Top Story

e4m_logo.png

Home >> Emvies >> Article

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

31-May-2006
Font Size   16
Share
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.

Tags

Karthik Raman, Chief Marketing Officer, IDBI Federal Life Insurance, on the brand’s unconventional approach to marketing and priorities for the next year

Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

FoxyMoron has bagged the digital mandate for one of India’s leading premium menswear fashion brands – Blackberrys. The business was won following a multi-agency pitch

As 2017 almost comes to a close, Ashish Bhasin of DAN crystal gazes at who will win and who will lose in 2018

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends