SPIKES ASIA - For the second straight year, Clemenger BBDO swept all three Agency of the Year categories—Media Strategy, Digital Strategy and Effectiveness—at the Tangrams Effectiveness Awards tonight, propelling BBDO Worldwide to the Network of the Year title.
The Tangrams Effectiveness @Spikes Awards ceremony capped the first day of Spikes Asia 2017 at the Suntec Exhibition Centre in Singapore.
From a shortlist of 259 entries, the juries gave out a total of 118 awards: two platinum, 33 gold, 36 silver and 47 bronze.
The two platinum awards went to:
- Clemenger BBDO for the 'Snickers Hungerithm' campaign on behalf of Mars Australia, in the category of 'Digital Strategy: Digitally Integrated Campaign'
- Mindshare for the 'Wall's Man 2.0' campaign in Thailand on behalf of Unilever in the category of 'e-Commerce: Retail'.
Clemenger BBDO may need to invest in an extra suitcase for the trip home, as all told it won 29 awards (one platinum, 17 gold, seven silver and four bronze) for campaigns including 'Hungerithm', 'How the world met Graham' (for the Transport Accident Commission of Victoria), 'The boys' (for Bonds) and 'NAB Mini Legends' (for National Australia Bank).
Also contributing to the network's dominating total of 51 awards were BBDO and Proximity China, BBDO Hong Kong, BBDO India, BBDO Singapore, BBDO Taiwan and Colenso BBDO—the latter with nine awards including six golds.
Other strong performers included Mindshare, with 13 awards including the platinum and three golds, and Ogilvy, with 11 awards including one gold.
Australia led in the country tally with 37 awards, followed by China (18), India (13), Singapore (13) and New Zealand (10).
A complete winner list follows:
| Category | Award | Entry Title | Advertiser | Company Name | Country |
| Data & Analytics: Audience Segmentation | Bronze | Changan Ford Leads Priority Distribution Management | Changan Ford | Wunderman China | China |
|
Data & Analytics: Customer Intelligence |
Silver | H&M Social Intelligence | Hennes & Mauritz | Ogilvy & Mather Shanghai | China |
| Bronze | Prospan - Don't Ignore a Cough | Flordis | AFFINITY | Australia | |
| Data & Analytics: Data Mining (Audience Association & Clustering Analysis) | Silver | Prospan - Don't Ignore a Cough | Flordis | AFFINITY | Australia |
| Data & Analytics: Data Storytelling | Silver | 6 Pack Band - Happiness that truly went Viral: Powered by the PIVOT | Hindustan Unilever Limited | Mindshare India | India |
| Data & Analytics: Multiple Data Sourcing / Merging | Bronze | 2016 IBM Data Marketing - Quantitative evaluation of client information based on cognitive computing technology | IBM | Ogilvy Beijing | China |
| Data & Analytics: Response / Real Time Data | Gold | Air Pollution Discount | Shanghai KOBAYASHI Daily Chemicals Co.,Ltd. | Beijing Dentsu Advertising Co., LTD | China |
| Gold | Prospan - Don't Ignore a Cough | Flordis | AFFINITY | Australia | |
| Bronze | The Voice | Google Taiwan | OMD | Taiwan | |
| Data & Analytics: Single Customer View at Scale | Bronze | How Mercedes-Benz optimised an already best-in-class repurchase reminder | Mercedes-Benz Australia | Clemenger BBDO | Australia |
| Data & Analytics: Social Analytics | Silver | 6 Pack Band - Happiness that truly went Viral: Powered by the PIVOT | Hindustan Unilever Limited | Mindshare India | India |
| Digital Strategy: Cars & Automotive Services | Bronze | South Africans found their Adam on Valentines | General Motors | Carat | Singapore |
| Digital Strategy: Charities, Public Health & Safety, Public Awareness Messages | Gold | How the world met Graham | Transport Accident Commission (TAC) Victoria | Clemenger BBDO | Australia |
| Silver | Snap Counsellors | LoveDoctor.in | TBWA\ India | India | |
