Scams and creativity

The International Advertising Association (IAA) Sri Lanka Branch, one of the promoters of the Chillies, has initiated what it has billed as a no-holds-barred discussion to explore the connection between creativity, awards and billings and debate to which of these the ad industry pays greater obeisance. Titled “Creativity, Cash or Chillies?” it is planned to debate these hot industry topics in a panel-cum-audience interactive session on April 1 at the Trans Asia Hotel.

IAA Vice President Renuka Marshall said that there has been much debate about whether agencies should pursue high creativity for its own sake and to win awards or to solve clients’ marketing problems, and whether the kind of ads that solve problems are different from the ones that win awards.

“Equally, there have been diverse views and definitions about scam. And then there is the view that we should forget awards and concentrate on running our businesses and making money.

Here too the acquisition and retention of clients becomes a highly competitive contest and agencies like to talk about their ranking over their competitors in awards and billings.

All these aspects make for good debate and dissection and we want to encourage the industry to confront its views and search for its soul through this exercise,” she said.

The panel includes top ad professionals: Lilamani Dias Benson, Trevor Kennedy, Mike Masilamani and Dilith Jayaweera. Former adman, Trustee Chairman and client Deepal Sooriyaarchchi and young ad professional Brandon Ingram have been included to add diversity to the debate. The discussion will be led by an industry stalwart, Nimal Gunewardena.