"EMVIES is unique for its rigour and breadth of judging representation"

EMVIES, as per Andre Nair, CEO, Group M, South Asia, is an encouragement not just for media specialist agencies but for all media practitioners. Interestingly, Nair states, "I wouldn't compare EMVIES to international media awards, for one simple reason: there are no comparable international media awards to match it." Here is Nair in conversation with Noor Fathima Warsia of exchange4media.com. The topic under discussion, of course, is EMVIES.

How would you say EMVIES has contributed to the encouragement of Indian media specialists?

Firstly, this encouragement goes beyond just media specialist agencies to encompass all media practitioners and marketing communications planners in general.
Secondly, EMVIES is a recognition of the very real value media provides and is a clear demonstration of media's role in building brands and businesses. This is after all what EMVIES stand for - Media Value = MV = EM V's = EMVIES
Thirdly, it is also the recognition of the individuals and teams that provide that benefit. That recognition extends to encouragement and motivation of media personnel everywhere. It allows us to showcase our best work and people and to be recognised for that.
It is a culmination of all the perspiration and inspiration that goes into producing the work we do for our clients. The ultimate is the measured effectiveness of these entries in improving brand performance.

Do these awards reflect the growth our industry has witnessed over the years?

Yes. The number of participants has grown and quality of the winners has improved.

Though EMVIES have grown with the years, what are the attributes about the awards that should be changed to give it more meaning?

I think it is pretty much there, perhaps a broadening of categories to include areas like non-traditional media would lend more meaning.
One would hope that we could get more widespread publicity of the awards and the entries to the entire marketing communications industry, especially marketers, to demonstrate the value of our media speciality.

How would you compare EMVIES to international media awards?

I wouldn't compare EMVIES to international media awards for one simple reason: there are no comparable international media awards to match it!
EMVIES is quite unique for its rigour and breadth of judging representation.
The only award scheme that comes close is the UK Institute of Practitioners of Advertising (IPA) Effectiveness Awards scheme. It has a similar rigour but recognises casework on effective advertising, not specifically media.
So as far as I am concerned, EMVIES is right up there. In fact, I've got queries from my overseas colleagues to know about the set up of EMVIES so that they could replicate it in their countries.


Tell us about your expectations from the awards this year? Will we see Group M do a repeat performance as 2003?

I believe we'll do well but it remains to be seen whether we'll do as well as last year. As always, competition is stiff, so we never take anything for granted.