Spikes Asia 2011: Declining creativity - Entries increasing, metals decreasing

Spikes Asia 2011 concluded yesterday with India bringing home 31 metals out of a total of 612 entries sent this year, the highest ever and more than any other country. While the total number of entries has increased, metal wins have declined from 41 in 2009 to 31 this year. With not even a single shortlist in Mobile, Outdoor and PR have also drawn blanks. Grand Prix in media, however, is good news.

e4m by Deepika Bhardwaj
Updated: Sep 21, 2011 9:27 AM
Spikes Asia 2011: Declining creativity - Entries increasing, metals decreasing

Spikes Asia 2011 ended with the Spikes Awards Ceremony yesterday. This year marked the number of entries sent from India superseding any country among those participating in the event. Though the number of entries submitted has almost doubled, the number of metals won has steadily dropped over the years. India submitted 321 entries in 2009, 452 in 2010 and 612 in 2011. The number of metals won has reduced from 41 in 2009, 36 in 2010 to 31 in 2011.

From a total of 31, we have 1 Grand Prix, three Gold, six Silver and 21 Bronze Spikes. Last year India had seven Gold, 15 Silver and 14 Bronze Spikes.

Performance has been the best in media this year with a total of 10 metals coming in from this category. Design follows next with 5 metals comprising of 2 Silver and 3 Bronze.

Among Special Awards, Creativeland Asia has won first place as Independent Agency of the year. Mudra Communication, Mumbai has got third place as the Agency of the Year. India has been highly commended in the Young creative media competition.

Agency Report Card
Creativeland Asia has struck gold at Spikes Asia this year winning the only Grand Prix that has come in India’s kitty. It has also won a Bronze in the Digital category.

BBDO India has bagged the maximum number of metals for India at Spikes Asia this year. With 1 Gold and 2 Bronze Campaign and 5 Bronze Spikes, agencies total stands at 8, more than any other agency that participated in the event. BBDO India had won 5 Metals at Spikes last year.

Mudra Communications stands second with 6 metals falling in its pockets. All the 6 are Bronze Spikes.

JWT India gets the third position with 1 Gold and 3 Bronze Spikes, making the total as 4 for the agency. JWT India had won 6 metals last year including 4 Silver and 2 Bronze metals. Readers would recall that JWT had won 2 Grand Prix at Spikes Asia 2009.

TapRoot India that had won maximum number of awards last year with 7 metals in total comprising of 4 Gold Spikes, could manage only one Bronze this year.

Leo Burnett too could not repeat the show with just one Bronze this year as compared to 5 Bronze last year.

Mediacom India that won a Gold, a Silver and a bronze last year has won for itself a Silver and a bronze this year, both for its client P&G.

Mindshare, that was nowhere in the picture last year amongst the winners, has grabbed a Silver for itself this year, for its work Surf Excel Little Big Film Maker for Hindustan Unilever.

TBWA\India that did not mark any presence last year has won a Silver and a bronze in the Design category for Immigration Stamps, created for Yatra Online.

Bates141 has disappeared from the awards list this year, though it won two metals at Spikes Asia 2010.

The Works
Mudra Communications’ ‘Disappearing Discounts’ for R Ayurveda Research Labs remains the most awarded work this year cornering a total of 4 metals – all bronzes for the agency. The work in fact is the only victory for India in the Direct Spikes.

BBDO India’s Shavesutra, done for P&G’s Gillette, equals Shavesutra cornering a total of 4 metals – a Gold, a Silver and 2 Bronzes in the media, Integrated and Promo & Activation categories.

BBDO India’s three pieces of work, including ‘Nuclear’, ‘Sea Level’ and ‘Terrorism’ for White Collar Hippies also garnered 3 metals including a Bronze Campaign and a Bronze spike in the Print & Poster Craft and Print categories.

No Score in PR & Outdoor
Out of a total of 145 submissions and 11 Shortlists, India could not convert any into a Metal in the Outdoor and PR categories this year.

Of 133 pieces of works entered in the Outdoor category, only six entries made it to the shortlist. None of the shortlists could convert into a metal for India this time. Last year, India had won three Outdoor Spikes including a Gold, Silver and Bronze.

PR also could not open its account at Spikes Asia for India in its Inaugural year. Indian agencies had sent 12 pieces of work in the category of which five had made it to the shortlist. However, none of these could convert into metals.

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