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Big fight for Yahoo!’s Big Idea Chair

Posted: 17th of December, 2012

Awards which honor digital excellence drew a record number of entries in India, with Ogilvy taking home the coveted chair.

The fight for the Yahoo Big Idea Chair just grew BIGGER in India. This year, there were an unprecedented 376 entries from 72 agencies for 128 brands. This is more than double the number of entries we received in 2010, when the Awards first came to India.

The Yahoo Big Idea Chair has become the industry benchmark for digital excellence in the country. It honors outstanding work from the online creative and media community, celebrating innovation, and excellence. The overwhelming interest from marketers this year was evidence that winning a Big Idea Chair trophy is both an honor for a brand, and a reiteration of their commitment to Digital.

A panel of 16 jury members, comprising industry experts from marketing, brand and advertising, selected three outstanding campaigns in each of these categories: Best Use of Display Advertising, Best Online Video Advertising, Best Use of Social Media, Best Use of Technology, Best Use of Mobile Advertising, Best Use of Search and Digital 360. This was apart from the flagship, sought-after Big Idea Chair Award.

The event finale in Mumbai on November 9 saw a great turn out of over 325 guests, from Agency heads, to industry leaders and the brightest talent in advertising, who are collectively raising the bar on Digital.

19 winners took home a Big Idea Chair Trophy on the day. But only one agency could win the Purple Chair, and that honor went to Ogilvy for the Cadburys Date Fillum Campaign. Incidentally, this is the agency’s second consecutive win at the Yahoo Big Idea Chair Awards. Abhijit Avasthi, National Creative Director, Ogilvy India, said, “Winning the Yahoo Big Idea Chair is indeed special, as it awards excellence in an emerging and important medium. Ogilvy has dominated TV and print advertising, so it is great to see we have tremendous talent in digital as well. Our win today is a sure eye-opener for folks who had thought of Ogilvy as only a TV-ad agency.”

Click to see the complete list of winners and the ‘big’ digital ideas that worked for them.

Share Shift on Digital: From Presence to Excellence was the hotly discussed topic at a panel discussion at the finale. The panelists tackled some tough questions that hound stakeholders today. Investment, resources, skills? Are we doing enough to endorse digital, and leverage the real possibilities it offers? Why is it that digital though the cheaper of the lot, is always up against a higher expectation of RoI? Does digital ever get a strong buy-in from senior management? Interestingly, the discussion revealed that several major brands today in this part of the world, do aim for deeper integration of digital in their overall marketing plans. Moderated by Suresh Venkat, Technology Editor, CNBC TV18, the panelists included CR Mallikarjundas, CEO, Starcom Mediavest; Valerie Rozycki Wagoner, Founder and CEO Zipdial; C Abhiroop, Head of Media Services, Unilever South Asia; and from Yahoo!, Nitin Mathur, Senior Director Marketing for India and South East Asia..

With so many creative minds in the room, there was an incredible energy at the Yahoo Big Idea Chair finale, both on stage and off it. The Yahoo Homepage photo booth, where folks could pose with props, was much visited. There was also the Big Idea Wall of Fame, and the Digital Gallery, where the audience could check out the best digital work.

The continued success of this event has come from the team effort by the India Marketing and Comms team and the Sales and Strategy team.

See event photos on Flickr