PANAJI
Goafest 2023, South Asia’s most definitive advertising, media, and marketing festival makes a grand return to celebrate excellence and discuss the future of creativity. Co-hosted by The Advertising Agencies Association of India (AAAI) and The Advertising Club (TAC), in the presence of internationally acclaimed speakers and industry stalwarts, the festival kickstarted with a dynamic musical performance by Kanika Kapoor, leaving the crowd clamouring for more. Subsequently, the ceremonial lamp was lit by the members of the organising committee.
Prasanth Kumar, President, Advertising Agencies Association of India and CEO, South Asia, GroupM addressed everyone, marking the festival’s 16th edition. The festival also signifies the second year of association of The ABBY Awards with The One Show. With an underlying theme of ‘The Future of Creativity is Here’, delegates at Goafest 2023 were welcomed with a champagne launch.
The sessions, thereafter, commenced with News18 Network presenting, ‘Future of Creativity’ moderated by Rohit Ohri Chairman & CEO - FCB Ulka with panellists, including Anusha Shetty - Chairperson & Group CEO - Grey Group India, Josy Paul - Chairman & Group CCO - BBDO, T Gangadhar Co Founder and Group CEO Quotient Ventures, and Dheeraj Sinha - CEO & Chairman - Leo Burnett & BBH.
Firstly, the session focused on the future of creativity, which lies in the seamless integration of technology, empowering individuals to explore new horizons and redefine traditional boundaries, ultimately revolutionising the way we express, communicate, and experience.
Gangadhar made a very interesting note about technology and our place wherein creativity is involved, “It’s not man v/s machine, it is man with machine. You need technology to run your data but you need a human mind to add value to it.” Dheeraj on the other hand stated, “We believe that this is the best time to be in the business. Today, you have such a huge palette to play around with v/s images and copy that could be played around with back in the day. Creativity is the power to solve problems, which we have done, but now, imagine adding data and technology to it! The possibility is limitless!”
Secondly, the panel also discussed the importance of hiring capable talent that will only raise the bar of creation. To this end, Dheeraj rightly mentioned, “There is no future for business if there is no future for this talent.” Finally, Rohit also probed questions on the structure that organisations need to put in place to enable creativity.
Converting the learnings into dividends, from the first year of the association, with The One Show, The Advertising Club has once again collaborated with the global partner, taking the ABBY Awards to global standards of excellence and recognition. A total of 3,301 entries received this year from 181 creative companies and 63 media agencies, as well as jury chairs have shown immense enthusiasm towards the awards.
