@Media Abby: Mindshare bags Grand Prix; MEC, Lodestar sparkle too

21 Apr,2012

The Grand Prix-winning Mindshare team with Jury Chair Ashish Bhasin



By a Correspondent


Having put an embargo on declaring the results of the Abby Awards before the event was to be staged, the Goafest Awards committee rewarded the patience of the media by calling in a press conference to declare the results much before it was made known to the audience at large. But the criterion to release it after 10pm remained -a diktat which was honoured wholeheartedly by all.


In keeping with its attempt to play up the awards in as simple a way as possible, the committee was generous in stating that there was no big winner for the Media Abbys – a decision which was left for the media to decide. The reason was simple. For the first time the organisers had introduced a Grand Prix in the Media Abby awards and didn’t want that award to deter the attention from the other noteworthy winners. The points too were not awarded against individual metals, leaving it open for the media to decide the winner for the night.


So if one went with Grand Prix as the criterion for the award, it was Mindshare that emerged as the No 1 agency having bagged the only single Grand Prix at the Media Abby. But then there were no points allotted for the individual metals leading to no clear winner at the top. The total count for Mindshare read: 1 GP, 1 Gold, 2 Silvers and 2 Bronzes (total metals 6).


If one went by the gold count, it was MEC that emerged at the top, bagging 2 Golds, 1 Silver and 1 Bronze. Lodestar was next having bagged a total of 6 metals (the same as Mindshare) leading by 1 Gold, 2 Silvers, and 3 Bronzes. Madison Media Infinity was next as it bagged 1 Gold, 1 Silver and 1 Bronze followed by Starcom bagging just 1 Gold. Maxus follows with 2 Silvers and 3 Bronzes. (full table below)


The Grand Prix was bagged by Mindshare for Surf Excel in the Best Use of Branded Content, which also won the gold in the same category. The GP was chosen from amongst the Gold winners. Other Gold winners include MEC that won two including one for Reliance 3G in Best Use of TV and the other for Best Use of Newspapers and Magazines. Lodestar UM won a Gold in Pro Bono Marketing for Bombay Psychiatric Society.



Ashish Bhasin, chairperson of Media Abby said that the attempt this year was to reward the hard work put in by agencies, and therefore the Grand Prix. There were 16-17 per cent more entries from 31 agencies that were received this year, totalling 628 – last year the number was 530. It involved the efforts of more than 61 juries in putting this act together.


Reacting on the agency’s win, Nandini Dias of Lodestar UM said: “I think we have performed very well this year. The total number of awards this year is only 27, which I guess is quite a small number. But within that we have won 6 awards, which is amongst the highest this year. So all in all, we are very pleased with our performance.”


Also staged at the same night were awards from three verticals in the Creative Awards category including Design, Digital & Interactive and Direct. While the other categories would be announced on day 3, these three awards were awarded on day two itself. Ogilvy emerged the big winner as it won the Grand Prix for Fox Crime in the category – Online Integrated Campaign. DDB Mudra, BBDO, Leo Burnett were the other notable winners across the three categories.


In all there are 101 awards that were given out in the Creative Abby awards on Friday night. An ecstatic Shashi Sinha said that the Creative Abbys were different this year as they received a record 4,250 entries as against 3,600-odd last year but what was remarkable was the participation of agencies from South Asia including Pakistan, Sri Lanka and Bangladesh. In fact the big winner tonight from South Asia was Grant McCann Erickson that won two Silvers across two separate categories.


The awards were validated by research firm KPMG who have been doing it for two years now.


Photograph: Shailesh Mule/Fotocorp


Click here to view all Goafest 2012 stories


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