At the & #BANNER1 & # Emvies 2007 awards ceremony held in Mumbai on June 29, 2007, MindShare's monopoly was, in a sense, broken down. The agency, which had been winning the 'Agency of the Year' title for the past few years, had to pass it on to Lodestar Universal this time.
Lodestar Universal earned this title after bagging a total of three golds and six silvers, thereby fetching the highest total of 60 points (each gold carries 10 points, while each silver brings with it five points). Lodestar got its golds for 'Toogle - the smartest search engine on television' in the Best Media Research category, for 'Nerolac Impressions - Impressions Jama De' in the Best Media Innovation - TV category, and lastly, for Radio City 'Good Morning Bangalore' in the Best Media Strategy - Media/Media Property category.
Its work for Nerolac Impressions surely seems to have impressed the jury, as it got the agency three additional silvers in the Best Integrated Campaign, Best Media Strategy - Consumer Durables and Best Media Innovation - Digital categories. Its work for Vicryl RAPIDE won a silver in the Best Media Innovation - Direct Marketing category.
MindShare came in next with 45 points, including two golds and five silvers. The golds were for Surf Excel 10/10 in the category Best Media Innovation - Print, and for Listerine 'Now playing in your messenger' in the category Best Media Innovation - Digital.
Its silvers were for Surf Excel 10/10, Sunsilkgangofgirls.com, Wheel Smart Shrimati, Lenovo, and Nike (Football World Cup).
Surprisingly, a total of only four agencies were awarded at the ceremony - Lodestar Universal, MindShare, O&M and Madison. The other short-listed ones - TME, Insight (Lintas Media), OMS, mediaedge:cia, Starcom MediaVest Group and JWT - had to be content with finalists.