It was a 'Victoria-ous' evening at ADMA's new Australian Creativity and Effectiveness Awards with five Melbourne agencies walking away with the lion's share of trophies.
Whybin\TBWA Group Melbourne, Clemenger BBDO Melbourne, GPY&R Melbourne, McCann Melbourne and Leo Burnett Melbourne all won awards at tonight's gala evening at The Star, Pyrmont.
In 2014, ADMA overhauled its awards program to focus only on marketing,
media and advertising work that demonstrated an equal measure of
creativity and effectiveness.
Says Jodie Sangster, CEO, ADMA: "In
the past, the ADMA Awards recognised creativity and effectiveness as
separate specialisations. We awarded great creative work and effective
marketing and advertising separately. However, we recognise that now and
in the future, stand-out marketing and advertising will have to
demonstrate both."
ADMA also created new awards categories to
focus on its five core pillars: customer experience, content,
creativity, data and technology.
Thirty-four winning trophies and
65 highly commended trophies were handed out during the evening,
replacing the medals of awards past.
Says Sangster: "We have
really raised the bar on what it takes to win an award. That the
industry responded with such enthusiasm suggests to me that ADMA's on
the right track: to have a first-class campaign, you must have both
great creative solutions and effective business outcomes. Also
interesting is that so many winners came from Melbourne this year. It
says something about the approach that these agencies take in delivering
outstanding campaigns."
Whybin\TBWA
Group Melbourne won the most accolades: six trophies in all. The
agency's bejewelled GAYTMs for ANZ that were part of the bank's
sponsorship of Sydney's Gay and Lesbian Mardi Gras took out five honours
including the Lester Wunderman Grand Prix Award. It also won best
Integrated Campaign, Art Direction and PR Campaign. Its client, ANZ,
received the new David Ogilvy Courageous Client Award.
Says
Sangster: "This gutsy campaign celebrated diversity, inclusion and
respect whilst risking a backlash from a more conservative audience. But
the dazzling ATMs at Mardi Gras won many people over, and I think this
campaign will encourage other banks to be braver and take more risks in
the future."
Whybin\TBWA Group Melbourne also won in the Broadcast category for Buy Ready campaign for ANZ.
GPY&R
won five trophies. Its Air Force Medical Specialist Reserve for Defence
Force Recruiting picked up the Media and Customer Acquisition prizes.
The agency also picked up two awards for the Human Walking Program for
the Lost Dogs Home, winning the Ambient or Experiential and
Not-for-Profit awards. They also won the Out-of-Home award for
Buildboard for Defence Force Recruiting.
Clemenger BBDO Melbourne
won the new Innovation Award. The new Innovation Award, created by
Google, was awarded jointly to Columbus and Clemenger BBDO Melbourne for
the Melbourne Remote Control Tourist Campaign for Tourism Victoria.
Clemenger BBDO Melbourne also won in the Most Effective Use of Content
for Melbourne Remote Control Tourist and picked up the Digital, Website
and Microsites award for Footify FM for NAB.
McCann Melbourne
received three trophies for its Phubbing Campaign for Macquarie
Dictionary, winning the Digital & Social Advertising, Branded
Content and Integrated Campaign (small budget) while Leo Burnett
Melbourne picked up two gongs for Social Commerce and Customer
Retention/Loyalty for #SPCSunday for SPC.
Saatchi & Saatchi
Australia won new Customer Experience Award. In Sydney, Saatchi &
Saatchi Australia's Penny the Pirate for Luxottica/OPSM took the new
Australia Post Customer Experience Award as well as the awards for Apps
and Data-Driven Mail.
VML Australia won the Use of New
Technologies and Mobile Marketing accolades for Rip Curl Search GPS. It
also took the UX, Interface & Navigation Design trophy for The
Commonwealth Bank Website Relaunch.
There were no prizes handed
out for copywriting, email marketing or social media this year as the
judges felt the entries had not attained the balance between creativity
and effectiveness.
