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Goafest 2013: Mindshare dominates the show at the Media Abbys

Viveat Susan Pinto/Mumbai 05 Apr 13 | 06:38 PM

Can anyone beat GroupM to the awards? It appears not, with Mindshare pulling off an encore at the Media Abby Awards announced today with a tally of 10 metals including three gold, six silver and one bronze. Maxus, which is also a GroupM agency, chipped in with one silver and five bronze emerging the runner-up at the awards show. Clearly, the evening belonged to the largest media group in the country.

But smaller rivals did do their bit to stay in race with Lodestar UM and Madison Media - Pinnacle tied at five metals each.

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Lodestar UM walking away with two silver and three bronze and Madison Media taking home one silver and four bronze respectively.

Ironically, there was no Grand Prix that was awarded in the media awards this evening indicating that judging standards were getting tough.

Consider this: Of the 660 valid entries in the Media Abbys this year only 140 made it to the first shortlist, which was eventually whittled down to 46 winners.

Ashish Bhasin, chairperson of the Media Abbys, admitted that the bar, had indeed, been raised this year to ensure that it was a celebration of truly creative media work. "The jurors quite frankly found nothing that was worth giving in terms of a Grand Prix," he added.

The gold winners included Mindshare's work for Fair & Lovely (in the category of cinema), Kissan Ketchup (in mixed media) and Axe Deodarant (in branded content). Starcom Mediavest bagged a gold for its campaign for Samsung, while Interface Business Solutions' walked away with a gold for Tata Docomo - both winners were in the digital display category. Milestone Brandcom, meanwhile, landed a gold for its use of outdoor and ambient media for McDonald's.

Bhasin said that the spread of winners this year was better than earlier editions, with sixteen agencies walking away with a metal or the other in comparison to the six or seven agencies which would walk home with a trophy each year.

"In that sense the democratisation of awards is beginning to happen in media as well as it has in creative. Its no more about a few agencies walking away with metals. More agencies and companies are participating and putting in good work, which is reflecting in the awards they are taking home."

In all there were eighteen media categories where agencies entered their work this year. Certain categories such as digital saw significant reorganisation. "For instance, social media and digital display was taken as separate categories and not bunched into one umbrella called digital. As media evolves, verticals will get sharper and the media awards will have to reflect this shift," Bhasin added.

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