AMES 2014: Ogilvy Mumbai wins Effectiveness & Media Strategy of the year

Ogilvy Mumbai and Lowe Lintas also bagged a Platinum trophy each in Media Strategy and Effectiveness categories

BestMediaInfo Bureau | Delhi | May 30, 2014

The Asian Marketing Effectiveness and Strategy Awards last night revealed and honoured the 2014 winners at the Awards Ceremony which took place at the St Regis Singapore.

With three new strategy categories introduced this year, accolades have been given in Data & Analytics, Digital Strategy, Media Strategy and Effectiveness. In total the jury awarded 137 entries across 14 countries: 3 platinum, 19 gold, 49 silver and 66 bronze.

Indian agencies brought 26 awards home including 2 Platinum, 5 Gold, 7 Silver and 12 Bronze medals. There were 50 shortlists from India this year.

Elaine Rodrigo, Global Director, Consumer Insights & Strategy, Mondelez International, lead the Data & Analytics jury. After discussions and voting, the jury awarded DDB Japan with a platinum trophy for their entry 'Product Preference Marketing' for McDonald's Japan. In total they awarded 1 platinum, 1 gold, 7 silver and 5 bronze from an initial shortlist of 21. The gold award went to Japan.

Andrew Knott, Vice President of Digital and Media, McDonald's APMEA, headed up the Digital Strategy jury who from a shortlist of 99 entries, went on to give 6 gold, 12 silver and 23 bronze awards. Australia took home two gold awards and New Zealand four in this category.

James Thompson, Global Managing Director, Diageo Reserve, presided over the Effectiveness jury who chose to award a much sought after platinum trophy to Lowe Lintas and Partners, India, for their entry for Unilever, 'Help a Child Reach 5'. From the shortlist of 128, a further 7 gold, 15 silver and 24 bronze trophies were given. Australia, China, Hong Kong, India and New Zealand all took gold in the Effectiveness category.

Apart from the coveted award, Lowe Lintas India also won the Gold in Effectiveness – Food Products for their work on Kissan '100% Natural Seeded' for HUL. The same entry also won a Bronze in Effective – Innovative Use of Media category. The agency also bagged a Silver under the Effective – Integrated Marketing Campaign category for its work on 'Lifebuoy Help A Child Reach 5.

Commenting on the wins, Joseph George, CEO of Lowe Lintas & Partners, said, “This performance of Lowe Lintas and Unilever is our best ever at AMES, for either of us. This reflects our shared belief in what makes for effective communication.”

Rahul Welde, Vice President of Media, Unilever Asia, Africa, Middle East, Turkey and Russia, lead the Media Strategy jury who from a shortlist of 86 went on to give 1 platinum, 5 gold, 15 silver and 14 bronze awards. Ogilvy & Mather Mumbai took home the platinum award in this category for their entry 'Lifebuoy Roti Reminder' for Lifebuoy Soaps, Hindustan Unilever.

Commenting on the awards, Andrea Hayes, Festival Director of AMES says, “We expanded the awards to include new categories this year to reflect changes in the region's marketing landscape. The results out of the jury room are inspiring; they celebrate the great work produced in Asia-Pacific and set new a precedent for the industry by recognising evolving marketing strategies and innovative ideas that truly offer effective business solutions for clients. I would like to thank all of our jury members for the time and effort they put into ensuring only the most outstanding work was awarded and defining the best in strategy and effectiveness."

Also honoured on stage were the winners of the Agency of the Year accolades, which are given to the best performing agencies in the Effectiveness, Digital Strategy and Media Strategy categories and were presented as follows:

Effectiveness Agency of the Year:  Ogilvy & Mather, India, Mumbai

Digital Strategy Agency of the Year: Clemenger BBDO Melbourne, Australia, Melbourne

Media Strategy Agency of the Year: Ogilvy & Mather, India, Mumbai

All of the winners along with their credits can now be viewed at www.ames.asia, where photos from last night's awards can also be found.

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