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The Work 2011: Worth it?

McCann Mumbai and DDB Mudra Mumbai figure in The Work 2011. BestMediaInfo speaks to the industry leaders to know their point of view about The Work

Ananya Saha | Delhi | July 9, 2012

Now, one may know or not know what The Work, published by Campaignbrief Asia might be. The annual publication recognises the creative agencies, and work, production companies, individuals and suppliers from Australia, New Zealand, Singapore, Thailand, Hong Kong, China, Japan, Malaysia, India, Vietnam, Taiwan, The Philippines, Indonesia, and Korea.

What differentiates The Work 2011 from traditional award shows is that it is selective –

to qualify for entry into the annual, the ad or campaign must have already passed the test and been a finalist or winner at a recognised national or international awards show. Secondly, as entries are free, only accepted work incurs the acceptance fee. There are 16 categories for entry: Magazines, Newspapers, Posters, Outdoor (incl. taxi/bus), Business to Business, Public Service Print, Public Service TVC, Direct, Integrated, Ambient/Guerrilla, TV & Film, Radio, Craft in Print, Craft in TV, Cyber, and Miscellaneous.

In the regional ranking, Campaign Brief’s annual 416-page hardback publication – The Work 2011 – features McCann WorldGroup Mumbai (at fifth position) and DDB Mudra Mumbai (at ninth spot) as Top Agencies of the Year.

Ecstatic Pratap Bose, COO, DDB Mudra Group, said, “If you split the list country-wise, I am not sure if any other county won more than two spots.” About having been included in the The Work 2011, he said, “Ths last two years have been particularly good for the agency. We have won accolades at Cannes, Spikes, Ad Fest. The regional recognition has reinforced our belief in our work, which no one can take away from us.”

Abhijit Avasthi, executive creative director, O&M said, “The more recognition the Indian creative industry gets the better. Even as The Work is only a collation of work already awarded and recognised, it is good that Indian creative work is getting more recognition.”

However, Santosh Padhi, COO and Co-founder, Taproot India, believes that Work 2011 is nothing but an avoidable consideration.

He said, “We, as Indian creative agency, should be bothered more about proving potential at Cannes and Spikes, and crack the big integrated digital idea than thinking about Work 2011. It is nothing but a yearly compilation of already awarded work.”

Well, any recognition – miniscule or big – must be worth it, don’t they say?

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