ICMA 2019 jury meet: Clutter-breaking entries steal the show

Industry leaders come together to judge reams of thought-provoking entries in over 20 categories

e4m by Misbaah Mansuri
Updated: Aug 28, 2019 9:26 AM

“We should not be homogeneous. Things could have a different weight in each of our minds depending on our personalities,” says ICMA 2019’s Jury Chair as he sets the stage for the high-powered meet ahead while establishing the fact that jurors can use their own parameters that would not only ensure diversity of opinion but also help the jury reach an evolved decision. After all, he is not your average jury chair. He is Agnello Dias, CCO & Co-Founder & Creative Chairman, Taproot Dentsu DAN India. Ad world’s 'Aggi', who was recently inducted into Ad Club Calcutta’s ‘Hall of Fame’, an honor only iconic ad-land personalities such as, Alyque Padamsee, Ram Sehgal, Piyush Pandey, R Balki have been bestowed with. He is also the mind behind several famous and effective campaigns for The Times of India, Mumbai Mirror, Nike and Airtel.

Industry leaders came together to judge reams of thought-provoking entries in over 20 categories.

During the jury's evaluation of work in the best-branded content digital (non-video), adaption versus creation was an interesting question posed. ”At the end of the day, we are not evaluating agencies here. We are evaluating pieces of work done. The fair question to that is who should get credit for it? It is always a mix of creative and platform coming together,” asserted Priyanka Gandhi, Associate Director & Head - Integrated Marketing Communications and E-commerce Marketing, Colgate Palmolive.

While judging the best marketed branded content category, Deepshikha Vasishta, Global Marketing Director, Castrol pointed out, “We are not judging the content here but rather how it has been marketed.”

Jury members hinted that storytelling on static has been a harder task for brands to crack. Pieces of work that were smartly picked up and effectively integrated on digital did well. “Let’s be cognisant of the results but not make it a result-breaker,” Dias recommended when confusion in picking up certain entries left jurors in a dilemma.

There were instances when there was a great piece of work but it didn’t deliver in terms of objective. In other cases, the jury noted that the insight was brilliant but there was no digital in it as the category required, while some ideas felt short of scale. But the ones that stole the show were those that stemmed from a clear objective and were compelling enough to cut through the clutter and win over the esteemed jury that comprised the brightest minds from the industry.

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