Sean Cummins, founder of Cummins&Partners was named marketer of the year at ADMA’s awards, last night (30 October), while Melbourne agencies including Whybin\TBWA, Clemenger BBDO and GPY&R stole the show.
The 2014 ADMA awards were overhauled to focus on marketing, media and advertising that demonstrated “an equal measure of creativity and effectiveness”.
“In the past, the ADMA Awards recognised creativity and effectiveness as separate specialisations. We awarded great creative work and effective marketing and advertising separately. However, we recognise that now and in the future, stand-out marketing and advertising will have to demonstrate both,” said Jodie Sangster, ADMA CEO.
New awards based on the pillars of customer experience, content, creativity, data and technology were also added this year.
“The fact that the industry responded with such enthusiasm suggests to me that ADMA’s on the right track: to have a first-class campaign, you must have both great creative solutions and effective business outcomes. Also interestingly is that so many winners came from Melbourne this year. It says something about the approach that these agencies take in delivering outstanding campaigns,” she added.
Whybin\TBWA Group Melbourne took out the most awards on the night, with six trophies, five of which went to the GayTMs campaign for ANZ bank, including the Lester Wunderman Grand Prix, best Integrated Campaign, Art Direction and PR Campaign.
ANZ was also awarded the new David Ogilvy Courageous Client Award.
GPY&R won five trophies and Clemenger BBDO Melbourne won four including the new Innovation Award for the Melbourne Remote Control Tourist Campaign for Tourism Victoria.
McCann Melbourne took three trophies and Leo Burnett Melbourne won two awards.
There were no prizes handed out for copy-writing, email marketing or social media this year as the judges felt the entries had not attained the balance between creativity and effectiveness.
The full list of winners:
Apps
Penny the Pirate for Luxottica/OPSM by Saatchi & Saatchi
Use of New Technologies
Rip Curl Search GPS for Rip Curl by VML Australia
Art Direction
GAYTMs for ANZ, by Whybin\TBWA Group Melbourne
UX, Interface and Navigation Design
Commonwealth Bank Website Relaunch by VML Australia
Branded Content
Phubbing for Macquarie Dictionary by McCann Melbourne
Most Effective Use of Content
Melbourne Remote Control Tourist, for Tourism Victoria by Clemenger BBDO Melbourne
Data Analytics & Planning
Q3 Home Loan Property Investor for Westpac, by RAPP
Data Strategy
Thanks a Million for Telstra, by Lavender
Data Visualisation
Working Capital ‘See more inside’ for Commonwealth Bank, by M&C Saatchi
E-commerce Website & Marketing
Michael Hill International by Amblique
Social Commerce
#SPCSunday for SPC by Leo Burnett Melbourne
PR Campaign
GAYTMs for ANZ by Whybin\TBWA Group Melbourne
Media Campaign
Air Force Medical Specialist Reserve for Defence Force Recruiting by GPY&R Melbourne
Customer Retention/Loyalty Campaign
#SPCSunday for SPC by Leo Burnett Melbourne
Customer Acquisition Campaign
Air Force Medical Specialist Reserve for Defence Force Recruiting by GPY&R Melbourne
Integrated Campaign (small budget)
Phubbing for Macquarie Dictionary, by McCann Melbourne
Best Integrated Campaign
GAYTMs for ANZ by Whybin\TBWA Group Melbourne
Not-For-Profit Campaign
Human Walking Program for the Lost Dogs Home by GPY&R Melbourne
Print Campaign
Hipster Santa for Central Mall / Frasers Property and Sekisui by BMF Advertising
Data-Driven Mail
Penny the Pirate for Luxottica/OPSM by Saatchi & Saatchi
Best Use of Search
The Last Mile for Amaysim, by FirstClick Consulting
Out-Of-Home
Buildboard for Defence Force Recruiting by GPY&R Melbourne
Broadcast
Buy Ready for ANZ by Whybin\TBWA Group Melbourne
Digital & Social Advertising
Phubbing for Macquarie Dictionary by McCann Melbourne
Digital, Website & Microsites
Footify FM for NAB, by Clemenger BBDO Melbourne
Mobile Marketing Campaign
Rip Curl Search GPS for Rip Curl by VML Australia
Ambient or Experiential
Human Walking Program for the Lost Dogs Home, by GPY&R Melbourne
Innovation Award
Columbus and Clemenger DDBO Melbourne for the Melbourne Remote Control Tourist Campaign for Tourism Victoria.
Customer Experience Award
Penny the Pirate for Luxottica/OPSM by Saatchi & Saatchi
David Ogilvy Courageous Client Award
GAYTMs for ANZ by Whybin\TBWA Group Melbourne
Lester Wunderman Grand Prix Award
GAYTMs for ANZ by Whybin\TBWA Group Melbourne
Pinnacle Awards
ADMA Marketer of the Year
Sean Cummins, Global CEO, cummins&partners
The Jon Clark Award for Outstanding Contribution
Julie Dormand, Managing Director, MercerBell
ADMA Young Marketer of the Year
Allister Hercus, Social Media Strategist, MEC
ADMA Young Creative of the Year
Brendan Graham, Copywriter and Strategist, Soap Creative
See the gallery below for pictures from the night.
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Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop me a line at rosiebaker@yaffa.com.au
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