Goafest 2013: Withdrawn entries & complaints to be revisited by Super Jury

The Super Jury will now give a verdict on all the complaints regarding the Creative Abbys, including withdrawn entries of BBDO India and DDB Mudra

Priyanka Mehra 16-April-2013

Goafest 2013: Withdrawn entries & complaints to be revisited by Super Jury

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What is interesting is that this Super Jury will also give a verdict on withdrawn entries, which include BBDO India and DDB Mudra.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 This includes the metals that have been withdrawn, including BBDO India and DDB Mudra.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.

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What led to the Super Jury's decision?

Following the Super Jury’s decision, all withdrawn metals have been reinstated, but the question is – what next?

Priyanka Mehra 25-April-2013

What led to the Super Jury's decision?

The committee who coined the theme for Goafest 2013 as ‘Expect the unexpected’ seems to have had a premonition of things to come; the fest has lived up to its theme this year and how!

How it all began
The wild fire was created by JWT’s campaign for Ford showing the former Italian Prime Minister Silvio Berlusconi flashing a peace sign with scantily clad women in the Ford Figo’s boot. The controversy was supported with another ad showing Paris Hilton driving a Ford Figo with the Kardashians tied up in the boot and the third one had the Formula One driver Michael Schumacher kidnapping his male racing rivals namely, Sebastian Vettel, Fernando Alonso and Lewis Hamilton. The posters were posted on the website Adsoftheworld.com. Official apologies were issued by Ford and JWT’s holding company WPP. The brand faced an image crisis with international publications slamming the incident and dozens of people on social media saying that they will never consider a Ford purchase after this campaign. This controversy raised the issue of scam ads in the industry and led to the exit of Bobby Pawar, the Chief Creative Officer and Managing Partner at JWT India and Vijay Simha, Creative Director at Blue Hive, a WPP unit dedicated to managing the Ford business.

Criticism flowed in from every corner with outrage from the creative fraternity on the sacrifice made by the agency’s creative leader to please the client. It raised questions on the agency being blamed solely for the goof-up when procedure demands that every piece of work received as entries at award shows should be accompanied with letters of approval from the client. However, the case rested with the exit of Sriram Padmanabhan, Vice President – Marketing, Ford Motor Company.

The fest and what followed
The white sands of Zuri seemed to have smoothened the troubles of the creative fraternity, but this turned out to be a temporary relief that lasted only till the fest ended.

What started with the what the AGC may have viewed as a stray case beginning with Leo Burnett’s plea for withdrawal  of its radio spots for Tata Salt Lite, led to an unprecedented series of  numerous complaints, and a never seen before phenomenon of what the adlanders termed as a ‘extraordinary turn of events.’
 
Some of the work that came under the scanner included BBDO India’s ads for DHL, 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. Also, Leo Burnett’s work on Coke Studio, McCann Worldgroup India’s work for ATSS, 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.

The Super Jury twist
So unexpected was this turn of events that Shashi Sinha, Chairperson, AGC announced on April 12, 2013 as the last day of receiving complaints, in an attempt to shut the Pandora’s Box.

To address these numerous complaints, the AGC decided to constitute a Super Jury, which had Jury Chairs from all the categories within the Creative Abbys to give a verdict on all pending complaints.

The verdict
The Super Jury comprising Agnello Dias, Carlton D’silva, Josy Paul, KS Chakravarthy, Nitish Tiwari, Piyush Panjwani, Prasoon Joshi, Prashant Kalyankar, Rakshin Patel and Sonal Dabral met on April 23.

After due deliberations, the Super Jury unanimously decided that there had been enough time given between the shortlisting of entries and the final judging for feedback and objections of any  kind to be raised and they believed that all such feedback was accepted and acted upon before the final awards were presented and the deadlines should to honoured.

The essence of the decision was 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.

Interestingly, most complaints came post the announcement of the awards received were supposedly anonymous, maybe trying the sully the reputation of the awards through the misuse of vested media. On the other hand, complaints that came through a proper channel while the Abbys judging was still on were taken up and some entries were barred.

With dozens of metals at stake, one unsaid concern amongst members would have also been the repercussions of stripping off awards from so many prominent advertising agencies and its affect on reputations of some of those businesses.

What now?
The intriguing question is: Can the exits of industry professionals, damage of reputation of both the agencies and clients, and verdict of the Super Jury help address the deeper issue of plagiarism and scam ads faced by the industry today? How can this larger problem be addressed?