Two industry leaders and two up-and-coming
stars were given Pinnacle Awards. Sean Cummins, global CEO of
cummins&partners was crowned 2014 Marketer of the Year for his role
in changing the marketing and advertising landscape in Australia.
Says
Karen Ganschow, chair of ADMA's board of directors and Westpac's
general manager of CRM & digital: "Sean is an influential and
prominent leader in the marketing and advertising industry. He has been
responsible for iconic advertising campaigns that have put Australia on
the map. He has also led the way in introducing new agency models that
challenge the traditional approach and bring together the elements of
marketing, media and advertising for the benefit of the client.
"Sean
has shown what is possible and in that way challenges us all never to
accept the status quo, and is now taking this philosophy to the world."
Cummins
has created many of the great campaigns that have put Australia on the
map like Best Job in the World, Jeep's Australia Don't Hold Back and
Keeping the Air Fair for Virgin Airlines.
Independent agency
cummins&partners has prospered in tough economic times and Cummins
recently opened an office in New York, quickly winning three accounts
including champagne brand Maison Perrier-Jouët.
Another industry
figure recognised on the night was MercerBell's managing director,
Julie Dormand, who won the Jon Clark Outstanding Contribution of the
Year Award, which is awarded to an individual who has made outstanding
contributions to the industry, nurtured industry talent and has had an
accomplished career.
Says Sangster: "Julie is an advocate of
best practice in marketing. She was the driving force behind the
development of Data Pass, ADMA's responsible data management program.
She understands the importance of agencies demonstrating to clients that
they understand best practice around data, and as a result, MercerBell
was the first company to finish the program."
Dormand has also
chaired the ADMA NSW Branch for two years and runs the committee that
creates and organises networking events in NSW. She is a regular guest
speaker at ADMA courses, champions ADMA 30Below, and served as a grand
panel judge for the AC&E Awards.
Says Sangster: "She is
always there when we need her and is one of the most helpful people I
know. Despite her demanding job, she still makes time to help the
industry and is very deserving of our outstanding contribution award."
Brendan
Graham, copywriter and strategist at Soap Creative, took out the Young
Creative of the Year accolade for his integrated campaign 'Under 30
invite.'
The clever campaign features images of current industry
leaders when they were in their 20s, with copy inviting those under 30
to enter the Young Marketer/Young Creative of the Year competition."
Says
Sangster: "Brendan's campaign plays on nostalgia. It's fun for young
creatives to look at pictures of their industry leaders when they were
starting out and it will be fun for the leaders to take part in this
campaign and invite creatives who they think should enter the 2015
competitions."
Graham's campaign will be used in print, digital
and social to launch the 2015 ADMA Young Marketer and Young Creative
competition.
For the last four years Graham has worked at
independent digital agency Soap Creative where he helps devise creative
strategy for ING Direct, Soap's biggest client, as well as a diverse
list of clients that includes Xbox, Unilever, Lion Nathan, Lorna Jane,
Pernod Ricard, Wrigley and 20th Century Fox. He has been awarded at
Cannes, Clio, One Show, New York Festivals and was named in Business
& Technology Magazine's list of 30 Under 30 to watch.
Allister
Hercus is the 2014 Young Marketer of the Year, which awards a young
marketer on their achievements and contributions to the industry.
Says
Ian Kennedy OAM, one of the judges for this year's Young Marketer of
the Year competition: "Allister demonstrated passion, a strong belief in
breaking new ground and being an innovator."
Having developed
skills in sales and storytelling during his time in the renewable energy
industry, Hercus jumped over to media to develop an expertise in social
data. A social architect, he uses big data to create big ideas.
As
social media strategist at MEC, he's been the brains behind many of the
company's most recent social media and content-driven campaigns and
played a significant role in converting these executions into awards for
the agency.
Thanks to Hercus, MEC was the most awarded agency
at the 2014 MFA Awards. He has also won awards at the Global Festival of
Media and was shortlisted twice at the Cannes Festival of Creativity.
