Goafest 2013: Mindshare leads with 21 shortlists for Media Abbys

Among other top contenders are Madison with 17, Lodestar UM with 16 and Maxus with 15 nominations in a list of 124 shortlists

Shachi Tapiawala | Mumbai | March 6, 2013

The shortlists for Media Abbys 2013 were announced yesterday evening. The shortlists across categories include 124 entries from 24 agencies. Mindshare leads with a tally of 21 shortlists followed by Madison with 17, Lodestar UM with 16 and Maxus with 15 nominations. The final round of judging will be held on March 8, 2013.

This year, the Abby Awards will witness a major change as they sub-categorise the digital category into Best Use of Branded Content, Best Use of Social Media, Best Use of Digital Search, Best Use of Digital Display Advertising, Best Digital Content Strategy, Best Use of Digital as a Medium, Best Use of Social Media, amongst others.

Speaking in his capacity as a member of AAAI, Ashish Bhasin, Chairman India and CEO South East Asia, Aegis Group, said, “This year we have seen almost 45 per cent of the entries coming in the Digital category alone, leaving other categories such as Television, Print, Radio, etc., with 55 per cent. With these numbers I feel the Digital medium has evolved substantially and it is time to give the medium recognition. Additionally, there has been a 100 per cent media agency participation which makes the awards far more competitive.”

Bhasin further said about the emergence of Digital, “We have witnessed and discussed much about the digital medium as an embryonic trend. The fact that around 50 agencies have enrolled themselves is a record in itself. I did not expect 45 per cent of the entries to be occupied by digital alone! And though the big ones have participated, there are a lot of small independent agencies too.  I think Digital is a fast evolving medium and it is very much here to grow. Moreover, I feel youngsters are very much active and use this medium in a very effective way.”

So why is media spend on Digital yet to pick up? Said Bhasin, “It is written all over the wall but agencies are either blind to it or taking time to accept it as an effective medium. Hence, I would say that it may take some time to grow, but will definitely gather momentum.”

Last year, the Abby Awards witnessed around 628 entries compared to this year's 660.

The full list of shortlisted case studies:

Agency wise tally:

The Goafest 2013 Media Abby shortlisted case studies: 

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