“In a short time, Emvies has enhanced the recognition of the fact that media does make a sizeable contribution to the success or failure of a brand.”

In a conversation with Anushree Madan Mohan of exchange4media, Meenakshi Madhvani, Founder, Spatial Access Solutions, says that the content presented in Emvies is a lot more cutting edge and the use of research has become a lot more crucial.
Excerpts:

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

In a short span of time, Emvies has enhanced the recognition of the fact that media does make a sizeable contribution to the success or failure of a brand. They are specific to the field and hence have tremendous weight in the minds of the media planning and buying community.

How has Emvies evolved with the time?

New categories have been added, the quality of presentations has improved. The content is more cutting edge, the use of research has become more crucial.

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

It gives media planners and buyers a platform to showcase their talent and ability. It also demonstrates that there is space for media stars and that they can shine as brightly as their creative brethren.

What kind of weight does Emvies hold in the marketer’s mind?

As of now, not too much. Yet to come across a marketer who says that we must call in these chaps for the media pitch since they won awards at Emvies. However, I think there is a possibility that over the time, marketers will start recognising the value of media award winning work.

What do you think about the new entries like Best Media Innovation and Never been Used Media?

I think new entries of any kind and type, are a welcome and it only raises the bar for the media industry. Never Been Used Media is an interesting category and it only encourages creativity within the space of media.