afaqs! news bureau

Mindshare has lion's share in Emvies'09 shortlist

After Mindshare snapping the first place, GroupM takes up the second slot as well, with Maxus; Lodestar Universal comes third

Mindshare, a GroupM agency, hooked all media eyeballs at the Emvies last year by cornering the maximum number of awards. This year, it makes an impressive start with a bagful of shortlists – the maximum by any media agency – adding up to 18 in all.

However, for the GroupM media conglomerate, it doesn't stop at 18 shortlists from Mindshare. Another agency under its fold, Maxus, comes second with 10 shortlists. Madison Media Infinity, belonging to the Madison Group, is third in line with seven shortlists. Lodestar Universal has six shortlists to its credit, while Mudra Max comes close with five.

Mindshare has lion's share in Emvies'09 shortlist
The Emvies, organised by the Advertising Club of Bombay, have recognised outstanding media initiatives for the past eight years. This year, the bronze award makes an entry. Although the bronzes will be announced at the event, they will be presented after the awards ceremony.

The awards are spread across 14 categories. Out of these, eight award categories are for Best Media Innovation and four are for Best Media Strategy. The awards for media innovation are given away in the areas of Television, Radio, Print, Direct Marketing, Ambient Media/Out of Home (OOH), Digital, Cinema and Events.

The four awards for media strategy are in the spaces of Consumer Products, Consumer Durables, Services and Media/Media Property. The remaining two awards are for the Best Integrated Campaign and for Best Media Research respectively.

Mindshare's shortlisted entries include a bunch of Unilever brands such as Surf, Wheel, Pond's, Dove, Sunsilk, Lux and Axe. It has a few nominations from the PepsiCo stable for Nimbooz, Kurkure and Frito-Lay. Apart from these, it has won nominations for Boost, STAR World, Virgin Mobile and KFC.

Maxus has made it to the shortlist with a range of Titan brands including Tanishq, Fastrack and Sonata. Nominations for Nokia, Vodafone, Reebok, Indian Premier League (IPL) and Tata Sumo Victa are some of the others that have helped the agency gain the second spot.

Madison Media Infinity has made it with Cadbury (Perk, Bournvita, Celebrations and Dairy Milk), Tata Tea and Saffola.

Lodestar Universal is the agency with the fourth most number of nominations. It has scored for its executions for Tata Nano, Radio City and Amul ice-cream. Mudra Max is fifth in terms of shortlisted entries this year - its media concoctions for Park Avenue, Hindustan Times and TVS Scooty helped it gather five nominations.

Mediacom has three shortlists, all for brand Gillette Mach 3. Mediaedge:cia and Mates-Madison Teamwork FP & E Pvt. Ltd have two shortlists each.

The Starcom MediaVest Group, Madison Media Plus, Tribal DDB India, TME, P9 Integrated and Digital Radio (Mumbai) Broadcasting Ltd have one nomination each.