Cavelossim Beach, Goa: The One Club, a New York-based not-for-profit organization that promotes excellence in advertising, would soon launch a ‘Young Creative Workshop’ in India, its president Kevin Swanepoel said.
The One Club has been hosting a similar workshop in China for the past eight years. “We are working on a project very similar to what we are doing in China, for India. We have a couple of great partners that are looking to work with us,” Swanepoel said.
“This would include workshops, awards, etc., and would bring in more of young creative minds who will feed multinationals and make a difference to the industry.”
Swanepoel will be discussing the project with the industry body, the Advertising Agencies Association of India (AAAI), and is looking for partners to fund it.
Swanepoel said its annual award competition ‘The One Show’ is not bothered by competition. “The three big award shows at a global level are The One Show, D&AD (Design and Art Direction) and maybe Cannes. In the US, very few people enter the Clios (awards) in any case. Cannes is no longer as revered as what it used to be since they seem to be adding so many different awards for so many different things. For us, the best of show is the best of show.”
Swanepoel said his One Show experience has shown that scam ads from India and China are rapidly on the rise. “Earlier, all the scam ads used to come out of Singapore and Brazil. Now we find that there are lesser scam entries from there, but more from India and China.”
There has been 24,000 entries for The One Show to be held on 5-9 May, out of which 800 are from India, said Swanepoel. He said that while the last three years have seen enough participation from India, the country needs more time to understand what works at the global level.
Quality notwithstanding, India was still the fifth largest country to enter works in the show, the other four being the US, the UK, Germany, and Canada, he said.