Grant McCann Erickson clinched five silvers and ten bronze awards.
Judges at the Friday's Chillies press conference said the ad agencies need to improve the standard of their creations for better competition internationally as well as locally.
Among the winners, JWT won two silver and 7 bronze awards, Bates Asia one silver and two bronze, and LOWE LDB and Pheonix O & M two awards each.
TBWA and Ruby Studio won one award each.
Leo Burnett said in a statement it was the most awarded agency with 26 metals, including its second consecutive Gold in the TV category.
Leo Burnett won the only TV Gold awarded in 2006.
Despite having 25 year presence of TV industry its is sad to see that execution of TVC in this country are far below that of international standards.
There may perhaps be sound creative concepts, but regrettably the quality of execution most often than not, no different to the horrible standards of tele dramas.
At least now, ad industry must shift their focus from partying to learning. Last week, collectively, the industry would have busted millions of rupees to be told at the end that the industry standards are pathetic.
Instead of these self-congratulatory, self-glorifying events, the industry should get together and find ways to uplift the talent.
The collective spend of the industry on developing talent I am sure is only fraction of what was spent on Chillies including the cost of designer suites and dresses the top ad personalities and no so-top ad folks wore on Saturday night and the cost of alcohol they consumed at H2O.
Now that pre-event excitement and after party hangover are over, hope the industry, I refrain calling it a profession as their out out failed to meet international standards, now will focus on producing at least tolerable ads that will meet international standards at least in coming years.
It is also the duty of the clients to demand greater creative output from agencies without accepting junk which is produced in the name of advertising in this country.
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