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Emvies 2012: Mindshare wears 'Best Media Agency of the Year' crown

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MUMBAI: Mindshare, WPP‘s brightest jewel in India, is wearing the media agency crown for the fifth straight year.

Continuing its winning streak, Mindshare has bagged the title of ‘Best Media Agency of the Year’ at Emvies 2012 with a total of 160 points. The honour list includes four gold metals, seven silver and six bronze awards.

Madison Media - Pinnacle emerged second in the race with 135 points. The agency‘s all six gold metals were for the work it did for its client Cadbury. Madison also pocketed four silver and one bronze.

Mindshare took home four gold metals for ‘AXE deo-Fallen Angels!’ (Best Media Innovation (OOH) category), ‘Axe Shower Gel-Axe Shower Gel Launched-VJ Jose Kidnapped’ (Best Media Innovation- Digital (Video) category), ‘Bru Gold-If Morning had an aroma, It would be Coffee’ (Best Media Innovation-Print category) and ‘HSBC-The Day you were Born’ (Best Media Innovation-direct marketing).

Mindshare also won silvers for ‘Axe Shower Gel-Axe Shower Gel Launched-VJ Jose Kidnapped’ (Best Media Innovation-Branded content and Best Media Innovation- Tv category), ‘Boost-The Story Of India’s Fastest Viral Video’ (Best Media Innovation-Digital (Video)), ‘Pond’s for its Life Is Beautiful-66 Human Lives- Beautiful all over again’ campaign (Best Media Innovation-Print), ‘Kissan-Kissanpur-2.5 People ‘Engaged’ Through print’ (Best Media Innovation-Print), ‘Kissan-Kissanpur-World’s First Crowd Sourced Farm’ (Best Media Innovation-Events) and ‘Kissan Kams-Its Jamlicious’ (Best Media Innovation-Events).

Madison Media-Pinnacle pocketed the gold metals for ‘Cadbury Celebrations-Disconnect to Connect’ and ‘Cadbury Dairy Milk-The sweet art of Mishti War’ campaign in Best Media Strategy-Consumer Products category, ‘Cadbury Celebrations-Lonely Maa’ in the Best Media Innovation-Digital (Video) category, ‘Cadbury Dairy Milk-Democracy of Chocogulla’ in Best Media Innovation-Ambient Media category, ‘Cadbury Dairy Milk-Friendsbook’ in Best Media Innovation-Radio category and ‘Cadbury Dairy Nilk-When Roshogulla turned Choco-golla’ in Best Media Innovation-Events category.

Maxus secured the third position accounting 85 points with three gold, two silver and four bronze metals.

Placed at number 4 was Madison Media Inifinity that earned 65 points with two gold and one silver and bronze each. It also emerged as the winner of Grand Emvie for its campaign ‘Saving Private Heart‘ for client Saffolalife.

Lodestar UM was ranked fifth collecting 60 points at the finishing line with two gold and six bronze awards. The agency was just five points behind Madison Media Infinity and five ahead of MEC.

MEC ranked sixth and earned one gold and silver award each. It also six bronze metals.

GroupM-Dialogue Factory came seventh with 45 points while Mediacom Communications finished at No.8 with 35 points.

Starcom MediaVest Group took the ninth place with 35 points, followed by DDB Mudra Max that earned 30 points.

Best Media Agency Of the Year

S.No Agency Gold Silver Bronze Total Metals Grand Emvie
1 Mindshare 4 7 6 17 0
2 Madison Media-Pinnacle 6 4 1 11 0
3 Maxus 3 2 4 9 0
4 Madison Media Infinity 2 1 1 4 1
5 Lodestar UM 2 0 6 8 0
6 MEC 1 1 6 8 0
7 GroupM-Dialogue Factory 2 1 1 4 0
8 Mediacom Communications 1 1 2 4 0
9 Starcom MediaVest Group 1 2 0 3 0
10 DDB MudraMax 0 2 2 4 0

Mindshare’s Vineet Nair won the Young Emvie of the year award for the case study titled- Axe & Denim- 1) Male Fantasy Theme Parks, 2) Even Angels Will Fall, 3) Fallen Angels, 4) Denim Doesn’t Pay Salman His Dues.

The people’s choice award for the best case study presented on 23 August, 2012 Best Media Innovation-Digital (Social Media) was conferred to MEC for Reliance Mobile’s Ego Search. Meanwhile, Mindshare also won the people’s choice award for the best case study presented on 24 August Best Media Innovation- Print for the client Pond’s for its Life Is Beautiful-66 Human Lives- Beautiful all over again campaign.

Madison Media-Pinnacle bagged the people’s choice award for the best case study presented on 25 August Best Use of a Bollywood celebrity in Media for Cadbury Dairy Milk- Shubharambh by Amitabh Bachchan.

The award for best media client of the year was won by Cadbury India which collected six gold, four silver and one bronze metal.

Best Media Agency Of the Year

S.No Client Gold Silver Bronze Total Metals Grand Emvie
1 Cadbury India 6 4 1 17 0
2 Hindustan Unilever 3 5 5 13 0
3 Marico 2 1 1 4 1
4 Reliance Communications 1 1 6 8 0
5 Mumbai District Aids Control Society 2 1 1 4 0

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