Media Abbys 2013: Mindshare has 20 shortlists; Lodestar UM 16, Maxus 15

A total of 124 entries, from 27 entrants, have been shortlisted for the Media Abbys at Goafest 2013, organised by AAAI and The Advertising Club.

Organisers received a total of 660 entries this year for the awards.

Mindshare India has 20 shortlists, Lodestar UM 16 and Maxus 15. Madison Media Pinnacle has 13 shortlists.

Other entrants among shortlists are Ad2C (1), BBDO Proximity (3), Blazar Media (1), DDB Mudra Group (7), Discovery Networks (1), Ignitee (1), Interactive Avenues (4), Interface Business Solutions (6), iProspect (1), Isobar (3), Madison Media (4), McCann Worldgroup (2), MEC (2), Mediacom (6), Mediavest (1), Milestone Brandcom (1), Mindshare SriLanka (1), OMD India (1), Omnicom Media Group (4), Platinum Media (1), Starcom MediaVest Group (6), Telibrahma (1) and Vizeum India (2).

Unlike last year, when there was a single category for digital, six digital categories were introduced in 2013: Use of Digital Search, Use of Social Media, Use of Digital Display Advertising, Digital Content Creation Strategy, Use of Digital as a Medium and Use of Mobile Media.

Explaining the rationale behind having multiple categories under digital, Ashish Bhasin, chairman, Media Abbys, said, “There are so many aspects of digital which need to reflect in the awards. So we thought it was apt to break digital into multiple categories, recognising the fact that social, mobile, content strategy etc. have become very important part of digital media campaigns.”

Bhasin added, “More than 40 per cent of the total entries we received this year are under these (digital) categories.”

The second and final round of judging will take place on 8 March 2012.

The judging process this year, Bhasin informed, has been completely digitised. “Every jury member will have a laptop to look at the entries independently. By doing so, you’re ensuring that issues such as self-voting etc. doesn’t happen. This will be followed by a discussion round (on March 8) where the winners will be finalised.”

The Media Abby winners will be announced on 5 April 2013, at Goafest.