Controversy is dogging the Chillies Awards yet again as advertising agencies voice their concerns about decisions taken by the Blueprint committee on the 2010 Awards, specifically about requiring advertising agencies to have membership in either the International Advertising Association (IAA) or the Accredited Association of Advertising Agencies (4A’s) in order to participate in the Awards.

Chairman and Managing Director of Phonix O&M Irvin Weerackody, whose agency is not a member of either association, said imposing the criteria is unheard of anywhere in the world and hopes the decision of the Blueprint committee will be overruled. He maintains that the criteria for participating in awards anywhere in the world is to be a fully accredited advertising agency.

President of the IAA Renuka Marshall and President of the 4A’s Keith Wijesuriya had earlier informed Mr. Weerackody in writing that the singular reason for the criteria was to ensure active and rigorous participation in all member agencies in not just competing for awards but in many activities that are critical in ensuring the success of the Chillies each year.

Ms. Marshall and Mr. Wijesuriya’s letter further states that the majority of both the 4A’s and the IAA Boards have independently concurred with this recommendation as they view this not as a restriction but rather an attempt at inclusion. ‘Your organization has participated in the awards shows of the past Chillies and we believe, have in fact benefited from such participation,’ the letter says. They also extended an invitation to the agency to apply for membership in either association.

In a response dated 12 April 2010 to the two President’s, Mr. Weerackody wrote that having participated in the Chillies on previous occasions, the assumption that the agency has benefited from such participation is furthest from the truth. He said the agencies that benefited most were those of ‘scam’ fame. He added that the best and most effective way an agency can support the Chillies would be to take part in it.