Slowdown gains

If you are among those wondering why India's most awarded creative agency Ogilvy & Mather didn't participate in the Goafest this year, here's one view doing the rounds. The agency has decided to use its annual "award budget" - the amount advertising agencies routinely set aside "to do what it takes" to win medals at various award shows - to create motivation packages for its employees, who are feeling battered and bruised by budget cuts by clients in the face of a protracted economic slowdown. If nothing else, you can thank the slowdown for keeping a check on made-for-awards advertising.