Excitement, Eagerness and Entertainment are probably the three words that can summarise the awards ceremony of the Emvie Awards 2010 that were held in Mumbai on August 27, 2010. This was the tenth year of these awards. While Mindshare won the agency of the year for the third consecutive year, Maxus took the No.2 spot.
Mudra Max bagged the third place, followed by Lodestar UM and Madison Media Infinity, in that order.
GroupM agencies (Mindshare and Maxus) have been bagging the top honours at Emvies since the past few years. However, the third agency has seen movement this year. Mudra Max jumped up two places to occupy the third spot with 75 points. Last year it was on the fifth spot with 50 points.
For Madison Media Infinity, it was the reverse this year. The agency was in the fifth position with 40 points, while last year it was in the third position with 65 points.
Lodestar UM has been a steady player at the Emvie Awards for many years, and this year was no different. Some industry observers noted that Lodestar won more Golds than it won Bronze Emvies and that indicated the quality of work that came from the agency.
In a conversation with exchange4media, Pratap Bose, CEO, Mudra Max, explained that for the media fraternity, the Emvie Awards are one of the most highly recognised awards, but he added that these awards were not important for clients.
Bose commented, “I find it distressing that I don’t see anyone challenging the GroupM agencies. The only ones who are giving GroupM a fight are Mudra Max and Lodestar UM. One reason is that GroupM agencies are bigger than any other agency in size, so they have a wider range of clients and the winning ratio will be higher.”
“However, there are some agencies such as ZenithOptimedia and Starcom Worldwide, who either send fewer entries or prefer to stay away from these awards. These agencies should participate as well so that there is better competition,” added Bose.
He was also quick to caution that awards should not take away from the focus on everyday work. He said, “If I wanted to beat them, I can, but then I will be spending all my time concentrating on the awards and not running my business. Winning awards is hard work and it takes us 4-5 days to just put one entry together!”
Madison Media Infinity officials were not available for comment at the time of filing the report.