Yet another attempt to get our Wizard with Words to give us a provocative answer. It’s not exactly what we wanted him to respond, but, you could, like us, read a little between the lines. Or perhaps not. Here’s the January 18 edition of Das ka Dum with Dr Bhaskar Das.
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Q: The Effies awards are scheduled to happen tomorrow. Do you see this edition possibly the last starring the big agencies given that loads of effective works are being done by newbie agencies?
A: This trend has been happening, albeit at a slower pace, for the last few years. I don’t agree with your forecast that big network agencies would not enjoy the same position as it was in the past. It’s a fact that a lot of newbie agencies are participating in Effies, but big network agencies are also acquiring new capabilities to service their clients evolving needs. So the size of their network would work in their favour. As I have always maintained in this column that it’s the quality of work that determines the winner. Mere size won’t ipso facto guarantee success. Effies awards are a great reflection of that quality work.