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Q: Since it’s awards time, and given the body of work we’ve seen in the last two-odd years, do you think the days of the big agencies winning big are over? Or it’s still sometime before that happens
A: The fetish for holding on to big versus small agency debate is an Industry pastime. In today’s day and age, size is irrelevant. What matters is the body of work that complements a client’s business and marketing objectives and creates a memorable impact on society/ its addressable market. In the real world today, Davids excel Goliaths in terms of creativity, impact and speed.
Goafest, for instance, the most coveted awards programme in India, reflects the changing mores of adland. Everywhere in business and life, the old order has changed, yielding place to the new. If one doesn’t go with the changing flow, one will be swept by the wave or left on the wayside. Nostalgia doesn’t help as a force multiplier for the future.