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Qantas CMO, MercerBell chief take up top ADMA Awards
AC&E Awards for 2017 announced; audited for the first time
Qantas CMO, Stephanie Tully, has taken out the ADMA Marketer of the Year award and MercerBell’s Nick Mercer the ADMA Hall of Fame at this year’s AC&E Awards.
There were 42 award trophies and 39 highly commended notables at this year’s AC&E Awards, held at the Big Top at Sydney’s Luna Park on 26 October and attended by 500 industry professionals.
Clemenger BBDO Melbourne took out the most awards handed out to one agency in one sitting, scoring 10 awards plus three Pinnacles including the Courageous Client Award and the Grand Prix. Many of these were for its ‘Meet Graham’ campaign, produced for the Transport Accident Commission. The interactive sculpture and education message is based around demonstrating how humans would need to change or evolve in order to survive the impact forces of a 30km/h car accident.
Clemenger also received four awards for its ‘Snickers Hungerithm’ campaign, produced for Mars Chocolate Australia including the newly launched Pinnacle Award for Data-Driven marketing. In addition, the agency picked up the Ecommerce Website and Marketing award for the Myer ‘Six Second Sale’.
Other data-driven winners on the night included Ogilvy Australia’s ‘AAMI SmartPlates’ learner driver mobile offering for Suncorp/AAMI, which won best Data Strategy and Mobile Marketing; Woolworths Rewards customer loyalty program for ‘Stealing Santa to Create an Email Personalisation Revolution’, which secured Data Analytics and Planning; and LIDA Australia, for the Lexus Australia ‘Finding the 100’ campaign, which won Data-Driven Mail.
Across the Excellence categories, Tully and Mercer were joined by James McGrath from Clemenger BBDO, who took out ADMA Creative of the Year; Shannon Clarke from iSelect (ADMA Young Marketer of the Year); Marina Vasilieva from McCann (ADMA Young Creative of the Year) and Jo Whyte from City of Melbourne (Jon Clark Award for Outstanding Contribution).
All of this year’s AC&E Awards were audited in ensure to ensure the validity of the effectiveness claims, a decision which saw ADMA’s Audit Committee join forces with the Audit Media Association.
“The AC&E Awards matter enormously to clients and agencies today because they’re the only awards in Australia that recognise exceptional creativity and solid business results in equal proportion, not as separate specialisations,” ADMA CEO, Jodie Sangster, said.
During the presentations, Sangster also confirmed entries for the 2018 edition of the AC&E Awards will be free to ADMA members.
The full list of winners is as follows:
Excellence Awards
ADMA Marketer of the Year
Stephanie Tully, Qantas
ADMA Creative of the Year
James McGrath, Clemenger BBDO Melbourne
The Jon Clark Award for Outstanding Contribution
Jo Whyte, City of Melbourne
ADMA Young Marketer of the Year
Shannon Clarke, iSelect
ADMA Young Creative of the Year
Marina Vasilieva, McCann
ADMA Hall of Fame
Nick Mercer, MercerBell
General awards
Ambient/Experiential
Clemenger BBDO Melbourne for Transport Accident Commission Victoria for ‘Meet Graham’
Apps
Adrenalin for Supercars for Supercars Official App
Art Direction
BMF for ALDI Australia for ‘Meet the Tinkletons’
Best Use of Search
Online Circle Digital for Mercedes-Benz for ‘Grow up’
Branded Content
Clemenger BBDO Melbourne for Transport Accident Commission Victoria for ‘Meet Graham’
Broadcast: TV, Cinema, Radio
CHE Proximity for Cochlear for ‘The Hearing Test in Disguise’
Copywriting
BMF for ALDI Australia for ‘Meet the Tinkletons’
Customer Acquisition Campaign
CHE Proximity for Cochlear for ‘The Hearing Test in Disguise’
Customer Retention Campaign
Lifelounge for Guild Insurance for ‘Rewarding Choice’
Data Analytics and Planning
Woolworths Rewards for ‘Stealing Santa to Create an Email Personalisation Revolution
Data Strategy
Ogilvy Australia for Suncorp/AAMI for ‘AAMI SmartPlates’
Data Visualisation
Clemenger BBDO Melbourne for Transport Accident Commission Victoria for ‘Meet Graham’
Data-Driven Mail
LIDA Australia for Lexus Australia for ‘Finding the 100’
Digital & Social Advertising
Clemenger BBDO Melbourne for Mars Chocolate Australia for ‘Snickers Hungerithm’
E-commerce Website & Marketing
Clemenger BBDO Melbourne for Myer for ‘Six Second Sale’
Email Marketing
Cummins & Partners Sydney for Go Gentle Australia for ‘Be the Bill’
Integrated Campaign
Clemenger BBDO Melbourne for Mars Chocolate Australia for ‘Snickers Hungerithm’
Integrated Campaign – small budget
Cummins & Partners Sydney for Go Gentle Australia for ‘Be the Bill’
Long Term Loyalty Program
CHE Proximity for AIA Insurance Australia for ‘AIA Vitality: Rewarding Healthier Habits’
Media Campaign
McCann Melbourne for University of Melbourne for ‘Made Possible by Melbourne’
Mobile Marketing
Ogilvy Australia for Suncorp/AAMI for ‘AAMI SmartPlates’
Most Effective Use of Content
BMF for Football Federation Australia, ‘You’ve Gotta Have a Team’
Not-For-Profit Campaign
Cummins & Partners Melbourne for Movember Foundation for ‘Suicide Notes Talk Too Late’
Out-Of-Home
McCann Melbourne for University of Melbourne for ‘Made Possible by Melbourne’
PR Campaign
Clemenger BBDO Melbourne for Transport Accident Commission Victoria for ‘Meet Graham’
Social Commerce
Ogilvy Australia for IBM for ‘Cognitive Collection’
Social Media Campaign
Clemenger BBDO Melbourne for Mars Chocolate Australia for ‘Snickers Hungerithm’
UX
Adrenalin for UNSW International for ‘UNSW International Website’
Use of New Technologies
Clemenger BBDO Melbourne for Transport Accident Commission Victoria for ‘Meet Graham’
Websites & Microsites
Clemenger BBDO Melbourne for Mars Chocolate Australia for ‘Snickers Hungerithm’
Pinnacle Awards
Data-Driven Award
Clemenger BBDO Melbourne for Mars Chocolate Australia for Snickers Hungerithm
Social Impact Award
Cummins & Partners Sydney for Go Gentle Australia for ‘Be the Bill’
Innovation Award
Ogilvy Australia for Suncorp/AAMI for ‘AAMI SmartPlates’
Grand Prix Award
Clemenger BBDO Melbourne for Transport Accident Commission Victoria for ‘Meet Graham’
Overall Customer Experience Award
CHE Proximity for Cochlear for ‘The Hearing Test in Disguise’
Courageous Client Award
Clemenger BBDO Melbourne for Transport Accident Commission Victoria for ‘Meet Graham’
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