Ogilvy & Mather and Mindshare clearly on top as GoaFest 2012 declares Creative and Media Abby awards; Awards Governing Council maintains it will not rank winners.
At GoaFest 2012, the suspense over who would emerge overall winner at the Media and Creative Abby Awards remained a suspense till the very end with the Awards Governing Council declaring an agency-wise metal tally (presented on the next page), but no ranking of overall winners. Whether number or colour of metals won should be given weightage to arrive at a ranking was left to the public to decide.
Three Grand Prix awards – one in Media and two in Creative – dominated the Abby awards. These went to Mindshare, Ogilvy and Creativeland Asia respectively. Ogilvy took home 51 metals, including a Grand Prix, 11 Golds, 16 Silvers and 23 Bronzes, while Creativeland Asia had a tally of seven, with a Grand Prix, one Gold and five Silvers. Mindshare won a Grand Prix, one Gold, two Silvers and two Bronzes, taking its tally to six.
Creativeland Asia picked up its Grand Prix for the Audi ‘A8L 3D Experience’ campaign in Integrated, while Ogilvy’s Grand Prix came for the Online Integrated campaign ‘FoxCrime-Photographs Case’. Mindshare’s Grand Prix was awarded for the ‘Surf Excel Little Big Film-maker’ campaign in Best Use of Branded Content category.
Since GoaFest organizers have been quoted as saying that GoaFest’s vision is to be the Cannes Lions for the region, perhaps the Cannes Lions scoring formula can be applied to the metals tally to arrive at a ranking. According to the Cannes Lions scoring metrics, metals across categories except Integrated are awarded 10 for a Grand Prix, 7 for a Gold, 5 for a Silver and 3 for a Bronze. The Integrated category is considered to be a tougher category, as it is designed to award an idea that was effective across media. The Grand Prix for Integrated is given 12 points, Gold is given 10, Silver 7 and Bronze 5.
Applying this formula, Ogilvy India has a score of 242. The next high scorer is TapRoot India, which pocketed six Golds, 12 Silvers and 15 Bronzes, giving it 33 metals in all and a score of 164. Leo Burnett India bagged 35 metals in all, of which three are Gold, 11 are Silver and 21 Bronze Abby awards. The agency’s score is 143.
But then in the carnival atmosphere of Goafest, who cared? People possibly took no offence, drank one too many, ate a lot, forgot all about ranking, dressed for the beach and happily jumped into the fun.
CHAIRMAN & CO-FOUNDER, TAPROOT INDIA
TapRoot India is an agency of close to 35 members. Therefore, the number of awards we have won this year is very encouraging, considering the size and age of our agency. It is highly motivating for the team.
NATIONAL CREATIVE DIRECTOR, LEO BURNETT
Leo Burnett has been doing consistently well at the creative awards, but this year, the quality of work has significantly improved. While there is scope for better work in almost all the categories of awards, the industry performance has reached a better pedestal this year.
EXECUTIVE CHAIRMAN & NCD, OGILVY & MATHER
Ogilvy has performed very well this year again. I hope that the level and performance of Ogilvy and all other agencies gets better every year. I want the young creative people to do much better work and reach new heights in the years to come.
SAJAN RAJ KURUP
FOUNDER & CREATIVE CHAIRMAN, CREATIVELAND ASIA
All the awards that we have received, including the Grand Prix, are the result of efforts of every member of Creativeland Asia. This award has come as a surprise to the team, but the quality of work for Audi India certainly deserved nothing less than this.
LEADER, TEAM UNILEVER SA, MINDSHARE
We are very excited to win the first ever Grand Prix for media. It is a very proud moment for every member of Mindshare. I am hoping that we will come back for more next year.