Ogilvy India to give Creative Abby a miss

The decision currently holds for this year.

Ogilvy India, the agency that has probably bagged the maximum awards in the annual Creative Abby Awards at the Goafest, has decided to give it a miss this year. The news was confirmed by O&M. This is the first time in the history of the Creative Abby Awards (since 2005) that O&M will not participate in the event. The decision to skip the awards is currently limited to this year. The Creative Abby Awards 2013, organised by the Ad Club of Bombay, will take place on the last day of Goafest (April 4-6).

Abhijit Awasthi, national creative director, Ogilvy & Mather, says, "We have been thinking about this over the last three years. We felt that the awards were not energising our people, not motivating them as they used to earlier." He adds that while the decision is not permanent, the agency will definitely not participate this year.

Ogilvy has managed to win the Grand Prix in 2012, 2011 and 2007. Along with the Grand Prix, the agency won a sizeable number of gold, silver and bronze metals for its campaigns in 2012. In 2012, Ogilvy bagged 11 gold, 16 silver and 23 bronze metals, while in 2011, its metal tally included 5 gold, 8 silver and 16 bronze metals. Ogilvy won the Creative Agency of the Year in 2005.