2013 is a very special year for Cannes lions as the festival completes sixty amazing years of celebrating creativity, India joined the party late but nonetheless quickly made an impact with Fevicol in late 90’s thanks to Piyush and his talented brother, Fevicol went on to become an icon for Indian creativity till Times of India and Agnello Dias took to the center stage. TOI and Agnello became synonymous with India creativity after winning a Grand Prix for Lead India same year Leo Burnett joined party with an incredible print campaign for Luxor with a record six lions including two golds. No one had ever expected India to out do that performance. With 2009 success Paddy emerged as a new star and soon teaming up with his onetime partner Agnello to launch TapRoot India.
TapRoot started playing a key role in taking Indian creativity forward, they not only had tremendous commercial success but have also been the torch bearers of Indian creativity, to draw a parallel one wondered what would happen if Piyush and his generation creatives were to retire? Well like in India cricket found the answers in Virat, Rohit, Shikhar, Raina and Bhuvaneshwar Kumar. So who is in Indian Advertising after Piyush, Balki and Prasoon? My answer would be Agnello, Paddy, Kennu, Rajiv, Nitesh and Arun Iyer these boys have taken India forward while Paddy lead TapRoot charge of 6 lions Kennu/ Rajiv lead Ogilvy’s with a record 10 lions.
The fabulous India show at the sixtieth Cannes special raked in 32 lions and come close to beating Brazil in print. I am sure the generation next will take India to the top summit soon as young Brazilians creative leaders did after Marcello Serpa.
Why creative agencies win media awards?
Be it Cannes or Goafest, why is it creative agencies steal the thunder from media guys? What is it about awards which brings magical enthusiasm from creative agencies? What can media brothers learn from hated separated cousins?
Believe me I am a neutral party here. I have worked in the same office and shared the same table and mind space with some of the media legends of today to name a few: Shashi Sinha, Ambika, Nandini Dias, George Mathai, Ashish Basin, Lynn, Hiren Pandit, Ravi Kiran and many more, I had the privilege of interacting with them every day,at leat thosedays there were no egos no fighting for credit, just partnership and respect for each other’s talent and thinking.
It pained me when I heard the whispers last night at Media Abby Awards, who deservers more credit or have right to enter a co-created idea. I truly believe advertising is not a solo game, it’s a large team game, often there are more than playing eleven behind the scenes who contribute most. It’s unfortunate to see them not collaborating insted confronting.
As the new leaders grow-up in this new collaborative and co-creative world these differences hopefully fade away soon.
Back to my original point of why creative agencies win more media awards than media agencies?Because of their emotional affinity and proximity to the heart of the brand and the passion for awards and most importantly ideas, media teams look at the scale and innovation while the international juries look for freshness and relavence of ideas. Added to all this is packaging and presentation of ideas make a diffence to winning, creative agencies tend to do a better job of the later.
No wonder Creativeland Asia stole the thunder yesterday by winning 2Golds at the media Abbies as Leo Burnett Sydney did it at Cannes last year by winning Media Agency of the year.