Aside from winning awards, Hercus' campaigns have driven strong business
results for clients by engaging with their customers in more relevant
ways.
The AC&E Awards gala dinner attracted over 680
advertisers and marketers to The Star. New Zealand Comedian Cal Wilson
took on the 2014 MC duties.
Below is the list of winners of this year's AC&E Awards:
Apps
Penny the Pirate for Luxottica/OPSM by Saatchi & Saatchi
Use of New Technologies
Rip Curl Search GPS for Rip Curl by VML Australia
Art Direction
GAYTMs for ANZ, by Whybin\TBWA Group Melbourne
UX, Interface and Navigation Design
Commonwealth Bank Website Relaunch by VML Australia
Branded Content
Phubbing for Macquarie Dictionary by McCann Melbourne
Most Effective Use of Content
Melbourne Remote Control Tourist, for Tourism Victoria by Clemenger BBDO Melbourne
Data Analytics & Planning
Q3 Home Loan Property Investor for Westpac, by RAPP
Data Strategy
Thanks a Million for Telstra, by Lavender
Data Visualisation
Working Capital 'See more inside' for Commonwealth Bank, by M&C Saatchi
E-commerce Website & Marketing
Michael Hill International by Amblique
Social Commerce
#SPCSunday for SPC by Leo Burnett Melbourne
PR Campaign
GAYTMs for ANZ by Whybin\TBWA Group Melbourne
Media Campaign
Air Force Medical Specialist Reserve for Defence Force Recruiting by GPY&R Melbourne
Customer Retention/Loyalty Campaign
#SPCSunday for SPC by Leo Burnett Melbourne
Customer Acquisition Campaign
Air Force Medical Specialist Reserve for Defence Force Recruiting by GPY&R Melbourne
Integrated Campaign (small budget)
Phubbing for Macquarie Dictionary, by McCann Melbourne
Best Integrated Campaign
GAYTMs for ANZ by Whybin\TBWA Group Melbourne
Not-For-Profit Campaign
Human Walking Program for the Lost Dogs Home by GPY&R Melbourne
Print Campaign
Hipster Santa for Central Mall / Frasers Property and Sekisui by BMF Advertising
Data-Driven Mail
Penny the Pirate for Luxottica/OPSM by Saatchi & Saatchi
Best Use of Search
The Last Mile for Amaysim, by FirstClick Consulting
Out-Of-Home
Buildboard for Defence Force Recruiting by GPY&R Melbourne
Broadcast
Buy Ready for ANZ by Whybin\TBWA Group Melbourne
Digital & Social Advertising
Phubbing for Macquarie Dictionary by McCann Melbourne
Digital, Website & Microsites
Footify FM for NAB, by Clemenger BBDO Melbourne
Mobile Marketing Campaign
Rip Curl Search GPS for Rip Curl by VML Australia
Ambient or Experiential
Human Walking Program for the Lost Dogs Home, by GPY&R Melbourne
Innovation Award
Columbus and Clemenger DDBO Melbourne for the Melbourne Remote Control Tourist Campaign for Tourism Victoria.
Customer Experience Award
Penny the Pirate for Luxottica/OPSM by Saatchi & Saatchi
David Ogilvy Courageous Client Award
GAYTMs for ANZ by Whybin\TBWA Group Melbourne
Lester Wunderman Grand Prix Award
GAYTMs for ANZ by Whybin\TBWA Group Melbourne
Pinnacle Awards
ADMA Marketer of the Year
Sean Cummins, Global CEO, cummins&partners
The Jon Clark Award for Outstanding Contribution
Julie Dormand, Managing Director, MercerBell
ADMA Young Marketer of the Year
Allister Hercus, Social Media Strategist, MEC
ADMA Young Creative of the Year
Brendan Graham, Copywriter and Strategist, Soap Creative
Case studies of the winning work will be published next week at www.acandeawards.com.
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