Controversy free Media category sees DDB and OMD land gold

Controversy free Media category sees DDB and OMD land gold

The media category has put aside the controversies of last year with its overhauled judging panel, according to Group M Australia boss John Steadman.

B&T Magazine
Posted by B&T Magazine

Two of DDB and OMD Sydney’s campaigns for McDonald’s have landed Gold in the category, along with Dumb Ways to Die, and Small World Machines, as Australian agencies matched the haul of ten gongs from last year.

Block voting allegations marred last year’s awards, with then Ikon boss Dan Johns saying some jurors were voting along holding group lines. Meaning some of the better work was not awarded.

But Steadman today told B&T he had no concerns over the juries this year, with a series of changes designed to weed out suspicious behaviour and stop collusion.

“It was very strict this year, there was no block voting apparent to me,” he said. “They rotated the jury around, I never sat next to the same person twice or on the same jury.

“Our panels judged the preliminary stage to get a shortlist, then another panel came in to judge the awards. There was also no more than one person from any holding group on the jury.”

He said he was not surprised at the success of ad agencies like DDB and McCann in the category, as the number of channels now open for media meant it was easier to bypass media agencies and traditional means altogether.

 The two McDonald’s campaigns awarded were an initiative to switch signs at some restaurants for those saying Maccas, and an app which allowed customers to track their order and study the production line.

Australian Media Lions winners:

Gold

Small World Machines, Coca-Cola, Leo Burnett Sydney/Chicago

Dumb Ways to Die, Metro Trains, McCann Melbourne

Track My Maccas, McDonald's, DDB Sydney and OMD Australia

McDonald's Becomes Maccas, McDonald's, DDB Sydney and OMD Australia

Silver

McDonald's Becomes Maccas, McDonald's, DDB Sydney and OMD Australia

Dumb Ways to Die, Metro Trains, McCann Melbourne

Bronze

Road to Recovery, Diageo, Leo Burnett Sydney and Ikon Communications Sydney (2)

She Runs the Night, Nike, Joy Sydney and Razor

Small World Machines, Coca-Cola, Leo Burnett Sydney/Chicago