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exchange4media OOH Advertising Awards to give due recognition to the outdoor industry

exchange4media OOH Advertising Awards to give due recognition to the outdoor industry

Author | Pallavi Goorha Kashyup | Monday, Nov 15,2010 11:34 AM

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exchange4media OOH Advertising Awards to give due recognition to the outdoor industry

The New Year is set to commence with a lot of excitement for the out-of-home industry, with the first ever exchange4media Out-of-Home Advertising Awards slated to be held in Delhi on January 7, 2011. These Awards have been instituted to reward excellence in outdoor media for the work done between October 2009 and September 2010. The Awards seek to raise the profile and standard of outdoor advertising in India and to reward strategic thinking, innovation, creativity and effectiveness in all media in this sector. They will also honour the outstanding contribution made by various individuals and organisations to the outdoor advertising industry.
In its inaugural year, the exchange4media Out-of-Home Advertising Awards will be given in 21 categories. The last date for receiving entries for the Awards is December 15, 2010.
The distinguished Jury Panel is led by Jury Chairman Sam Balsara, Chairman and Managing Director, Madison World. The jury members include Prathap Suthan, NCD, Cheil Communications; Anita Nayyar, CEO, Havas Media; Mukesh Gupta, Secretary, Delhi Outdoor Advertising Association; Ajay Gahlaut, ECD, O&M Delhi; Amit Tiwari, General Manager & Country Head – Media, Philips Electronics India Ltd; Ashish Bhasin, Chairman & CEO, South East Asia, Aegis Media; Benoy Roy Choudhary, Executive Director, HT Media Ltd; Gullu Sen, Executive Vice Chairman and Chief Creative Officer, Dentsu India; Keertan Adyanthaya, MD, National Geographic Network and Fox International Channels; Noomi Mehta, Chairman, Indian Outdoor Advertising Association; and Shashank Srivastava, CGM – Marketing, Maruti Suzuki India.
The Jury will meet in Delhi on December 22, 2010 to deliberate on the entries.
Jury Speak
Jury Chairman Sam Balsara, Chairman and Managing Director, Madison World, remarked, “I think many large advertisers haven’t yet woken up to the power, reach and impact of an outdoor campaign and how outdoor can independently or synergistically work with another medium like print or TV. An award show that is respected and trusted by the industry will go a long way in making advertisers aware of the possibilities with the medium.”
Prathap Suthan, NCD, Cheil Communications, commented, “OOH, according to me, is at the threshold of massive changes. What with India booming, the economy galloping, retail blooming, and innovation bringing in more and more ideas and changes and combinations every day, there’s much to be expected from OOH as an advertising medium. Who knows what all OOH can evolve into? From actual dispensing, materials that sense and respond to technology, personalised audio curtains that travel, to everything and anything that can be imagined. In the wake of these mind blowing thoughts that are constantly fertilising OOH, there ought to be a platform that awards, encourages and inspires the best minds that work in this industry. And the exchange4media OOH Advertising Awards will rightfully define new benchmarks in creative and execution excellence and spur OOH thinking to a newer level.”
“As always, exchange4media has gone ahead and taken the initiative in yet another discipline in media. OOH is the most unrecognised of the various disciplines of media, given the nature of the medium and the complexities it faces. The medium has braved the recession and is now managing a decent comeback. The OOH sector will immensely benefit from the exchange4media OOH Advertising Awards, which will not only give the medium the much deserved recognisiton in the industry, but will also lend it credibility,” pointed out Anita Nayyar, CEO, Havas Media.
Mukesh Gupta, Secretary, Delhi Outdoor Advertising Association, added here, “It’s a very good initiative. The OOH industry is making rapid strides in growth and is on its way to become a standardised and organised sector. Appreciating the talent by handing out awards would only help the sector to grow as people have a lot to think out of the box when it comes to out of home.”
Noomi Mehta, Chairman, Indian Outdoor Advertising Association, too, called the Awards a good initiative by exchange4media and added, “I can assume that it will be a professional way of judging these Awards. I am sure these Awards will sustain themselves, but it’s too early to comment on the Awards.”
