Mindshare wins big; leads Media Abby tally

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One of the key units of WPP's GroupM, Mindshare, walked away with the most number of Media Abbies on the first day of Goafest.

The agency bagged a total of 17 metals (advertising parlance for trophies) including, two gold, six silver and nine bronze.

Its sister agency Maxus was a distant second with a total of seven metals including one gold, two silver and four bronze.

Arch rivals Lodestar UM and Madison Media were tied for the third spot at six metals, including four silver and two bronze metals each.

Agencies Initiative Media, ibs and The Social Street had four metals each.

But the Social Street had a better count with two gold and two silver, as opposed to ibs's three silver and one bronze and Initiative's two silver and two bronze.

In all, 76 media agencies participated in this year's Media Abbies, considered a key award. The high participation was despite the Advertising Club of Bombay organising a separate set of media awards called the Emvies during the middle of the year. Among the gold winners of the evening was Lakme for its Lip Pouts in the print category; Britannia for Slide of Smiles for its Good Day brand in outdoor; Kinder Joy for its Story Station in the category of branded content; Nicotex, also in branded content, and Samsung's Galaxy S6 for its search campaign in digital.