Campaign India caught up with CVL Srinivas, CEO, GroupM South Asia, and member of the Media Abby jury for 2014 at Goafest.
The Media and Publisher Abby winners are to be announced at a gala tonight (29 May).
On quality of entries...
Overall the quality of media entries was just about average this year. I think what was a bit of a let-down were entries in mass media categories (radio, print, television, outdoor). Frankly, some of them looked quite tired. On the other hand, we had pretty good entries in digital and content. Overall, I would say quality for digital went up, while entries for mass media went down.
On creative agencies and integrated efforts winning at media competitions...
I wouldn’t fully agree. By that token, a lot of media agencies are also winning creative awards. Great ideas can come from anywhere.
On greater collaboration between agency partners...
Absolutely, as an ecosystem we have got too fragmented. There are signs of some kind of re-integration happening at various levels across different networks.
