One of the most fun aspects of the run up to Creative Abby is the speculation around who wins the big awards, who wins the most awards and which agencies shine. While there is still time for the big night, when the verdict of industry veterans and creative gurus will be known, young Adlanders have a few favourites of their own. Is generation next thinking on the same lines as the experienced? Which work has inspired the ad honchos of tomorrow and which are the agencies that have earned the ‘creative’ reputation. exchange4media spoke with 11 young creative professionals, from 11 different companies, to get a sense.
One of the most important grounds, basis which a young professional decides who wins, is the volume of work from an agency that stood out through the year and the campaigns that created the strongest buzz. Another deciding factor is the amount of work entered in the awards.
The clear winner for the best campaign was TapRoot’s Har Friend Zaroori for Bharti Airtel. Work from Ogilvy dominated the list after. Vodafone’s Super Zoo Zoo, Cadbury’s Meethe Mein Kuch Meetha Ho Jaye and Fox Crime’s Lovers were the next three in the best creative work. This was followed by BBDO India’s Shave Sutra. One of the respondents said that ‘since these awards were more about popularity, Airtel’s campaign would win hands down’.
Needless to say, a significant majority of respondents predicted Ogilvy India to walk away as the ‘Agency of the Year’. While the Abby Awards, both media and creative do not offer clarity on what decides the agency of the year – number of metal or colour of metal, the industry still finds its ways. Ogilvy is a hot favourite not only on the back of the work done but also given the sheer number of shortlisted entries, where the agency leads the tally with 78 entries. Some other names that came up for this mega award were DDB Mudra and TapRoot India. DDB Mudra and TapRoot have a shortlist of 54 and 46 respectively.
While collating this information, we also got to know that there were a few people who were not aware about the shortlist of Creative Abby at all. Some agency officials, who were attending the event from Kolkata, were not even aware that their agency had not participated in the award. Is advertising still Mumbai, and a bit Delhi, centric? Perhaps or perhaps not. The one thing very clear however is that it does not matter which agency makes what noise in whatever form, finally it will always be the work that will inspire the young Adlanders.