Founder and chief cre­ative of­fi­cer, Fa­mous In­no­va­tions

The Brand Reporter - - POINTS OF VIEW -

AWARDS ARE SIM­PLY THE IN­DUS­TRY’S COM­ING TO­GETHER AND AP­PRE­CI­AT­ING GOOD CRE­ATIVE work. In a pro­fes­sion as sub­jec­tive as ours, we need a com­mon yard­stick that tells us what’s good and what’s great. It is mo­ti­vat­ing for cre­ative folks and helps push the in­dus­try for­ward. The prob­lem arises when awards be­come too com­mer­cial and the money in­volved starts tak­ing over ev­ery­thing else. An ap­prox­i­mate valu­a­tion of all the money that goes into the Cannes Lions re­veals that one metal tro­phy is worth noth­ing less than `1 crore. I think all agen­cies and cre­ative peo­ple need to make the most of their vic­to­ries to be able to re­alise this value and progress in their ca­reers/busi­nesses.

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