EMVIES 2005: Mindshare is the Media Agency of the Year

By , agencyfaqs! | In Advertising | June 24, 2005
The agency won by a huge margin of 40 points

The evening of June 23 belonged

to Mindshare. The agency walked away with the coveted 'Media Agency of the Year' trophy at the 2005 edition of the EMVIE Awards in Mumbai.

The tally, a whopping 70 points, was achieved on the back of five golds and four silvers. The runners-up were O&M (yes, a creative agency) and Lodestar Media with a score of 30 points each. rmg david was at number four with fifteen points on the scoreboard. Sony Entertainment Television, Living Media, MediaCom and Maxus followed at 10 points each.

A beaming Ashutosh Srivastava, CEO, GroupM, South Asia, said, "I see a positive groundswell across the agency. Teams have matured; they are getting a hang of the business. And it's showing. A network of offices contributed to our victory. The performance of the Delhi office of Mindshare was fantastic. Mumbai, of course, was there. We had shortlists from Bangalore and Chennai too."

Of the 40 entries from Mindshare, 11 made it to the shortlist and nine eventually bagged metals. Sister Maxus had three shortlisted entries, of which two finally won.

Brands contributing to Mindshare's victory were Horlicks, Pepsi, Lux, Close-Up, Surf Excel, ICICI and Kodak, while Maxus had Britannia and Hutch doing the honours.

Lodestar, the second runner-up of the evening, had Club Mahindra, Scorpio, Nerolac and Fa Deodorant chipping in. For MediaCom, which was the recipient of the Grand Emvie, its case study for Aviva Life Insurance emerged as the proverbial golden goose. The case study got the agency a gold in the 'Best Media Research' category, apart from a special citation from TAM for the 'Best TV Research'.

Sony Entertainment Television and Living Media were adjudged the 'Best Media Marketers' winning joint golds for 'Indian Idol' and Reader's Digest respectively.

The surprise package of the evening, however, was creative agencies - O&M and rmg david. O&M emerged runners-up on the back of three golds in the categories of Best Media Innovation - Events (Hutch - Classic Film Festival), DM (IBM - Hot Pads) and Never Before Used Media (National Association for the Blind - White Canes).

rmg david shared a gold with O&M in the Never Before Used Media Innovation segment, apart from bagging a silver in the Out-of-home Media Innovation category.

The EMVIES this year attracted 264 entries, of which 37 were shortlisted across 12 categories. 40 jurors applied their minds to whittle down entries in the first stage. This was followed by a jury of 10, who sat through presentations of the shortlisted entries on June 15.

According to juror Nandini Dias, who is media director at Lodestar, there was an even distribution of entries across categories this year. Another juror Jasmin Sohrabji, who is president, MediaCom, South Asia, pointed at the presence of more multi-media entries as opposed to just single-media entries.

Apurva Purohit, chairperson of the EMVIES Committee, said, "The quality of presentations was much better this year. Senior people were asked to present and there was a lot of interest generated in the awards, especially during the presentation stage."

The Advertising Club of Bombay, which organises the EMVIE Awards, may expand the Media Strategy and Media Research categories next year.

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