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m!dea awards 2007
Welcome to the fifth edition of m!dea !
For an event which started as an internal celebration of creativity in channel usage,
m!deas has come a long way. We began this journey few years ago by creating an internal event to celebrate creativity in traditional media execution. Today, the focus is much more on recognizing and celebrating the power of great channel ideas behind the execution, which improved consumer engagement with the brand via all kinds of channels, and therefore its performance in the marketplace.
We are now a year into the implementation of Destination Planning as our way of holistic communications planning, and for the first time we now have a category which celebrates some of the fabulous work coming out of that.
2007 saw a record 123 entries from six offices - Beijing, Shanghai, Guangzhou, Chengdu, Hong Kong, and Taipei.
We again put together an accomplished panel of 15 judges - from within the company, as well as externally. They spent a lot of their valuable time judging the entries, and we would like to thank them for their enthusiasm and effort. There are awards for all categories, other than radio, which disappointed with only three entries, none of which deserved any awards.
While judging for media channel based awards, they have looked at the appropriateness of 'context' of use of that single channel, or creation of a new, relevant channel, based on real category/consumer insights, backed by evidence that this usage achieved the specific objective of changing consumer perception/attitude/behaviour.
For the Destination Planning case studies, apart from looking at the appropriateness of the 'context' of use of all the channels, weight has also been given to whether all these 'content distribution' channels are used in tandem, to build on and amplify the message, and not individually, stand alone. Again, based on real category/consumer insights, and backed by solid evidence that this use of channels for the brand engaged the consumer and helped achieve the set objective.
In future, as Destination Planning gets more deeply embedded in MindShare, we will expand the number of awards in this area, and judge it by product category.
As I've mentioned many times before, there are no losers in these awards - the body of work submitted has been inspiring, as always. This year it was the turn of MindShare Shanghai to host the awards night at 3 on the Bund and they have done a fabulous job to put together a memorable evening. Congratulations to all the winners and looking forward to even more inspiring work to celebrate in 2008.
Ashutosh Srivastava
CEO MindShare Asia Pacific
Download the M!DEA 2007 pdf here
