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Ogilvy decides to abstain from Creative Abbys

The creative powerhouse led by the redoubtable Piyush Pandey is India’s most awarded agency at the Creative Abbys

BestMediaInfo Bureau | Delhi | March 7, 2013

Ogilvy & Mather India has sprung a big surprise, announcing that it is abstaining from participation at this year’s Creative Abbys at Goafest. Known as a creative powerhouse led by the redoubtable Piyush Pandey, it is India’s most awarded agency at the Creative Abbys. It may be mentioned here that this is the first time that Ogilvy is staying away from the Creative Abbys.

Abhijit Avasthi

When contacted regarding the reason for the agency’s decision, Abhijit Awasthi, National Creative Director, Ogilvy & Mather, said, "We felt that the awards (Creative Abbys) were not energising our people, not motivating them as they used to earlier."

When pressed further, Awasthi told, “There is not one specific reason behind the decision to withdraw from Creative Abbys this year. When the Creative Abbys used to be in Mumbai, it had a different impact and sheen but after shifting to Goa, it was not so appealing for us. Despite all apprehensions, we continued participating every year. But this year we decided to abstain from it as it was not energizing us. “

When asked about the impact of the country’s topmost creative agency withdrawing from the largest Indian awards festival, Awasthi said, “There are several other agencies producing good work and we don’t think that our decision will make a big difference. We will see how things shape up and then we will decide about participating next year.”

For the record, O&M has won the Creative Abbys Grand Prix in 2012, 2011 and 2007. Last year, the agency scooped up 11 gold, 16 silver and 23 bronze metals. It’s much-talked about Cadbury’s campaigns picked up prize after prize.

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