Staff Reporters
May 31, 2016

2016 AMES Awards winners announced

A single agency scooped up Agency of the Year honours for Effectiveness, Media Strategy and Digital Strategy at the just-concluded AMES (Asian Marketing Effectiveness and Strategy) Awards ceremony.

image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading
image.Heading

SINGAPORE - A total of 125 medals went to 71 different campaigns from 13 countries at the 2016 Asian Marketing Effectiveness & Strategy (AMES) Awards tonight at the Grand Hyatt Singapore.

From a record 1,231 entries and a shortlist of 324, the juries awarded two Platinum, 16 Gold, 49 Silver and 58 Bronze trophies. The Platinum awards, both in data categories, went to OgilvyOne Worldwide of the Philippines and Mindshare China, for work on behalf of Nestlé and Yum, respectively.

India led in the medal count with 30 trophies, followed by China and Australia.

See full winner lists for Platinum, Gold, Silver and Bronze, as well as jury president comments, below.

Ogilvy & Mather India won all three Agency of the Year trophies for the night—for Effectiveness, Media Strategy and Digital Strategy—for being the best performing individual agency office in each award section.

Results by category

  • Effectiveness: Six Gold, 15 Silver and 23 Bronze trophies, from 135 shortlisted entries.
  • Media Strategy: Three Gold, 12 Silver and 13 Bronze from 71 shortlisted entries. 
  • Digital Strategy: Two Gold, 11 Silver and 12 Bronze from a shortlist of 73. 
  • Data & Analytics: One Platinum, three Gold, seven Silver and eight Bronze from a shortlist of 32.
  • E-commerce: One Platinum, two Gold, four Silver and two Bronze from a shortlist of 13.

Results by medal

Platinum

Category Title of entry Advertiser Entrant Country
Data & Analytics: Personalisation MILO Champions Band and App Nestlé  OgilvyOne Worldwide  Philippines
e-Commerce: Innovation KFC - Beyond Number One Yum!  Mindshare China

 

Gold

Category Title of Entry Advertiser Entrant Country
Data & Analytics: Customer Intelligence (CI) McNOW McDonald's TBWA\HAKUHODO Inc. Japan
Data & Analytics: Data Mining - Audience Association and Clustering Analysis Diving into Data for Narellan Narellan Pools Affinity Australia
Data & Analytics: Innovative Use of Data Technology UMOOD Uniqlo Isobar Australia
Digital Strategy: Charities, Public Health, Safety & Public Awareness Messages #EndAcidSale Make Love Not Scars Ogilvy & Mather India
Digital Strategy: Lifestyle Ilha de Calma Daman & Diu Tourism Ogilvy & Mather India
e-Commerce: Travel, Entertainment & Leisure Infrequent Flyers Tiger Airways  McCann Australia
e-Commerce: User Experience KFC - Beyond Number One Yum!  Mindshare China
Effectiveness: Alcoholic Beverages & Tobacco Brewtroleum DB Breweries Colenso BBDO New Zealand
Effectiveness: Charities, Public Health & Safety, and Public Awareness Messages #EndAcidSale Make Love Not Scars Ogilvy & Mather India
Effectiveness: Food Products Snickers Hungry Slip-Ups Mars Food BBDO and Proximity  Hong Kong 
Effectiveness: Lifestyle Diving into Data for Narellan Narellan Pools Affinity Australia
Effectiveness: Small Budget Marketing Campaign Snickers Hungry Slip-Ups Mars Food BBDO and Proximity  Hong Kong 
Effectiveness: Sustained Success It's More Fun in the Philippines Philippine Department of Tourism BBDO Guerrero Philippines
Media Strategy: Alcoholic Beverages & Tobacco Brewtroleum DB Breweries Colenso BBDO New Zealand
Media Strategy: Integrated Use of Media Ariel - Share The Load Procter & Gamble BBDO India India
Media Strategy: Mobile Knorr Aunty Reply – Mom's Food Search Engine on LINE Unilever Mindshare  Thailand

