ASHISH KHAZANCHI

Man­ag­ing part­ner, Enor­mous

The Brand Reporter - - POINTS OF VIEW -

AWARD SHOWS ARE CER­TAINLY ON THE DE­CLINE AND THERE IS NO­BODY ELSE TO BLAME APART FROM THE award shows them­selves. They serve the pur­pose of pro­vid­ing a bench­mark where peo­ple can see what is good in ad­ver­tis­ing and what is it that is cre­at­ing a newer par­a­digm in the way com­mu­ni­ca­tion can be done. How­ever, these days com­merce has taken prece­dence and award shows are no longer about show­cas­ing cre­ativ­ity which is why there ex­ist cat­e­gories that are hardly rel­e­vant to­day, like the print ads.

Clients still love the Effies across the globe. Many cre­ative peo­ple pre­fer the Effies to some of the other cre­ative awards since the Effies are cre­at­ing a dif­fer­ence in the real world.

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