Telstra and at its agencies George Patterson Y&R, and Tiger Spike, snagged a hat-trick of gongs at the 2007 ADMA Mobile Marketing & Advertising Awards held in Sydney this week.
Telstra won Best in Show and an award for mobile entertainment for its “WotNext” campaign. It picked up a third award for its “Telstra Mobile Internet Free Test Drive” initiative.
Cliff Rosenberg, the MMA’s chairman of judges and managing director of digital agency Clear Light Digital, said he was impressed by the telco’s use of new media.
“The judges were particularly impressed by entries that are taking maximum advantage of emerging technologies and networks as well as those that are emulating the massive growth in online via user generated content and social networks. It is exciting to see telcos starting to offer services that make use of these emerging technologies and devices,” Rosenberg said.
Mobile Marketer of the Year went to David Burden, the executive chairman at agency Belong.
The judges said: “David’s dedication, passion and commitment to the mobile industry spans many years and he is a pioneer of the mobile industry as we know it today in Australia.”
Rosenberg added that this year’s awards saw a 36% increase in the number of entries to over 90. “It is definitely a sign of the times as all the key drivers for successful mobile marketing and mobile applications are now coming together to prove the medium as a highly viable one and one that will no doubt be seeing an increasing share of total ad spend,” he said.
In other wins, the One to Watch award went to AURA Interactive for “AURA BlueZones network”; the m-Commerce and Promotional Campaign award went to EMI Music and its agency 5th Finger for the Missy Higgins’ Steer campaign; the B2B or Enterprise Application award was given to SalesForce and its partners, Dialect Interactive, SalesForce itself and Telstra for the “2006 Census Project”; the Most Creative Mobile Solution award was won by Sony BMG, Universal Music, Warner Music and EMI, and agencies Information Dialling Services and Soundbuzz for “193123 Music on your Mobile”; Consumer Content Offering was awarded to Pepsi, LG Electronics, Spraci, Vodafone Australia, Big Mobile and Media Me for “Street TV”.
The Award for Cross Media Integration was given to Johnson & Johnsons/Clean & Clear and agency Communicator Interactive & Universal Music for the “Clean & Clear Mobile Kiosk”.