 

Silver

Category Title of Entry Advertiser Entrant Country
Data & Analytics: Audience Segmentation Scoot Matrix Scoot  Publicis  Singapore
Data & Analytics: Data Mining - Audience Association and Clustering Analysis Ralph Lauren: Crafting Personal Experiences Ralph Lauren Ogilvy & Mather  Hong Kong 
Data & Analytics: Personalisation Hyper personalisation - Personal Loan Citibank MEC Global India
Data & Analytics: Response / Real Time Data How KFC stole a burger-march on McD's using real time data QSR Brands (M) Holdings  IPG Mediabrands Malaysia
Data & Analytics: Response / Real Time Data iSync Franklin Templeton Investments iProspect India
Data & Analytics: Single Customer View at Scale Nanyang Business School attracts students from over 30 countries and increases its qualified leads by 77% through data & analytics Nanyang Technological University Happy Marketer Singapore
Data & Analytics: Social Analytics Scoot Matrix Scoot  Publicis  Singapore
Digital Strategy: Digitally Integrated Campaign Great Chinese Names for Great Britain VisitBritain & UKVI Ogilvy & Mather  China
Digital Strategy: Digitally Integrated Campaign Ilha de Calma Daman & Diu Tourism Ogilvy & Mather India
Digital Strategy: Financial Services, Commercial Public Services, Business Products & Services NAB Footify Fanshake National Australia Bank  Clemenger BBDO Melbourne Australia
Digital Strategy: Food Products Knorr Aunty Reply – Mom's Food Search Engine on LINE Unilever Mindshare Thailand
Digital Strategy: Lifestyle Great Chinese Names for Great Britain VisitBritain & UKVI Ogilvy & Mather  China
Digital Strategy: Lifestyle Infrequent Flyers Tiger Airways  McCann Australia
Digital Strategy: Other Digital Solutions CoDriver General Motors Isobar Australia
Digital Strategy: Social #EndAcidSale Make Love Not Scars Ogilvy & Mather India
Digital Strategy: Social Share The Load Procter & Gamble FoxyMoron India
Digital Strategy: Video #EndAcidSale Make Love Not Scars Ogilvy & Mather India
Digital Strategy: Video Using real time data to develop engaging videos for Malaysia's 'skip generation' QSR Brands (M) Holdings  IPG Mediabrands Malaysia
e-Commerce: Innovation Making Confidence Real for Men, Virtually Procter & Gamble BBDO and Proximity  China
e-Commerce: Payment System Shop-in-a-Box Telekom  MullenLowe  Malaysia
e-Commerce: Retail (including Fashion, Food & Beverage, consumable products & durable goods) Amazon - Show me more Amazon Orchard Advertising  India
e-Commerce: Retail (including Fashion, Food & Beverage, consumable products & durable goods) Making Confidence Real for Men, Virtually Procter & Gamble  BBDO and Proximity  China
Effectiveness: Charities, Public Health & Safety, and Public Awareness Messages The Painted Smile Operation Smile Foundation BBDO  Thailand
Effectiveness: Home Furnishing, Appliances, Maintenance & Household Products Ariel - Share The Load Procter & Gamble BBDO India India
Effectiveness: Home Furnishing, Appliances, Maintenance & Household Products Comfort Pure SoftTest Unilever Ogilvy & Mather  Singapore
Effectiveness: Innovative Use of Media Breaker Benches Nestlé  J. Walter Thompson Philippines
Effectiveness: Innovative Use of Media PEDIGREE Found MARS Colenso BBDO New Zealand
Effectiveness: Insights / Strategic Thinking 3 More Years Hindustan Unilever  MullenLowe Lintas Group India
Effectiveness: Integrated Marketing Campaign Infrequent Flyers Tiger Airways  McCann Australia
Effectiveness: Lifestyle Infrequent Flyers Tiger Airways  McCann Australia
Effectiveness: Marketing Campaign for National Brand Development Drinks and Memories Hector Beverages  MullenLowe Lintas Group India
Effectiveness: Marketing Campaign for National Brand Development MAGGI – #WEMISSYOUTOO Nestlé  McCann Worldgroup India
Effectiveness: Other Consumer Products (including durable goods) Lucy the Robot Double Robotics Atomic 212° Group Australia
Effectiveness: Small Budget Marketing Campaign #EndAcidSale Make Love Not Scars Ogilvy & Mather India
Effectiveness: Sponsorship & Event Marketing The Emotional Trailer Melbourne International Film Festival McCann Australia
Effectiveness: Sustained Success An Idea Can Change Your Life Idea Cellular MullenLowe Lintas Group India
Effectiveness: Sustained Success The Joy Exchange The Akanksha Foundation Ogilvy & Mather India
Media Strategy: Branded Content #EndAcidSale Make Love Not Scars Ogilvy & Mather India
Media Strategy: Branded Content Great Chinese Names for Great Britain VisitBritain & UKVI Ogilvy & Mather  China
Media Strategy: Charities, Public Health, Safety & Public Awareness Messages #EndAcidSale Make Love Not Scars Ogilvy & Mather India
Media Strategy: Charities, Public Health, Safety & Public Awareness Messages The Anti-Abuse Soundcheck Foundation for Women Dentsu Plus Thailand
Media Strategy: Digital Media Price of Living 2040 Manulife International PHD  Hong Kong 
Media Strategy: Financial Services, Commercial Public Services, Business Products & Services Price of Living 2040 Manulife International PHD  Hong Kong 
Media Strategy: Home Furnishing, Appliances, Maintenance & Household Products Ariel - Share The Load Procter & Gamble BBDO India India
Media Strategy: Integrated Use of Media FutureChild Hindustan Unilever MullenLowe  Singapore
Media Strategy: Lifestyle Diving into Data for Narellan Narellan Pools Affinity Australia
Media Strategy: Media Innovation The Anti-Abuse Soundcheck Foundation for Women Dentsu Plus Thailand
Media Strategy: Pharmaceuticals, Beauty Products, Cosmetics & Toiletries The Language of Hair Unilever  Mindshare Vietnam
Media Strategy: Social Great Chinese Names for Great Britain VisitBritain & UKVI Ogilvy & Mather  China

