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| Sunday, 7 March 2004 |
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| News Business Features Editorial
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SLIM Awards by Elmo Leonard Phoenix O & M (Pvt) Ltd emerged the No 1 advertising agency at the SLIM Awards 2004, concluded last week, amidst allure, grandeur, romp and tears. The 15th annual, (SLIM) Sri Lanka Institute of Marketing, final awards, tally shows `Phoenix' taking 30 awards, 9 gold, 12 silver (more gold and silver than any other) and 9 bronze. Its frankly, not winning and loosing, but how they play the ad game, which matters. Besides, creativity is an abstract phenomenon, and the success story of any campaign, is the success it achieves in the marketplace. The SLIM Awards has come a long way since the first Ola Awards to honour excellence in advertising, was held nearly two decades ago, when more than one side claimed they had "won more." In second place, is Lowe LDB, formerly, `Lintas' who took, 8 golds, 11 silver, 9 bronze with a toto of 27. Leo Burnett was third, with 8 golds, 8 silver and 8 bronze awards, making 24. In 4th place, and ahead of a big gun, is Walter Thompson, with a tally of 20 awards, 8 gold, 2 silver and the highest number of bronze, being 10. Grant McCann, stood at 5th place, holding proud, their 5th Campaign of the Year: the currently soaring, One Day, for SriLankan Airlines, covering press, television and radio. "It is of international standard," the "very happy" Grant media director, Prasanth Supramaniam said. Grants, won 6 golds, and "expected more," their fraternity, were unanimous. They also took, 6 silver and 3 bronze. "It is not possible, for everyone to be at the top, everytime, and creativity is a subjective thing," Supramaniam, sounded philosophical. Phoenix also won the covered gold award for the Television Commercial of the Year, for the Eveready, Power the Nation, ad. Phoenix, executive creative director, Ruchi Sharma said: This is the success story of our concentrated team effort to regain Phoenix Ogilvy. To regain its creative edge for our clients. An effort where the entire agency, and most importantly the clients all worked as a team to raise the bar." Lowe LDB's managing director, Keith Martenstyn, said his ad agency is "always at the top." It was significant, that they won the best print ad of the year. In Martenstyn's words, "Our results, are the reflection of the great spirit which exists in our agency, where reality really pays." Leo Burnett's, head, Ranil de Silva said that his team performance this year is a dream come true, considering that, the agency is just four-and-a-half-years old. This time, Leo, competed in just 60 percent of the categories. Winning 24 awards from 18 divisions, gives them, the best strike rate, De Silva said. Leo was also consistent in all media, in its successes. The entry which pleased De Silva most, is the campaign, `Tribute to the apparel worker - 2003.' Walter Thompson enjoyed the No 1 slot, from 1996 to 2000. According to its vice president, Thayalan Bartlett, the objective of an ad agency is to win in the marketplace; to ensure the success of the brands the ad agency promotes, being the market goal. Year after year, Walter Thompson had kept winning. They could not be specific about anything. However, their press and television campaign for Red Cross had received international acclaim, and soon, it would be used in other countries, as well. Not to be outdone, Triad Advertising, carried away, 4 gold, 1 silver one bronze, making a total of 6 awards. Masters Advertising, had a gold, silver and bronze award each. Ogilvy Outreach, awardwise, fared as well as Masters. Then, came Blitz Advertising, with 1 gold. Grey Worldwide equalled Blitz Advertising. Bates Strategic Alliance carried away 2 bronze. Minds F C B; Q & E Advertising; Rediffusion DY & R; HP & S Advertising and Lowe LDB/Ogily Outreach, were awarded a single Silver. At the bottom of the tally, but, as important, is Initiative Media, with a single bronze. Some awards, even golds, were not made, when the judges deemed that categories were not up to the standard expected. |
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