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