Sanjeev Bhargava, Managing Partner, JWT Delhi said, “It is up to the people who participate and it is not something that the administration of the awards can control because it is sometimes not possible for us to check all plagiarised ads. All award shows suffer from the same issue but it is important that people who submit the entries for the awards ensure that they are genuine, original and submit the entries with due permission from the clients. Only then, we will witness entries that are genuine rather than scam or plagiarised ads.”

According to Sagar Mahabaleshwarkar, Creative Head, Bates CHI & Partners, each creative person not only in India but globally as well needs to make the change and decide if they want to make a career on doing great work on brands or proactive work, my experience says you are respected and remembered for the honest work you do.”

Sam Ahmed, Vice Chairman and Chief Creative Officer, Rediffusion – Y&R said, “I think we need to have a clear, consolidated and collective view on proactive work in the future. I don’t know how we can control plagiarism but when it comes to proactive work, I am not against it as long as it’s raising the creative bar of the industry.”

However, Priti Nair Co-Founder, Curry Nation feels that scams and plagiarism show a lack of creativity and no honest creative person would ever indulge in these two.

While we dwell on the ad fraternity, what is the client’s take on these proceedings? “As a marketer, I don’t think this affects me. I see this as an exception to the rule, and prefer to ignore the exception. The agency and the client are interdependent and one cannot build the brand without each other,” concluded Ajay Kakar, CMO Financial Services, Aditya Birla Group, on an optimistic note.


With inputs from Twishy

Goafest 2013 coverage on exchange4media is presented by Patrika group.

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Creative fraternity closes ranks on Super Jury decision

After the hue and cry over Super Jury's decision on Creative Abbys complaints, e4m speaks to creative honchos to gauge their reactions...

Priyanka Mehra 25-April-2013

Creative fraternity closes ranks on Super Jury decision

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.

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'Unexpected' happens again, Goafest Super Jury might recommend mass acquittal

Goafest 2013 truly lives up to its theme of expecting the unexpected; Super Jury likely to suggest mass acquittal of all pending complaints

exchange4media Staff 24-April-2013

'Unexpected' happens again, Goafest Super Jury might recommend mass acquittal

The much anticipated Goafest Super Jury meet, which constituted of Jury Chairs of all the categories within the Creative Abbys, took place last evening in presence of KPMG officials. The Super Jury is likely to recommended disqualification of all objections on technical grounds thereby, paving the way of reinstating metals taken away from agencies.

Except the Leo Burnett metals for Tata Salt Lite, rest all the metals are most likely to be restored.

According to sources present at the meet, the Super Jury has sent a communication to the Goafest Managing Committee to bar any objections received post the release of Abbys shortlist, which in effect means all complaints will be barred due to time limitation.

Without getting into the merits of each case and voting secretly, which was initially suggested by the AGC, the Super Jury felt it would be unfair to re-judge awarded entries after so much time has elapsed.

According to another source who attended the meet, all complaints received are anonymous so they cannot be entertained in this manner. Many other complaints that came through a proper channel while the Abbys judging was still on were taken up and some entries were barred.

As it is tough to entertain complaints that come through such ‘unconstitutional’ methods after awards have been announced, the Super Jury decided to vote on whether such complaints should be entertained. The vote will form the basis of the recommendation going to AGC.

According to the source, this decision will help stop misuse of vested media to sully the reputation of the awards.

“If the Super Jury has decided to have all the complaints barred post the shortlist process, it seems unfair that BBDO and DHL had to pay a penalty with their names being muddied at the AGC’s announcement of their entries being withdrawn. You cannot take back a bullet that has been fired; the damage has been done, it is a rather unfortunate turn of events,” observed Santosh Padhi, Co-Founder and Chief Creative Officer, Taproot India.

With dozens of metals at stake, one unsaid concern amongst members would have been the repercussions of stripping off awards from so many prominent advertising agencies and its affect on reputations of some of those businesses.

“The jury has debated, deliberated and passed a decision which will be announced by the AGC,” said Nakul Chopra, Chairman, Goafest Committee.
 
About 10 of the 11 Super Jury members participated in the meet, with many heads from affected ad agencies involved in the process. This development is also bound to bring back calls of larger client involvement in the judging process.

Though there was no official word from either the Goafest AGC or Super Jury at the time of filing of this story, the AGC is most likely to accept the recommendation of the Super Jury, thus, bringing to closure the most ‘unexpected’ developments in the Indian advertising industry.
 
With inputs from Priyanka Mehra

Goafest 2013 coverage on exchange4media is presented by Patrika group.
 

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Has brand Goafest taken a beating?

As we await AGC's decision on McCann's Grand Prix winning work on ATSS, Leo Burnett’s Coke Studio & DDB’s Electrolux, creative honchos comment on the current turn of events...

