New categories have been announced for the annual Abby Awards. Along with the addition of new sub categories across verticals, a brand new vertical has also been announced.
Branded Content and Entertainment is the new vertical added this year to cover original content creation and integration by brands. Moreover, six sub categories have been added here to include integration of brand with entertainment content for television, cinema and the digital medium.
A statement from the organisers stated, “The interesting thing about this category is that Abby will reach out to content production, television and other media channels and media companies.”
Experiential events involving integration of brand, use and integration of music, best integrated content campaign are some of the newly announced sub categories.
Based on feedback from creative directors, Ambient category has more sub categories now. “As a result, super sized structures are in a different sub category from small signages, live stunts are separate from transit media and digital outdoor is separate from instore advertising,” the released informed.
There has been some rationalisation of sub categories in Digital, with the introduction of Craft sub-category. Meanwhile, product design makes a debut in the design vertical.
“In keeping with the tradition of Abby being more than just an advertising award, these changes will add more substance to the multi-faceted appeal and prestige of this coveted award,” the release added.
As reported earlier, the Creative Abby Awards 2013 will be held on the last day of Goafest, which is scheduled from 4 to 6 April 2013.