The unexpected has already happened @ Goafest

07 Mar,2013

By Meghna Sharma


This year the theme of Goafest is ‘Just what you unexpected’, and people were certainly not expecting Ogilvy to skip the event!


Yes, for the very first time in the history of the event, the agency which has been winning big and inspiring many others at the event has decided to not participate in it. Shocking as it may seem, according to the agency, the decision has been taken after they felt that the event wasn’t energizing its people enough. Hence, they’ll skip it this year. As for the future, it is still unclear.




MxM Comment: Sad to see an Abby minus Ogilvy… Time to ‘lagao’ pressure to get ’em back!

It’s vital to exert all possible pressure to get Ogilvy back to the Creative Abby, writes Pradyuman Maheshwari. An Ogilvy not participating in the Creative Abby is like a China or USA not competing in the Summer Olympics!


Last year, the Creative Abby was dominated by Ogilvy with the agency taking home 51 metals, including one Grand Prix, 11 Golds, 16 Silvers and 23 Bronzes. In earlier editions too, the agency has performed very well and has won the Grand Prix in 2007, 2011 and 2012. And in 2005, Ogilvy won the Creative Agency of the Year.


MxMIndia asked around in the advertising industry whether it is in general a good idea for any agency to stay away from an industry event, and what will Ogilvy’s absence mean when the industry gets together in Goa, next month…


R.Balki, Chairman and CCO, Lowe Lintas & Partners

We have never entered the Goafest and other awards for a long time now. So, it would be wrong for us to comment on Ogilvy’s decision.




Prasoon Joshi, President South Asia, McCann Worldgroup

Every agency is entitled to its beliefs and I guess it is Ogilvy’s personal decision that they have decided to stay away from participating at Goafest this year. We should not focus on the negative side of this decision; the problem with all creative festivals in India is that we focus too much on controversies and one-upmanship. Instead, we should be celebrating each others’ work as it is only once or twice a year that we get to meet each other and celebrate our work. Bottomline is, if Ogilvy has decided to not participate this year at Goafest then we should respect that decision.


KV Sridhar, NCD, Leo Burnett

I don’t think it is correct of any agency to skip the event. It is an event organized for the industry by the industry. Having said that, I do believe that everyone has their own choice and reasons to do otherwise. It is an event where we should all come together and celebrate each others’ work. There is no charm in it if everyone doesn’t participate. Earlier too, McCann hadn’t for a year and Lintas don’t at all. I wish Ogilvy decides to come back to the event as it is not only a big but also a good agency.


Pratap Bose, COO, DDB Mudra Group

It is every agency’s decision to particpate or not to at any event. Therefore, Ogilvy’s decision is its own and I’m sure there are enough and more reasons for taking it. As for the event, I’m a firm believer that no matter who participates or who doesn’t, the show must go on.



Arijit Ray, CEO, Dentsu Communications

Goafest is a very recognized property and all agencies participate in it. Therefore, there is no reason to question or doubt the event’s sanctity. There is no doubt that Ogilvy is a big force at the fest and will be missed, but I guess it will go on as usual.




Jishnu Sen, COO, Grey India

It’s disappointing, but I am sure they have their reasons and am also sure when you examine those reasons closely, you will find that they have batted on the other side in some other fest. These decisions are taken to suit oneself and never for a broader good as often projected. Of course Ogilvy’s absence will affect the fest. Anybody’s presence or absence makes a difference. If it’s a competition, then the more there is, the more fun it is.


Viral Pandya, CCO, Out of the Box

This in fact is shocking news. It’s a delight to see their solid work every year and it also inspires a lot of young talent today. In my opinion, O&M has kept consistency over the years as far as finding creative solutions for its clients. And in process, the work, over and over, every year has worked for them at Goafest. It’s a pity that they are stepping out. Surely, there’s going to be a huge impact this year. And I sincerely feel that even Goafest need to reinvent itself. It has to become more ‘real’.


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