MxMIndia

Tag: Media Abby

  • The agency also bagged the Grand Prix for Whisper India’s campaign on Day 1 of Goafest and the Abby Awards

    EssenceMediacom is the new star at the Media Abby

     

     

    By Our Staff

     

    So what’s more important at the three-day advertising festival in Goa? The conclave – lectures and masterclasses and all the entertainment lined up or the awards?

     

    That’s a question that will never be answered, though there’s no denying the fact there are undercurrents of a ‘they-owe-their-existence-to-us’ sentiment that’s been there for a while in certain quarters of the two organisers – the Advertising Agencies Association of India (3As of I) and the Advertising Club.

     

    Hence, please do note: we are not to call them Goafest Abbys, which they are often referred to, by some of the organisers as well. They are the Abby One Show, the One Show suffix being the association with One Show, the globally renowned advertising awards enterprise.

     

     

    But an international awards means that there is little scope for any corruption in the system. There is little scope for subjectivity, and even more little scope for personal biases to come in. Well, that last bit is ensured that it’s not one person who decides on the award, but it’s a slew of top professionals.

     

    This year’s highlight is the return of the Mullen Lowe Lintas Group to the Abby fold, after over two decades of a self-imposed exile. McCann and Wunderman Thompson are also back.

     

    So, the only agency that has decided to stay away is Ogilvy, but Piyush Pandey & Co do participate in Kyoorius Creative Awards (happening on June 2), so it’s not that they are allergic to creative awards. Note: Lowe in India had this huge allergy to creative awards, and the agency would stay away from them all. Though this wasn’t the case internationally. And in India as well, Lowe would participate – and very aggressively and successfully – in the Effie.

     

    Let’s cut the chase, and move to Day 1’s big awards. The Media Abby, which unlike the Emvies, concentrates on the creative quotient. A total of 94 Media Abbys were presented. The tally being: 25 Golds, 33 Silvers, and 35 Bronze metails.

     

    The highlight of the evening was the emergence of a new numero uno from within the GroupM fold. EssenceMediacom was Media Agency of the Year, and it won it for a total of 20 metals, and these were across many entries. EssenceMediacom won the Grand Prix for Whisper India’s campaign, ‘The Missing Chapter’.

     

    We met Navin Khemka, the agency captain, and he was elated. The fact that it was not just on the back of one campaign was even more satisfying for him.

     

    Also, announced the same evening was the Publisher Abby where 2 Golds, 5 Silvers and 6 Bronze metas were awarded. And there were 5 Merit recognised. With a total of four Metals, ABP Pvt. Ltd. was recognised as Publisher of The Year.

     

    Final Winners for Press Release Media

     

  • The IPG Mediabrands agency was #1 followed by DentsuWebchutney at #2. Jagran was #1 in Publisher Abby

    Lodestar is Media Agency of the Year 2018

     

    By A Corrrespondent

     

    Lodestar UM was numerouno at the Media Abby Awards presented on Day 1 of Goafest 2018. The agency bagged four Golds, three each of Silver and Bronze metals. Dentsu Webchutney came second with four metals. Followed by Wavemaker and Mindshare India. A total of 38 metals were awarded in the Media Abby.

     

    Earlier on Thursday, Goafest 2018 kicked off with a packed hall at the industry conclave. The thirteenth edition of Goafest also sees the conduct of the 50th edition of the Abby Awards.

     

    Also presented were the Publisher Abby where Jagran Prakashan was numerouno with five metals, followed by Times Of India with two metals.

     

    Speaking about Abby Awards, Vikram Sakhuja, President – The Advertising Club said: “It’s been 50 years since the first Abby Awards were handed out. That is 50 years of unfaltering dedication to identifying, shortlisting and felicitating creative excellence in the industry. Over the years the awards went through a lot of changes. So, we spoke to heads of agencies, to industry leaders and more importantly, to the young creative workforce out there are came up with two key changes to the awards this year. The changes include the rationalization of categories to stay relevant to today’s young and dynamic creative geniuses and the formation of a Master Jury made up of industry masters to guarantee effectiveness. And it gives me immense pleasure to see the industry not only embracing these changes with open arms but also supporting us in our endeavor to keep improving the quality of the awards being handed out.”

     

    Added Ajay Kakar, Vice President of The Advertising Club and Chairman – Awards Governing Council said, “For Abby Awards 2018, it was our mission to co-create the awards with the help, inputs and participation of our industry; starting from the stalwarts but not forgetting the youngsters. And what we see today is an outcome of that courtesy the participation of stalwarts who inspire and set the standards of creativity for our industry.”

     

    Goafest 2018 has attracted a registration of over 2000 delegates. At the Abby Awards, a total of 3033 entries came in. In the Media Abby, there were a total of 660 entries from 57 agencies. The number of entries was down from 1100 that came in last year.

     

    Said Sam Balsara, who chaired the Media Abby: “The entries highlighted ability to co-create solution with clients and work in tandem with multi-media context and campaigns – jointly with Radio, Outdoors and Digital, even TV in certain instances.A lot of entries showcased the significant efforts of publishers towards CSR, Societal connect and social impact in the their work. As many as 57 agencies entered 660 pieces of work of which a total of 38 awards have been given across 32 distinct pieces of work.”

     

    On what worked for the winners, Balsara said: “Most award winning work looks at Strategy, Idea, Execution and Results. I dare say that at the Abbys which celebrates creativity there is relatively more focus given on the Idea. The ideas that stood out included using the brand very cleverly in content (three cases), using the medium innovatively (Display, Cinema), Use of Technology in Traditional Mediums (OOH Ambient and Print), Clever integration of Content with Social, Actionable use of Big data, and just some simple cute ideas that work.”

