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Contract seeks to unshackle creativity with ‘Let’s make a difference’ initiative

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Contract seeks to unshackle creativity with ‘Let’s make a difference’ initiative

The idea is the crux for any ad agency and what better than to unshackle creativity in one’s agency. Keeping this in mind, Contract Advertising held its annual initiative – ‘Let’s make a difference’ – on June 4, 2010. In its second year, the initiative focussed on creating new ideas for ‘digital’ across mediums by Contract’s internal officials.

The ‘Let’s make a difference’ initiative, which started off last year, seeks to ensure that everyone is on their toes with cost-effective communication solutions for clients. Initially, this initiative was aimed at improving clients’ bottom-lines during the tough economic slowdown times. However, this year, the agency’s motto is ‘Digital’.

This year, the number entries totalled 300, which were further whittled down to 40 entries. These 40 entries were the judged by Contract’s clients, who were invited as the jury. The jury comprised three clients – Vinay Bhatia, Customer Care Associate & VP, Marketing & Loyalty, Shoppers Stop; Subrata Dutta, MD, Samsonite; and Rajesh Iyer, Senior VP and Head Marketing, Liabilities and Wealth Management, HSBC.

It was Ravi Deshpande, Chairman & Chief Creative Officer, Contract Advertising, who initiated and christened the ‘Let’s make a Difference’ initiative. On digital being the theme for ‘Let’s make a difference’ for this year, Deshpande explained, “We want digital as a medium to be integrated into the DNA of Contract Advertising. It is necessary to have Contract overall being an agency that works digitally, rather than just having one digital unit.”

According to Deshpande, “This initiative plays the role of a motivator and is a proactive effort that urges every individual in the agency, whether in the servicing, creative or planning departments, to come up with an idea on the selected brands, with deadlines to boot.”

This year, of the 40 entries, only nine entries made it to the winners’ list the with top four works honoured as winners with a Grand Prix, a Gold, a Silver and a Bronze, and other nine entries as merits.


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