Qantas CMO, MercerBell chief take up top ADMA Awards

AC&E Awards for 2017 announced; audited for the first time

Jo Whyte and Nick Mercer at the AC&E Awards 2017
Jo Whyte and Nick Mercer at the AC&E Awards 2017

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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