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Media Abby 2013: Mindshare leads with 10 metals, Maxus follows

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Media Abby 2013: Mindshare leads with 10 metals, Maxus follows

 Mindshare India has won the maximum number of metals at the Media Abby Awards at Goafest 2013. With 3 Gold metals, 6 Silver metals and 1 Bronze in its kitty, the agency won a total of 10 metals at the fest. Maxus India occupied the second spot earning 6 metals including 5 Bronze and 1 Silver. Lodestar UM and Madison Media- Pinnacle stood jointly at third position with a metal count of 5 each.

Mindshare India bagged Gold and Silver in the ‘Best use of cinema’ category for Fair & Lovely cream and Lifebuoy Handwash respectively. The agency also won a Silver in the ‘Newspapers and magazines’ category for Kissan Ketchup, a Silver for the Cadbury campaign in the ‘Best use of sponsorship’ category and 2 Silvers for Axe deodorant and Boost in the ‘Digital content creation strategy’ category.

The year 2013 embarked a completely different approach towards digital awards at Goafest. The digital award section was sub classified into six categories unlike the previous years. Ashish Bhasin, Chairman India and CEO South East Asia, Aegis Media said, “With changing time and trend, we decided to expand the digital domain exclusively. Almost 45 per cent of the entries came from the digital sub-sections this year. The overall number of entries has also increased substantially this year.”

No agency, however, won the Grand Prix at Goafest this year. “Out of 600 entries, 140 were shortlisted, 46 metals were given out. The mechanism for the judgement has been extremely transparent and fair with jury verification and scanning at every stage of selection,” said Shashi Sinha, CEO, IPG Mediabrands India. He mentioned that the awards in the branded content category will be revealed on April 6.

Omnicon Media Group won a Bronze in the ‘Best use of mobile media’ category for Wheel Detergent and another Bronze in the ‘Digital content creation’ category for Bebeautiful.

McCann Worldgroup India led by Prasoon Joshi, Executive Chairman and CEO, McCann Worldgroup India and President – South Asia, won 1 Silver this year under the ‘Mobile media’ category for Cheaters brand. The Starcom Mediavest Group won 4 metals including 2 Bronze (1 in radio and 1 in sponsorship category) and 1Gold in ‘Digital display advertising’ category for Samsung.

Milestone Brandcom bagged Gold for McDonald’s campaign in the ‘Outdoor’ category. The Gillette campaign by BBDO Proximity India won 2 Silver metals under ‘best use of special events’ category and ‘Best use of branded content’ category.

Maxus India who won Silver for YouTube campaign in the ‘Radio’ category also won a Bronze in the ‘Best use of social media’ category.

While Interactive Avenues won a Silver for eBay under the ‘SEO/SEM’ category, Ignitee Digital Services won a Bronze in the ‘Best use of social media’ category for the movie ‘Gangs of Wasseypur’.

The Tata Docomo campaign by Interface Business Solutions bagged a Gold in the ‘Digital display advertising’ category and a Bronze in the ‘SEM/SEO’ category. The agency also won a Bronze for Bajaj Finserv campaign under ‘SEM’ category.

Goafest 2013 coverage on exchange4media is presented by Patrika group.


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