Abby 2005: As Judgement Day draws near, watch out for new sections

By , agencyfaqs! | In | February 17, 2005
Come Friday, the jury will get together to draw up the final list, as action expected in three new categories

Peace has been restored at the battlefield. As reported in agencyfaqs! earlier controversy brewed thick over the issue of a stamp paper to prove the authenticity of suspect ads. The agencies had not taken kindly to the clause that required them to get a legal confirmation from the client for suspect ads.

The Ad Club, however, relented for the time being, and agreed to accept a letter from the client for the same. As of now, all the confirmations are in place, said Kalpana Rao, VP, Ad Club.

Judging begins on Friday with Day 1 devoted to "sorting the wheat from the chaff" said Bal Palekar, chairperson, Award Judging Committee. And, the final shortlisting will begin then.

An interesting feature this year would be the "Interactive Digital Media" medium; the market is pegged at Rs 100 crore, said Palekar. "When a new category develops, the industry learns how to classify it with time," he explained.

What was broadly defined as Internet Advertising earlier has now been redefined, given a sharper focus and expanded in its scope, said Palekar. The three new categories under this medium are web banners (static and dynamic links to single or multiple ads), micro sites promo sites (brand specific and brochure sites) and digital innovation (e-mails, SMS, mobile integration etc).

The Ad Club had also sent out letters to agency CEOs, as agencyfaqs! had reported earlier, seeking their suggestions on how to curb the tide of suspect/scam ads. "Nobody wishes to be judgemental," said Kalpana Rao. "We are hoping to tackle this problem with the larger picture in mind." For more on the issue, check this space.

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