1 Minute View: Kudos to McCann & Ogilvy on Effies 2019. But…

14 Jan,2019

Our hearty congratulations to McCann Worldwide and Ogilvy India on bagging the maximum honours at the Effies 2019 held on Friday.

Both have been consistent in their performance over the years, with Ogilvy and Lowe Lintas getting maximum hits at the #1 slot over the last five years. Last year, McCann was #1 on the back of some brilliant work done across brands, esp Paytm.

But this comment is not about the success of McCann and Ogilvy. But about the rest. And the state of our media ecosystem. Okay, the MullenLowe Lintas Group has stayed away since last year, but if some cynics are to be believed the possible reason for them not participating is because they weren’t sure of how much they would win and hence didn’t want to be seen at #2 or #3 or even lowe-r.

Take a look at the tally sheet that’s part of the Solus issue distributed at the Effies. See where some of the iconic ad agencies are placed in the pecking order. In fact we think we even heard the emcee at the Effies referring to one agency’s state of being as comatose.

For a media services industry that boasts of some top marketing, strategy and creative brains, this isn’t a good commentary.

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