Emvies 2005 is all set to make more sizzle than ever before. Said Apurva Purohit, Chairperson, Emvies, "As with all Ad Club awards, Emvies looks at a particular aspect of the communication industry, in this case media, and rewards the best talent in that sphere. It is unique in the sense that awardees are judged by their peers and industry leaders. Thus, it is truly an award for and by the media industry. Like previous years, this time also I am expecting large participation from the media industry. We at the Ad Club are grateful to the media fraternity not only for participating in the awards but also giving their time to judge the scores of entries that pour in."
How have the Emvies evolved over the years? Purohit said, "I think that year on year the awards are only growing in stature. Last year not only did we get an unprecedented number of entries but we also got a very good response to the new categories we opened up like Never Before Used Media, Best Media Marketer, etc."
One can recall the dramatic finale to the fourth edition of Emvies, organised by the Advertising Club Mumbai, when Lodestar Media (agency of the year) piped rivals Madison and Group M to the winning post. Lodestar had lots of reasons to uncork the bubbly as it had only six short-listed entries in comparison to Group M's eight. Emvies in the previous year attracted significantly more entries than the times prior to that. The number jumped from 128 in 2003 to 322 in 2004. The number of categories was also increased to 14 last year, as compared to 10 in the year before. An exciting introduction in terms of a new category was the Best Media Innovation - Never Before Used Media.
Purohit added, " I believe strongly the quality has improved and it is not only a manifestation of the Emvies growing stature, but also of the respect the media part of the business and media professionals are commanding in the communications industry today."
Shashi Sinha, President, Lodestar, believes that the previous year was a fantastic one for the agency, and this time around, the prospects look extremely bright. He stated, "They have just released the entry forms, and we are just debating on what we must present for the occasion. We have done plenty of good work and we have all the chances of putting up a grand showing at the awards ceremony. Also they have put in new categories, such as Never Before Used Media, which has increased the scale and the scope by a good deal. The Emvies stands for recognition and distinction in the sphere of media."
Sinha asserted, "Actually, Abbys and Emvies are like apples and oranges and must never be put in the same casket. Abbys recognises creative excellence and has been around for long. Meanwhile, media has just emerged as an independent arena, and for that reason, Emvies has still a long way to go. While Abbys is rock solid and settled, Emvies will be consistently pushing the envelope and re-inventing itself in the coming years. All in all, I am more than happy that a forum like Emvies is around, for the media minds and it gives me and my agency people greater push to deliver great output."
So the forms are going out and the D-Day looms in the horizon. Stay tuned for what lies ahead.