Clemenger BBDO and Bonds' 'The Boys' campaign recognised as courageous, while Neil Lawrence honoured
oOh! Media’s Brendon Cook took home the ADMA Marketer of the Year trophy and Affinity’s Luke Brown the Jon Clark Award for Outstanding Contribution at this year’s ADMA Creativity & Effectiveness Awards.
Cook, who is CEO of the out-of-home company, told the more than 600 attendees that it was both an exciting and challenge time to be a marketer as the pace of change accelerates.
“If you don’t love disruption, you should not be in marketing,” he said during his speech.
Also on the list of winners of this year’s Excellence Awards were WiTH Collective’s Steve Coll, who was awarded ADMA Creative of the Year, HIF’s Maureen Teague, who was recognised with the ADMA Young Marketer of the Year award, and 303 MullenLowe’s Melissa Hawkett, who was honoured as ADMA Young Creative of the Year.
Inducted into ADMA’s Hall of Fame was the legendary Neil Lawrence, one of Australia’s top creative directors, who passed away in 2015 aged 60 in a diving accident. Lawrence is best known for coining the slogan 'Kevin 07' work, along with the latest Qantas 'Welcome Home' campaign, but had also more recently branched out into documentaries and was honoured for his work on Kaching!, an investigation into the poker machine industry.
On the campaign and agency front, Clemenger BBDO Melbourne and TWBA Melbourne both received multiple AC&E awards for their efforts. Clemenger received the Grand Prix, Most Courageous Client, Out-of-Home, Data-Driven Mail and Branded Content awards for its work with Pacific Brands/Bonds and Mercedes-Benz Australia. Bonds’ ‘The Boys’ campaign was also the most recognised on the night.
TWBA meanwhile, was Integrated Campaign, Broadcast and PR categories for its work on ANZ’s Continued Push for an Equal Future campaign.
This year’s awards are the first to be audited by the association’s new audit committee, and ADMA CEO, Jodie Sangster, stressed only agencies that could verify their results went through to the final round of judging.
“The AC&E Awards matter to clients and agencies because they’re the only awards in Australia that recognise exceptional creativity and solid business results in equal proposition, not as separate specialisations,”she said. “Together, they have the power to transform a business as the winners tonight have demonstrated.”
The full list of 2016 winners is as follows:
Ambient/Experiential
eBay Virtual Reality Department Store for eBay by Traffik with Pulse Communications
Apps
Wild About Whales for NSW National Parks & Wildlife Service by Mobbidiction
Art Direction
Stoneleigh No 50: The Instagrammable House for Pernod Ricard/Stoneleigh Wine by Society
Best Use of Search
Always On Regional NSW Search Engine Marketing for Destination NSW by Match
Branded Content
The Boys for Bonds/Pacific Brands Underwear Group by Clemenger BBDO Melbourne
Broadcast: TV, Cinema, Radio
ANZ's continued push for an Equal Future for ANZ Australia by TBWA Melbourne
Copywriting
Optus Olympics for Optus by WiTH Collective
Customer Acquisition Campaign
RaboDirect Shonky Savers for RaboDirect by TBWA Sydney
Data Analytics
90 ways to say '$1 Chips' for KFC Australia by Ogivly Australia
Data Strategy
Telstra Business Check-in by CHE Proximity with CX Agency Lavender
Data Visualisation
Interactive Buildings: Planning law, in 3D for NSW Planning & Environment by Wunderman-Bienalto
Data-Driven Mail
GLC Hologram for Mercedes-Benz Australia by Clemenger BBDO Melbourne
Digital & Social Advertising
Get Cash for Westpac by Track/DDB Group in collaboration with MediaCom and Facebook
E-commerce Website & Marketing
Sleep is Back for Love to Dream Ltd by Affinity
Integrated Campaign
Supermarket Switch for Aldi by BMF
Integrated Campaign – small budget
Re-Pie-Cling for Goodman Fielder/Pampas by Havas Media Australia
Media Campaign
Soap Tube for Campbell’s Soup Australia by TKT Sydney
Most Effective Use of Content
Hands off our Ambos for SA Health by Showpony Advertising
Not-For-Profit Campaign
Stop it at the Start for the Australian Government Department of Social Services by BMF
Out-Of-Home
The Boys for Bonds/Pacific Brands Underwear Group by Clemenger BBDO Melbourne
PR Campaign
ANZ's continued push for an Equal Future for ANZ Australia by TBWA Melbourne
Social Media Campaign
Hands off our Ambos for SA Health by Showpony Advertising
UX, Interface & Navigation Design
Banker Desktop for ANZ Australia by Isobar
Grand Prix Award
The Boys for Bonds/Pacific Brands Underwear Group by Clemenger BBDO Melbourne
Overall Customer Experience Award
Banker Desktop for ANZ Australia by Isobar
Courageous Client Award
The Boys for Bonds/Pacific Brands Underwear Group by Clemenger BBDO Melbourne
ADMA Marketer of the Year
Brendon Cook, oOh! Media
ADMA Creative of the Year
Steve Coll, WiTH Collective
The Jon Clark Award for Outstanding Contribution
Luke Brown, Affinity
ADMA Young Marketer of the Year
Maureen Teague, HIF
ADMA Young Creative of the Year
Melissa Hawkett, 303 MullenLowe
ADMA Hall of Fame
Neil Lawrence
If the FANG (Facebook, Amazon, Netflix, Google) sector and their measured worth are the final argument for the successful 21st Century model, then they are beyond reproach. Fine-tuning masses of algorithms to reduce human touchpoints and deliver wild returns to investors—all with workforces infinitesimally small compared to the giants of the 20th Century—has been proven out.
Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.
As a Marketer, the ‘Scotty from Marketing’ meme troubles me.
In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.
It's a pretty interesting article to read. I will learn more about this company later.
Dan Bullock
40 staff and 1000 contracts affected as foodora closes its Australian operations
If you think it can benefit both consumer and seller then it would be great
Simon Bird
Why Ford is counting on the Internet of Things to drive customer engagement
It's a good idea. Customers really should control their data. Now I understand why it's important.
Elvin Huntsberry
Salesforce CMO: Modern marketers have an obligation to give customers control of their data
Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...
Nickwood
Instagram loses the like in Australia; industry reacts positively
I tried www.analisa.io to see my Instagram Insight
Dina Rahmawati
7 marketing technology predictions for 2016