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EMVIES 2006: Further focus on measuring impact of a media plan

31-May-2006
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EMVIES 2006: Further focus on measuring impact of a media plan

EMVIES 2006 will maintain the two-stage judging procedure that it has in place. However, the Bombay Ad Club has induced further focus on the need to quantify results of a media plan. Apurva Purohit, Chairperson, EMVIES, believes that while this is a small change, it is representative of the fundamental change in the media landscape today.

Traditionally, EMVIES has a two-stage judging process, wherein the first stage will have the entries judged by a panel comprising a jury with a minimum of six members. The size of the panels is large and spread across the various functions. The shortlisted entries of various categories are judged in Stage Two, which is the presentations stage.

The presentations are made in two sets to two panels comprising six jury members, which are some of the most eminent names from the industry. Another change that has been followed since EMVIES 2005 is that of acquainting the judges with the written entries before the presentations are made.

“This is to equalise the benefits that some teams have of a great presentation. To be able to get to the basic of what a great media plan is, it is important to understand the effectiveness of that plan,” Purohit said.

Explaining more on the focus that would be placed on quantifiable results, she said, “This is a reflection of the fundamental change in media – the industry is evaluating media plans on the basis of the result they deliver. You expect points like awareness and other such scores to go up and entries should be able to quantify this.”

As is known, the most coveted award of the EMVIES, the Media Agency of the Year Award, depends on the number of points accumulated by a media agency of the media arm of an agency. The Grand EMVIE goes to the entry getting the highest aggregate score across all categories.

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