The Ad Club Bombay will host Emvies 2011 tonight

It’s that time of the year in which media agencies and clients eagerly wait to see whether their work ‘worked’ or not.

Moving into its 11th year, the Ad Club of Bombay continues to honour the best in media through its media awards property, the Emvies.

On the changes the awards have undergone and how the Emvies line up for 2011, Sunil Lulla, chairperson, Emvies 2011, and managing director and chief executive officer - TV Business, Times Global Broadcasting, said, “Emvies has only grown in stature. It is the de-facto award every media professional wants in their hands. It represents recognition from the industry in terms of innovation, excellence and value creation for media. In 2000, the Emvies had 70 entries and in 2011 it has more than 700. The judging takes place over six days, two rounds and with over 80 judges from the media and marketing fraternity. The finale is expected to have a packed audience of more than 1000 people. If you receive an Emvie, everyone knows you are the chosen one.”

This year, the Emvies has changed the scoring system and added new categories for the awards

The Grand Emvie winner will be allocated 25 points this year. A Grand Emvie generally goes to an entry that is also a Gold winner in a particular category, but the points will only be allocated once.(The 25 points for the Grand Emvie winner and not the 15 points for the Gold winner). Two separate trophies (a Gold and Grand Emvie) will be given to the winners.

Along with this, the 11th edition of the Emvies also sees more in-depth digital award sub-categories. Search, Social Media, Mobile and Web are the four sub-categories under digital.

Creative agencies who showed ample proof of their role in media planning and buying are allowed to participate in the awards. On the criteria behind the entry of an agency, Lulla said, “Agencies are agencies be it creative or media or any other specialisation. They create intellectual value for brands. The Emvies requires an agency which is responsible for planning or buying media, that is the criteria.”

The case study presentations were held over three days at the Welingkars Institute in Mumbai on 16-18 August and only marketers were on the jury. Mindshare bagged the highest nominations amongst agencies this year with 33 shortlists. Lodestar UM came in second with 22 shortlisted entries. Maxus with 20 shortlisted entries came in third spot.

Organisers have also announced the ‘Band Baja Award’, a musical and entertainment competition amongst media agencies and media companies scheduled on the awards night. The category consists of – ‘Best Band Performance, Western’, ‘Best Band Performance, Indian’,‘Best Solo Performance, Western’ and ‘Best Solo Performance, India’. Points awarded for this category obviously will not be added for the media agency of the year. Judges for the category would be from the music industry itself. There have been three shortlists under each sub-category for this award.

To get Live updates, from the awards ceremony tonight, follow @Campaign_India on Twitter.

The awards will be available to via Live streaming on www.adclubbombay.com.