AD Agencies
“Abby Awards 2024 powered by One Show saw a rise in participation from media and creative companies”: Ajay Kakar
Mumbai: The 55th edition of the Abby Awards powered by One Show marks a milestone in the recognition of excellence in advertising, bringing together the industry’s brightest minds and creative talents. This year’s awards showcase an increase in participation and entries, reflecting the growing competitiveness in the advertising community.
Indiantelevison.com caught up with Ajay Kakar – Chairperson of Awards Governing Council Abby Awards 2024 powered by One Show and Managing Committee Member, The Advertising Club, where he shared a deeper understanding on the relevance of the event, judging process and much more!
Edited excerpts
On the relevance of conducting Abby Awards 2024 powered by One Show
We have remained contemporary and attuned to the changing times. We are the only awards that I know of which are for the industry, by the industry, and of the industry. While there are award shows that operate primarily as commercial platforms, our focus is on inspiring and recognizing our own industry.
On the surge in participation and entries
This year, the Abby Awards 2024 powered by One Show saw a rise in participation from media and creative companies. The number of media agencies involved jumped to 73, up from 63 last year, while creative companies saw an increase from 181 to 198. The entries from media agencies surged to 1,258 from last year’s 1,019, indicating an engagement in the competition. Although the entries from creative companies slightly decreased to 2,248 from 2,282, the total number of entries reached an impressive 3,506 surpassing last year’s 3,301.
On the introduction of new categories
The Abby Awards 2024 powered by One Show introduced three new age categories – Digital, Mobile, and Technology, which garnered 626 entries from 75 companies. This addition reflects the evolving landscape of advertising, emphasizing the importance of innovation and technological integration in the industry.
On the diverse and inclusive jury
A panel of 23 jury chairs and 204 jurors across 23 categories ensured a rigorous and fair judging process. This year’s jury included 68 female judges, contributing to a 33:67 gender ratio, and out of the 23 jury chairs, nine were women, reflecting a commendable 40:60 ratio. The inclusion of 53 new, young, award-winning judges, constituting 26 per cent of the jury, underscores the bright and shining future for India.
On the return of leading agencies
Prominent agencies such as Lowe Lintas, McCann Worldgroup India, DDB Mudra, and Famous Innovations returned to compete, highlighting their influence in the advertising sector.
On the rigorous judging process
The Abby Awards 2024 powered by One Show employed a meticulous judging process, combining the renowned One Show system of shortlist and award rating with independent verification by KPMG. This rigorous approach ensures the highest standards of integrity and credibility in the selection of winners.
On this year’s new and exciting categories
This year’s awards introduced several new and exciting categories to acknowledge the latest trends and innovations in advertising:
1.Best Use of AI: Added as a sub-category in both digital and technology verticals.
2.Copywriting for Web and Digital Craft: Added in digital and digital verticals.
3.Health Vertical: This new category includes sub-categories such as OTC Oral Medicines, OTC Products, and Nutraceuticals. Additionally, a new specialist agency award, Health Specialist of the Year, recognises the best performance by a company in this vertical.
AD Agencies
Publicis acquires AdgeAI to sharpen predictive measurement in advertising
Deal integrates AI-driven content intelligence with Publicis production platform
MUMBAI: Publicis Groupe is doubling down on data-led creativity with the acquisition of measurement and content intelligence firm AdgeAI, a move aimed at helping brands understand what truly works in their campaigns.
Announced on March 12 in Paris, the deal brings AdgeAI’s analytics technology into Publicis’ AI-driven production ecosystem, allowing brands to measure and predict creative performance in real time. The company said the integration will help marketers move beyond guesswork and focus on content that delivers measurable business outcomes.
AdgeAI’s platform analyses engagement and conversion data across video and digital campaigns to pinpoint which creative elements resonate most with audiences. By identifying patterns that drive results, the system provides insights that guide content strategy and improve returns on marketing investment.
The acquisition comes at a time when brands are producing more content than ever before. While the tools to create campaigns have become faster and cheaper, many marketers still struggle to determine which messages actually drive sales.
Publicis Groupe chairman and CEO Arthur Sadoun, said brands today need clarity rather than just volume. “In the AI era, brands do not simply need more content. They need to know what works, and why, so they can scale their messaging across audiences, markets and platforms,” he said. He added that the acquisition turns creative measurement from a backward-looking report into a forward-looking capability that predicts outcomes.
Publicis production chief executive officer Deepti Velury, said embedding predictive intelligence into the production process will allow brands to create fewer but more effective assets. According to her, AdgeAI’s technology can analyse creative components at a granular level and identify patterns directly linked to campaign performance.
AdgeAI co-founder and CEO Eyal Ben Shalom, described the deal as a shift in how the industry approaches creative intelligence. By plugging its technology into Publicis’ broader platform, he said brands will be able to move at the speed of digital algorithms without losing the spark of strong creative ideas.
With the addition of AdgeAI, Publicis is positioning itself to close the gap between creativity and data, giving brands a clearer view of what clicks with audiences and what drives the bottom line.
