Despite Fewer Delegates, Goafest Is All Abuzz

Brand Equity MUMBAI

THE land of sun, sea and fun played host to what has become one of the most awaited advertising events in India. Into its fourth year, Goafest 2009 kicked off with Colvyn Harris, CEO of JWT and Madhukar Kamath, MD & CEO of Mudra, making a Bondesque entry — emerging from the ocean on jet skis — to formally announce the start to Goafest, organised jointly by the Advertising Association of India (AAAI) and the Ad Club Bombay.

Though the number of delegates are down compared to last year given the slowdown and slew of cost cutting measures, for the more than 2,000 strong delegation comprising advertising, as well as, marketing professionals present on Goa’s Cavellosim beach, the home base of Goafest, it was an interesting appetiser to what was to come. TBWA chairman Jean-Marie Dru decided that the best way to distract them from beach pursuits would be to show them work that’s ‘disruptively’ different.

Speaking to industry professionals away from the hot sun in an air-conditioned tent, Mr Dru said this is the time to challenge everything and it is the time to ask companies a serious question: “What will the world miss if your brand were to disappear?” He said brands that showed the promise to become icons were the ones who “know why it exists and what it stands for”.

Giving examples of sportsgoods maker Adidas’, ‘Impossible is nothing’ and Pedigree’s ‘Dog’s Rule’, Mr Dru spoke about how, in both the cases, the company’s ad messages have become part of the vision of the company. Other global majors like PepsiCo have even taken advertising messaging across media and tied-up advertising with historical events, he said. For example, Pepsi tied its latest ‘Refresh Everything’ campaign and new logo advertising to Barack Obama’s ascent to presidency. So much so, that Pepsi tied in the launch of its campaign to coincide with the inauguration.

Neeraj Nayyar, president of Contagious communication, said: “Secrecy is dead. Enlist the global smartmob.” He added: “Companies are using the Internet to talk to the mass and niche audience or even involving consumers to solve brand problems. Suddenly, the R&D department of a company increases from 100 to maybe a million.” Sean Finnegan, president and chief digital officer of Starcom Mediavest group talked about digital marketing and how it helps service the yin and yan. He said yin and yan reflected the conflict between brand ownership and consumer interpretation. “Today, it’s not about one way communication, but a dialogue between brands and end users. Digital marketing is the bridge that connects the two,” he said, adding that consumers today are in control and brands need to pay heed to that. His talk was the perfect end to the day one of insightful conversations.

However, it’s not all work and no play at Goafest. With paragliding and raindances for the attendees, the evening followed into the first of the awards at Goafest 2009 — Media Abbys. Surely, it’s an event full of learning and knowledge, and of course, a good measure of sun, sea and fun.

ON the eve of the grand finale of the Goafest 2009, the creative fraternity seems to have mixed feelings about the festival’s judging process. Sonali Krishna brings you some voices from the beaches of Goa...

I am very disappointed with the way the whole judging process has been orchestrated. The desire to win awards overrules everything else. Last year, there was a clear agenda to ensure Ogilvy doesn’t win. This time round, true work has been compromised on the back of an immature industry. I can’t believe Airtel has not won a Gold.”
MAHESH CHAUHAN
PRESIDENT, REDIFFUSION

There has to be a difference between an Olympic medal and an advertising award. The Olympic medal is what people work for. But an advertising award is not defining anything. It’s not what we are paid for. I think we need to call industry statesmen such as Mohammed Khan, Subhash Goshal back into the industry, and consult on how we can get back our stature as a whole.”
PRASOON JOSHI
EXECUTIVE CHAIRMAN, Mc CANN ERICKSON

The composition of the jury has to be looked into. There are over 100 people in the jury. It’s hard to get consistency and maturity. Unlike the Andys or One Show, which get the most experienced and senior people to judge the entries, we don’t have a process whereby we can select a sound jury.”
BOBBY PAWAR
NATIONAL CREATIVE DIRECTOR, MUDRA COMMUNICATIONS

The process is as fair as any other awards show. The process is not flawed. But the mindsets need to undergo a change. People are obsessed with winning, and that is the problem. I was disappointed last year that there was no agency of the year. But this year, I didn’t run away, I have played the game according to the rules.”
PIYUSH PANDEY
EXECUTIVE CHAIRMAN, OGILVY & MATHER