CRIC

"We want to create a strong presence in India"

With the quality of work from Asia raising the bar even higher, we are calling on India to back its creative talent, says Tim Lindsay, CEO, D&AD

e4m by Priyanka Nair
Updated: Nov 8, 2012 7:18 PM
"We want to create a strong presence in India"

Design & Art Direction (D&AD), a membership organisation for the global design and advertising community, aims to promote, stimulate and recognise creative excellence in business communication. With a mission to create a strong presence in Asia, D&AD is looking at establishing its representation in China and India in next 12 months.

Commenting on the expectation from India specially, Tim Lindsay, CEO, D&AD said, “We commend India for its award winning work this year but hope to see an even stronger show from Indian creatives next year. Winning a D&AD award is the ultimate benchmark for international commercial creativity and with the quality of work from across Asia raising the bar even higher this year, we are calling on India to back its creative talent and rise to the challenge.”

Lindsay said that India is power house of talent but has still not proved to be adventurous. “Indian clients need to be educated and should be made aware about global recognitions like ours so that they can in turn push their agencies to go ahead and take risk in experimenting with creativity. It is seen that over the few years, there is a drastic increase in non-traditional creative campaigns in categories such as mobile which is a great sign,” he added.

Globally there have been a lot of issues regarding the authenticity of entries that come for awards. D&AD is also working vigilantly on curbing entries that are designed only for the awards. The campaign should be commercially successful, done for a real product and paid by a real client – that’s the first way to qualifying for the awards. Apart from this, D&AD is also looking forward to collaborate with different communication school to educate and recongise young talents. Adding to this, Lindsay said, “It is a circle of learning. What we learn from our experiences in the real world has to be shared with the young minds to take the traditional of excellence in creativity to the next level.”

In 2012 – the 50th D&AD Awards – 638 awards were given to work entered from 48 different countries. The Awards has seen strong support with work from across Asia highly regarded by the jury last year – 77 awards were picked up by entries from nine Asian nations. Creative work from India was recognised ‘In Book’, with one award in 2012 for Mudra Communications’ ‘Flipped City’ campaign for Phillips Electronics.

The scrutiny and rigour imposed by the internationally acclaimed judges is legendary. It ensures that only the very best work receives the coveted Yellow and Black Pencils. Judges award work on four levels: In Book places the work in the D&AD Annual; Nomination shortlists work to be considered for Pencils; Yellow Pencils are awarded for outstanding work; Black Pencils are awarded to ground-breaking work.

D&AD recently launched a new initiative – The White Pencil Award. “The first White Pencil will be awarded next year to a piece of creative thinking that best answers a brief that we’re giving to the whole creative community. The White Pencil is for a piece of creative work that changes the world for the better; the first organisation D&AD has chosen to support is Peace One Day,” shared Lindsay.

The D&AD Awards is inviting entries for the 51st Award, with entries required to be submitted by January 30, 2013.

For the record, D&AD is a not-for-profit organization. It provides material support for creative education and creative people around the world. Founded in 1962 by London-based creatives David Baily and Colin Forbes, amongst others, D&AD is in its 50th year.

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