One off ads too are a work of creativity: IAA

The third in the series of the International Advertising Association (IAA) India Chapter’s industry-defining debates presented by the Dainik Bhaskar Group was hosted in Gurgaon on 13th May 2013. This debate covered the topic viz. ‘Creative awards can also be given for differentiated one-off expressions’.

Speaking ‘FOR’ the topic were Josy Paul, Chairman and Chief Creative Officer, BBDO India, and Pratap Bose, Chief Operating Officer, DDB Mudra Group. Speaking ‘AGAINST’ the motion were Deepika Warrier, Vice-President, Beverage Marketing, Pepsico India, and Lloyd Mathias, Director, Green Bean Ventures. The debate was moderated by Shifalika Sexana, CMO, Microsoft.

Saxena opened the debate asking the panelists to share their opening comments on whether  advertising is aimed for the greater good or is a necessary evil in the industry today and also how both can combine in terms of market share as well as art. In this regard Pratap Bose in his opening comments said , “It’s a no brainer, well, when I think about the topic of the debate it is itself condescending for creative folks like us. I would have agreed to the topic if the debate would have taken place long ago but not today. One-offs have been a great success. Today the creative goes viral on social media. Let’s take the most recent example of Kumbh mela chapattis, a Lifebuoy creative; that garnered more than two million conversations.”

According to Bose, Creative ideas do not depend on advertising/media budgets only.  Hence where a creativity is concerned , a creative person automatically thinks of a creative expression and that idea should always be respected. Giving some examples of differentiated one-offs, Bose mentioned that there have been some really viral differentiated one-off expressions such as Gangnam style by Psy , Kolaveri Di from India , The Silent Anthem and Volkwagen’s Talking Paper initiative.   

Mathias, who spoke against the topic said, “Ultimately the core rationale behind the whole process of advertising is building brands value. Brands advertise with the motive of increasing their sales, that’s obvious and nobody can deny that fact. I am not saying that creative awards should not be there, infact they are really important as the agencies get a chance to showcase their work. Well, I believe one-offs are good as short cuts to awards. The entire concept of advertising is totally commercial hence there should be an equal balance between creativity and building brands.” 

He also added to say that advertisement are meant to sell products and build brand preference.

Josy Paul in favour of  the topic said, “Well, earlier I was a non-believer but now one-offs have started surprising me. The best example according to me was of Apple’s Superbowl commercial way back in 1984 that was an one-off.  Then similarly, Dove’s Real Beauty campaign was a one-off with high potential. All that I want to say is that we may  award or not award  the one-offs but the least we can do is not ignore but respect them because ultimately every big idea starts with the germ of an idea which could be labeled a one-off.”

Speaking against the subject under discussion Warrier said, “Awards are basically recognition of great work. But the question is what exactly should be recognized. We, as advertising and marketing fraternity, need to understand that we need to recognize work that delivers sustainable value. Advertising in not only supposed to create one-offs to attract the consumer.” She says it is also about the partnership between the client and the agency  for long-term brand equity - and one-offs cannot create long-term brand equity”.

In the later stages of the debate, Mathias stressed upon the fact that brands need to maintain and create a long term value. In this regard he said, “The need to fill up showcases and work towards bonuses is encouraging shortcuts.”

With regard to advertisements being considered only as rational messages Mathias voiced his opinion saying that he was not advocating  for all rationality in advertising, since according to him  rationality and creativity are not mutually exclusive. He is also of the opinion that awards nowadays encourage lazy advertising.

Warrier also pointed out that one should not create an advertisement with the sole motive to win an award since this can result in self-indulgence. The aim should be to increase the sales. Contradicting her point Bose stated that nobody works to just win an award and of course the aim is creativity and that is what takes the game. Adding further Bose said, “I believe that there are two kinds of people in the agencies one for whom awards are motivation and the other who are inspired by advertising gurus.” 

Ms Warrier also added in conclusion  “If it is an on-off ad, it cannot be driving long-term equity for the brand. And while they deliver short-term benefits, there are a several other things that can be done to deliver short-term benefits. If the client is investing, it needs results that stay on for a long time.”

Paul was firm in his belief that there is no ceiling to creativity and one-offs are a result of creativity.

The audience and moderator participated actively in the heated debate and it was evident that the former remained firm in its support of the motion that 'Creative awards can also be given for differentiated one-off expressions.'