The Festival of Media organisers announced the winners of only 10 categories of the Festival of Media Awards (FMAs) 2009 on the opening night. Amongst the 10 categories announced, India had a shortlist in only one category. No Indian work was awarded anything in the categories announced on April 19, 2009. However, it is believed that Indian agencies do have something to cheer for about in the next couple of days. As is known, India had only five shortlists at the FMAs.
The festival organisers are of the opinion that even as this is only the first year of the Festival of Media Awards, the platform played a key role in attracting delegation and that this is one of the most important aspects that would grow the event further.
Just prior to announcing the winners of the 10 categories that were announced, Charlie Crowe, CEO, C Squared One reiterated that all winning entries were similar in the kind of quality of the entry and that “neither the awards have been lightly given, nor do they fall in any kind of ranking order --- they are all equal winners.
The FMAs received 650 entries from 52 countries, across 36 categories in its launch year. A team of 29 jury members judged the submitted works. The winner of the ‘Best Consumer Category/Community’ was the work ‘Beyond interaction’ done for the Coca Cola Germany. Mindshare EMEA was the winner of the ‘Best Localisation Campaign’ for Axe Dark Temptation. Mediacom UK on the other hand was the winner of ‘Best Long Term Strategy’ for Galaxy Reading.
OMD US won in the ‘Best Use of Gaming and Gaming Platforms’ for the work done for Gatorade. The winner of the ‘Best Use of Mobile’ was Inside Mobile, US for Reebok International. The ‘Best Use of Digital Landscape’ award was given to Starcom Norway for Norges Kreativ Fagskol.
Winner Universal McCann North America office was the winner of the ‘Best Use of Search’. The work was done for the client Microsoft OneCare. The ‘Best Use of Performance or Affiliate Marketing’ was awarded to OMD UK for HMV. The ‘Communication Futures Award’ was given to Ad Pepper Media - UK for Smeg. The ‘Award for Branding Bravery’ was given to PHD Canada for Dove Pro Age. This is the only category that was announced on day one that had a shortlist from India -- MediaCom for Gillette; entry titled ‘India Votes, to shave or not’.