Executive creative director, Ogilvy North
I DO NOT THINK THE IMPORTANCE OF CREATIVE AWARDS WILL DECLINE. THE BASIC PURPOSE they serve — of being a bellwether of creative excellence, remains as relevant today as it ever was. They celebrate innovation and excellence and there is nothing wrong in that. However, we are witnessing a course correction of sorts. The industry has woken up to scams and ads created purely for the agency’s benefit as opposed to the client’s. That of course is not acceptable.
Therefore, I do not think that creative awards will become less important in the future. However, there is no doubt that these award shows are becoming expensive. Unless they (award shows) rationalise their charges, it might soon get to the point where it becomes difficult for agencies to participate, enter and travel.