Expectations, rather unexpectations galore: Goafest 2013

In another twist in the tale of Goafest 2013, the AGC has decided to live up to the Goafest tagline of ‘Expect the unexpected’ with their decision to have a Super Jury, which will have jury chairs from all the categories within the Creative Abbys. This Super Jury will give a verdict on all pending complaints.

The AGC’s decision is awaited on DDB Mudra’s work for Electrolux in the Outdoor category, which was awarded a Silver; Leo Burnett’s work on Coke Studio, which was awarded a Gold, and McCann Worldgroup India‘s work for ATSS in the Print category, which was awarded a Grand Prix. The AGC is said to have received around 20 more such complaints, which also include work done for Tide Detergents by Leo Burnett, Sanctuary Asia Magazine work done by JWT India as well as the agency’s work for Godrej Security.

What is interesting is that this Super Jury will also give a verdict on withdrawn entries, which include BBDO India and DDB Mudra.

“The AGC will get together a super jury, which will consist of all the jury chairs across all the categories, who will take a decision on all the complaints that have been raised till now. This includes the metals that have been withdrawn, including BBDO India and DDB Mudra. We hope to have the physical jury meet in a week’s time. The verdict of this Super Jury will be final, they are the best judge of what to do,” said Shashi Sinha, Chairperson, AGC.

What the AGC may have viewed as a stray case beginning with Leo Burnett’s plea for withdrawal has led to an unprecedented series of complaints. The getting together of this Super jury is an attempt on part of the AGC to combat this unexpected series of events and hand over decision making to the creative leaders of the fraternity themselves who are the jury chairs.

To put an end to this unprecedented series of complaints, Sinha had to put a deadline for receiving complaints. “We will not take any more complaints for the Creative Abbys after the evening of April 12 as enough is enough and we must move on,” Sinha had said in an earlier report.

Goafest 2013 coverage on exchange4media is presented by Patrika group.

The festivities and celebration that marked the announcement of the Creative Abbys at Goafest 2013 are a far cry from the series of controversies that mark the period post the results. Goafest 2013 has been characterised by an unprecedented series of controversies, beginning with the pre-Goafest week that was a victim to scam ads, resulting in the Chief Creative Officer of JWT India, Bobby Pawar giving up his position due to the Ford fiasco.

But what has followed post the results of the Creative Abbys have caused many to question the decision on the part of the AGC to open cases and withdraw entries post metals awarded and work being celebrated.

What started with the withdrawal of Leo Burnett’s radio spots for Tata Lite on the agency’s request, continued with AGC’s withdrawal of BBDO India’s ads for DHL and DDB Mudra Group’s work for Electrolux on the grounds of work being similar to work done by Ogilvy Hongkong and Y&R Sao Paulo for LG washing machines respectively.

What the AGC may have viewed as a stray case beginning with Leo Burnett’s plea for withdrawal has led to opening the Pandora’s Box which refuses to close without taking down most agencies.

“If the intent and spirit is right, every decision irrespective of the results is a correct one in my opinion,” said KV Sridhar, Chief Creative Officer, Leo Burnett India and Subcontinent.

On the other hand, Santosh Padhi, Co-Founder and Chief Creative Officer, Taproot India said, “I don’t think that entries should have been revisited post the metals been awarded, but for this I would not blame the Ad Club but the various juries who made the decisions across categories, as it is their responsibility.”
 
Is the Indian Cannes Awards losing its relevance in the light of recent controversies?
Goafest is known as the Cannes Awards of India; it is touted to soon become even bigger. The initiative is viewed as a forum that gives youngsters an opportunity to come to the forefront.

Is this forum now losing its relevance with the turn of events this year? Is this indeed reflective of years to come? Will this dissuade agencies from participating next year?

Joseph George, Chief Executive Officer, Lowe Lintas and Partners shared that the fest is indeed losing its relevance. “We pulled out many years ago because it had lost its professional relevance to us even then. I fear post this year’s continuing carnage, it may now have lost its resume relevance too. When irrelevance is not just felt institutionally but at an individual level too, these shows going forward will experience exponential decay in its ability to evoke any interest.”

Interestingly other industry leaders maintain a positive futuristic outlook. “IPL was marred by controversies, but has the game stopped? It hasn't and it shouldn't. It’s up to the creative leaders to come together and figure out how to restore lost pride. I am sure creative agencies will learn to think before firing a bullet. Not entering is escapism; you can only become the change by participating,” opined Sridhar.

