Guest Column: Goafest – Without the Black Brigade
This year will miss the dominating force of Ogilvy but it is a great chance for next rung of agencies to claim the leadership position, says Arijit Ray of Dentsu Comm
Beyond doubt Goafest 2013 will miss the energy and the dominating force of the Black Team. Ogilvy has ruled and held on to the coveted position for close to decade and a half…winning every year with a margin on the back of a great body of work. To their credit, a large chunk of their work has been on visible brands such as Vodafone, Cadbury, MP Tourism, Fevicol, etc. Undisputed leadership for so many years on the back of effective brand work is truly remarkable. Having said this, let’s move on.
Goafest by now is recognised and has truly emerged as the benchmark for celebrating creative excellence in the country. The year 2013 will provide a great opportunity for the next rung of agencies to stake their claims on the leadership position. And it is upto them to carry on and sustain their performance.
The platform celebrates originality of creative thinking, creative craft and integrated ideation. What we need to evaluate is the quality of creative work that is coming to the platform. What is heartening is over the last five odd years is that a whole new cross-section of agencies have started winning on effective, memorable and disruptive brand work. Nike, TOI, Airtel, Incredible India have all won consistently. In recent times, Taproot has demonstrated how popular work can be effective, talked about and award worthy at the same time, through their continuing campaign on Airtel, Pepsi, etc.
If that be the case, then why grudge our creative folks some freedom to do some experimental proactive work. Isn't it a platform that celebrates the creative spark? A platform that honours breakthrough ideation and craft…if this gives the creative fraternity the glory and inspiration thy seek, why not? Happy and content minds are a hotbed of the greatest and brightest ideas. So let the creative folks be happy. Let them get the freedom to do some responsible proactive work. Let them shine and find their spot under the radiant sun. The satisfaction will rub-off on their interaction with the clients and the brands they deal with, which will produce more award-worthy work on many more mainline brands. It is a cycle that will reap rewards for the fraternity. The only caveat is that we have got to make sure that the share of work that wins on visible brand work keeps increasing. Therefore, what will make Goafest more enduring is when we gradually build a mechanism that accords currency and added weight to creative excellence on brand work. Looking forward to seeing some sparkling work in 2013. Goa here we come…
The author is CEO, Dentsu Communications
Goafest 2013 coverage on exchange4media is presented by Patrika group.
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