Financial Times

4 A’ s, IAA pull out of key awards scheme
Major battle between SLIM, ad industry
A major battle has erupted between the country’s advertising industry and the Sri Lanka Institute of Marketing (SLIM) over the popular SLIM advertising awards with the former pulling out of the awards and the latter sticking to its guns, saying it will maintain independence in the scheme.

A determined SLIM said on Friday it was going ahead with 17th awards scheme, announcing in a press release that the “grand show” would be held on March 4, 2006. SLIM said the panel of judges is a distinguished team of professionals representing the advertising and marketing fraternities.

“The winning agency, regardless of stature, will simply be the one which in the opinion of judges, best meets the criteria stipulated for each particular category. In others words it would be a selection of the best out of the rest,” it said, in a subtle dig at the big ad agencies who are spearheading the protest. The problems arose after SLIM agreed to accept only just some of the reforms suggested by the two main industry bodies -- 4 A’s (Accredited Advertising Agencies Association) and the IAA (International Advertising Association).

Despite its flaws, the SLIM awards presentation is one of the most sought after events by the industry for the past 17 years. In a joint statement, the 4 A’s and the IAA – which came together this year - said they were pulling out of the SLIM awards and had advised their members of their decision. Each individual agency was allowed to exercise “its own prerogative.”

While the event is eagerly awaited by the industry, there has been growing rumblings of discontent over the level of judging and issues over creativity, effectiveness and impact. The issues have also led to confrontations between members in the industry and resulted in calls for fairplay.

Soon after the industry bodies announced their withdrawal, SLIM hit back saying it was an independent authority and will stand by “our decision to uphold the integrity and avoid any manhandling of the Awards show.” (See Page 12 for detailed story on the drama).

With a likely pullout of all the major ad agencies from the SLIM awards, there was also speculation the industry may even consider hosting its own awards scheme.

The two ad industry groups, that have also called a media briefing on Friday, December 30 to explain the decision to pull out of the SLIM awards and the needed reforms, were piqued when SLIM called a briefing for agencies last Tuesday which it said was considered premature as the reforms needed a committee to discuss and prepare a revised outline for the 2006 Awards programme.

The Sunday Times FT reliably understands that the two industry bodies at a meeting on Monday decided to boycott the briefing which however attracted some heads of agencies.

Meanwhile, heads of several agencies in a year-end review of their performance and expectations for 2006 – requested by The Sunday Times FT – called for more investment in the industry, an end to “crony capitalism in the industry” and creation of an Advertising Standards authority to ensure responsible advertising among other proposals.

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