Sonal Dabral, Chairman and Chief Creative Officer, DDB Mudra Group echoed the same sentiment when he said, “Controversies happen and will happen at every award show, in every field of competition. It’s the nature of the beast. Goafest has not lost its relevance. There are many things good about it and we need to celebrate and nurture them and move on. Agencies will be there next year again and it’s for all of us to make this important show the best it can be. When you get a cold, you take a few medicines and keep going. You don't stop breathing.”

However, even as industry leaders seem determined on maintaining a positive view on the turn of events, DDB Mudra’s work for Electrolux in the outdoor category awarded a Silver metal, Leo Burnett’s work on Coke Studio awarded a Gold metal and McCann Worldgroup India’s work for ATSS in the print category awarded a Grand Prix are under the AGC’s scanner and the decision on this will be out soon.

The AGC is estimated to have received over 100 letters of complaints for the Creative Abbys; so much so that Shashi Sinha, Chairperson, AGC had to put a deadline to receiving complaints to put an end to a seemingly unending series of controversies. “We will not take any more complaints for the Creative Abbys after today evening as enough is enough and we must move on,” Sinha had said to exchange4media on April 12.

Takeaways from Goafest 2013
“What is life without some fun? Well, we indeed had fun and how. It only takes a naive creative community to laugh at itself, whilst the world is playing them up. It’s so sad that great pieces of work such as KBC, Killer, Nike, Kissan and Aman ka Asha were camouflaged by AGC’s infighting, politics and school boyish slinging of mud at each other. What else captains of the industry will remember? I always put ideas above politics and legal correctness; therefore, I would still like to remember this Goafest for showing the power of integrated big ideas,” remarked Sridhar.

Moving forward
On this positive note, instead of dwelling in the past, even as further controversies continue to mire the fest this year, what are the checks and measures that are needed to be put in place to restore the credibility and take Goafest to new heights?

“We need more of Shashi Sinhas, who are neutral parties and clean guys, to come forward. The whole world is looking at India and Goafest, which is a healthy and motivating forum. It is unfortunate that so many things have happened this year. It is our own industry, so who do we blame here? Going forward, we should have stronger boxes to tick and revive Goafest in a new avatar, with juries of domain experts that match each category,” concluded Padhi.

Goafest 2013 coverage on exchange4media is presented by Patrika group.

Goafest 2013 has opened a Pandora’s Box, which now opened refuses to close, taking down with it one agency after the other from the Creative Abbys.

In continuation of the series of controversies plaguing Goafest 2013, the Awards Governing Council (AGC) of Goafest 2013 has withdrawn the entry of DDB Mudra in the Print category as per highly placed sources. The entry has been withdrawn on the basis of the work being similar to the work done on a campaign for LG washing machines by Y&R, Sao Paulo, Brazil. This takes DDB Mudra’s tally to 15 metals.

Interestingly, the same campaign for Electrolux won DDB Mudra Group a Silver campaign in the Outdoor category. The question remains whether the AGC will also withdraw the entry in the Outdoor category?

It may be recalled that BBDO India’s entries for DHL, which include two Gold and one Silver at the Creative Abbys, have also been withdrawn due to similarity of the work with that produced by Ogilvy’s Hong Kong office.

Shashi Sinha, Chairperson, AGC, had commented in an earlier report, “We will not take any more complaints for the Creative Abbys after today evening (Friday, April 12, 2013) as enough is enough and we must move on.” 

Goafest 2013 coverage on exchange4media is presented by Patrika group.

Controversies and award shows have a symbiotic relationship; Goafest is no exception, more so this year. Even as Adlanders seemed determined to put past controversies behind them and celebrate the excellence of creativity at this forum, in what seemed like an unfortunate twist of events, Goafest is making news again for the withdrawal of two entries by Leo Burnett India from the Creative Abbys.

After leading the tally at Goafest 2013, Leo Burnett India has withdrawn two entries for Tata Salt Lite from the Creative Abbys.

“It is rather unfortunate that this has happened. Arvind Sharma sent a request for withdrawing these two entries. I have written to the AGC and my impression is that the entries will be withdrawn,” commented Shashi Sinha, Chairperson, Awards Governing Council.

Arvind Sharma, Chairman and CEO India Subcontinent, Leo Burnett India sent a request for the entries to be withdrawn last evening via email, confirmed Sinha.
 
The entries that have been withdrawn are the two radio spots of Tata Salt Lite, which won the agency two Gold and two Silver Abbys in the Radio and Radio Craft categories respectively.

