Staff Reporters
Sep 27, 2017

Here are the 2017 Tangrams winners

The Tangrams Effectiveness Awards were presented at the end of the first day of Spikes Asia 2017.

One of several time Clemenger BBDO needed more hands.
One of several time Clemenger BBDO needed more hands.

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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