‘It is just a short cut to recog­ni­tion’

Lloyd Mathias, Di­rec­tor, Green­Bean Ven­tures

Outdoor Asia - - Debate -

The core of what ad­ver­tis­ing is meant to do is to move prod­uct and build brand eq­uity and I think we have to re­ally re-look at the en­tire propo­si­tion, ad­ver­tis­ing is not about art for art’s sake, and it doesn’t ex­ist in a vac­uum. The ba­sic pur­pose of ad­ver­tis­ing is re­ally to go and sell more prod­ucts. What is it about creative awards that drive both mar­keters and agen­cies? Well awards help agen­cies show­case their cre­ativ­ity and in turn get more busi­ness. And I think the mo­ment you start giv­ing creative awards for one-offs, you are ac­tu­ally en­cour­ag­ing short­cuts and lazy ad­ver­tis­ing which is good for the show­case, but may be not for the shop shelf. Ad­ver­tis­ing is not about art, it is purely a com­mer­cial propo­si­tion. It needs to drive prod­uct sales, it needs to build the bal­ance be­tween com­merce and cre­ativ­ity, build brand eq­uity and drive the prod­uct. There­fore my point is do­ing one-offs is some­time a short­cut and lazy way to­wards get­ting awards and that is the rea­son I think it should not ex­ist.

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