Staff Reporters
May 29, 2014

AMES winners: Platinum for India and Japan

SINGAPORE - Three agencies—DDB Japan, Lowe Lintas and Partners India and Ogilvy & Mather Mumbai—hoisted platinum awards at the AMES (Asian Marketing Effectiveness & Strategy) Awards here tonight.

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A packed house of 250 at the St Regis saw awards bestowed in four categories: Data & Analytics, Digital Strategy, Effectiveness and Media Strategy. In total the juries awarded 137 entries from 14 countries, giving out three platinum, 19 gold, 49 silver and 66 bronze awards.

  • In Data & Analytics, the platinum trophy went to DDB Japan for ‘Product Preference Marketing’ for McDonald’s Japan.
  • In Effectiveness, Lowe Lintas and Partners of India won platinum for ‘Help a Child Reach 5’ for Unilever.
  • In Media Strategy, Ogilvy & Mather Mumbai took home the platinum award for ‘Lifebuoy Roti Reminder’ for Lifebuoy Soaps, Hindustan Unilever.
  • The Digital Strategy Jury did not award a platinum.

In addition, Agency of the Year trophies went to Ogilvy & Mather Mumbai for Effectiveness and for Media Strategy, and to Clemenger BBDO Melbourne for Digital Strategy. 

A summary of the rest of the awards, including all gold winners, follows. Please note that all awards at all levels require a two-thirds majority of the jury. For a complete list of winners and shortlisted entries, plus videos, case studies and credits, please visit www.ames.asia.

Data & Analytics

The jury, led by Elaine Rodrigo, global director of consumer insights & strategy for Mondelez International, awarded one platinum, one gold, seven silver and five bronze from an initial shortlist of 21.

Dentsu Japan took the gold for 'Sound of Honda / Ayrton Senna 1989' for Honda Motor Internavi. 

Digital Strategy

Andrew Knott, vice president of digital and media for McDonald’s APMEA, headed up the Digital Strategy jury, which gave out no platinum, six gold, 12 silver and 23 bronze awards. 

The gold awards went to:

Campaign Title Advertiser Brand Entrant Company Credit Country
ASB Like Loan ASB Bank ASB Bank Limited Saatchi & Saatchi New Zealand
Trial by Timeline (2 gold awards) Amnesty International Protect The Human Colenso BBDO New Zealand New Zealand
The Most Powerful Arm Ever Invented Save Our Sons The Most Powerful Arm Reactive Australia
Tui Plumber DB Breweries Tui Beer SparkPHD New Zealand
Taking the Gloss off Tourism Marketing with the Remote Control Tourist Tourism Victoria Melbourne Clemenger BBDO Melbourne Australia

Effectiveness

Led by James Thompson, global managing director of Diageo Reserve, the Effectiveness jury awarded one platinum, seven gold, 15 silver and 24 bronze trophies from the shortlist of 128.

Gold awards went to:

Campaign Title Advertiser Brand Entrant Company Credit Country
Feel Tip Top Fonterra Brands Tip Top Colenso BBDO New Zealand New Zealand
100% Natural Seeded Hindustan Unilever Kissan Lowe Lintas and Partners India
Kaan Khajura Teshan Hindustan Unilever Kaan Khajura Teshan PHD India India
Love in a Different Tense Unilever Cornetto PHD Shanghai China
AIA - Real Life Never Stops AIA Group AIA TBWA\Hong Kong Hong Kong SAR
NetEase - Your Thinking DNA NetEase NetEase BBDO and Proximity China China
Rhonda & Ketut Australia's Greatest Love Story AAMI Motor Insurance Ogilvy Australia Australia
 

Media Strategy

Rahul Welde, vice president of media for Unilever Asia, Africa, Middle East, Turkey and Russia, led the Media Strategy jury, which from a shortlist of 86 gave one platinum, five gold (three of which went to the Lifebuoy campaign), 15 silver and 14 bronze awards.

Gold awards went to:

Campaign Title Advertiser Brand Entrant Company Credit Country
Lifebuoy Roti Reminder (3 gold awards) Lifebuoy Soaps, Hindustan Unilever Lifebuoy Soaps Ogilvy & Mather Mumbai India
Fast Front Pages News Corp Australia News Corp Australia Metro Mastheads UM Australia
100 Day Challenge Victorian Responsible Gambling Foundation 100 Day Challenge McCANN Melbourne Australia

 

"Having expanded the awards this year to better reflect marketing strategies across APAC, it’s been fascinating to see what has come out of the jury rooms and the work that’s really standing out," said Festival Director Andrea Hayes. "The awards have set new precedents across the region, allowing the industry to see what is truly cutting-edge and ground-breaking across the marketing realm right now. I’d like to thank all of our jury members for doing such an excellent job in defining the best in strategy and effectiveness.”

 

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