AAAI and the Ad Club coming together this year for a single
advertising festival, the industry is all agog with excitement
over GoaFest 2008. However, Lowe and McCann Erickson have
stayed away from GoaFest this year. Would their absence make
any difference or would the Festival go ahead with all the
gaiety and business of advertising associated with it? exchange4media
asks ad honchos.
The general view was that Lowe and McCann
Erickson?s non-participation would not be a setback to GoaFest
or Abby?s for that matter.
Though Lowe?s non-participation was expected
given the agency?s absence from several other awards, McCann
Erickson?s absence surprised some ad honchos.
Madhukar Kamath, Chairman, AAAI, emphatically
said, ?A couple of agencies not participating do not make
a difference to the Awards. In fact, this year, the Awards
have only got bigger.?
Kamath further said, ?We wanted everyone
to participate, and I personally spoke to the two agencies?
heads. All I can say is that whoever doesn?t participate stands
to lose. My own point of view on this is that it is a pity
that the youngsters in both these agencies would not get the
opportunity to celebrate their work, after all, this Festival
is a congregation for everyone to celebrate. The youngsters
in these agencies would miss out on that.?
Madan Mohan, Senior Vice-President, TBWA\India,
said, ?I have now learnt that there won?t be a truce and that
the cold war would continue. Again two significant names would
be conspicuous by their absence. I only wish that these ?issues?
were sorted out. It?s about participation of the industry
as a whole, and two significant agencies backing off again
this year only leads to disappointment.?
Subhash Kamath, CEO, Bates David Enterprise,
and a member of the Ad Club, said, ?I truely believe that
the industry awards are bigger than any individual or agency.
Thus, I don?t think it will in any way affect the Abby?s at
GoaFest. I have tremendous respect for Prasoon and Balki as
Creative Directors, but I am very disappointed that they have
decided not to participate. As industry leaders, I wish they?d
put the industry?s interests ahead of their own.?
Agnello Dias, National Creative Director,
JWT, said, ?It?s been some time since Lowe has taken part
in creative awards. Usually those in the know look at the
work that non-participating agencies enter in other award
shows or through other sources and make their own guess as
to where they would have stood were they to take part at GoaFest
or Abby?s. Like fingerprints and relationships, internal agency
dynamics are unique and can never be replicated. So, for anyone
to make a comment on why, how and what makes any agency take
whatever decision they take is not only wild guess, but foolish
too. There is a lot of talk on why these two agencies find
themselves in the situation they are in. I do not know how
much of that is true.?