 

Bronze

Category Title of Entry Advertiser Entrant Country
Data & Analytics: Audience Segmentation Psychoinformatica - When a saturated market helped us uncover 50% new TG! Maxus Maxus  India
Data & Analytics: Business Intelligence (BI) PROMIX - The right pill for your portfolio Hindustan Unilever  Mindshare India
Data & Analytics: Data Storytelling All Things Hair Unilever  OgilvyOne Worldwide  Philippines
Data & Analytics: Data Storytelling Consumer Intent Modelling - Data Informing Content Hyatt Chain  Ogilvy & Mather  Hong Kong 
Data & Analytics: Innovative Use of Data Technology Science of Engagement BBC Global News BBC Global News  Singapore
Data & Analytics: Multiple Data Sourcing / Merging Doubling the Sales Conversion Through Understanding Consumer DongFeng NISSAN  AdMaster China
Data & Analytics: Multiple Data Sourcing / Merging Sharing data delivers 1 mil new subscribers for iflix in < 6 months iflix RadiumOne Singapore
Data & Analytics: Social Analytics Sharing data delivers 1 mil new subscribers for iflix in < 6 months iflix RadiumOne Singapore
Digital Strategy: Digital Innovation UMOOD Uniqlo Isobar Australia
Digital Strategy: Financial Services, Commercial Public Services, Business Products & Services Unitec New Zealand Teaches the Tertiary Sector a Lesson Unitec  Republik  New Zealand
Digital Strategy: Gaming KFC - Beyond Number One Yum! Mindshare China
Digital Strategy: Lifestyle Cat Street View Hiroshima Prefecture I&S BBDO Japan
Digital Strategy: Mobile (including Apps) PEDIGREE Found MARS Colenso BBDO New Zealand
Digital Strategy: Online Content (excluding Video Content) Great Chinese Names for Great Britain VisitBritain & UKVI Ogilvy & Mather  China
Digital Strategy: Pharmaceuticals, Beauty Products, Cosmetics & Toiletries The Language of Hair Unilever  Mindshare Vietnam
Digital Strategy: Social Great Chinese Names for Great Britain VisitBritain & UKVI Ogilvy & Mather  China
Digital Strategy: Social helloworldrelay helloworld OMD Australia
Digital Strategy: Video A Different Paris Airbnb TBWA \ Group Singapore
Digital Strategy: Video Dove Silky Smooth ASMR Mars Food  BBDO and Proximity  China
Digital Strategy: Video Making Confidence Real for Men, Virtually Procter & Gamble BBDO and Proximity  China
e-Commerce: Innovation Commerce to individual Nestlé  Ogilvy & Mather  China
e-Commerce: Travel, Entertainment & Leisure Scoot Matrix Scoot  Publicis  Singapore
Effectiveness: Alcoholic Beverages & Tobacco Guinness Batik Campaign Diageo  BBDO and Proximity Indonesia Indonesia
Effectiveness: Branded Content House of Little Moments Uni-President ADK Taiwan Taiwan
Effectiveness: Branded Content The Code Word Bayer HealthCare J. Walter Thompson  Hong Kong 
Effectiveness: Cars & Automotive Services The Xtreme Delivery Nissan Motor Co. Ltd TBWA\HAKUHODO Inc. Japan
Effectiveness: Charities, Public Health & Safety, and Public Awareness Messages A for Anthem The Akanksha Foundation Ogilvy & Mather India
Effectiveness: Corporate Image & Information From Shining Clothes To Shining Careers Hindustan Unilever J. Walter Thompson India
Effectiveness: Financial Services, Commercial Public Services, Business Products & Services Unitec New Zealand Teaches the Tertiary Sector a Lesson Unitec  Republik  New Zealand
