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Top three in neck-and-neck battle all the way

Hindustan Unilever is 'Media Client of the Year' followed by Cadbury India and Tata Docomo as first and second runner-up.

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When an award show in the dynamic world of advertising returns with its next edition, one always expects an element of newness or surprise to come along with it. In keeping with the tradition, Emvies, the annual awards property honouring the best works coming out from media agencies, managed to do just that. The Ballroom at Taj Lands End, Mumbai was a house under deafening noise attack last Friday as The Advertising Club hosted the thirteenth edition of its popular awards show.

While those in attendance will vouch for the extent of euphoria that descended upon the venue, what was more unnerving was the neck-and-neck battle that was on between the Top 3 players every stage of the way. But at the end, there had to be a single winner and it was no different this year as that honour was bestowed upon Mindshare, the WPP-owned agency that’s part of the Group M stable. With 165 points and 18 metals under its belt, including three Golds, nine Silvers and six Bronzes, the agency just about marched past the others to emerge ‘Agency of the Year’ for the sixth year in a row. Also, retaining its place as the best of the lot was Hindustan Unilever (HUL) that emerged the ‘Client of the Year’ for 2013 as well. With four Golds, four Silvers and four Bronze metals to its credit, HUL ended at the top of the client-list tally with 120 points.

But while Mindshare proved its dominance yet again what many would like to remember of the night was the manner in which it was challenged by surprise runner-up Lodestar UM. From the fifth position last year, the agency proved that it was right up there when it came to being the best as it finished a close second this year. With the most number of Golds (five) to its credit, the agency closed its tally at 150 points including seven Silvers and a single Bronze metal. At No.3 was another regular Maxus, which ended its tally this year at 120 points that included three Golds, six Silvers and three Bronze metals.  Maxus, also part of the Group M stable, was numero uno in the leaderboards for a good part of the awards ceremony.

In keeping with the surprise element this year, what was also noteworthy was the emergence of another minnow (in terms of awards competence) ‘ibs’ that walked away with the Grand Emvie for work on its client Tata Docomo – Hyper personalization: The world’s first CRM-powered campaign on Social Media. With 65 points, including three Golds, it occupied the No.7 spot overall on the leaderboard. Also noteworthy, and surprising, was the presence of creative agency Ogilvy, which gave the big media agencies a run for their prowess, as it occupied the fourth spot with 85 points. It included four Golds, two Silvers and a single Bronze award with its work on Lifebuoy Roti Reminder and Akanksha Foundation – Classroom Mumbai being awarded across multiple categories.

A total of 90 metals were handed out to agencies this year that had submitted the highest number of entries in 2013 at 742.

As for the gold winners, Mindshare won two golds for work on ‘5.2 years of digital content viewed in just six months!’ campaign for Axe Deodorant in the Best Media Innovation - Digital (social media) category, while its work on ‘Cholchhe Na Aar Cholbe Na: “Can’t Happen”, Won’t Happen Anymore!’ for ABP Ananda in the Best Integrated Campaign - Media/ Media Property category accounted for the third gold for the agency.

As for Lodestar UM, its work on ‘National Headache Reliever’ campaign for Saridon (Best Media Strategy - Consumer Products) was one of the most appreciated and also won it a gold alongwith its work on ‘Making Milk Exciting - The Olympics’ campaign for Amul Milk (Best Media Innovation - Sponsorship), ‘Unfinished Stories’ campaign for Tata Docomo (Best Media Innovation - Print, dailies) and ‘Coke Studio: One with youth’ campaign for Coke Studio (Best Integrated Campaign - Consumer Products). Maxus bagged three golds for work on ‘The Advantage and Disadvantage’ for Fiat that won two golds in Best Media Strategy - Consumer Durables and Best Media Innovation - Digital (Search) categories, while the third gold came from ‘Your Wish is My App’ campaign for Nokia Lumia (Best Media Innovation - TV - Media/ Media Property).

The other two big winners from the client’s end were Cadbury India that bagged a total of three Golds, three Silvers and two Bronze awards while Tata Docomo was third with one Grand Emvie and three Golds to its credit. Also noteworthy was the ‘Young Emvie of the Year’ award that was bagged by Farah Siddiqui of Mindshare. 

As for the awards tally, the other winners include MediaCom Communications and ‘ibs’ that secured sixth and seventh places with 80 and 65 points respectively, while DDB Mudra Max with 50 points, MEC with 30 points and OMD India with 20 points finished the tally in the eighth, ninth and tenth positions respectively.

The awards presentation was interspersed with media professionals performing and competing for team and solo Indian and Western categories of the Band Baja Award.

Fair disclosure: dna was category sponsor (best media innovation – print) of Emvies 2013

By arrangement with MxMIndia.com

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