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Entries now open for exchange4media Out-of-Home Advertising Awards

21-December-2010
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Entries now open for exchange4media Out-of-Home Advertising Awards

OOH advertising is set to get its own awards to recognise the outstanding work in this field. The first ever exchange4media Out-of-Home Advertising Awards have been instituted to reward excellence in outdoor media. The first edition of the Awards is slated to be held in Delhi in first week of February 2011 and will recognise work done between October 2009 and September 2010. Entries are now open for the OOH Advertising Awards.

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 January 21, 2011.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 and Country Head, Media, Philips Electronics India Ltd; Ashish Bhasin, Chairman and 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; Shashank Srivastava, CGM, Marketing, Maruti Suzuki India; and Alok Bharadwaj , Senior VP, Canon India.

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: Brands that have 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.) Brands that have 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.) Brands that have 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: To be chosen by the Jury based on the best work across categories.
E01. Outdoor Campaign of the Year
E02. OOH Campaign of the Year
E03. OOH Agency of the Year
E04. OOH Advertiser of the Year
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.

‘It’s a great idea,” says industry
Sunder Hemrajani, MD, Times OOH, said, “It’s a welcome initiative from exchange4media. OOH tends to lose out to other mediums, and this segment in terms of differentiation needs this kind of focus from other media groups. Because of the opportunities that it provides to advertisers to engage with their target group. It will further give media owners and agencies an impetus to innovate.”

“It’s a great idea from the exchange4media Group to do the OOH Advertising Awards,” remarked Ishan Raina, CEO, OOH Media. He added, “I am sure these Awards will go a long way in achieving a name in the industry. I wish the Group all the best.”

“Honestly, it will be difficult to comment at this moment of time about the Awards, but if it is brought out by the exchange4media Group, I am sure, the judging standards will be high and fair. We need to wait for the actual Awards ceremony to compare the same with the OAC awards,” commented Sanjay Pareek, President, Percept OOH.

Terming the Awards a “a blessing for entire OOH industry the medium and its fraternity”, Nabendu Bhattacharyya, Managing Director, Milestone Brandcomm, stressed that the OOH industry needed to get industry status on the lines of other mediums – viz. television, press and radio.

He further said, “Though the third largest medium, OOH has not got its due recognition. The e4m OOH Advertising Awards should not be merely an Awards ceremony, exchange4media should look at helping the industry to achieve the desired status by highlighting the key challenges that it is facing to the right people, such as the Ministry of Information and Broadcasting. I am quite hopeful that as exchange4media has always stood up as a contributor to all other mediums, they would live up to the OOH fraternity’s expectations as well.”

Sanjay Shah, CEO, Navia Asia, too, called the Awards a “great initiative’ and added, “exchange4media is a neutral body and the entries will be judged fairly. It will give different flavour to the whole function. It is a much more exciting opportunity for outdoor owners.”

For further details please click here[http://exchange4media.com/OOH2010/index.html]

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