The Association of Accredited Advertising Agents Malaysia (4As) has drastically reduced the number of categories for the Kancil Awards this year and reverted to making the Golden Kancil a best-of-show award.

Chairman of the creative council Jeff Orr says it has slashed the number of categories this year to 42 from 87 in 2010.

“What we have done is combine all of the craft judging from various categories into two larger craft sections. For instance, all art direction for the various print categories will be judged together,” he tellsStarBizWeek in an interview.

“It does make judging a bit more efficient, and moreover, it means better consistency of judging across categories.”

Orr says the 4As has slashed the number of categories this year to 42 from 87.

The number of judges for the Kancil Awards, which will be held in Kuala Lumpur on Dec 15, has also been reduced.

“This year we cut the number of judges to only 35 to 40 people from 50 judges in 2010. This year's judges will include four international. The reason to have the international judges is not so much about them coming from the outside but because the achievement they have already received. These are highly qualified people,” Orr says.

With the cut in categories, radio, for example, would no longer be judged according to individual languages.

Asked whether it would create a bias towards English ads, Orr says: “Judging all radio (commercials) together will make the judges focus more on the ideas. There will be a mix of different language speakers on the panel to make sure language is not an advantage or otherwise.”

The 4As is also reverting to making the Golden Kancil a best-of-show award, meaning that only one Golden Kancil would be presented on the night.

The association dropped the best-of-show award in 2009, and the Golden Kancil was awarded as a best-in-category award (for print, film, digital, etc).

The Kancil Awards committee then felt that this would make the Kancils in line with prestigious international awards like Cannes Lions where the best campaigns in each category were recognised.

Orr says the current council feels that following the Cannes system of best in each category had devalued its Golden Kancil. “It will become harder now to win the Golden Kancil award, as we feel that we have downgraded a bit the award in 2010,” he says, adding that there were too many categories where the Golden Kancil could have been won.

There was no Golden Kancil winner last year. Last year's jury chairman Mun Tuck Wai had told StarBizWeek that none of the entries impressed the judges to award the Golden Kancil.

Last year was believed to be the first time in the Kancils' history where no gold was given out.

A total of 990 entries have been received by the Kancil Awards this year compared with 1,063 entries last year.

Orr says that the number of agencies sending entries for the awards this year has also fallen to 38 from 48 in 2010.

On the introduction of the Creative Media award this year, he says it is to recognised creative ideas from market as the judgment will be based on the best ideas that are fresh, new and never been seen before.

“The focus of the Kancils has always been on ideas. Even a great idea with faulty execution can be awarded if the idea is outstanding. For media, it will be the same. Remember it will be creative directors who will be judging this award so it will most likely go to media which offered an outstanding, relevant opportunity for a creative idea to be expressed,” Orr notes.

“We used to include a media award years ago but it was dropped when the Malaysian Media Awards (organised by the Media Specialists Association) was introduced. Now ours is back with a specific, creative purpose,” he explains.

As for the Kancil Student Awards that are sponsored by Star Publications (M) Bhd, Orr says the awards are open to all students and creative academies in Malaysia.

4As has this year revamped the Kancil Awards to keep it fresh while challenging the creative industry to “Stop The Ordinary”, the theme for this year.

The digital award, renamed Cyber Kancil, will now be presented in two new categories: social media and technology/innovation.

Orr further says that the need to be more competitive in a tough economy from a creative perspective is vital.

“We need to chart new creative territories and take the high ground in achieving competencies that reflect the “full service” model effectively and efficiently,” he says.

For over 30 years, the Kancil Awards has been the Oscar equivalent of Malaysia's biggest advertising award, seeking new talents that bring the freshest ideas in the industry and recognising great ideas, people and agencies that strive for creative excellence.

Source: The Star Online