Ogilvy & Mather (O&M) was conspicuous by its absence from the list of participants at the Triple A Awards held today in Mumbai. O&M have been a part of these awards since day one. In fact, till last year, O&M had been participating in as many as six advertising awards. Beginning this year, the agency had decided to participate only in the ABBY awards, the oldest advertising awards in the country.
O&M did this for the simple reason as ABBY is the most comprehensive award of all, in terms of participation. It covers all disciplines of advertising, including awards for media innovation etc.
The decision was reached at unanimously by all the top creative directors at O&M. On the other hand, AAAI's president, Ramesh Narayan, feels that O&M should not be picked as the only agency that did not participate in the Triple A Awards.
The chief reason for withdrawing from all the other awards is because O&M wants to give international exposure to its young team by saving up and using more money and resources.