It’s Mindshare on the Top again.

14 Sep,2015

A jubilant Mindshare team. Picture by Abhinav Kocharekar, Courtesy DNA



When Ravi Rao, Leader, Mindshare South Asia spoke to MxMIndia on the eve of his departure to Dubai as Chief Client Officer – MENA in April, we asked him if he considered the agency’s loss at the Emvies last year, as a low during his stint. He said it was just a “momentary despair in the longest winning streak of Mindshare; we will continue to haunt others, year after year”. At the Emvies 2015 on Friday, Mindshare grabbed the title of Agency of the Year with five Gold, eight Silver and 17 Bronze metals. The now nine-time winner had its entire team in attendance, including COO Mindshare Asia Pacific Gowthaman Ragothaman and Prasanth (‘PK’) Kumar, who took over from Rao in March this year and had earlier said he was confident of winning the Agency of the Year crown this time. “There’s been lots of great work in the last year that Mindshare has done across clients, and a lot of effort into bringing in diversified and other business categories,” he had said. Friday’s win, however, left him cheering out loud for his team. “The voice is gone, but the action is full on,”  he said. (See Emvies points tally table here)


Even though Maxus lost its last year’s glory to older sibling Mindshare, MD, Kartik Sharma was unfazed. “Whenever we’ve won or lost, our focus has always been our clients,” he said. “We’re very happy with the quality of work we’ve done. We’ve got quite a lot of clients in last two or three years and we continue to do some interesting work with them. He added: “Our focus has been more digital and analytics for the last couple of years. And today, if you saw the kind of awards that we’ve won, they had a layer of either of the two. But there’s always scope for improvement, and we’ll work on that.” Maxus was third in the pecking order of agencies, while Lodestar UM was at No. 4.


Sam Balsara, Chairman, Madison World, whose agency was the first runner-up for the title of Agency of the Year, also said he was happy with his agency’s performance which was their best so far at the Emvies. Madison took home six Gold, four Silver and nine Bronze metals.


Meanwhile, Tata Sky was conferred with the Client of the Year award, with Procter & Gamble India the first runners-up and Marico, a close third.


Emvies 2015 launched a new category too, Media Partner of the Year, which was conferred on partners across various media. While the award for TV was won by Pogo, The Times of India walked away with the award in the print category. In the cinema category, it was won by Rohit Shetty’s Film Production house, in radio it was Big FM, while Torrent Sites and Google Ecosystem received the award in the digital segment.


This year’s edition was the 15th of the Emvies. And Punitha Arumugam, Chairperson of the Emvies’ Committee and a senior media specialist herself, said it was the best she had seen so far. “The highlight this year was the fact that we started the process of online entries,” she said. “Secondly, we started including media owners in the Emvies because earlier we had only media agencies; then moved to media agencies plus client, and now from client to media owners. It’s been very exciting for us.” Since she’s not a part of a media agency any more, we asked Arumugam to trend-spot and tell us what she thinks of the way the media business is going, given the Emvies showing this year. “What we see is that digital probably gets the highest number of entries, and also the highest growth in terms of the number of entries year-to-year,” she said. “You’re seeing a genuine shift to digital. Even in offline media entries, for example, you get to see a lot more digital as a part of the whole product.”


Another change that has taken place over the years, according to her, is in the field of data analytics and research, as evidenced from the number of entries going up and the amount of focus that agencies are putting on this.


Arumugam was bullish about the spends on digital increasing with time since all agencies are now incorporating digital in various ways and moving towards it, even if at a slow pace. “While clients may be spending 10-15 per cent [of their budget] on digital, when you walk into any office, 80 per cent of the conversation is about online. Hopefully, the budgets will follow the conversations very soon,” she said, as celebratory cheers, accompanied by the beating of dholaks, took over the venue to get the party going.


A part of this report first appeared in dna of brands


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