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"We shy away from awards that only recognize creativity" Joseph George

29-January-2016
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"We shy away from awards that only recognize creativity" Joseph George

Mullen Lowe Lintas Group bagged the agency of the year award at the Effies India 2015 held earlier this week.

The agency was awarded the coveted Grand Effie for its 'Drinks and Memories' campaign for Paper Boat, and also  took home six Gold Effies, followed by five Silver and 13 Bronze Effies taking their overall count to 24. 

Joseph George Regional President, South & Southeast Asia & Group CEO India, Mullen Lowe Lintas shares his take on the agency’s approach to creative effectiveness, the reason for staying away from purely creative awards and more…………….

On Mullen Lowe Lintas’ winning performance at Effies 2015………….

Effies is something that we take quite seriously, in fact, not just the India Effies, the APAC Effies, Global Effies, all of them.  We genuinely believe that as an agency, effectiveness of the creative product that we put out in the market place has to be evident and visible to all and that is something that is hard-wired into our culture and our DNA for the simple reason, that clients are spending a lot of money behind their brands, they come to the agency for a creative solution and clearly the operating word is ‘solution.’

Either there is a problem or an opportunity that they want to unshackle, so we work very closely with the clients with a single minded purpose of actually providing  a solution to  the challenge the brand is currently facing.

On the Group’s approach towards Creative Effectiveness………………………..

We genuinely believe that for anything to be effective, it has to be creative and for anything to be creative, it has to be effective. So, we don’t ease out the difference between creative and effectiveness. Which is why we shy away from awards that only recognize creativity because if a piece of  work is not evaluated on what it is in the market place and how it affected the consumers’ mind, then we don’t think it is a creative solution because a creative solution, at the end of the day, comes at a price.

Therefore it is not about ‘packaging’ but our take on what a good creative solution should be.

On the key aspects of “Creatively Effective Solutions”………………….

Firstly, we devote a lot of energy, effort and time in understanding, what it is exactly the client wants to do. And we do that jointly with the client because we have to be aligned in terms of what is their objective, which is a very important starting point. Once that happens and if we are aligned on what we need to achieve then evaluation of the solution becomes that much more easier.

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