WPP Group’s media agency MindShare won the Best Media Agency of the Year award and homegrown media specialist Madison Communications Pvt. Ltd won the Grand Emvie for its work on cooking oil brand Saffola at the 2008 edition of Emvies, the annual media effectiveness awards instituted in 2000 by the Advertising Club Bombay.
The awards were presented Monday night in Mumbai.Emvies recognizes media agencies for their work under categories such as Best Media Strategy, Best Media Innovation, Best Media Research and Best Integrated Campaign. (RESULTS)
The Best Media Agency of the Year is awarded to the firm that scores the maximum points for its work across categories. This year, Emvies attracted 452 entries. Shashi Sinha, CEO of media agency Lodestar Universal (which came in at No. 3 in the Best Media Agency of the Year scoring after MindShare and Maxus India, another agency that is part of WPP) said that the chances of a “scam” ad winning an Emvie were slim because judges are told to look at the “magnitude of work”. A “scam” ad is one created for the purpose of winning an award and such ads typically have a limited release in mass media. Apurva Purohit, chairman of the Emvies committee and CEO of Radio City, said the judging process for this year’s edition of the awards were even more stringent with judges looking at parameters such as delivery, scale and business efficacy.