abby Awards at GoaFest this year. This is the first time in the history of the event that O&M will not take part in the awards. The news was confirmed to exchange4media by O&M. The decision of not participating in the awards is limited to this year. The agency declined to comment on whether it will take part next year.
Speaking to exchange4media, Piyush Pandey, Executive Chairman and Creative Director, South Asia Ogilvy & Mather India said, “People collectively are not finding it energising. If people are not excited, then we don’t see any reason in participating in the event. We will find other ways of awarding and rewarding them, which they find exciting.”
The Creative Abby 2012 was dominated by Ogilvy India, with the agency taking home 51 metals, including one Grand Prix, 11 Golds, 16 Silvers and 23 Bronzes. The agency had won the Grand Prix in 2007, 2011 and 2012.