Campaign India caught up with Ravi Rao, leader, South Asia, Mindshare, the jury chair of the Media Abbys at Goafest 2014.
Ravi Rao (RR): From the point of view of top quality entries, I see the number having gone down this year. But the ones that have made the cut are really up there in terms of innovation and execution. The standard of those top entries is really world class.
On creative agencies and integrated ideas winning at media awards, and greater collaboration
RR: Whether it is creative agencies winning media awards or media agencies winning in integrated categories, it is inevitable and I see the trend as the way forward. This is happening for a variety of reasons. Every agency and client is moving into an open-source mode on sourcing of ideas. The best idea will get picked. And agency partners have to collaborate to fine tune and execute the idea.
We have already started seeing digital agencies collaborate with creative agencies and media agencies to bring ideas to life for client brands. There is really a bit of a blur somewhere on who does what. And the truth is the idea can come from anywhere. In such a scenario, the agencies that can best collaborate will be chosen by clients and rewarded with work. The silos have vanished.