AJAY GAHLAUT

Ex­ec­u­tive cre­ative di­rec­tor, Ogilvy North

The Brand Reporter - - POINTS OF VIEW -

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.

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