JWT makes a clean sweep of PAS awards

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Growth within the advertising industry is directly proportional to the expansion of the consumer goods industry, and presently the most credible platform that recognises the mettle of these mad men of advertising and awards their diverse efforts is the annual PAS Awards, which is in its fourth year now.

Underlining the growth factor, it was announced during the opening speeches by PAS office-bearers Shabeeh A. Ikram (chairman) and Aly Mustansir (chairman, PAS Awards committee) that there has been a significant increase in the number of advertisers and agencies — which has almost doubled this year — leading to strong, relevant yet diverse content.

Some 200 entries were received for the 32 categories, while two new categories — Best Media Innovation and Best BTL Activation — were introduced as well at the star-studded gala awards function on Friday evening.

Besides these, two special awards were also announced for Campaign of the Year and Best Original Local Campaign. Qamar Abbas, executive director of PAS, was presented a shield as a token of appreciation at this point during the ceremony.

In his opening remarks, former advertising guru and information minister Javed Jabbar, termed his being there a “sobering experience” and as chairman of the PAS jury, complimented the society for its choice of jurors.

He further reflected on his role as chairman of the jury by underlining the devotion to detail and conceptual element and presentation along with the highest values of integrity and professionalism. “Advertising is a facet of inherent optimism and it signals some of the best and brightest talent Pakistan has to offer. At the same time, it promotes values and ethics that are so dear to all of us,” he added.

J. Walter Thompson aka JWT, Pakistan bagged the most awards in different categories, walking away with nothing less than six PAS trophies, the highest number bagged by any agency that evening.

These included: Advance Telecom-Nokia in Telecom Hardware, Vaseline in Cosmetics & Personal Care, Sunsilk-Unilever Pakistan Ltd in Haircare, Orient Electronics in Consumer Electronics, Olpers-New Design in Breakfast Food & Dairy, and Shell Rimula in Petroleum & Lubricants.

The winners in other categories were Pepsi Smash (agency: Walter Pakistan) in Beverages-Cold, Servis & Lawrencepur (Manhattan) in Textile & Fashion Accessories, Vim One Spoon Campaign-Unilever Pakistan (Lowe & Rauf) in Household Care & Furnishings.

Dawn-Preserving Traditions Spearheading Change (concept & direction by Dawn, designed by Creative Unit) in Media, BBDO Pakistan-Work that Works for All in Corporate Social Responsibility, Bank Al Habib-Itna Khayal to Koi Apna hi Rakh Sakta Hai (Bond Advertising) in Banking & Financial Services, National Recipe Masala (Shoot at Sight Productions) in Best BTL Activation.