The creative industry is abuzz after the much-awaited decision of the Super Jury on all complaints that came in. The decision in essence was that all the awards for entries under the scanner will stand and will not be withdrawn.
“I believe the Super Jury has made the right decision. We need to move on now and look to addressing some of the bigger issues that this year’s Goafest has thrown up,” commented Rohit Ohri, Executive Chairman, Dentsu India Group, on this development.
The decision comes on the back of deliberations of the Super Jury, which resulted in the unanimous decision that enough time was given between the shortlisting of the entries and the final judging for feedback and objections of any kind to be raised. Complaints and discrepancies that came in during this time period were already accepted and acted upon before the final awards were presented.
Sanjeev Bhargava, Managing Partner, JWT Delhi welcomes this decision and thought process of the Super Jury. He shared, “In the process that was followed as far as the awards are concerned, a week was given for complaints and any complaints after the announcement cannot be recognised, otherwise it becomes an endless process.”
The Super Jury felt that the sanctity of the awards process needs to be maintained and all the deadlines should be respected and followed.
Sagar Mahabaleshwarkar, Creative Head, Bates CHI & Partners also believes that this is a step in the right direction, “The decision is absolutely fair in my view. As part of the jury, we put enough effort, thought and deliberation into a decision. Whether this decision will resolve the bigger issues is what I have doubts about.”
His sentiment is echoed by Priti Nair, Co-Founder of Curry Nation; she says, “The decision is correct; there has to be some cut off, otherwise we will keep revisiting the same decision every time someone has a different point of view. The entries shouldn’t have been revisited in the first place. Once there are rules made, they must be adhered to. A window of time has been given for any complaints for the shortlisted entries to come in; once this is over, we should stick to it.”
What the industry is welcoming is a closure on the long-drawn speculation that has surrounded the fraternity since the now infamous Ford-Figo fiasco, which has been doing the rounds weeks prior to Goafest 2013.
The AGC maintains a view that the Abbys are industry awards for the industry and the final say must be that of the creative fraternity. In light of the above decision by the Super Jury, it has hence been decided that all awards given will stand. In addition, awards that had been rescinded due to similar complaints for DHL (agency BBDO Proximity) and Electrolux (agency DDB Mudra Group) will be reinstated. The AGC has also noted that for the future, rules pertaining to reviews will be further clarified and strictly adhered.
“The industry is in the middle of unprecedented crisis with allegations flying around thick and fast. Everyone is looking at us with doubts. The Super Jury had a chance of cleaning the muck up. Whether they succeeded or not, only time will tell,” concluded Satbir Singh, Managing Partner and Chief Creative Officer, Havas Worldwide, on a cynical note.
Hopefully the lessons learnt the hard way this year by the creative fraternity at large will serve as springboard to churn out better work in the coming years.
With inputs from Twishy
Goafest 2013 coverage on exchange4media is presented by Patrika group.
Stuart Bowden talks about purchase journey, the revised version of Cannes Lions, Wavemaker Indiaâ€™s performance and a lot more
Emery says everything that Unilever CMO Keith Weed says has a touch of genius. He also talks about his expectations from Cannes, WPP without Sir Martin Sorrell and his love for Mindshare India.
In an interaction with exchange4media, PC Musthafa, CEO & Co-Founder iD Fresh Food shares how the brand deals with competition and marketing strategies followed by them.
Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer
A total of 183 advertisements were picked up by ASCIâ€™s Suo Moto surveillance
Communication experts say that the recent Airtel controversy on Twitter is a lesson for consumer-facing brands to rejig their customer support and make it more apt for social media