     

    And this is what Pradeep Dwivedi, who chaired the Publisher Abby said: “For the Publisher’s awards, the experience was very interesting as we had almost the same number of entries as last year, while the categories had reduced. This led to an engaging screening by an eminent jury balanced across geography, language and industry leadership. The merits of entries and the creative quotient of the campaign became supreme criterion almost naturally.The entries clearly showcased the vibrancy of print medium and its endeavour to evolve with time.For me, one of the things that stood out was the quality of work and clear recognition that many other publishers are also doing great work on the ground, but somehow don’t pitch it at Abbys. A few of the like-minded jurors have agreed to take up this cause and help build an even more widespread entrant base for next year via roadshows, and celebrate the print industry in India which is growing and thriving, clearly bucking the global trend.”

     

     

  • Or will it be the other biggies or an all-new entrant winning laurels at the Big Night for media agencies

    Will it be Mindshare once more @ Emvies 2017?

     

    By A Correspondent

     

    It’s the Big Night for media agencies in the country. There are awards for media agencies through the year. There’s the Media Abby, the Kyoorius Media Awards and another by the exchange4media group. There are a few more by the regional ad clubs.

     

    But, ask anyone which is the most sought after. And they’ll tell you its the Emvies.

     

    Emvies 2017, incidentally, the seventeenth edition of the premier awards held to honour measurable and significant contributions in the field of media, is being held today (Friday, October 13) evening in Mumbai.

     

    The shortlists are out, but it’s still early days to figure who’ll be the winner:

     

    http://www.theadvertisingclub.net/index.php/40-awards/emvies/3880-final-emvie-2017Mindshare has been on a winning spree for the Media Agency of the Year as has Hindustan Unilever as Client of the Year.

     

    Although the shortlisted entries do not include name of the media agencies, those in the business are obviously aware of whose work has been shortlisted.

     

    Do look up MxMIndia tomorrow (Saturday) for the results and tally.

     

    The 2016 awards: http://www.mxmindia.com/2016/09/mindshare-hul-bag-top-emvies-honours/

     

    The 2015 awards: http://www.mxmindia.com/2015/09/its-mindshare-on-the-top-again/

  • Prasanth Kumar, CEO, Mindshare South Asia speaks on Mindshare's excellent showing at the Media Abby

    Prasanth Kumar: Focus on breaking clutter & fragmentation

    Winning ways continue for Mindshare. After an emphatic win at the Emvies last year…

    Yes, we will make sure that continues forever. We finished 2015 in great style. We won about 176 awards. This year has also seen an excellent beginning. Goafest has been a great opportunity for us to show some of our great work, many more clients, and many more brands.

     

    Are you happy with the work this year? Also, the fact that there was no Grand Prix in Media must be a disappointment?

    Good work across categories were observed but maybe the Grand Prix required greater push or needed more out-of-the-box thinking. For me, it was good to find the works of some 11 or 12 clients shortlisted. I simply look at how we can get more and more awards across categories, trends and work.

     

    Does winning against sibling Maxus makes it sweeter?

    Being a winner is always delightful. I don’t look at it from the point of winning against A, B or C.

     

    Media Abby vis-a-vis the Emvies… what do these mean to you?

    At the Media Abby at Goafest, there is a lot of focus on creativity and inventiveness. The Emvies looks at things from a business perspective, in addition to all of these. More and more, I find people who are looking at both sides, which is not something distinct. They have to be more closely linked and work hand-in-hand. Any work you do, should be for the brand.

     

    Is the focus is on doing work that’s different and ‘hatke’?

    Yes, the emphasis is on providing innovative solutions to clients, to break the clutter and fragmentation.

     

    The Emvies are not far away. Do you hope to do an encore there?

    Certainly, and it’s not just hope. As you said, the winning continues. We will ensure that we do some great work…

     

  • Do you want another award that is international, global and fighting or do you want to make it an Indian award asks Nandini Dias, COO, Lodestar UM

    Abby should be Indian in approach: Nandini Dias

    Nandini Dias, COO, Lodestar UM speaks to MxM India on being the agency to bag the highest number of awards at Media Abby and what the Goafest committee needs to do for the future. Excerpts:

     

    How would you rate Lodestar UM’s performance this year at the Abbys?

    I think we have performed very well this year. The total number of awards is only 27, which I guess is quite a small number. But within that we have won 6 awards, which is amongst the highest this year.

     

    Your opinion on the inaugural Grand Prix being constituted?

    Grand Prix has been a regular award in all the other advertising festivals, so it is a good thing that it has come here. We had all agreed in the pre-juding session that it has to be made a part of the awards and it has begun from this year. So I am glad about the outcome.

     

    Inclusion of South Asian countries at Abbys

    I am not sure about their participation. I think this is an Indian award and there are enough of other global awards, so I am not sure whether the vision is to make Abbys as big as other global awards like Cannes. But if that is the vision, then why just South Asia – there can be many other countries. I think we should continue these awards as Indian awards and not otherwise.

     

    Comparisons between Goafest and Cannes…

    The awards, I guess, could be better conducted and done in cooler times. It is too hot and for people like me who hail from here, this is a tough time to be here. Frankly, if India wants to do it global, then it can do anything as it is as good a style as anything else in the world. I have no doubt about the capability or the ability of the people concerned, but the question is: do you want another award that is international, global and fighting or do you want to make it an Indian award. So that’s a different division altogether.

     

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