Will new implementations at ABBYs 2018 witness higher agency participation?

While there have been implementations like the Master Jury for ABBYs 2018, O&M, BBDO India, Lowe Group and Creativeland Asia confirmed to exchange4media that they won’t be participating,at least not this year

by Misbaah Mansuri
Published - Feb 9, 2018 9:00 AM Updated: Feb 9, 2018 9:00 AM

The prestigious Goafest will host the Abby Awards, India's premier awards that acknowledge and honour creativity in the field of advertising. Presented by The Advertising Club and the AAAI, ABBYs 2018 will be held from April 5, 2018 to April 7, 2018, at The Grand Hyatt, Bambolim, North Goa.

The apex industry awards has also for the first time announced the formation of a Master Jury where 15 ace admen will come together to determine the winners. The jury includes the likes of Prasoon Joshi, Chairperson of the Central Board of Film Certification and CEO of McCann World group India and Chairman (Asia Pacific), Arun Iyer, Chairman & Chief Creative Officer at Lowe Lintas, Abhijit Avasthi, Founder, Sideways Consulting, and Bobby Pawar, Managing Director, Chief Creative Officer - ‎Publicis Worldwide, among others.

The 2018 edition of ABBY’s will also see the number of categories and sub categories being rationalized to ensure relevance and effectiveness apart from reinstating of the Agency of the Year award.

While there have been some interesting implementations for ABBYs 2018, agencies like Ogilvy & Mather, BBDO India, Lowe Group and Creativeland Asia, whom exchange4media got in touch with, maintained that they won’t be participating, at least not this year. The general sentiment is that of wait and watch following the new implementations. 
“We haven’t been participating in the ABBYs for years and this year too we don’t plan to,” said Arun Iyer, Chairman & Chief Creative Officer at Lowe Lintas. Raj Kurup, founder and creative chairman of Creativeland Asia (CLA), Sunil Lulla, Chairman & Managing Director, Grey Group India and Josy Paul, Chairman & NCD, BBDO India also disclosed the same.

Amer Jaleel - Chairman and CCO - Mullen Lintas said that while the agency isn’t participating this year, ABBYs 2018 could well define if they will be part of it next year. “For very long, I've had a stated position that awards need inputs that bring new perspectives and I am looking to contribute through discussions both on and off the table. As for MLLG we haven't changed our position on 'creative' awards so let's see what shape the Abbys take and we'll take it from there,” said Jaleel.

Some do believe that the recent implementations look promising. “The various new implementations and the introduction of other categories will help the festival move in the right direction,” said Santosh Padhi, CCO and co-founder, Taproot Dentsu who is also part of the Master Jury for ABBYs 2018. He revealed that the Taproot Dentsu team is still to make up its mind on their participation. Abhijit Avasthi, Founder, Sideways Consulting, also said that with so many accomplished fellow jury members, he looks forward to some really surprising work. “It’s definitely been one of those shows which the entire fraternity looks forward to and it's an honour to be part of such an esteemed jury,” said Avasthi. When asked whether Sideways Consulting will be participating, he said, "Yes. We are mostly going to be part of it. Last year also we participated."

Jaleel also said that with these new additions, his curiosity on how the upcoming edition will take shape is building up. "It seemed like a new, re-energised and refreshed Abby when Ajay called (me) to be part of the Jury. It's an opportunity to knock heads with others on how they see Abby emerging. I am curious, more than anything else,” he said.

All work released for the first time, between February 1, 2017 and February 15, 2018 will be eligible to enter the awards show. The last date to receive entries will be February 26, 2018.

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