The Hindu Business Line : `Goafest provides plank for global exposition'

As the Indian creative gurus firmly believe that winning awards are extremely important to boost the morale of the creative team, the recently-concluded Goafest 2006 (which was meant to celebrate creative excellence), saw an exposition of a number of international awards such as the Mobius Advertising Awards and FAB Awards (International Food and Beverage Creative Excellence Awards), giving the Indian ad men a perspective of their awards competition.

The US-based Mobius Advertising Awards kicked off its marketing campaign at this event. Mr Lee Gluckman, Chairman, Mobius Advertising Awards, told Business Line that it is planning to organise seminars not only at advertising clubs in cities across the country but would also touch base with the various business schools and mass communication institutes and tell them what the Mobius Advertising Awards is all about.

The awards forum, said Mr Gluckman, would hold workshops at these business schools, where a case study of a particular brand would be presented to the students and they would be asked to come up with a campaign idea. The best idea, he said, would be given a free entry into the Mobius Advertising Awards.

"The case study could even be of a mega brand such as Coke. We will get big brands to participate in this exercise and we would do so with the help of their respective advertising agencies. Youth are going to be a major area of focus as they are the future of advertising. We did similar exercises in China and it was a great success," said Mr Gluckman.

Apart from charging one of the lowest entry fees, the Mobius Advertising Awards, said Mr Gluckman, awarded a campaign not just on the basis of creativity, but how it helped generate more sales for the brand. "Our judges look at advertising from a consumer's point of view and not from a creative point of view."

He said beginning this year, the awards agency would also accept entries of individuals from a particular agency. "It could be a print ad, a direct mailer or anything."

The Mobius Advertising Awards is supposed to be the world's oldest independent competition.

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