The return of the re-engineered ADMA Creativity & Effectiveness Awards (AC&Es) joined forces with the AMY awards for the first time at a gala dinner event in Sydney Thursday night.
Ogilvy and Adrenalin dominated the night with Ogilvy winning six AC&E Awards including; Creative and Effectiveness Campaign of the Year, Best Innovation, Best Campaign using New Technology, Best Loyalty Program and Best Stunt, Experience or Activation; all for KFC’s NRL campaign and Best Data-Driven Media Campaign for American Express – More Doors are Open to Your Card.
Adrenalin equalled Ogilvy’s haul with three AC&E Awards; Best use of Mobile Marketing, Best Digital Design or Craft and Best UX together with three AMY Awards; Utility – Product, Customer Engagement – Product, Customer Acquisition – Product & Campaign all for their Hungry Jacks app.
Deakin University’s Mind Racer campaign was also a huge success picking up three AMYs for Education – Campaign, Customer Engagement – Campaign and Trailblazing – Campaign together with one AC&E Award for Data & Insights.
This year saw the redesign of the AC&E Awards after a one-year hiatus that included a review of the criteria and the awards reduced with a focus on showcasing the effectiveness of data-centred, strategically driven creativity.
ADMA CEO Andrea Martens believes the re-design of the program was vital to ensure there was genuine recognition for brilliant work that can only be possible when strategy and creativity are in partnership.
She said: “The calibre of the work and those who won are testament to our belief that creativity and strategy produce the best results when hand in hand,” said Martens. “It made perfect sense to combine with the AMY awards this year which was a true celebration of digital excellence.”
Chair of judges and chief consumer officer of Hipages Stuart Tucker said: “The award entries were exceptional this year and it was a tough job for the judges. We saw a wide range of entrants across a broad spectrum of categories, with some genuinely new ideas that redefine marketing norms. It shows us that the Australian marketing industry is in great shape and will continue to deliver creativity and effectiveness”.
Those receiving the 30Below Awards, recognising Australia’s young industry achievers were; Belle Tayler from Nine for Young Marketer of the Year, James Dall of BRAINS for Young Creative of the Year and Simon Thuijs from The Brand Agency for Young Strategist of the Year.
The AMY Award for Collaboration was awarded to agency Nightjar and client Destination NSW for their combined work on Lights On – Behind the Scenes of Vivid Sydney.
While the AMY Grand Prix Award was awarded to Romeo Digital for their work on Life-Fi for Surf Life Saving Queensland. Romeo Digital also picked up an additional AMY Award, Trailblazing – Product, for the same campaign.
ALDI won the AC&E Courageous Client Award with its agency BMF also picking up Best use of Craft within an Advertising Campaign for their Loyalty Pointless Christmas campaign.
BWM Dentsu received the Best Use of Data award for Latitude Financial’s Pre-Boxing Day Sale and Ogilvy was awarded the Pinnacle Awards for Innovation together with the Creative & Effectiveness Campaign of the Year Award for their work for KFC, The greatest loyalty program no one knew they were a part of.
The full list of 2019 AC&E Award winners by category includes:
Pinnacle – Best Use of Data Awards
Boxing Day Pre Sale | BMW Dentsu | Latitude Financial
Pinnacle – Innovation Awards
The greatest loyalty program no one knew they were a part of | Ogilvy | KFC
Pinnacle – Courageous Client Awards
ALDI Australia Santa Crashes Christmas | BMF | ALDI Australia
Pinnacle – Creativity & Effectiveness Campaign of the Year Awards
The greatest loyalty program no one knew they were a part of | Ogilvy | KFC
30Below – Young Marketer of the Year
Belle Tayler | Nine
30Below – Young Creative of the Year
James Dall | BRAINS
30Below – Young Strategist of the Year
Simon Thujis | The Brand Agency
Best Data-driven Media Campaign
More Doors Are Open to Your Card | Ogilvy | American Express
Best Not-For-Profit Campaign
Give a $#*! About Your Bowel | BMW Dentsu | Bowel Cancer Australia
Best Stunt, Experience or Activation
How putting a bucket on heads achieved KFC’s best ever sales results | Ogilvy | KFC
Best Campaign on a Small Budget
Signet introduces ‘Canmaster Smash’ – Integrated Campaign | Signet
Best Campaign Using New Technology
Viewer Verdict: How the NRL video ref got people eating KFC | Ogilvy | KFC
Best Data Strategy
National Cloud Life-cycle Acquisition Campaign | Deakin University
Best Integrated Campaign
Nature Knows Best | The Brand Agency | Water Corporation
Best Use of Traditional Channels
Telstra Prepaid – I’m Not Worried About Data | The Monkeys | Telstra
Best Use of Social Media Platforms
5 Days in a State of Wonder | TBWA\Adelaide | South Australian Tourism Commission
Best Use of Search
Kayo Sports: 0 to 100 | Kayo Sports
Best Use of Mobile Marketing
Kayo Sports: 0 to 100 | Kayo Sports
Best Use of PR or Content
Signs of Love | TBWA\Melbourne | ANZ Bank
Best Loyalty Program
The greatest loyalty program no one knew they were a part of | Ogilvy | KFC
Best Retention Program
Paste Invaders | Guild Insurance
Best Acquisition Strategy
Telstra Prepaid – I’m Not Worried About Data | The Monkeys | Telstra
Best Digital Design or Craft
Hungry Jack’s Official Mobile App | Adrenalin | Hungry Jack’s
Best Use of Craft Within an Advertising Campaign
ALDI Australia Santa Crashes Christmas | BMF | ALDI Australia
The full list of 2019 AMY Award winners
AMY Grand Prix Award
Life-Fi | Romeo Digital | Surf Live Saving Queensland
AMY Award for Collaboration
Lights On – Behind the Scenes of Vivid Sydney | Destination NSW + Nightjar
Social Good Awards – Product & Campaign
Pick My Project | Department of Premier and Cabinet Victoria
Healthy Living Awards – Product
Our Special Island | Australian Government Department of Foreign Affairs & Trade
Education Awards – Product
First Aid Action Hero | Conduct | St John’s Ambulance Victoria
Education Awards – Campaign
Mind Racer | Deakin University
Utility Awards – Product
Hungry Jack’s Official Mobile App | Adrenalin | Hungry Jack’s
Utility Awards – Campaign
Online Services for Agents | Australian Taxation Office
Customer Engagement Awards – Product
Hungry Jack’s Official Mobile App | Adrenalin | Hungry Jack’s
Customer Engagement Awards – Campaign
Mind Racer | Deakin University
Customer Retention – Product & Campaign
Warm Up, Tune Up | MLC
Customer Acquisition – Product & Campaign
Hungry Jack’s Official Mobile App | Adrenalin | Hungry Jack’s
Customer Efficiency Awards – Product & Campaign
12 Holidays of Christmas | Qantas Airways
Trailblazing Awards – Product
Life-Fi | Romeo Digital | Surf Live Saving Queensland
Trailblazing Awards – Campaign
Mind Racer | Deakin University | Deakin University