The agency, who led the pack this year with a total tally of metals 71 metals, will now stand at a total of 67 metals. Lingo India will also lose its Gold Abby in the Radio Craft category as a result of the withdrawal of these entries.

Leo Burnett India’s 67 metals now comprise of 7 Gold, 32 Silver, and 28 Bronze. Despite this, the agency still continues to retain its number one position in the Creative Abbys this year.

Tata Salt Lite is said to have asked their agency to withdraw the entries due to certain inconsistencies and have expressed that they would like to return the award to the organisers.
The Goafest Awards Governing Council is said to have become more stringent in ticking all the boxes before announcing the winners, which also includes a verification of the entries from the client via confirmation letters, after the Ford – JWT India episode. This verification process has also been confirmed by Sinha. 

This is a rather adverse turn of events for the industry that is clearly determined to look ahead but it is now dragged by another controversy rearing its ugly head.

Goafest 2013 coverage on exchange4media is presented by Patrika group.

JWT India occupied the third position at Goafest Creative Abby 2013, grabbing 48 metals with 5 Gold, 17 Silver and 26 Bronze. Despite several controversies, it is interesting to note that JWT India moved up the ladder from the sixth position last year. The recent exit of the creative leader of the agency, Bobby Pawar, created ripples within the industry and raised questions on the smooth survival of this giant ship.

However, the great effort and hard work by all creative people across all the offices got recognised this year. Senthil Kumar, Tista Sen and Swati Bhattacharya of JWT, spoke to exchange4media after winning. They love to stand united and highlighted that the work of some of the big accounts such as Pepsi and Birla Sun Life has won across various categories. They believe in doing great work on every single category.

View the video to know the enthusiasm of the JWT team after winning…

Video shot by Priyanka Nair

Goafest 2013 coverage on exchange4media is presented by Patrika group.

McCann Worldgroup India bagged 56 metals, including 1 Grand Prix, 7 Gold, 15 Silver and 33 Bronze at the Creative Abbys. The agency claimed the second position and also bagged the Grand Prix in the Print category for Active Total Security Systems.

exchange4media spoke to Prasoon Joshi, Executive Chairman and CEO, McCann Worldgroup India and President – South Asia, after winning. “We have won the rarest of the rare, which is the Grand Prix. I am very happy after this achievement,” he said. “I don’t count metals because I never believed in them,” he added.

He believes that it’s a celebration of ideas and good work. Winning across various categories makes him proud of the work and the people behind it.

View the video to see Joshi talk about the agency’s achievement…



Video shot by Priyanka Nair

Goafest 2013 coverage on exchange4media is presented by Patrika group.

The emergence of new forms of communication has changed the nature of customers. A brand can be relevant only when it walks the talks with the customer. In this era of the new creative revolution, it is not sufficient for a brand to claim the purpose but it has to live the purpose. The new age consumer demands the brand to start delivering rather than promising.

Amir Kassaei, Chief Creative Officer, DDB Worldwide said, “Brands should stop selling people what they don’t need. This is an age of brand networks and brands have to deliver at every possible touch points towards the customer a substantial and relevant experience.”

He highlighted the example of Apple, about how the brand is building all the possible touch points for the customer, starting from building a great product. “You don’t have to reinvent the business to build brand networks, it is about refocusing again,” he added.

According to him, there is nothing called social media. Brands can succeed by being social and creative. Social means deepest respect for human beings. “If you want to add value, then social should be in the DNA of the brand. Creativity is about combining the creative talent with technology as a tool to provide marketing solutions. It is about effectiveness and finding the most intelligent solution for a challenge,” he said.

He believes in finding/creating the relevant truth and delivering it in a fresh way so that people start caring about the brand. Brands should treat people as their best friends thereby changing the mindset of approaching a brand.

According to him, digital is not a media, but an infrastructure. He feels that technology is not a replacement of an idea. It can be used as a tool to deliver the best. It is the electricity of the 21st century, because the world is getting connected.

He believes that the best innovative ideas should be simple and relevant so that it can add value to people’s life. “If you define a problem correctly, you almost have a solution,” he added.

He affirmed that agencies are in the business of making the product relevant and not about advertising. “The best of advertising doesn’t look like advertising,” he maintained. It is not about winning awards, but solving the problem in a substantial way so that people start caring for the brand.

Goafest 2013 coverage on exchange4media is presented by Patrika group.