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AMY Awards shine spotlight on digital marketing under new ownership
First awards since ADMA took over AIMIA five months ago attracts 123 category finalists
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Nadia Cameron (CMO)
Deepend, RGA Sydney and Liquid Interactive were the big winners of the night at the 22nd annual AMY awards for digital excellence in Sydney.
The awards night is the first event held by AIMIA since it was taken over by ADMA five months ago and took place on 15 July at Sydney’s Ivy Ballroom. The association presented 27 awards out of 123 category finalists as well as 11 highly commended awards.
ADMA and AIMIA CEO, Jodie Sangster, said the awards were an important part of recognising digital brilliance across the industry and reiterated the association’s commitment to holding them annually.
“The AMYs are prestigious awards that reflect the high calibre of digital work produced by some of Australia’s brightest and innovative individuals and businesses,” she told about 300 attendees on the night.
“There has never been a more important time to celebrate and nurture brilliance in digital as it is taking a leading role in not only the marketing and media industry but across all avenues of public and private sector activity across Australia.”
R/GA Sydney was named Grand Prix Winner and also took out Best Digital Advertising or Communication in the Retail and Consumer Goods sub-category for its ‘PWC Closed Loop’ campaign. The agency was also awarded Best use of Social Media or Content in the Entertainment and Media sub-category for its ‘Crash the ARIAs’ efforts.
Digital agency, Deepend, was another to collect several awards on the night. These included Best use of Smartphone or Tablet Device in the Government or Non-Profit sub-category for its Royal Children’s Hospital ‘The Ed’ App; Best Website or Online Service in Entertainment and Media for the ARN website; and Best Website or Online Service for Healthcare and Pharmaceuticals for its ‘enableme’ portal.
Independent Brisbane-based agency, Liquid Interactive, was the other multiple award-winner of the evening with several awards for its Isuzu UTE Australia and MindMatters work.
There were no winners in the Best Digital Start-Up or Best Use of Technology categories.
Full list of AIMIA award recipients for 2016
| Category | Name | Company |
| Best Digital Advertising or Communication – Entertainment and Media | Virgin R U OK? Day | Southern Cross Austereo |
| Best Digital Advertising or Communication – Financial Services | AMP Capital Black Sky Thinking | Apparent |
| Best Digital Advertising or Communication – Government and Not for Profit | What's On' Sydney | Frank Digital |
| Best Digital Advertising or Communication – Healthcare and Pharmaceuticals | Suffering in Silence | Affinity |
| Best Digital Advertising or Communication – Learning and Education | QUT - 15 Megapixels of Fame | BCM |
| Best Digital Advertising or Communication – Retail and Consumer Goods | PWC Closed Loop | R/GA Sydney Grand Prix Winners |
| Best Student Entry | Flying Farm | Flying Farm |
| Best use of Smartphone or Tablet Device – Automotive | Isuzu UTE Australia | Liquid Interactive |
| Best use of Smartphone or Tablet Device – Cultural or Lifestyle | Australia Lives Here | realestate.com.au |
| Best use of Smartphone or Tablet Device – Entertainment and Media | RADIOAPP | Southern Cross Austereo |
| Best use of Smartphone or Tablet Device – Government or Non Profit | Royal Children's Hospital "The Ed" App | Deepend |
| Best use of Smartphone or Tablet Device – Learning and Education | Gallipoli the first day, Centenary Edition | Australian Broadcasting Corporation |
| Best use of Smartphone or Tablet Device – Tourism or Travel | Emirates - Business Class | InMobi |
| Best use of Social Media or Content - Cultural or Lifestyle | Domain Facebook - Avalon Now | Domain Group |
| Best use of Social Media or Content - Entertainment and Media | Crash The ARIAs | R/GA Sydney |
| Best use of Social Media or Content - Financial Services | Rally For Good | R/GA Sydney |
| Best use of Social Media or Content - Learning and Education | Deakin Mood Machine | Hardhat |
| Best use of Social Media or Content - Retail and Consumer Goods | Lucy the Robot | Atomic 212 Group |
| Best Website or Online Service - Automotive | Isuzu UTE Australia | Liquid Interactive |
| Best Website or Online Service - Cultural or Lifestyle | The Boat | SBS Australia |
| Best Website or Online Service - Entertainment and Media | ARN | Deepend |
| Best Website or Online Service - Financial Services | Heritage Bank Calculators | Guerrilla |
| Best Website or Online Service - Government and Non Profit | MindMatters | Liquid Interactive |
| Best Website or Online Service - Healthcare and Pharmaceuticals | enableme | Deepend |
| Best Website or Online Service - Learning and Education | MindMatters | Liquid Interactive |
| Best Website or Online Service - Retail and Consumer Goods | Qantas Points Destination | WiTH Collective |
| Best Website or Online Service - Tourism or Travel | Tourism Australia - Chase The Sun | DT |
Highly Commended Award Recipients
| Category | Name | Company |
| Best Digital Advertising or Communication – Automotive | Sonata Power Plays | VML Australia |
| Best Digital Advertising or Communication – Automotive | People Behind The Pixels | Reactive |
| Best Digital Advertising or Communication – Learning and Education | QUT – Global Goggles | BCM |
| Best Digital Advertising or Communication – Tourism or Travel | Qantas Points Destination | WiTH Collective |
| Best use of Smartphone or Tablet Device - Learning and Education | The Polyglots - Early Learning Languages Australia (ELLA) | Millipede/Education Services Australia |
| Best use of Smartphone or Tablet Device - Retail and Consumer Goods | Steinlager - William Trubridge | InMobi |
| Best use of Social Media or Content - Entertainment and Media | NRL 'Make Your Call' Finals Campaign | Cypha Interactive |
| Best use of Social Media or Content - Tourism or Travel | Vivid Sydney 2015 Social Media Channel | Destination NSW |
| Best Website or Online Service - Cultural or Lifestyle | Qantas Points Destination | WiTH Collective |
| Best Website or Online Service - Government and Non Profit | What's On' Sydney | Frank Digital |
| Best Website or Online Service - Tourism or Travel | BIG4 Holiday Parks website | Lemonade |
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