‘Good not good enough’
By LISELLE MARAJ Monday, October 27 2008
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ROAR OF APPROVAL: Employees of the advertising firm, Lonsdale / Saatchi Advertising let out a roar of approval with screams and handclapping when thei...
International judges at the Advertising Agencies Association of Trinidad and Tobago (AAATT) ninth annual Creative Awards urged employees within local firms and companies to work together to achieve excellence in their work.
Advertising company, Lons-dale, Saatchi and Saatchi Advertising Limited emerged as the big winners on Friday night when the awards ceremony was held on board the Ocean Pearl docked at Pier Two, Chaguaramas.
Vivek Kutchibhotla out of Chicago told representatives of the various companies that while the entries were examples of good work and good ideas coming out of the agencies, good was not good enough.
“Good is the enemy of great and that is what you should strive to attain, great work,” he said.
He advised winning agencies to see their achievement as the stepping stone to the next level. “It’s like when you complete a 5K for those of you who compete. You congratulate yourself but you begin to prepare for the 10K and so. You have done good, but prepare for the next level,” Kutchibhotla said. This, he said, could only be achieved through teamwork. “Think about your agency and all the players involved and work out the best way to take your company to the next level. Share your objectives so everyone would be on the same page. Push and help each other so the next time around, you can make it better,” he advised.
Shelley Ambrose, another judge based in Canada, commended the agencies for their courage, boldness and intrepid spirit.
Over 100 awards were handed out on Friday night with Lonsdale copping approximately 33 awards, including the Best Overall Integrated Medium Campaign for their work with Western Union, Best overall Single Medium Campaign for Milage Mack Tyres and tying in the Best Overall “Below the Line” category for Dopson Roti Conch and Dopson Roti Shrimp advertising campaigns.
The McCann Erickson (Trinidad) Limited firm followed close behind with 31 awards including the best Overall Outdoor Campaign and Best Overall Jingle. Rostant Advertising Limited, The Buzz, Inglefield/Olgilvy and Mather Caribbean, Collier Morrison Belgrave Limited and The Edge Advertising and Design Limited were some of the other winners of the night.