In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?
ADMA’s top individual marketing professional award was controversially presented to global CEO of creative and media agency, cummins&partners, at the association’s new-look awards ceremony in Sydney last night.
Sean Cummins was crowned 2014 Marketer of the Year at the AC&E Awards for his contribution to the marketing and advertising industry, and his work on a host of iconic Australian campaigns including ‘Best Job in the World’, Jeep Australia’s ‘Don’t Hold Back’ and Virgin Airlines’ ‘Keeping the Air Fair’.
ADMA CEO, Jodie Sangster, said the Marketer of the Year Award was open to client, agency and supplier professionals who have had an outstanding career and had demonstrated a strong impact on the industry.
She pointed out that while client-side marketing leaders may have taken the honours for the last three years, agency chiefs have been winners in the past and added both sides satisfy the award criteria.
“Perhaps it’s in the name of the award – it’s not about the best marketing program of the year but someone who has had an outstanding contribution to our industry,” Sangster told CMO.
Sangster also revealed plans to a Creative of the Year Award next year to highlight the contribution of creative leaders.
The Marketer of the Year award was one of several Pinnacle Awards presented during the gala ceremony, held at Sydney’s The Star casino.
Also recognised with the Jon Clark Outstanding Contribution of the Year award was MercerBell’s managing director, Julie Dormand, for her career as well as contribution to the industry. Noted achievements include driving the development of ADMA’s Data Pass data management program, its 30Below program for young marketers, and her regular contributions as an industry speaker.
Young Creative of the Year went to Soap Creative copywriter and strategist, Brendan Graham, while Young Marketer of the Year was awarded to MEC social media strategist, Allister Hercus.
This year’s ADMA awards were overhauled and rebranded the AC&E Awards in order to better recognise the balance of creativity and effectiveness needed in modern marketing programs, ADMA CEO, Jodie Sangster, told attendees.
New awards categories created as part of the change were based around five elements: Customer experience, content, creativity, data and technology.
This year’s awards encompassed 38 categories in total, with winners selected in 34 of these. There were also 65 highly commended trophies handed out during the evening. The full list of winners is below.
Apps Penny the Pirate for Luxottica/OPSM by Saatchi & Saatchi
Use of New Technologies
Rip Curl Search GPS for Rip Curl by VML Australia
More on this: Rip Curl rides wearable wave with smartwatch
Art Direction GAYTMs for ANZ, by Whybin/TBWA Group Melbourne
UX, Interface and Navigation Design Commonwealth Bank Website Relaunch by VML Australia
Branded Content Phubbing for Macquarie Dictionary by McCann Melbourne
Most Effective Use of Content Melbourne Remote Control Tourist, for Tourism Victoria by Clemenger BBDO Melbourne
Data Analytics and Planning Q3 Home Loan Property Investor for Westpac, by RAPP
Data Strategy Thanks a Million for Telstra, by Lavender
Data Visualisation Working Capital ‘See more inside’ for Commonwealth Bank, by M&C Saatchi
E-commerce Website and Marketing Michael Hill International by Amblique
Social Commerce #SPCSunday for SPC by Leo Burnett Melbourne
PR Campaign GAYTMs for ANZ by Whybin/TBWA Group Melbourne
Media Campaign Air Force Medical Specialist Reserve for Defence Force Recruiting by GPY&R Melbourne
Customer Retention/Loyalty Campaign #SPCSunday for SPC by Leo Burnett Melbourne
Customer Acquisition Campaign Air Force Medical Specialist Reserve for Defence Force Recruiting by GPY&R Melbourne
Integrated Campaign (small budget) Phubbing for Macquarie Dictionary, by McCann Melbourne
Best Integrated Campaign GAYTMs for ANZ by Whybin/TBWA Group Melbourne
Not-For-Profit Campaign Human Walking Program for the Lost Dogs Home by GPY&R Melbourne
Print Campaign Hipster Santa for Central Mall / Frasers Property and Sekisui by BMF Advertising
Data-Driven Mail Penny the Pirate for Luxottica/OPSM by Saatchi & Saatchi
Best Use of Search The Last Mile for Amaysim, by FirstClick Consulting
Out-Of-Home Buildboard for Defence Force Recruiting by GPY&R Melbourne
Broadcast Buy Ready for ANZ by Whybin/TBWA Group Melbourne
Digital and Social Advertising Phubbing for Macquarie Dictionary by McCann Melbourne
Digital, Website and Microsites Footify FM for NAB, by Clemenger BBDO Melbourne
Mobile Marketing Campaign Rip Curl Search GPS for Rip Curl by VML Australia
Ambient or Experiential Human Walking Program for the Lost Dogs Home, by GPY&R Melbourne
Innovation Award Columbus and Clemenger DDBO Melbourne for the Melbourne Remote Control Tourist Campaign for Tourism Victoria.
Customer Experience Award Penny the Pirate for Luxottica/OPSM by Saatchi & Saatchi
David Ogilvy Courageous Client Award GAYTMs for ANZ by Whybin/TBWA Group Melbourne
Lester Wunderman Grand Prix Award GAYTMs for ANZ by Whybin/TBWA Group Melbourne
ADMA Marketer of the Year Sean Cummins, global CEO, cummins&partners
The Jon Clark Award for Outstanding Contribution Julie Dormand, managing director, MercerBell
ADMA Young Marketer of the Year Allister Hercus, Social Media Strategist, MEC
ADMA Young Creative of the Year Brendan Graham, copywriter and strategist, Soap Creative
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