Execution, ROI the two main parameters for Emvies Jury this year

By Savia Jane Pinto , afaqs!, Mumbai | In Media | July 08, 2008
The jury members seem to be satisfied with the overall quality of the entries, but say a few of them could have been better presented and packaged

The first

round of judging for the Emvies is over. This year, 452 entries were received from 45 media agencies as compared to 384 entries received in 2007.

The Emvies are given out in six categories after a two stage judging process by a panel of industry experts. Gold and silver awards are given in each category. The categories are Best Media Strategy, Best Media Innovation, Best Media Research, Best Integrated Campaign, Media Agency of the Year and the Grand Emvie. In addition, there are two special award categories: the TAM Award for the Best TV Research and the People's Choice Award for the Best Case Study Presentation. The Emvies are awarded to both planners and implementers.

Apurva Purohit

Nandini Dias

Jasmin Sohrabji

Chandradeep Mitra

Divya Radhakrishnan
Apurva Purohit, chief executive officer, Radio City, and the chairperson of the Emvies Committee, says, "The two parameters that we've laid emphasis on this year are the execution of the idea and the return on investment (ROI)." She continues, "Apart from the idea being great, was it also executed well? That needs to be kept in mind."

The jury consisted of Puneetha Arumugam, Nandini Dias, Ajit Varghese, CD Mitra, Jasmin Sohrabjee and several other industry stalwarts.

Nandini Dias, chief operating officer, Lodestar Universal, who is judging the entries in the Best Media Strategy category, says, "There has been a huge shift towards new media such as mobiles, kiosks, activation and digital besides the regular mass media." According to her, the entries were well written. Dias was impressed with the entries from the services and consumer goods sections because they were distinctive and different. "On the other hand, the entries in the durables section weren't as impressive," she says.

Jasmin Sohrabji, managing director, OMD, who is judging the Best Media Strategy category, says, "The quality of entries has improved to a certain extent, but frankly, I still haven't come across any dramatic entry."

Anita Kotwani, general manager, MindShare, who is a member of the Best Media Innovation - Television jury, says, "A few of the entries stood out as they were packaged well, but some could have done better."

Chandradeep Mitra, president, Mudra Max, is on the jury for the Best Media Innovation - Cinema and Radio category. According to him, most of the entries in the cinema sub-category are of the brand integration kind, where the brand has been fitted into the film - not all brands have got the right fit. He says, "Very few brands have taken the experience beyond, and thus taken the idea ahead."

Divya Radhakrishnan, senior vice-president, TME, says she is quite impressed with the entries in the Best Media Innovation - Print category. She found them to be well written and self-explanatory, and there was no need to cross-check anything.

Anamika Mehta, chief operating officer, Lodestar Universal, is judging the entries in the Best Media Research category. "We were looking at how the idea was delivered to the marketer, its solution, depth and efficacy," she says.

The case study based media awards show, which recognises innovations in Indian media in the year gone by, will be held on July 28 at The Grand Hyatt in Santacruz, Mumbai.

This year, NDTV Media is the presenting partner of the Emvies. Sahara One, Just Punjabi TV, Mi Marathi and Microsoft Advertising are the associate partners.

© 2008 afaqs!