ADMA’s AC&E Winners Revealed
ADMA’s new Australian Creativity and Effectiveness Awards saw 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.
“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,” said Jodie Sangster, ADMA CEO.
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.
“We have really raised the bar on what it takes to win an award,” said Sangster. “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,” she added.
Gutsy gay campaign takes out Lester Wunderman Grand Prix and new David Ogilvy Courageous Client Award
Whybin\TBWA Group Melbourne won the most accolades: six trophies in all. Their 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. They also won best Integrated Campaign, Art Direction and PR Campaign. Their client, ANZ, received the new David Ogilvy Courageous Client Award.
“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,” said Sangster.
Whybin\TBWA Group Melbourne also won in the Broadcast category for Buy Ready campaign for ANZ.
GPY&R won five trophies. Their 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 wins 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 their 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 wins 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. They 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.
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.
Here are the 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
Working Capital ‘See more inside’ for Commonwealth Bank, by M&C Saatchi
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
Latest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.