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Media gets its 30-seconds of fame; Lodestar lifts EMVIES

16-April-2002
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Media gets its 30-seconds of fame; Lodestar lifts EMVIES

Amit Agnihotri

Beating a close WPP Marketing Communications, FCB Ulka’s media company Lodestar won the top honors- Media Agency of the Year at the Mumbai Ad Club’s second EMVIES awards. The awards presented last night, honored original thinking and strategy in media function. Acknowledging the significant contributions, a special Lifetime Achievement Award was presented to media doyen Suren Chawla, for bringing ‘thinking and intellectualism to the media profession.’

At EMVIES 2002, billed to promote ‘the other side of media,’ the media function finally got its 30 seconds of fame. In an opening video, the show noted little importance media gets. "Yours was always the presentation to get knocked off because the client hadn’t the time…," ran the video. And then, to set things right, the awards were presented to the best in business. In an earlier round, 81 entries were considered for nominations and senior industry professionals including Pravin Tripathi, Chintamani Rao and Sam Balsara did the final evaluations.

The key award- Media Agency of the Year was presented to the agency that accumulated maximum point in three other award categories: Best Media Strategy, Best Media Research and Best Media Innovation. A Gold won 10 points and a Silver 5 points. It was really the unfancied Lodestar that walked away with the top honors, and glittering trophies. WPP Marketing Communications was a close contender winning maximum awards in the Media Innovations category.

Lodestar opened with a bang. Sandeep Goyal, GROUP CEO, presented the Joint-Silver for Best Media Strategy to Lodestar’s two entries highlighting work on Indica V2 and Whirlpool. WPP’s strategy for Sunsilk Haircolour was the only other entry that made to the final round. Lodestar also dominated the next category- Best Media Research. Lodestar’s ‘Mediagraphics’ bagged the Gold and ‘Impress’ won the Joint Silver with Madison’s ‘Programme Predictor.’ While Mediagraphics is a tool to analyse audience’s media consumption pattern better, Madison’s Programme Predictor attempts to forecast viewership of new programme.

By then, it was time for WPP to bounce back. WPP won the 2 Golds for innovations in Print medium and Internet. It also bagged two silvers for Radio and Television. In an important category, Best Innovation on Television, Madison’s interesting innovation for Maruti Versa got them the Gold. "Maruti Versa was actually launched on a television programme Khul Ja Sim Sim on Star Plus! In this gameshow, one the participants won the Versa, thus showcasing the car," said a beaming C V L Srinivas of Madison, closing guarding his glittering trophy.

Honoring the media sales and marketing counterparts, Best Media Marketer EMVIES had three nominees: Dainik Bhaskar, MTV and Chitralekha. And it was innovative and insightful Bharat Kapadia of Chitralekha that won the well-deserved award.

To acknowledge the contributions made by ‘a doyen of the media industry whose imprints on media’ are much felt, EMVIES honored media guru Suren Chawla. Senior media professional D K Bose noted his contributions to evolve media planning as a discipline and train some of the best media professionals.

"EMVIES is a rarity even in international context. This significant step will make the industry more professional and cutting edge," opined Andre Nair, CEO- South Asia of WPP Marketing Services expressing his thoughts on relevance of awards to exchange4media. Well, surely this step in the right direction.

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