Golden outing for Ogilvy at Goa

Sravanthi Challapalli Goa | Updated on November 15, 2017 Published on April 21, 2012


Leo Burnett comes in second with 35 awards

Ogilvy India has walked away with the largest number of Creative Abbys at Goafest 2012, the annual mega event of the advertising, media and marketing fraternity.

It won 55 awards (11 golds, 16 silvers and 23 bronzes, apart from one Grand Prix for a Fox Crime campaign, announced yesterday).

Leo Burnett won 35 awards (3 golds, 11 metals and 21 bronzes). Taproot India bagged 34 Abbys, six golds among them. Creativeland Asia won the only other Grand Prix in the Creative Abbys for its Audi A8L 3D Experience under the Automotive Vehicles and Accessories sub-category (Integrated vertical).

Among the campaigns that won gold Abbys are Airtel's Har Friend Zaroori Hai (Taproot – Film/Telecom Product & Services), Google Chrome's The Web Is What You Make of It (Studio Eeksaurus Productions – Film Craft/Production Design) and Tata Sky's Poochne Mein Kya Jaata Hai (Ogilvy – Radio/Household & Business Appliances).

Sri Lankan ad agency Phoenix Ogilvy won a gold for its work on Titus Knives in the Out of Home (OOH)/South Asia category.

The largest number of golds, six each, were awarded in the Print Craft and Direct verticals, while four each were awarded in Film Craft and OOH.

Addressing a press conference, the Goafest organisers said that their effort to democratise the awards had worked, as a range of agencies big and small had participated and won awards. In all, 332 awards were given out. Last year, 224 were awarded.

Magic of advertising

Speaking on the festival's theme, The Magic of Ideas, Mr Eric Vervroegen, International Creative Director, Publicis, said, “Magic doesn't come easily, it needs hard work.” One needs to keep the beginner's spirit and not dismiss any idea as impossible or small or stupid. “Give ideas a bit of time, don't throw them away too easily,” he said.

In his closing keynote address, Mr Simon Wardle, Chief Strategy Officer of sports and entertainment marketing firm Octagon Worldwide, spoke of how fans' passion for sports can make great advertising.

“Think like a fan and you can make a great connection with the consumer,” he said.

“Give fans something that enhances their experience and makes them feel a part of their sport. Magic happens in consumers' hearts and minds, so don't just slap your brand's logo next to that of the team you sponsor,” he added.

Earlier, Prof John Philip Jones, author and brand guru, said that advertising hasn't got much to be proud of as there's robust evidence that advertising effectiveness is no more than 41 per cent.

Prof Jones also said that the Internet hasn't been a very efficient ad medium, either, be it in India or the US.

In the US, it has come to account for 10 per cent of the advertising in 20 years, he pointed out. He, however, said its growth would continue and that it would be the No. 3 medium by 2025, after TV and direct mail.


Published on April 21, 2012
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