| Digital Strategy: Digital Innovation | Gold | Amnesty Unblocker | Amnesty International | Colenso BBDO | New Zealand |
| Gold | SNICKERS HUNGERITHM | MARS Australia | Clemenger BBDO | Australia | |
| Bronze | Snap Counsellors | LoveDoctor.in | TBWA\ India | India | |
| Bronze | South Africans found their Adam on Valentines | General Motors | Carat | Singapore | |
| Digital Strategy: Digitally Integrated Campaign | Platinum | SNICKERS HUNGERITHM | MARS Australia | Clemenger BBDO | Australia |
| Gold | How the world met Graham | Transport Accident Commission (TAC) Victoria | Clemenger BBDO | Australia | |
| Gold | SNICKERS HUNGERITHM | MARS Australia | Clemenger BBDO | Australia | |
| Gold | The Boys | Bonds | Clemenger BBDO | Australia | |
| Bronze | Marico: Who is the best | Marico South East Asia | Ki Saigon | Vietnam | |
| Digital Strategy: Financial Services, Commercial Public Services, Business Products & Services | Gold | NAB Mini Legends | National Australia Bank (NAB) | Clemenger BBDO | Australia |
| Silver | The Cognitive Collection | IBM | Ogilvy Singapore | Singapore | |
| Bronze | Road To Milan | Mastercard | Digital Arts Network | Singapore | |
| Digital Strategy: Food Products | Gold | SNICKERS HUNGERITHM | MARS Australia | Clemenger BBDO | Australia |
| Digital Strategy: Lifestyle | Gold | Reinventing the Athlete Tour | Nike | Mindshare | China |
| Digital Strategy: Other Consumer Products (including Durable Goods) | Gold | The Boys | Bonds | Clemenger BBDO | Australia |
| Digital Strategy: Other Digital Solutions | Bronze | Knorr Delovery | Unilever | Mindshare | Thailand |
| Digital Strategy: Pharmaceuticals, Beauty Products, Cosmetics & Toiletries | Bronze | Prospan - Don't Ignore a Cough | Flordis | AFFINITY | Australia |
| Digital Strategy: Social | Gold | Backyard Burger King | Burger King NZ | Colenso BBDO | New Zealand |
| Silver | LINE de Shaprise Campaign: A Pioneering Social Innovation That Bridges Digital and Physical Photo Experiences | Fujifilm | Dentsu Isobar | Japan | |
| Bronze | A taste of home | Unilever | Isobar China | China | |
| Bronze | NAB Mini Legends | National Australia Bank (NAB) | Clemenger BBDO | Australia | |
| Digital Strategy: Video | Gold | The Boys | Bonds | Clemenger BBDO | Australia |
| Silver | Correcting History | Campaign Against the Return of the Marcoses to Malacañang (CARMMA) | TBWA\Santiago Mangada Puno | Philippines | |
| Silver | Unitec Takes The Classroom To The People In 360 Video | Unitec New Zealand | Republik Communications Limited | New Zealand | |
| Bronze | Visa The Chase | Visa | BBDO and Proximity China | China | |
| Digital Strategy: Website & Microsites | Silver | How the world met Graham | Transport Accident Commission (TAC) Victoria | Clemenger BBDO | Australia |
| e-Commerce: Data | Gold | H&M Social Intelligence | Hennes & Mauritz | Ogilvy & Mather Shanghai | China |
| Silver | dtac Dynamic Banner | Total Access Communication Public Company Limited (dtac) | OMD (Thailand) | Thailand | |
| e-Commerce: Finance | Bronze | OCBC OneWealth | OCBC Singapore | Maxus Singapore | Singapore |
| e-Commerce: Innovation | Silver | Wall's Man 2.0 | Unilever | mindshare | Thailand |
| e-Commerce: Retail | Platinum | Wall's Man 2.0 | Unilever | mindshare | Thailand |
| Gold | Wall's Man 2.0 | Unilever | mindshare | Thailand | |
| Silver | Mondelez Oreo Colourfilled E-Commerce Campaign | Mondelez China | VML China | China | |
| Silver | Oreo's Journey Home | Mondelez International | Carat China | China | |
| Bronze | Turning offline sellers into online heroes | Bukalapak | Ogilvy | Indonesia | |
| e-Commerce: User Experience | Gold | Wall's Man 2.0 | Unilever | mindshare | Thailand |
