Rise of the young brigade at Goafest
As the ad fraternity returns from Goafest 2017 and settles down into the daily hum-drum of campaigns, creativity, pitches and client meetings, there will be revisits on the agencies’ performances at the Abbys.
This year saw some strong performances at the Abbys from the new and relatively newer agencies – be it Taproot Dentsu, The Social Street, Scarecrow Communications, Famous Innovations, Medulla Communications, Happy Mcgarrybowen, Autumn Winter Communications and Design, and Open Strategy & Design, among others.
Taproot Dentsu further improved its performance at Abbys this year. Though metals tally wise the agency added just one more metal to its last year’s haul, Taproot Dentsu topped the list of Abby winners with 41 metals this year.
The Social Street surged ahead overtaking many veterans to be claim second spot in the metals tally with 40 wins.
Old war horse JWT moved down from the top spot to the third spot among the Abby winners with 36 wins.
With 21 Abbys, Scarecrow Communications was placed fourth, while Famous Innovations (erstwhile Strawberry Frog) scored 13 metals, tying for the sixth spot with Star India and Dentsu Webchutney.
Autumn Winter Communications & Design and Open Strategy & Design won 11 Abbys each. Medulla Communications, which did exceedingly well at Cannes Lions last year, kept up its good show at Abbys, too, this year, winning 8 metals.
Meanwhile, quite a few of the industry veterans were missed at the Abbys – be it GroupM, Publicis, DDB Mudra, Rediffusion Y&R, Lowe Lintas, Contract Advertising, Ogilvy India, Leo Burnett, MEC. Some have been staying away from participating at Goafest for a few years now. Will we see them next year? Or will their work be showcased at Cannes Lions in a couple of months from now?
But what is heartening to note, is that the newer agencies are here to stay and are asserting their presence with some brilliant work. This augurs well for Indian advertising.