Effectiveness: Financial Services, Commercial Public Services, Business Products & Services Visa The Voice Visa Information System  BBDO and Proximity  China
Effectiveness: Food Products #MyFamilyCan SPC Ardmona Leo Burnett Melbourne Australia
Effectiveness: Insights / Strategic Thinking Ariel - Share The Load Procter & Gamble BBDO India India
Effectiveness: Insights / Strategic Thinking Comfort Pure SoftTest Unilever Ogilvy & Mather  Singapore
Effectiveness: Insights / Strategic Thinking Must be Milk Fonterra Brands, Anchor Colenso BBDO New Zealand
Effectiveness: Insights / Strategic Thinking Visa The Voice Visa Information System  BBDO and Proximity  China
Effectiveness: Integrated Marketing Campaign Ariel - Share The Load Procter & Gamble BBDO India India
Effectiveness: Integrated Marketing Campaign Great Chinese Names for Great Britain VisitBritain & UKVI Ogilvy & Mather  China
Effectiveness: Integrated Marketing Campaign The Emotional Trailer Melbourne International Film Festival McCann Australia
Effectiveness: Lifestyle Great Chinese Names for Great Britain VisitBritain & UKVI Ogilvy & Mather  China
Effectiveness: Marketing Campaign for National Brand Development Snickers Hungry Slip-Ups Mars Food BBDO and Proximity  Hong Kong 
Effectiveness: Non-Alcoholic Beverages 2015 Coke Summer Campaign Coca Cola  McCann-Erickson Shanghai China
Effectiveness: Other Consumer Products (including durable goods) The World's Happiest Office OfficeMate Ogilvy & Mather  Thailand
Effectiveness: Pharmaceuticals, Beauty Products, Cosmetics & Toiletries FutureChild Hindustan Unilever  MullenLowe  Singapore
Effectiveness: Small Budget Marketing Campaign Inspiring Spirit Scoot  Saatchi & Saatchi  Singapore
Effectiveness: Sponsorship & Event Marketing Lucy the Robot Double Robotics Atomic 212° Group Australia
Media Strategy: Branded Content How Cricket Changed The Game of Bowling Ardent Leisure Match Media Australia
Media Strategy: Digital Media #EndAcidSale Make Love Not Scars Ogilvy & Mather India
Media Strategy: Financial Services, Commercial Public Services, Business Products & Services Visa Rental Bike Visa  OMD  China
Media Strategy: Food Products Happy Pocky Faces Shanghai Ezaki Glico Foods Beijing Dentsu Advertising China
Media Strategy: Integrated Use of Media Breaker Benches Nestlé  J. Walter Thompson Philippines
Media Strategy: Integrated Use of Media Great Chinese Names for Great Britain VisitBritain & UKVI Ogilvy & Mather  China
Media Strategy: Lifestyle Great Chinese Names for Great Britain VisitBritain & UKVI Ogilvy & Mather  China
Media Strategy: Lifestyle KFC - Beyond Number One Yum!  Mindshare China
Media Strategy: Media Innovation Breaker Benches Nestlé  J. Walter Thompson Philippines
Media Strategy: Mobile How we used a child's voice on mobile to save lives Maxis  IPG Mediabrands Malaysia
Media Strategy: Small Budget Media Campaign A for Anthem The Akanksha Foundation Ogilvy & Mather India
Media Strategy: Social #EndAcidSale Make Love Not Scars Ogilvy & Mather India
Media Strategy: Sponsorship & Event Marketing Happy Pocky Faces Shanghai Ezaki Glico Foods Beijing Dentsu Advertising  China

