‘Out­source Goafest, says Ran­jan Ka­pur WPP CEO says ad fest is not a fam­ily biz and it should be in­sti­tu­tion­alised

The Economic Times - - Business Of Brands -

With a sig­nif­i­cant de­crease in the num­ber of both en­tries and del­e­gates, In­dia’s largest ad­ver­tis­ing fes­ti­val Goafest took off in Goa on Thurs­day. Or­gan­ised by Ad­ver­tis­ing Agencies As­so­ci­a­tion of In­dia and the Ad­ver­tis­ing Club of Bom­bay, the fes­ti­val has drawn about 1,500-1,700 del­e­gates and 3,000 en­tries this year. Though six of the top ad­ver­tis­ing agencies skipped the event, the bon­homie among par­tic­i­pat­ing me­dia agencies was strik­ing. Just as the miss­ing agencies, there seems to be less of beach, sun and rain dance too, this year at Goafest. But del­e­gates are up­beat and are look­ing for­ward to the next two days. “The mood is ex­tremely up­beat. I am look­ing for­ward to lis­ten­ing to some very in­ter­est­ing speak­ers and also see­ing some very good work. On the whole I think this Goafest will be as good as the ear­lier Goafest. Also, the ad­di­tion of the pub­lisher and the broad­cast Ab­bys is a very use­ful in­clu­sion and also the PR. So I think the fes­ti­val is try­ing to en­ve­lope the en­tire in­dus­try rather than restrict­ing it to ad­ver­tis­ing,” says Sam Bal­sara, chair­man and man­ag­ing di­rec­tor, Madi­son World. CVL Srini­vas, CEO, GroupM, says that de­spite the un­cer­tainty over the tim­ing of the fes­ti­val be­cause of the elec­tions and all the con­straints, “we have man­aged to pull off Goafest and that’s a big achieve­ment.” When quizzed whether cre­ative agencies should take a cue from me­dia agencies with re­gards to at­tend­ing events, Srini­vas said, “Me­dia is as much in the lime­light and as much front, and func­tion to­day like any other as­pect of ad­ver­tis­ing. We are liv­ing in a dig­i­tal era and me­dia agencies are right up there when it comes to pro­vid­ing so­lu­tions. So in a fes­ti­val like this, I am not sur­prised if turnout from me­dia agencies is im­pres­sive.” The fes­ti­val has also de­vi­ated from its tried and tested for­mat of knowl­edge sem­i­nars mainly hosted by ad­ver­tis­ing gu­rus from around the world. From chief in­no­va­tion strate­gist of Om­ni­com group, to the youngest app de­vel­oper of In­dia to a bunch of stand up co­me­di­ans, day one of the fes­ti­val had people from dif­fer­ent walks of life talk­ing about cre­ativ­ity. Nakul Cho­pra, CEO-South Asia, Publi­cis, who stepped down as Goafest chair­man this year, says, “Since last year it has been our ef­fort to bring in a de­vi­a­tion in the knowl­edge sem­i­nars. And the re­sponse we got was so en­cour­ag­ing

Though six of the top ad agencies skipped the event, the bon­homie among par­tic­i­pat­ing me­dia agencies was strik­ing SAM BAL­SARA CMD, Madi­son World The ad­di­tion of the pub­lisher and the broad­cast Ab­bys is a very use­ful in­clu­sion and also the PR. I think the fes­ti­val is try­ing to en­ve­lope the en­tire in­dus­try rather than restrict­ing it to ad­ver­tis­ing

that this year we have de­cided to bring in more flavour.”

In­ter­est­ingly, this is the first time Ran­jan Ka­pur, CEO, WPP, is at­tend­ing the fes­ti­val and he has a word of ad­vice for the com­mit­tee and its or­gan­is­ers. “Out­source this whole thing to some­body. This is no longer a fam­ily busi­ness. It should be in­sti­tu­tion­alised.” The first day of the fes­ti­val ended with the me­dia and pub­lisher Ab­bys. The Times of In­dia’s ‘I Lead In­dia – Or­gan do­na­tion Day’, ‘I Lead In­dia – Com­pas­sion Day’ and ‘A Live’ bagged the gold, sil­ver and gold Abby re­spec­tively in the pub­lish­ers Abby. Ma­ha­rash­tra Times’ ‘MT Helpline’ also picked up a gold metal. In Me­dia Ab­bys, while PHD In­dia is the only agency to win the grand prix, Lodestar UM topped the chart with 11 metals in­clud­ing 2 gold, 3 sil­ver and 6 bronze metals. Maxus and Mind­share jointly held the sec­ond place with 7 metals each. The third spot was grabbed by Mile­stone Brand­com and PHD In­dia with 5 metals each.

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