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Perhaps inspired by the Young Guns advertising awards of Australia, the Ad Club Bombay launched the Young Achievers Awards (YAA) to celebrate work done by professionals in India under 30 years of age, across three main categories: communications, business and media.
Josy Paul, Chairman and National Creative Director, BBDO India, was a Jury Chairman for the third edition, which culminated in a gala awards night in Mumbai on February 4. In conversation with BrandLine, Paul stresses the need to encourage budding talent in advertising. Excerpts:
There is a general feeling that the advertising industry is getting ‘older'. The YAA is a great initiative to celebrate great work done by younger professionals in marketing and advertising — creative and media. We do need a platform for the young to be celebrated and encouraged.
The quality of entries we received was exceptional. There is so much freshness in the work that was entered. I foresee some of this work going on to do well at global awards too. The jury at YAA too comprised professionals who have been on global advertising award juries and we were all convinced that this was exceptional work. The work presented gives us confidence that the future of Indian advertising holds promise.
Young people in advertising are full of expectation, enthusiasm and passion. I don't think we as an industry have been able to stoke their fires as much as we need to. The younger lot feel the need for recognition that we are unable to give them, and they want it fast. They do harbour the opinion that this recognition they crave comes to them much faster in some of the other creative professions.
It's easier for someone to become a journalist or enter the television business and get instant recognition for good work. Advertising as a brand needs to become more attractive to get the best talent in and groom them to build great brands.
Why should someone scripting a good advertisement not get the recognition a screenwriter gets? Of late, the need for speedy recognition is increasing, especially among the younger lot.
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