 

Jury President comments

Effectiveness jury president Aparna Sundaresh, global brand development director for Paddlepop and Max, Unilever:

The winning entries stood out amongst a pool of high quality entries at AMES 2016. All winners have a strong idea that emanated from a thought provoking insight and demonstrate inspiring creative thinking coupled with a razor-sharp focus on effectiveness. Big congratulations to the winners and hope they continue to inspire outstanding work in Asia.

Media Strategy jury president Rachelle Berges, head of media and connections, integrated marketing communications, ‎Johnson & Johnson:

The potential to engage consumers is expanding and  rapidly evolving, this makes it a super exciting and challenging time for media strategists. This year, many of the campaigns which won awards also leveraged social activism to fuel the amplification of the idea. They harnessed technology, data and the most salient strength of each media to create fluid platforms for the story to evolve. The crafting of truly integrated campaigns and flawless execution are what drives effectiveness and real business results.  Congratulations to the 2016 winners for achieving this truly significant task.

Digital Strategy jury president Gerald Ang, former global digital leader, General Electric:

We were looking out for programs that were insights driven, innovative and had a good digital strategy.  More importantly, it had to be contextual to the market and demonstrate business results. We've seen some good entries and some less compelling ones. But overall, we felt good about the winners and hope this would encourage future entries to push the boundaries of marketing.

Data & Analytics and e-Commerce jury president Sunita Venkataraman, director of market insights and strategy, Asia Pacific and Japan, Intel:

I was very happy to see the quality of entries submitted from across Asia. Many countries were represented and many industries. The award-winning entries are truly best in class and represent world-class thinking and execution.

Please visit www.ames.asia for additional details.

 

Related Articles

Just Published

4 hours ago

Snapchat launches first global B2B campaign

‘Meet the Snapchat’ generation runs in Australia, Canada and the US from today, followed by Europe and MENA later this month.

13 hours ago

Will virtual livestreamers replace humans in China?

Originating in Japan, the virtual idol trend is spilling over to mainstream livestreaming sites like Douyin and Taobao Live.

13 hours ago

Account managers could be ‘squeezed out’ of ...

“No one has really explained what the account management team does,” said one procurement lead.