Feature | One for the crown, many to add to the revered glory
Adgully spoke to a few leaders and quizzed them about the overall experience at Emvies 2011. They say the winner takes it all and for R.Gowthaman, Leader, South Asia of Mindshare, the experience at Emvies was not only about winning the prestigious award of the "Best Media Agency of the Year' for the fourth consecutive time, but it was a satisfactory response to all the effort that went into preparations, submissions and the presentations.
Talking about Emvies this year, Nandini Dias, Chief Operating Officer, Lodestar UM, says, "Emvies as usual was a well run award function. This year we had a pre meeting and we took some decisions which helped strengthen the awards further. For instance this year we did not create AVs for round 1. There are yet some aspects which we can improvise upon like have specialist judges for certain categories. This year I felt that it would have been more appropriate if research and digital had judges who understand the topic. For research, the judges should have an understanding of the statistical modelling and about what is possible or not possible in the digital world."
The Emvies this year not only saw the same winner but also saw fresh competition across most of the categories. Speaking exclusively to Adgully, Sam Balsara, Chairman & Managing Director, Madison World, says, "The Emvies are getting better and better and competition is getting stiffer. Yet again it showed that large clients are putting considerable focus on Integration and engagement. I am delighted that Madison got as many as 10 Awards and Mediacom won 6 plus the Grand Emvie."
On the other hand, talking about the neck to neck competition Dias says that it stays intense every year. But she quickIy adds, "I was disappointed that Garnier did not get a Gold here. My expectations may have been higher as it did get a Gold in Cannes. I am also worried that to win agencies have started getting in professional actors and judges get completely swayed by it and award points on the 10 minute performance rather than the media strategy or idea."
With a formative and futuristic outlook, R.Gowthaman, adds, "Every year is a new year. Every work that is good is our competition. And we are conscious of the fact that for Emvies 2012, it is a clean slate once again. There are some really good work across the board and it is also true that some really good work has not come to the limelight, because it is not entered."
The overall experience though seems very positive and of a shared benefit and contentment, there are some learnings that the leaders have highlighted and are seeking to work towards getting them right. While Dias feels there are a lot of agencies who participate, but mostly a big idea wins or interesting usage of many touchpoints. Often the latter comes from larger agencies. Hence in the top winning agencies are large agencies who have clients with deep pockets.
However the leader with the winning streak, R. Gowthaman adds that, "I strongly believe there should be good encouragement for smaller agencies to participate, especially from North and South."
And while signing off the leaders just can't stop raving about the musical treat this year called "Band Baja Competition". Dias excitingly says, "Media planners can sing superbly." And R.Gowthaman adds to the music by saying, "Very nice and a good idea to have the agencies participate with Band Baja! Some very good ideas came forth, who said Media Agencies are not creative?"
The Emvies have concluded with a victor and many contented competitors. But it will be only interesting to see how the agencies gear up for the Awards next year, warm up for another big fight of ideas and only for faith to answer if there will be a new winner to be crowned. | By Prabha Hegde [prabha(at)adgully.com]