Emvies 2013: Mindshare continues the winning streak

Lodestar UM and Maxus followed in second and third positions. Mindshare led the list with 165 points.

The hall erupted with shouts, hoots of people dressed in purple shirts, when Mindshare's name was announced as the 'Best Media Agency of the Year' at the 13th edition of Emvies. The agency has sustained its winning streak by obtaining highest points of 165 (five more than last year) for the sixth consecutive year. In this year's Emvies, the agency added three golds, nine silvers and six bronzes to its kitty.

Mindshare won two golds for its '5.2 years of digital content viewed in just six months!' campaign for Axe Deodorant in the Best Media Innovation - Digital (social media) category. The 'Cholchhe Na Aar Cholbe Na: "Can't Happen", Won't Happen Anymore!' for ABP Ananda in the Best Integrated Campaign - Media/ Media Property category fetched the agency its third gold.

Mindshare received its silver awards from its campaigns for Godrej Appliances Range (Best Media Strategy - Consumer Durables), ABP Ananda (Best Media Strategy - Media/ Media Property), Closeup Toothpaste (Best Media Innovation - Radio), Horlicks (Best Media Innovation - Out of Home), Lay's (Best Media Innovation - Sponsorship), Closeup Toothpaste and Axe Deodorant (Best Media Innovation - Branded Content), Lifebouy Handwash (Best Media Innovation - Print (dailies)) and Idea (Best Media Campaign - Services).

The agency's six bronze metals came from campaigns for Clear Anti Dandruff Shampoo (Best Media Strategy - Consumer Products), American Express (Best Media Strategy - Services), Lifebuoy Handwash (Best Media Innovation - Cinema), Horlicks (Best Media Innovation - Ambient Media) and Surf Excel and Clinic Plus (Best Ongoing Media Campaign).

Lodestar UM, which came fifth last year, occupied the second spot with 150 points, with five golds, seven silvers and one bronze. Unlike last year, the gap between the leading agency and the second agency isn't staggeringly wide.

The agency clinched its gold awards for 'National Headache Reliever' campaign for Saridon (Best Media Strategy - Consumer Products), 'Making Milk Exciting - The Olympics' campaign for Amul Milk (Best Media Innovation - Sponsorship), 'Unfinished Stories' campaign for Tata Docomo (Best Media Innovation - Print, dailies) and 'Coke Studio: One with youth' campaign for Coke Studio (Best Integrated Campaign - Consumer Products).

For the third year, Maxus has retained its third place with 120 points. Its metal tally consists of three golds, six silvers and three bronzes. The 'The Advantage and Disadvantage' for Fiat won the agency two golds in Best Media Strategy - Consumer Durables and Best Media Innovation - Digital (Search) categories. Maxus scored its third gold from 'Your Wish is My App' campaign for Nokia Lumia (Best Media Innovation - TV - Media/ Media Property).

Ogilvy India rose to the fourth position with 85 points and winning four golds, two silvers and one bronze. And, Madison Media Pinnacle, which was second last year, finished in the fifth place with 85 points.

MediaCom Communications and ibs secured sixth and seventh places with 80 and 65 points, respectively. Incidentally, ibs was the only agency to receive Grand Emvie points.

DDB Mudra Max (50 points), MEC (30 points) and OMD India (20 points) followed in the eighth, ninth and tenth positions.

The awards were held at Taj Lands End, Mumbai, on September 6. The Emvies, which is organised by The Ad Club, focuses on media agencies and judges the strategies and innovations done for brands.