Goafest 2011: Creative v/s Media

By KV Sridhar, National Creative Director, Leo Burnett India

Why creative agencies win media awards?

Be it Cannes or Goafest, why is it creative agencies steal the thunder from media guys? What is it about awards which bring magical enthusiasm from creative agencies? What can media brothers learn from hated separated cousins?

Believe me I am a neutral party here. I have worked in the same office and shared the same table and mind space with some of the media legends of today to name a few: Shashi Sinha, Ambika, Nandini Dias, George Mathai, Ashish Basin, Lynn, Hiren Pandit, Ravi Kiran and many more, I had the privilege of interacting with them every day, at least those days there were no egos no fighting for credit, just partnership and respect for each other's talent and thinking.

It pained me when I heard the whispers last night at Media Abby Awards, who deserves more credit or have right to enter a co-created idea. I truly believe advertising is not a solo game, it's a large team game, and often there are more than playing eleven behind the scenes who contribute most. It's unfortunate to see them not collaborating instead confronting.

As the new leaders grow-up in this new collaborative and co-creative world these differences hopefully fade away soon.

Back to my original point of why creative agencies win more media awards than media agencies? Because of their emotional affinity and proximity to the heart of the brand and the passion for awards and most importantly ideas, media teams look at the scale and innovation while the international juries look for freshness and relevance of ideas. Added to all this is packaging and presentation of ideas make a difference to winning, creative agencies tend to do a better job of the later.

No wonder Creativeland Asia stole the thunder on the first day by winning 2 Golds at the media Abbys as Leo Burnett Sydney did it at Cannes last year by winning Media Agency of the year.

Article sourced from Pops' regular blog on ad world.

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