THERE will be fewer awards given out at this year’s Kancil Awards as the jury has decided to impose tougher and higher standards in selecting winners.
This is aimed at ensuring winners are competitive at the international level, jury chairman Ted Lim said.Lim, who is also the executive creative director of Naga DDB, said this year’s Kancil Awards has attracted 1,320 entries.
The annual event is organised by the Association of Accredited Advertising Agents (4As) to promote creativity in the industry.
“The jury was asked to look for fresh ideas and original execution and advertisements that will travel as well as ads that appeal to Malaysians.
“We wanted to recognise and reward good work to challenge Malaysian creative and raise standards. (That’s why) a new benchmark was set,” he said.
In the past, he said, a panel decided recipients for each category based on what it thought was the best among “local” entries.
This year, the Gold award will look for works that the panel feels have potential to do well at international award shows like D&AD and Cannes; the Silver award for works that could compete at regional levels such as Asia Pacific Advertising Festival and Asian Advertising Awards and the Bronze award for “local heroes” who may not make it at international level.
“We hope the Kancil Awards will be a platform to raise standards to put Malaysia on the world map in the advertising industry. We are still behind Singapore and Thailand in this region,” he added.
Meanwhile, Lim said the Golden Kancil Award or Advertisement of The Year Award this year will be picked by a secret ballot.
The Agency of the Year Award will be presented to the most awarded Malaysian advertisement agency based on its performance at D&AD, Cannes, The One Show, Clio, The Kancil Award and other regional advertising awards.
Five new special awards are also introduced this year, which will be given to advertising industry partners in recognition of their support in the industry. The awards are in film production and, post production, and Audio Production House of the Year, Photography Studio of the Year and Media Partners of the Year.
The Kancil Awards jury panel this year is said to be one of the strongest and most experienced juries ever assembled in the history of the Kancil Awards. It will comprise five internationally renowned creative directors from the US, Brazil, Thailand, Singapore and India, in addition to six Malaysian creative directors.
Lim said overall entries this year had dropped 27 per cent from 1,800 last year probably due to more advertising awards introduced locally. Of 1,320 entries, only between 10 per cent and 15 per cent made the cut for the finals.
According to an AC Neilsen report, the advertising industry this year grew 2.5 per cent compared to 17 per cent last year.
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