 "Goafest panel refuses to invade sanctity of the ABBYs, upholds awards")
These awards, instituted by Mumbai-based The Advertising Club, are considered the most prestigeous for the sector in this country.
The complaints included those registered against ads for DHL and Electrolux, done by BBDO and DDB, respectively, alleged to be copycats of international campaigns done by Ogilvy & Mather, Singapore and Young & Rubicam, Sao Paulo. These ads were recalled two weeks earlier by the Awards Governing Council (AGC), resulting in the two agencies losing their ABBYs for it.
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The jury, comprising heads of the 11 categories in the Creative ABBYs, said the sanctity of the awards process must be maintained, since sufficient time was given to complain against ads between the time the entries were shortlisted and the final announcement of winners.
The awards process involves two shortlists before the final selection of ads. After the first shortlist, the ads are put up for a week on the site of The Advertising Club, inviting members to bring up issues. The jury maintained as these procedures were followed, it would not be appropriate to entertain complaints following the awards.
"All ABBY-winning ads will stand as they are," said Shashi Sinha, chairman, AGC. The ones recalled would be reinstated, he added. BBDO and DDB don’t lose ABBYs. "The AGC has also noted that for the future, rules pertaining to reviews will be further clarified and strictly adhered to."
The AGC had got 18 or 19 complaints in the week following the Creative ABBYs, announced on April 6. While Leo Burnett had recalled its radio spots for Tata Salt Lite on its own, following a debate at the AGC that it was not legitimately released, BBDO and DDB had their work recalled by the body, following a vote by jurors in the print and outdoor categories.