"Emvies is the most reputed among all the media awards."

The mood is buoyant in the Lodestar camp. After all, last time around, Lodestar Media did cock a snook at close rivals Madison Media and Group M and beat them to the goal post. In conversation with Anushree Madan Mohan of exchange4media, Dias explains how the Emvies is crucial for the overall health and well being of the media industry. Excerpts:

What is the weight of Emvies vis-a-vis any other awards ceremony?

Emvies is the most reputed among all the media awards. It is conducted by an unbiased entity like the Ad Club, which doesn’t have a stake in any medium. And it’s spread across media. You can be assured that there is no step-motherly treatment towards anyone.

How has Emvies evolved with time?

I can’t see too many changes. The Ad Club has by and large kept the judgment procedure constant and credible, irrespective of the time span. However, at some level, the awards have evolved in terms of the scale, the number of categories, the participation by agencies and the quality of work.

How many entries had you sent in last year?

Around 25 entries. And, we made quite a mark for ourselves in the previous year.

What kind of contribution does Emvies make to the media industry?

I think it has done a great service to the industry. It has provided a platform where the best work can be recognised and showcased. And the recognition is not for what is the lowest rate the media house can give but for the quality, strategy, ideas, research. In a way it has given the marketing fraternity an alternate route to assess their agency.

Which are the aspects that you feel ought to be incorporated within Emvies? What kind of improvisation can be brought about?

I think improvisation can be brought about across two aspects. The time given to send in the entries. Clients make us work on tight deadlines all the time. I see no reason why Emvies should give us such tight deadlines. Secondly, the number of entries are so many that some judges just do not do due diligence after half the day is through

Last time around, there were new categories included such as Best Media Innovation and Never Before Used Media. What’s your opinion about these categories?

Internationally, many of the awards already have these categories. The Never Before Used Media category usually gets very nice entries and genuine innovative stuff.

Your expectations from Emvies this time around?

I hope we do an encore. We have held the title of the ‘Media Agency of the Year’ twice in three years.

How would you categorise your performance last time around?

With Lodestar being Media Agency of the year I should say excellent.