According to Amit Tiwari, General Manager & Country Head – Media, Philips Electronics India Ltd, “It is one of the best initiatives to recognise and reward the most visible media, which has always been used in the communication strategies for enhancing media touch points, but never given its due share of credit. These Awards have given a platform to the OOH sector to showcase the best practices and also leveraging and assessing the potential of the medium that helps in the overall brand building exercise.”
Shashank Srivastava, CGM – Marketing, Maruti Suzuki India called the exchange4media OOH Advertising Awards a significant step towards recognising this very important media vehicle and added, “For the first time these Awards are being done in a very objective manner.”
Giving a different take, Gullu Sen, Executive Vice Chairman and Chief Creative Officer, Dentsu India, opined, “I think most of the OOH campaigns are not outdoor-centric. It’s an extension to media planners. Amul is the only brand which is consistent in outdoor, which I can recall is topical and looked upon as an outdoor brand. Internationally, OOH is playing a dominant role in advertising. Very few creative ideas start the idea of an OOH.”
Awards Categories:
A. Innovation in OOH:
Awards in this group to be awarded to Agency-Client or OOH Media Owner-Client combinations.
A01. Innovative Use of Existing Medium: Brand that has used the OOH medium in a unique manner or in a manner not seen before.
A02. Innovative Creation of a New Medium: Creation of a new OOH medium never used before.
A03. Best/ Innovative Brand Fit within Existing Media: Use of OOH as a medium by any brand in its plans, where the brand has been integrated with the medium in the most innovative manner.
B. Use of New media in an OOH Environment:
Awards in this group to be awarded to Agency-Client or OOH Media Owner-Client combinations.
B01. Most Innovative Use of Digital OOH Media: (For example, Digital Screens at Restaurants, Offices, Buses, Trains, Railway Stations, Airports, etc.) Brand that has used New Media/ Digital OOH medium in a unique manner or in a manner not seen before.
B02. Most Innovative Use of Indoor OOH Media in a Point-of-Purchase Environment: (For example, Malls, Shops, Auto Showrooms, Chemists, Petrol Pumps, etc.) Brand that has used New Media/ Digital OOH medium in retail or shopping environment in a unique manner or in a manner not seen before.
B03. Most Innovative Use of Moving Media: (For example, Trains, Metro Coaches, Buses, Taxies, Auto Rickshaws, Airplanes, Delivery Vans, etc.) Brands that have used New Media/ Digital OOH medium in a moving media in a unique manner or in a manner not seen before.
C. Strategic Planning and Effectiveness in OOH Media:
Awards in this group to be awarded to Agency-Client combinations.
C01. Best Outdoor Plan – Strategy
C02. Most Effective Outdoor Plan
D. Creative Awards:
Jury will look for most powerful creative ideas that grab consumer attention and deliver the desired message in an impactful and memorable manner. Awards in this group to be awarded to Agency-Client or OOH Media Owner-Client combinations.
D01. Telecom
D02. Banking, Financial Services & Insurance
D03. Entertainment & Media
D04. Automobiles
D05. FMCG
D06. Consumer Durables
D07. Public Service/Corporate Social Responsibility
D08. Others
E. Excellence Awards:
E01. Outdoor Campaign of the Year:
To be chosen by the Jury based on the best work across categories.
E02. OOH Campaign of the Year: To be chosen by the Jury based on the best work across categories.
E03. OOH Agency of the Year: To be chosen by Jury based on the best work across categories.
E04. OOH Advertiser of the Year: To be chosen by the Jury based on the best work across categories.
E05. OOH Media Owner of the Year: This award recognises outstanding and innovative effort on the part of the outdoor owner to upgrade the image of the outdoor medium/ property/ site; improve impact and effectiveness and return to the advertiser and/or establish a new transparent system to enable advertisers and agencies to use the OOH medium with greater confidence.
F. Synergy:
Awards in this group to be awarded to agencies.
F01. Synergy Award: This award recognises outstanding effort on the part of an agency to take the core creative idea of the multi-media campaign and exploit the unique properties of the OOH medium to deliver the idea with creativity, thereby increasing the overall impact of the multi-media campaign through appropriate use of OOH media.
 

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