Asian Brand Marketing Effectiveness Awards (ABME) 2005 has been a fruitful event for the Indian agencies. The agencies recording a win at the recently concluded awards are MindShare which won Silver for their entry on 'Lux Orchid' in the category 'Most effective use of branded content' and O&M whose both the entries on 'IBM Hot Pack' and 'VIP Frenchie X' have been declared Bronze winners in 'Most effective use of direct marketing' and 'Best integrated marketing campaign' respectively.
"The case covered integration of the brand across 12 episodes of a popular Star plus serial, Kahin to Hoga. What made this special was that it was not ordinary product placement, but integration of the full copy strategy and consumer insight into one of the story tracks of the serial. This same case also won a Silver at the EMVIES in the TV innovation category. MindShare's remit is to ensure fame and money for its' clients brands. Hopefully stuff like this makes the point," states Vikram Sakuja, Managing Director, MindShare.
JWT had partnered MindShare Fulcrum in the creatively modifying the 'Lux Orchid' campaign where the media aspect was taken care by MindShare. Adding on Tarun Rai, senior vice-president & GM, JWT Mumbai says, "This is a true example of the agency and media company coming together to provide integrated media solutions for the clients."
The other Indian finalists agencies, Leo Burnett and McCann Erikson have both received 'Certificate of merit' recognising their efforts. Winning at ABME is a no mean feat as the agencies hasd to compete with a record 350 entries received this year.
ABME awards now in its third year recognise the clear bottom-line gains that can be achieved when a company differentiates its product or service as a brand thus attracting participation from both agency and client companies. National Geographic Channel Asia, Research International, Synovate and TNS were the sponsors for the awards held in Singapore.