ERAA 2010: Awards cover the entire ecosystem of the radio business, say creative agencies

ERAA 2010: Awards cover the entire ecosystem of the radio business, say creative agencies

Author | Pallavi Goorha Kashyup | Friday, Sep 10,2010 7:51 AM

ERAA 2010: Awards cover the entire ecosystem of the radio business, say creative agencies

Excitement is building up for the first ever exchange4media Radio Advertising Awards (ERAA), which will be held in Mumbai on October 7, 2010. ERAA 2010 will recognise work done in the field of radio advertising for the period July 2009 to June 2010. Last date for receiving entries for the Awards is September 20.

The jury members include Lynn de Souza, Chairman & CEO Lintas Media Group; Agnello Dias, Co-Founder & CCO, Taproot India; Sandip Tarkas President, Customer Strategy, Future Group, India; and Anupam Vasudev, EVP, Marketing & Communications, STAR India Pvt Ltd.

exchange4media spoke to a cross-section of creative honchos, who are quite upbeat about the Awards. Here’s what they had to say…

‘A pioneering step’

Vivek Srivastava, Joint MD, Innocean, remarked, “There hasn’t been any major institutionalised support to the radio medium at a macro level, which looks at identifying innovative practices and giving them visibility via a public platform or forum. This debut of the exchange4media Radio Advertising Awards is a very positive step. From the look and sound of it, the Awards have a very holistic approach, covering the entire ecosystem of the radio business.”

He further said, “Well, radio has had its dark ages and is now raising its profile to make its voice heard and be a media option to reckon with – be it in terms of branding, customer engagement and flexibility – to fit a given creative strategy. We are seeing some interesting experiments these days. More importantly, it will help push forth more creativity than what we have now.”

Asheesh Sethi, President, Noshe Oceanic, noted, “Radio as a medium has really boomed, you hear it while you are on the move and getting your audience’s undivided attention is a privilege. The exchange4media Radio Advertising Awards encourage creativity and intelligent use of radio, which is definitely a pioneering step.”

Sethi added, “Getting your customer to listen to you every time is all about saying the same thing in different ways, and that is where creativity in radio has evolved. Innovative use of situations, mimicry, accents and voices – all get invested in radio campaigns today.”

According to Kunal Gill, Executive Creative Director, Dentsu Creative Impact, “Anything that encourages and rewards excellence in any field is always a good thing, particularly in radio, which tends to get neglected. The fact that the exchange4media Radio Advertising Awards applauds excellence in radio is most encouraging, since it provides yet another platform to showcase radio innovations.”

“Creativity in radio has become richer. Of late, it has also become more vivid, almost visual in some sense. Opening up of regulations would allow for even richer, sharper content formats, which would allow further scope for creative experimentation,” Gill added.

On a different note, Rohit Ohri, Managing Partner, JWT, said, “exchange4media, being pioneer in every category of awards, should do digital advertising awards. There are already too many radio awards. Nevertheless, I wish them all the best for the Radio Advertising Awards.”

He further said, “Radio as a medium can create huge amount of creativity, but it’s not fully utilised by advertising agencies. We aren’t seeing enough creativity in the radio categories.”

Awards Categories

The inaugural ERAA will have 22 categories, which have been divided into four broad categories – media, creative, broadcaster and excellence awards.

The media category includes Best Brand Integration on Radio – Corporate/ Retail, Best Radio Media Innovation – Corporate/ Retail, Best Unique Use of Multiple Stations, Best Use of Radio in a Media Plan – Corporate/ Retail, Best Use of Radio in a Media Plan – Retail, Best On Ground Activation for a Client – Corporate, Best On Ground Activation for a Client – Retail.

The creative category includes Best Radio Creative – Telecom Services/ Retail, Best Radio Creative – Media (all media and related products and services)/ products, Best Radio Creative – Services (excluding telecom, retail and media), and Best Use of Craft in Radio.

The broadcaster category includes Best CSR Initiative and Best Client Sponsored on Ground Activation done by a Radio station for self. In the Excellence Awards category there are the Radio Media Agency of the Year, Campaign of the Year – Corporate, and Campaign of the year – Retail, Radio Advertiser of the Year.

For further information on the exchange4media Radio Advertising Awards, please visit-

Also read:

ERAA 2010: Awards exclusively for radio industry an interesting initiative, say media planners

ERAA 2010 to be held in Mumbai on Oct 7; last date for entries now Sept 17

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