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