| Silver | Mondelez Oreo Colourfilled E-Commerce Campaign | Mondelez China | VML China | China | |
| Effectiveness: Branded Content | Gold | The Boys | Bonds | Clemenger BBDO | Australia |
| Silver | Dads #ShareTheLoad | Procter & Gamble | BBDO India Pvt. Ltd. | India | |
| Bronze | Visa The Chase | Visa | BBDO and Proximity China | China | |
| Effectiveness: Cars & Automotive Services | Bronze | BMW Bill Folder | BMW Indonesia | PT. Inter Pariwara Global | Indonesia |
| Effectiveness: Charities, Public Health & Safety and Public Awareness Messages | Gold | Reword | Headspace | Leo Burnett Melbourne | Australia |
| Silver | How the world met Graham | Transport Accident Commission (TAC) Victoria | Clemenger BBDO | Australia | |
| Effectiveness: Financial Services, Commercial Public Services, Business Products & Services | Silver | The Cognitive Collection | IBM | Ogilvy Singapore | Singapore |
| Bronze | Crusader Home Turf | Bank of New Zealand | Colenso BBDO | New Zealand | |
| Bronze | NAB Mini Legends | National Australia Bank (NAB) | Clemenger BBDO | Australia | |
| Bronze | Visa The Chase | Visa | BBDO and Proximity China | China | |
| Effectiveness: Food Products | Gold | SNICKERS HUNGERITHM | MARS Australia | Clemenger BBDO | Australia |
| Bronze | M&M's - Voting Colors for Fun | Mars Taiwan | BBDO Taiwan Advertising Limited | Taiwan | |
| Effectiveness: Home Furnishing, Appliances, Maintenance & Household Products | Gold | Dads #ShareTheLoad | Procter & Gamble | BBDO India Pvt. Ltd. | India |
| Silver | The Time When A Laundry Brand Launched A Best-Selling Perfume | Unilever | Ogilvy | Singapore | |
| Effectiveness: Innovative Use of Media | Gold | Amnesty Unblocker | Amnesty International | Colenso BBDO | New Zealand |
| Gold | SNICKERS HUNGERITHM | MARS Australia | Clemenger BBDO | Australia | |
| Silver | Anchor X-Ray Casts | Fonterra | Colenso BBDO | New Zealand | |
| Effectiveness: Insights / Strategic Thinking | Gold | The Boys | Bonds | Clemenger BBDO | Australia |
| Silver | Correcting History | Campaign Against the Return of the Marcoses to Malacañang (CARMMA) | TBWA\Santiago Mangada Puno | Philippines | |
| Silver | SNICKERS HUNGERITHM | MARS Australia | Clemenger BBDO | Australia | |
| Bronze | Dads #ShareTheLoad | Procter & Gamble | BBDO India Pvt. Ltd. | India | |
| Bronze | Doi Kham: The Fruits of his Labour | Doi Kham | IPG Mediabrands | Thailand | |
| Bronze | How the world met Graham | Transport Accident Commission (TAC) Victoria | Clemenger BBDO | Australia | |
| Bronze | M&M's Voting Colors for Fun | Mars Taiwan | BBDO Taiwan Advertising Limited | Taiwan | |
| Bronze | The Good Experiment | Unilever Philippines | Dentsu Jayme Syfu | Philippines | |
| Effectiveness: Integrated Marketing Campaign | Gold | Backyard Burger King | Burger King NZ | Colenso BBDO | New Zealand |
| Gold | The Boys | Bonds | Clemenger BBDO | Australia | |
| Effectiveness: Lifestyle | Gold | Backyard Burger King | Burger King NZ | Colenso BBDO | New Zealand |
| Effectiveness: Marketing Campaign for National Brand Development | Silver | Dads #ShareTheLoad | Procter & Gamble | BBDO India Pvt. Ltd. | India |
| Bronze | Anchor No Excuses | Fonterra Brands - Anchor | BBDO Singapore Pte Ltd | Singapore | |
| Bronze | The Giant Demo of Strength | Ambuja Cements | Publicis Communications Pvt. Ltd. | India | |
| Effectiveness: Non-Alcoholic Beverages | Silver | The Massive Hit That Improved V More Than A Bit | Frucor | Clemenger BBDO Sydney | Australia |
| Bronze | Doi Kham: The Fruits of his Labour | Doi Kham | IPG Mediabrands | Thailand | |
| Effectiveness: Other Consumer Products (Incl. Durable Goods) | Gold | The Boys | Bonds | Clemenger BBDO | Australia |
| Bronze | BIC Champenships | BIC | McCann Melbourne | Australia | |
