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Mindshare retained its ‘Agency of the Year' title at the eleventh edition of the Advertising Club Bombay's Emvies, the awards for excellence in use of media for marketing communication. In all, 31 media agencies participated this year in 19 categories accounting for a record 717 entries — up from 397 last year.
Mindshare won three gold, eight silver and seven bronze awards. The agency's entry for work on Pepsi (Changing the Game, for Youth, Cricket and Pepsi) won gold in the Best Integrated Campaign category. Its other gold awards were in the digital media innovation categories of Mobile (Be Beautiful for HUL) and Web (Nike - India Bleeds Blue).
Mr R. Gowthaman, Leader - South Asia, Mindshare, told Business Line, “Emvies are an important part of our calendar, and we prepare well for it. Most importantly, credit should go to our clients who have continuously enabled us to create such award-winning campaigns in the market.”
Digital domain
On the awards in the digital categories, he added, “It's true that we put digital at the heart of our planning process. That we have 55 to 60 people in the digital domain is testament to our faith that digital is the future. As market leaders, it's only befitting that we lead with the new domain too.”
Lodestar UM was runners up, scoring two gold, two silver and 12 bronze awards. Both its gold Emvies were for client Amul. One of them was for Best Media Strategy (Amul takes the road less travelled); and the other was in the new category of innovation in branded content (Amul Masterchef India).
Madison Media Infinity (Cadbury Dairy Milk, Parachute Advansed) and MudraMax (Big Cinemas, Union Bank of India) were the other agencies to win two gold Emvies each.
Mediacom won gold and the coveted Grand Emvie for its Talking Newspaper innovation for the launch of Volkswagen Vento.
Judging for Emvies 2011 was an elaborate process. Over 80 media professionals short-listed 118 entries, of which, 68 were selected for awards by a jury of marketing professionals in a subsequent round, following case study presentations.
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