Shortlists have been announced for the Festival of Media 2009, a global festival of media creativity and innovation to be held in Valencia. Five Indian media agencies have made it to this shortlist – Starcom with two entries, and Madison Media, MediaCom and ZenithOptimedia with one entry each.
In all, there are 29 categories, which are further broken into 19 campaign categories and 10 media owner categories. In its third year, the Festival of Media is launching a new global awards programme designed to reflect the radical changes taking place in the communications business.
The Festival of Media Awards (FMAs) recognise creative use of media and effectiveness as well as media owner innovations and is designed to provide a showcase for the best in media thinking from around the world. The final winners would be announced at the Festival of Media in Valencia on April 19-21.
This year, Starcom Worldwide India and Starcom MediaVest India have two entries that have made it to the shortlist. The entries are for ‘How Rural India Grew to love Tide’ and ‘Head & Shoulders’ for P&G in the Best Event/Activation category. On having made it to the shortlist, Sandeep Lakhina, Managing Director, India - West & South, Starcom Worldwide, said, “We are definitely very excited with the two entries making it to the shortlist. Festival of Media Valencia 2009 is one of the few awards that are awarded on the effectiveness of communication with the criteria of recognising the growth of the business to a particular client.”
On the chances of the entries bagging metals, Lakhina said that making it to the shortlist was a great achievement in itself, but the agency was definitely gung-ho about the Festival. Lakhina further said that it was as yet undecided whether he would be attending the Festival.
MediaCom’s ‘India Votes: To shave or not’ campaign for P&G’s Gillette Mach3 has been shortlisted in the Branding Bravery category. Divya Gururaj, MD, MediaCom, explained, “We are definitely gung-ho about the entry making it to the shortlist at the Festival of Media. We have very high expectations for the entry as it had also won an award at the internal MediaCom ‘Results Award’.” Gururaj confessed that she would not be able to make it to the media awards at Valencia.
Basadutta Chowdhury, CEO, Madison Media Plus & Platinum Media, is keeping her fingers crossed for her agency’s entry, the ‘Condom’ campaign for BBC World Service Trust, which has been shortlisted in the Best Communications Strategy category. “I am very much looking forward to the Festival as I will be attending the awards at Valencia,” she said.
The other agency that has made it to the shortlist is ZenithOptimedia for its ‘Serena’ campaign for Hewlett-Packard in the Best Event/Activation category.