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