| Bronze | I Do Anniversary | HIERSUN | Ogilvy Beijing | China | |
| Effectiveness: Pharmaceuticals, Beauty Products, Cosmetics & Toiletries | Silver | Canesten Gyne "Sing it Out" | Bayer Healthcare | J. Walter Thompson Hong Kong | Hong Kong S.A.R., China |
| Bronze | THE BEAUTIFUL TRUTH | SPLASH CORPORATION | PUBLICISJIMENEZBASIC | Philippines | |
| Effectiveness: Small Budget Marketing Campaign | Gold | Reword | Headspace | Leo Burnett Melbourne | Australia |
| Bronze | Free Puppies Forever | Vision Australia | McCann Melbourne | Australia | |
| Effectiveness: Sponsorship & Event Marketing | Silver | NAB Mini Legends | National Australia Bank (NAB) | Clemenger BBDO | Australia |
| Bronze | The Cognitive Collection | IBM | Ogilvy Singapore | Singapore | |
| Effectiveness: Sustained Success | Bronze | How Epson went from third to first, by diving into the blue ocean | Epson | Ogilvy & Mather | Singapore |
| Media Strategy: Brand Content | Silver | Nike Da Da Ding | Nike India Pvt. Ltd | Mindshare | India |
| Bronze | 6 Pack Band | Hindustan Unilever Ltd. | Mindshare India | India | |
| Media Strategy: Cars & Automotive Services | Silver | South Africans found their Adam on Valentines | General Motors | Carat | Singapore |
| Media Strategy: Charities, Public Health & Safety & Public Awareness Messages | Gold | How the world met Graham | Transport Accident Commission (TAC) Victoria | Clemenger BBDO | Australia |
| Bronze | Wardrobe Apartment | Society for Community Organization | BBDO Hong Kong | Hong Kong S.A.R., China | |
| Media Strategy: Digital Media | Silver | Reinventing the Athlete Tour | Nike | Mindshare | China |
| Bronze | Donate My Lunch | Yayasan Komunitas Sahabat Anak Indonesia | TBWA\Indonesia | Indonesia | |
| Media Strategy: Financial Services, Commercial Public Services, Business Products & Services | Bronze | Vodafone gave the ultimate Live torture test | Vodafone India | Maxus India | India |
| Media Strategy: Food Products | Bronze | House of Little Moments Season 1+Gold | Uni President | ADK TAIWAN | Taiwan |
| Media Strategy: Integrated Use of Media | Silver | Dads #ShareTheLoad | Procter & Gamble | BBDO India Pvt. Ltd. | India |
| Silver | House of Little Moments Season 1+Gold | Uni President | ADK TAIWAN | Taiwan | |
| Silver | How the world met Graham | Transport Accident Commission (TAC) Victoria | Clemenger BBDO | Australia | |
| Media Strategy: Lifestyle | Bronze | Reinventing the Athlete Tour | Nike | Mindshare | China |
| Media Strategy: Media Innovation | Gold | Amnesty Unblocker | Amnesty Unblocker | Colenso BBDO | New Zealand |
| Gold | How the world met Graham | Transport Accident Commission (TAC) Victoria | Clemenger BBDO | Australia | |
| Bronze | Vaseline Live Billboard | Unilever Philippines | Ogilvy & Mather (Phils) | Philippines | |
| Media Strategy: Small Budget Media Campaign | Silver | Amnesty Unblocker | Amnesty International | Colenso BBDO | New Zealand |
| Silver | Wardrobe Apartment | Society for Community Organization | BBDO Hong Kong | Hong Kong S.A.R., China | |
| Bronze | MAXIS KONGSI HOME - BUILDING HOPE ONE HOME AT A TIME | Maxis | Ensemble Worldwide | Malaysia | |
| Media Strategy: Social | Gold | Canon Instazoom | Canon Singapore PTE LTD | Dentsu Singapore PTE LTD | Singapore |
| Silver | The Levi's® Campaign That Levi's® Didn't Create | Levi's | OMD China | China | |
| Bronze | Scoot Data Multiplier | Scoot Airlines | Publicis Singapore | Singapore | |
| Bronze | Yili - #littlebigachievement | Yili | Mindshare | China | |
| Media Strategy: Sponsorship & Event Marketing | Silver | How the world met Graham | Transport Accident Commission (TAC) Victoria | Clemenger BBDO | Australia |
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