In conversation with Partha Sinha, President, The Advertising Club
Partha Sinha, President, The Advertising Club, discusses the value of ABBYs as a platform and the excellent response received from the industry this year.
Agency Reporter- Why do you think ABBYs is an important platform for agencies and publishers? And how does their participation in the Abbys further nourish their growth in the industry?
ABBYs have been the country’s mainstay when it comes to recognizing and appreciating creativity and innovation across the communication industry. And, if there is a one-word description for ABBYs this year, it would be a ‘game-changer’. We owe it to our fellow industry peers to do something which is of a valuable standard. We, at TAC, are sure that participating in ABBYs will only further leverage an agency’s growth in the communication industry.
AR- According to you, what value do the ABBYs hold for young agencies and talent?
Participating at ABBYs will provide young agencies and talent with an opportunity to network and learn from some of the greatest minds in creativity. Given its recognition in South Asia, it also prepares them for the global stage.
AR- In what ways has the pandemic impacted the participation of the industry in this year’s ABBYs?
ABBYs’ partnership with The One Show has added further credibility and raised levels of transparency towards the entire selection process of the awards. With The One Show coming on board, there is an overall enthusiasm from participants as well as jury chairs. We have broken records this year with the participation numbers going higher than what we saw before the pandemic and have received an outstanding response from both independent as well as network agencies.
AR- What are your expectations from ABBYs this year?
One of the key things that we wanted to do this year was to take ABBYs to global standards and we have achieved precisely that. This is our first year on this trajectory so we are taking baby steps, but I think we’re moving absolutely in the right direction. By bringing global standards of judging, jury selection, and transparency we are expecting the association between ABBYs and The One Show to establish a new gold standard in recognizing and awarding the best of creativity. We are expecting it to become a record-breaking year and we hope to further strengthen ABBYs as a milestone to success for agencies to go ahead and win on global platforms.
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