Saurabh Dasgupta, executive creative director, Innocean Worldwide has been asked to judge the entries at the Promotion Marketing Awards of Asia (PMAA) 2009. PMAA recognises excellence in promotional marketing and accepts entries from 13 countries across Asia.
Speaking to afaqs!, Dasgupta says, "In India, we look at promos on a tactical level. In the PMAA, it is more about how well the promotion integrates with the brand values."
Elaborating on the promotion industry in India, he says, "It's getting specialised. About 10 years ago, promotions were a 'side activity' but have now become more focused and are being adopted by clients across the board." Dasgupta also believes that promo marketing will play a bigger role in the future.
The entries at the PMAA will be judged in 16 categories and the winners will be announced on August 7. The Gold, Silver and Bronze winners will automatically be eligible for the MAA Globes, organised by the Marketing Agencies Association Worldwide, to be held in October.
The awards will be judged on four criteria - campaign strategy, concept, execution and results.
Dasgupta says that the key aspect he will look out for is original ideas. "The trick is to do what has not been done before," he adds.
The awards are open to all promotional, creative and PR agencies, event companies and clients. The closing date for entries is March 27.
From India, Ambika Sharma of Jagran Solutions is also on the jury of PMAA.