<font color="#FF0033"><b>Abby 2004 Countdown:</b></font> Challengers Ambience, Quadrant very much in the race

Recent Abby history shows that Ambience Publicis and Quadrant Communications are two agencies that display a characteristic that even some of the traditionally strong Abby contenders have quickly learnt to identify and be wary of - tenacity. In the run-up to the Awards, the two agencies may well appear to be on the backfoot in the (perceived) absence of strong entries. But come awards night, Ambience and Quadrant almost pussyfoot their way into the awards list, usually upsetting the equation, always challenging the set order.

Take the results of the last two Abbys, for instance. At the 2002 Awards, Ambience picked up four silver Abbys, while Quadrant claimed two silvers (Quadrant, of course, had a freakily fabulous Abby in 2001, winning three gold and two silver Abbys). Ambience's four silvers helped it tie with Contract Advertising for the joint third place, ahead of the likes of Enterprise Nexus. While Quadrant's brace saw it occupy the fifth spot in the awards tally, along with rmg david. And last year, both agencies claimed five silver Abbys apiece (Ambience for Sil Red Chilli Sauce, Western Union Money Transfer, Nutrela Soya Chunks and Kamasutra; Quadrant for Kenstar microwaves, Toshiba televisions and Kotak Mahindra Primus), resulting in a three-way tie (with Leo Burnett India) for the fourth place, ahead of Contract and Rediffusion | DYR.

True, neither agency has been winning what are increasingly being termed ‘the really big ones' (which is partly why Ambience and Quadrant are yet to be taken seriously, which, paradoxically, appears to be working in their favour), but both have a tendency to spring a Jack-in-the-box sort of surprise when you least expect them to. Discounting its fantastic showing in 2001, Quadrant is not seen as a threat, which is why it dealt many in the industry a surprise by claiming five silvers last year. The same is the case with Ambience, more or less.

The underdog tag, if one may use the phrase, applies to both agencies this year as well. Given the broad sweep of a Hutch, a Coke or an AirTel, it is but natural that a lot of the work produced in the country last year fails to figure in discussions. However, even when the conversation dwells specifically on Quadrant and Ambience, very little of the work the two created last year gets talked about. It goes without saying that neither is expected to make a significant impact at this year's awards.

However, vis-à-vis the two agencies, once Abby 2004 concludes, it could well be a case of history repeating itself. For both Quadrant and Ambience have a few entries that could end up doing a trick or two by claiming metal. Quadrant has some good entries for Toshiba televisions (both in Film and Print), Kenstar microwaves, Kotak Finance and TVS Tyres. In fact, the agency's single print ads for Toshiba and TVS Tyres are quite outstanding, and would, in all probability, win Abbys of some denomination.

Ambience, for its part, has some good entries in the form of Elle 18, Sanctuary Magazine and the ‘national anthem' film. Elsie Nanji, vice-chairman and chief creative officer, Ambience Publicis, also mentions these three as being "very strong contenders from Ambience" this year. "We have done some good stuff last year that even David (Droga, worldwide creative director, Publicis Worldwide) said was really good," she adds. "I am just back from Rome, where Publicis had a board meeting, and the feedback is that our work through last year is really good. So I am hoping we'll do well at the Abbys too."

The industry has, in the past, overlooked both Ambience and Quadrant in the run-up to the Abbys, only to be dealt a not-so-pleasant surprise on Abby night. Who knows, with Abby 2004, the industry could be in for another round of surprises… © 2004 agencyfaqs!