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GoaFest 2007: MindShare steals the show with 10 metals; JWT follows

GoaFest 2007: MindShare steals the show with 10 metals; JWT follows

Author | Jagadeesh Krishnamurthy | Saturday, Apr 21,2007 9:25 AM

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GoaFest 2007: MindShare steals the show with 10 metals; JWT follows

The first day of the GoaFest 2007 culminated with the Media Awards. Srinivasan Swamy, President, AAAI said at the event, “In spite of two big creative agencies not participating for various reasons, all the media agencies have participated for the media awards.” In the first media awards itself, GoaFest 2007 authorities claim to have received close to 300 entries from all the media agencies.

The Media Awards comprised of seventeen categories, of which sixteen categories had winners. The only category in which the entries did not merit any metals was in ‘Best Use of Radio Men and Women’. MindShare emerged the leader with 10 metals including 3 Gold’s, 5 Silver’s and 2 Bronze’s. JWT followed closely behind with six metals and also won 2 Gold’s.

Interestingly, ‘Best use of TV’ category had the maximum number of entries with 42. It also had one of the nominations, Idea Ringtone integration in serials from Lintas Media Insight, receiving an Honorary Mention from the jury. Sunsilk Gang of Girls was the notable nominee with the highest number of metals to its credit with two Gold and one Silver in ‘Best Use of Internet’, ‘Young Adults’ and ‘Best Use of Mixed Media’ categories respectively.

In all, there were seven Gold metals awarded through the night. In the ‘Best use of Outdoor’ category, JWT earned it for Reliance ADAG Life Insurance. ‘Weights’, Slim Zone from Contract also won Gold in the ‘All Adults’ category. In the ‘Best Use of Stunts’ category, Rediffusion DY&R won it for Pee to See campaign of Dr Reddy’s. MindShare won two other Gold metals for Wheel Smart Shrimati and Welcome to Axeland in the ‘Best Use of TV’ and ‘Best use of Mixed Media’ categories respectively. Speaking on the media awards, Arvind Sharma, Chairman, GoaFest Committee praised the agencies for their increased co-operation to the fest. Commenting on the judging process, Sam Balsara, Chairman, Media Awards Committee remarked, “It was a wonderful transparent process with jury participation from all the media agencies.”

He added, “The unique thing that we followed was a very participative and collaborative approach. First we listed 13 media agencies and then we listed every unit of the agencies which counted to be 22. We spilt them in teams of two and had a head for each team, who then went through these awards.”

As is the case with most media awards, MindShare took the cake. Vikram Sakhuja, COO, GroupM, South Asia said that any occasion that recognises and media excellence is welcome. I liked the participative nature of judging of GoaFest.” Commenting on the increased participation of creative agencies, he said, “I think the entire line between media and creative is blurring somewhere with more clients looking at channel planning. Even as the transformation of the idea into the conventional TV media and print will be from the media agency, the creation can come from anywhere.”

Colvyn Harris agreed and added, “I am happy we won the way we did because we are going beyond the 30 second TVC and are thinking more on the lines of communications solutions and that is the future.”

Starcom MediaVest Group’s CEO, South Asia, Ravi Kiran commented on the overall awards, stating, “I’m happy we have won and I don’t mean to be critical but like most things, even these media awards can improve. Some aspects about the structure and the kinds of entries accepted were surprising. When I saw the nomination, I could in fact see several pieces of work which could be called spam, and that’s surprising because you don’t see spam in media awards.”

“We need to see the works that have impacted the people. It was very curious to see creative agencies also pitching for media awards. In fact, I was happy to see that. I guess a day will come where the media agencies will pitch in creative awards,” he said.

 
Gold
Silver
Bronze
Honorary
Entry
Agency
Entry
Agency
Entry
Agency
Entry
Agency
           
1 Vertical


Start Your Story: Kids Program from Microsoft Lodestar    
2 Outdoor
Lifeline Reliance
JWT
     
    Hand Cuff Indian Railways
JWT
     
3 Newspaper


Reliance ADA Group - Masthead in colour Optimum Media Solutions    
4 Magazines


Rip-off JWT Mirror Mirror
The Media Edge
 
   

Pulse Polio Day JWT    
5 Radio
       
6 Cinema
    Lage Raho Munna Bhai
Starcom Mediavest Group
 
        Deferred Live' Cinema Advertising
MindShare
 
7 Internet
Sunsilk Gang of Girls
MindShare
Diabetes Test on Your Mobile
MindShare
   
        Agent Network Western Union
Starcom Mediavest Group
   
8 Ambient
  Shade Card
Madison
   
9 Stunts
Pee to See - Dr Reddy's
Rediffusion DY&R
Floating Girl New Zealand International
Contract
Sandwich 1 Peta India
Rediffusion DY&R
 
10 Events
  Dew Dares Rural India
 
MindShare
Breakthrough Media Solutions
Madison
 
      Getting 'Real' with Dew
MindShare
   
11 Men
       
12 Woman
       
13 All Adults
Weights
Contract
     
14 Youth
  Colgate Spreads Smiles
The Media Edge
   
15 Young Adults
Sunsilk Gang of Girls
JWT
  Weights
Contract
 
16 Probono
  PSP One 'Condom Bindas Bol'
Initiative
Tent-Card
Everest Brand Solutions
 
17 Sponsorship
  Wheel Smart Shrimati
MindShare
Hutch Pune Marathon
Maxus
 
      Breakthrough Media Solutions
Madison
   
18 TV
Wheel Smart Shrimati
MindShare
PSP One 'Condom Bindas Bol'
Initiative
Impression Jama de
Lodestar Universal
Idea Ringtone Integration
Lintas Media - Insight
        Pepsi Ooh Ha
MindShare
 
19 Mixed Media
Welcome to Axeland
MindShare
Sunsilk Gang Of Girls
MindShare
/JWT
   


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