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