Financial Daily from THE HINDU group of publications
Friday, Jun 24, 2005
Financial Daily from THE HINDU group of publications Friday, Jun 24, 2005 |
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Marketing
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Advertising Silvers for JWT and O&M, bronze for Leo Burnett at Cannes fest Our Bureaus
Mumbai / Chennai , June 23 THE Indian advertising fraternity was in for a surprise as JWT Chennai and O&M Delhi each won a Silver Lion while Leo Burnett bagged a bronze at the Cannes Lions International Advertising Festival 2005. O&M and Leo Burnett registered their wins in the outdoor category, while JWT's print ad for its client Indian Red Cross won it the award. Said an elated Mr John Goodman, CEO, India & South Asia, O&M, "Winning is like a lottery and it is always difficult to predict which ad is going to win. But obviously the ad was good and it vindicates our position as a creative agency." This is the first time that O&M Delhi has bagged a Silver Lion at Cannes. The winning entry was `Birds,' created for A: Door, a low-profile theatre in South Delhi, which screens award-winning films. "While we do manage to win something every year, there were a couple of surprises for us," said Mr Goodman. O&M, he said, was expecting its `Cancer Patients' campaign to win in the interactive category, as it has bagged an award at the Asian ad festival. Mr Goodman also said he expected its IBM campaign to get highlighted. Last year, it was O&M that had bagged Silver Lions in print for its work for the Concern India Foundation and Hutch Telecom. The country's largest agency, JWT India, won a Silver in the fundraising and appeals category for its campaign for the Indian Red Cross. The Chennai JWT team of Mr Joono Simon, Mr Charles Victor, Mr Madhavan Palanisamy and Mr Ratish Subramaniam created the `Give' press campaign, which showed a red cross, in the shape of a box, opening up — a metaphor for "donations welcome." JWT's tally at Cannes this year, as of today, stands at one Silver and seven nominations, four of them for GRT Temple Bay. The agency's Senior Vice-President, Ms Anita Gupta, said, "We were hopeful of winning the moment the campaign got nominated." She said the winning idea was one of the first to come up and proved that "the best idea is often the simplest too." The win, she said, also tied in nicely with JWT's "new vision" that puts a renewed focus on creativity. "It's a very good way to start with. Today, we are very focussed." Like JWT, Leo Burnett also said it was the "simplicity" of the ad it created for its client Heinz that helped it win. Mr K.V. Sridhar, National Creative Director of the agency, said, "We won possibly due to the simplicity of the ad, which took three hours to write. It was written in ketchup to signify its thickness. In future too, our campaigns will focus on the thickness of the ketchup." Mr Sridhar said, "For us it was important to win in the print category. If we win in the television category, it will be an added bonus for us.''
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