is like the Oscar for the Indian media agencies. And for
us at Madison Media, it is at par with the top awards in
any field. It gives talent within the media realm its due
and brings in far better and greater output for clients."
media story is a story of intangibles. Given that fact,
you still have an awards ceremony that seeks to sift through
the intangibles, and makes way for a more open approach
among peers. In conversation with Anushree Madan
Mohan of exchange4media, Punitha Arumugham, CEO,
Madison Media (West) shares her views on Emvies. Excerpts.
is the weight of the Emvies vis-a-vis any other awards ceremony?
Emvies is like the Oscar for the Indian media agencies.
And for us at Madison Media, it is at par with the top awards
in any field. It gives talent within the media realm its
due and brings in far better and greater output for clients.
How has Emvies evolved with time?
It has obviously become a large-scale affair in terms of
the number of entries, quality of entries and the final
What kind of contribution does Emvies make to the
A creative agency has a tangible product -- the final ad.
On the other hand, the final product from a media agency
is full of intangibles -- be it research, strategy, the
plan or the execution. The Emvies hence provides a perfect
forum for each agency to bring these intangibles to the
forefront, to table their achievements and more importantly
to share their approach with the rest of their counterparts
Which are the aspects that you feel ought to be
incorporated within Emvies? What kind of improvisation can
be brought about?
Just like the other awards, it would be great if it is possible
to also motivate and recognise young individuals for their
outstanding contribution during the year to the media industry
- be it in terms of the Best Planner of the Year, Best Buyer
of the Year, and Best Creative Mind in Media, etc. It is
going to be extremely difficult to identify these youngsters
but an attempt to start doing so would be welcomed by all.
Last time around, there were new categories included
such as Best Media Innovation - Never been Used Media. What’s
your opinion about these categories?
Any new and relevant category is always welcome. This category
is welcome, especially as it opens news avenues of communicating
with the consumer
What’s your expectation from the Emvies this
My only single expectation is that it will continue to be
a great learning ground on best media practices both for
me as an individual and for all at Madison Media as a whole.
According to you, what kind of weight does the Emvies
hold in the marketer's mind?
The same as any award. It is a great feeling for a day especially
if the marketer's work in media wins, if not well it is
work as usual.
How would you categorise your showing in the previous
Well, we could have done lots better.