exchange4media celebrated the 2016 edition of the Golden Mikes awards yesterday in Mumbai. The Golden Mikes awards honour the best in radio advertising.
Madison Media won the Radio Media Agency of the Year, while Scarecrow Communications won Radio Advertising Agency of the Year. The Radio Advertiser of the Year was awarded to OLX.in.
Here are what the big winners had to say:
Manish Bhatt, Founder Director at Scarecrow Communications.
“Scarecrow, in our past, had never won a radio award. So we took this as a challenge. We cultivated this category. I think the results can be seen now, for the past 4 years we have been topping the metals tally. In the medium of radio, you need to imagine a lot. In fact, it is like telling the consumer that you need to imagine and think.”
Vikram Sakhuja, Group CEO Madison Media & OOH at Madison World.
“It is absolutely brilliant. We won the INK Award for print last year and the Prime Time Awards after that. So to win the Agency of the Year for radio is an icing on the cake. Golden Mikes is a great property. It is across the spectrum; whether it is radio stations, advertisers or agencies; there is a fair degree of excitement for it. I think it recognizes a very important medium and for that reason alone it is a great initiative. In Madison we approach every brand in the form of a solution to the challenge facing the brand. We are quite agnostic when it comes to the kind of mediums that will be used to solve the problem. I would not say that we do anything special for radio but it is just the way we work for radio, print, TV, cinema, etc., and this is how the philosophy of the organization goes.”
Gaurav Mehta, CMO of OLX
“I think this is a fabulous achievement. We depend on radio a lot, not only because of the response we get from it but also the geographies that we are interested in where radio emerges as a stronger medium as compared to other mediums. It is good to be recognized for whatever we have done in the past year. I think for any medium to grow, the entire ecosystem has to pitch in and this where a property like Golden Mikes is important because it recognizes the best marketing initiatives and marketing campaigns. At OLX, we put a lot of attention on what the consumer wants. We have localized our marketing in the last few years, which is where radio comes in play. There is a good amount of interactivity which tells us what is working or what is not working. Actually, it is a good two-way mechanism to test our marketing theories too.”
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