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Lodestar UM only Indian winner at Festival of Media Asia Awards
Awarded for Coke Studio in Best Entertainment Platform category. Ikon, UM and Coca-Cola receive top awards as digital campaigns shine
BestMediaInfo Bureau | Delhi | November 16, 2011
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The Festival of Media Asia Awards drew an overwhelming response – 410 entries from 16 countries, which were cut down to a shortlist of 81 from which the winners of the open categories were selected.
The top awards at the event went to Ikon Communications, UM and Coca-Cola for Agency of the Year, Network of the Year, and Advertiser of the Year, respectively.
Lodestar UM is the only Indian award winner for its work on Coke Studio for Coca-Cola in the Best Entertainment platform category.
The rigorous selection process was completed under the guidance of Rahul Welde, Chairman of the Jury, The Festival of Media Asia 2011, and Vice President – Media (Asia, Africa, Middle East, Turkey & Russia), Unilever.
Welde observed, “There were a number of outstanding cases which just stood out as sure wins, and there were some close calls in a number of categories which stimulated very engaging discussions. The jury was unanimous that the submissions for the inaugural Festival of Media Asia Awards were excellent. It's great to see this calibre of creativity, execution and effectiveness in our region, and kudos to the brands and agencies who are have turned out some splendid work – quite a few risking and trying something new.”
Welde added, “It was particularly heartening that the campaigns were very sophisticated, but still managed to get the basics right. The standout aspect was that these came from a broad cross-section of advertisers, agencies and channels. The jury faced a difficult selection process, having to pick out the very best from a field of outstanding submissions.”
The judges' panel included leading industry voices from brands and agencies like ZenithOptimedia, Havas Media, Carlsberg, Cheil Worldwide, Aegis Media APAC, Mindshare, Lintas Media, Hilton, and others.
“The sheer number and quality of submissions speaks volumes for the creativity and innovation emerging from Asia in recent times,” said Charlie Crowe, Festival Founder and CEO of C Squared. “This is the right time to recognise and celebrate the achievements of the industry in this region.”
The open categories and winners of The Festival of Media Asia 2011 Awards are as follows:
| Category | Campaign | Brand | Agency | Country |
| Best Communications Strategy | Break up | National Australian Bank | ZenithOptimedia | Australia |
| Best Contribution to a Campaign by a Media Owner | 11 Degrees New Media Film Project | Chevrolet Cruz | Youku.com | China |
| Best Entertainment Platform | Coke Studio | Coca-Cola | Lodestar UM | India |
| Best In-Store Activation | Burst of Freshness | Comfort | Mindshare Vietnam | Vietnam |
| Best Targeted Campaign | Whiskas Pledge | Whiskas | Starcom Melbourne | Australia |
| Best Use of Content | Johnnie Walker Yulu | Johnnie Walker Black Label | BBH Asia Pacific | Singapore |
| Best Use of Digital Landscape | Property Guide iPhone Application | The Commonwealth Bank of Australia | Ikon Communications | Australia |
| Best Use of Emerging Technology | Property Guide iPhone Application | The Commonwealth Bank of Australia | Ikon Communications | Australia |
| Creative Use of Media | Interactive TV | Coca-Cola | UM | Hong Kong |
| The Effectiveness Award | Australia Kinect | Xbox Kinect | UM | Australia |
| The Public Service Award | Harnessing People Power to Let People Know That Speed Kills | The Transport Accident Commission | Naked Communications | Australia |
Besides, there were a few works across the region that were highly commended. Take a look:
| Best Communications Strategy | Mars Play Challenge | Mars | Starcom Melbourne | Australia |
| Best Contribution to a Campaign by a Media Owner | Invite Mr Wright | Canon | Discovery Networks Asia Pacific | Singapore |
| Best Event/Experiential Campaign | Marry Me Microsoft | Microsoft | UM | Australia |
| Best Use of Digital Landscape | Polident Bridges the Generation Gap | Polident | MediaCom China | China |
| Best Use of Emerging Technology | Woolworths iPhone and Android Application | Woolworths | Tigerspike | Australia |
The Festival of Media Asia 2011 ran in Singapore from November 13-15, 2011. The dates for 2012 will be announced in the coming months.