Priyanka Mehra 15-April-2013

Has brand Goafest taken a beating?

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.

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AGC withdraws DDB Mudra’s entry for Electrolux in Print category

With this, DDB Mudra loses a Silver. The entry is considered similar to the work done on a campaign for LG washing machines by Y&R, Sao Paulo, Brazil

Priyanka Mehra 13-April-2013

AGC withdraws DDB Mudra’s entry for Electrolux in Print category

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.

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The controversy continues…Leo Burnett withdraws 2 entries from Creative Abbys

After leading the tally at Goafest 2013, Leo Burnett India withdraws two entries for Tata Salt Lite’s radio spots from Creative Abbys

Priyanka Mehra 09-April-2013

The controversy continues…Leo Burnett withdraws 2 entries from Creative Abbys

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.

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Video: United we stand – JWT on bagging 48 metals at Goafest

Senthil Kumar, Tista Sen & Swati Bhattacharya of JWT spoke to e4m after winning. We believe in doing great work on every single category, they say

Twishy 09-April-2013

Video: United we stand – JWT on bagging 48 metals at Goafest

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.

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Video: We have won the rarest of the rare – Grand Prix: Prasoon Joshi

Joshi believes that Goafest is a celebration of good work. Winning the Creative Abbys across various categories makes him proud of the people behind it

Twishy 09-April-2013

Video: We have won the rarest of the rare – Grand Prix: Prasoon Joshi

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.

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Flashed Earlier: If you define a problem correctly, you almost have a solution - Amir Kassaei: Goafest 2013

Advtg is not about winning awards, but solving the problem in a substantial way so that people start caring for the brand, says the CCO of DDB Worldwide

Twishy 08-April-2013

Flashed Earlier: If you define a problem correctly, you almost have a solution - Amir Kassaei: Goafest 2013

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.

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Flashed Earlier: Brands need to integrate right media to garner results: Tom Bernardin: Goafest 2013

The CEO of Leo Burnett Worldwide identifies four key media – social, mobile, shopper and design to reach out to consumers and get the most out of any campaign

Abhinav Trivedi 08-April-2013

Flashed Earlier: Brands need to integrate right media to garner results: Tom Bernardin: Goafest 2013

“Brands need to identify four key mediums in communicating to today’s consumer”. This was the gist of the session of Tom Bernardin, CEO, Leo Burnett Worldwide.

The first key medium he identified was “Social”. What he essentially meant was “social media”. To substantiate his theory he presented a case study for the brand Samsung. He showed how Samsung initially was cluttered with too many FB pages, irrelevant activities and fragmented loyalty. To rectify the process Samsung, along with Leo Burnett, created a “social media centre”. The centre was solely responsible for controlling the entire gamut of activities for Samsung on social media. This resulted in less clutter on the media and increased number of followers on the digital domain. Bernardin concluded that having a one-point social handle to cover the entire spectrum is more credible than having multiple solution social points.

The next parameter that he mentioned was “Mobile”, which was substantiated with example of the brand Coca Cola. Bernardin mentioned iPad applications that his agency developed to collect donations to save the polar bear in the Arctic island. To support the cause, Coca Cola changed the colour of the can of the beverage brand to white instead of red. The campaign was promoted through mobile and generated a mammoth response from the consumers. “Mobile is a great medium, which can be used in delivering customised and response generation messages,” Bernardin added.

The next parameter in the list of the Leo Burnett chief was “Shopper”, which implied the human purchaser. He explained it with a case study of Ikea. The brand was opening its first store on a Wednesday in some part of America. Usually stores give discount coupons to people to maximise opening day customers. Instead of gifting those coupons, the strategy that was initiated by Ikea involved making “human coupons”. This implied that any person related to one person could be a human coupon for him/her. The activity generated a huge response from consumers, with 41 per cent more crowd on opening day than the expectations.

The fourth parameter in Bernardin’s presentation was “Design”. He gave an example of McDonalds in this category, where Leo Burnett capitalised on the platform of London Olympics. The idea was to promote people as part of the Olympics. As part of this, people in London were asked to demonstrate an emotion that they embedded with the Olympics. McDonalds received a huge response to this initiative and published the designed pictures on print, TV, online and OOH mediums. The brand got an instant recognition with the audiences.

Bernardin concluded by stressing on the “Integration” of all the four parameters. He showcased a video advertisement of Le Trefle, a toilet paper roll, which has gone viral on YouTube recently. The brand integrates all the four parameters mentioned by Bernardin in a very effective way and conveys the message in a very simple fashion, resulting in maximum reach and acceptance.

Goafest 2013 coverage on exchange4media is presented by Patrika group.

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