<font color="#FF0033"><b>Abby 2005 Countdown</b></font>: Nominations galore from Ambience Publicis

With a whopping 29 nominations, Ambience Publicis is the agency with the second-highest number of entries. No prizes for guessing O&M has filed the maximum.

But Elsie Nanji, vice-chairman and chief creative office, Ambience Publicis, would like to take a cautionary approach. “Nominations don’t always translate into awards,” she says. “But it is no less an achievement. We are hoping for good things all the same.”

Nanji listed out the work that could possibly turn out to be winners. According to her, the entire body of work for Marico has been good. Of this, she picked out Parachute Sampoorna as a stellar campaign.

Others in her list include Hit’s print campaign, Western Union Money Transfer, Tata Press Yellow Pages, Sil Chilli Sauce and Lakme. Traditionally, the agency has been strong in print, and that could continue, as the nominations list suggests.

Says Nanji, “We have tried to spread our creative work over as many of our clients as possible.” The agency is also benefiting from Pushpinder Singh’s presence. “Even though Pushpi (Singh) has been with us for only a short time, he has already helped us strengthen areas that we were traditionally weak in,” she adds. The agency is ready to do much better work now, she concludes.

It was in 2002 that Ambience (known as Ambience D’Arcy at that time) figured in the top three. It had won four points by virtue of the four silvers that it had won that year.

Industry Buzz: Parachute Sampoorna may have touched a chord somewhere. The agency’s work for Tata Press Yellow Pages could also work in their favour. Known for its creative work, the agency seems to have suffered a setback due to the absence of big names in the client roster, apart from Marico and Lakme.

© 2005 agencyfaqs!