The call for entries for Emvies 2005 is on, and the last date is May 25. The Round 1 of judging will happen on June 3, while case study presentations will take place on June 15 at Welingkars. The grand finale will be on June 23 in Mumbai.
Set up to honour the best in the business of media, there has been a continuous increase in entries year on year. Meenakshi Madhvani, a well-known name in the media circles, said, "In a short time, the Emvies has enhanced the recognition of the fact that media does make a sizeable contribution to the success or failure of a brand. It is specific to the field and hence has tremendous weight in the minds of the media planning and buying community. New categories have been added, the quality of presentations has improved, the content is more cutting edge and the use of research has become more crucial."
Madhvani added, "It gives media planners and buyers a platform to showcase their talent and ability. It also demonstrates that there is space for media stars and that they can shine as brightly as their creative bretheren."
And how savvy are marketers when it comes to the Emvies? Madhvani said, "Yet to come across a marketer who says that we must call in these chaps for the media pitch since they won awards at the Emvies. However, I think there is a possibility that over time, marketers will start recognising the value of media award winning work."
Meanwhile, Ravi Kiran, MD Starcom, West and South, etched out a valid point in the Emvies landscape. He stated, "If you take say top 10-20 per cent of the entries in Emvies, you will find that good work is produced only on half a dozen clients. To me that's shame in country with 5000 TV advertisers alone. Is it that, like in creative, some clients encourage better work than others, or is it that agencies are happy not raising the overall bar?"
How can the Emvies evolve for the times ahead? Kiran said, "Emvies should specifically recognise work in areas of tomorrow. Fundamental exploration of the communication process and how consumers are changing in their response to commercial messaging. Work in a discipline that has not yet become mainstream. Mere drilling down of TV ratings to uncover some minor truth must be discouraged as should be repackaging of age old analysis."
Kiran, however, stated, "On the whole, the Emvies certainly brings attention to the media product. It encourages young people to get recognised as a team. Potentially, it can help improve the overall standard of our output."