The Digital Media Awards celebrates the best that Asia’s digital marketing industry has to offer.
Five Proximity agencies combined to win 17 awards for clients Volkswagen, Mars, FedEx, Levis Strauss, Mountain Dew, Aviva and Westpac Bank.
Colenso BBDO has won for the second time in three years the Interactive Agency of the Year title at the B&T Awards.
The B&T Awards are designed to recognise excellence in all areas of marketing, media and communications. The Awards are an all encompassing Australasian industry event with 23 categories.
The Chaser’s War of Everything stars Chris Taylor and Craig Reucassel once again presided over proceedings attended by 750 people at the AJC Royal Randwick in Sydney on December 3rd. The ceremony also celebrated B&T’s 60th anniversary of publishing.
More than 260 entries were received across a total of 23 categories, Colenso BBDO received five finalists in total which were Agency of the Year, Interactive Agency of the Year, Experiential Agency of the Year, Advertising and Digital Campaign of the Year.
Colenso BBDO converted two of the five nominations. The Interactive Agency of the Year title having won this in 2008, and also scored the Best Advertising Campaign for its ‘Yellow chocolate’ campaign that saw an ordinary Kiwi tasked with making chocolate that tasted of the colour yellow by using only Yellow’s print, online and mobile directories.
Other winners on the night were Clemenger BBDO Proximity Melbourne who won the Victorian Agency of the Year category.
Three Drunk Monkeys were the big winners being named B&T’s Grand Prix Communications Agency of the Year. The agency, founded by Mark Green, Justin Drape and Scott Nowell just four years ago also picked up the highly sought after Advertising Agency of the Year title.
Full list of winners below;
Grand Prix Communications Agency of the Year: Three Drunk Monkeys
Media Agency of the Year: Ikon Communications
Advertising Agency of the Year: Three Drunk Monkeys
PR Agency of the Year: Mango
Highly Commended: One Green Bean
Interactive Agency of the Year: Colenso BBDO
DM Agency of the Year: MercerBell
Promotional Marketing Agency of the Year: Apollo Marketing
Highly Commended: BMF
NSW Agency of the Year: M&C Saatchi
Victorian Agency of the Year: Clemenger BBDO Proximity Melbourne
Queensland Agency of the Year: Junior
Specialist Agency of the Year: e2 Experiential Environments
Emerging Agency of the Year: Special Group
Experiential Agency of the Year: e2 Experiential Environments
Digital Services Company of the Year: Big Mobile
Employer of the Year: Ikon Communications
Young Achiever of the Year: Stefan Burford, MediaCom
Highly Commended: Nic Hodges, MediaCom
Marketing Team of the Year: Bank of Queensland
Media Sales Team of the Year: SBS
Media Brand of the Year: TorchMedia
Best Advertising Campaign: Colenso BBDO, Yellow, ‘Yellow Chocolate’
Best Media Campaign: Mindshare, Land Rover Defender 90, ‘Road to the pro’
Best Use of Sponsorship: Universal McCann, Coles, ‘Coles & Masterchef’
Best Digital Campaign: Leo Burnett Sydney, Canon, ‘Canon World of EOS’
Best PR Campaign: PPR, Freemasons ‘It’s no secret’
Clemenger Group received eight awards including the Platinum Best in Show and Yellow being awarded Digital Brand of the Year at last nights Asian Digital Media awards in Beijing.
Yellow and its agency Colenso BBDO/ AIM Proximity took out Best in Show, Most Innovative Media and Integrated categories for the Yellow Chocolate campaign.
“This award highlight’s Yellow’s commitment to online and digital development as a core part of our business model,” says Kellie Nathan, Marketing Director at Yellow.
“We are making a significant investment in enhancing and multiplying our digital presence this year. Yellow has an enviable programme of new developments online and we are looking forward to offering our customers continued innovation and integration.”
“Recognition for these awards deservedly goes to Colenso BBDO / AIM Proximity for devising very clever campaigns for Yellow Chocolate and also for Yellow Treehouse which last year also received the Platinum Best in Show award. The commitment and creativity shown by the agency has been superb,” she says.
Last year the Digital Brand of the Year award went to IBM.
Richard Fraser (right), Proximity Asia Managing Director and I celebrating the win
The Digital Media Awards is the largest digital media award show event for the Asia Pacific region now in its fourth year.
It’s a show that celebrates the best Asia Pacific digital marketing industry has to offer. The awards attract over 600 entries featuring some of the region’s best digital work from Japan, China and Korea, India, Australia and New Zealand.
Full list of Clemenger group winners are outlined below;
Best in Show Platinum
Colenso BBDO/AIM Proximity
Digital Brand of the Asia Pacific Region
Yellow Pages Group
Colenso BBDO/AIM Proximity
Gold Best Integrated
Colenso BBDO/AIM Proximity
Gold Media Innovation
Colenso BBDO/AIM Proximity
Smart Australia ‘Pop What Your Not’
Clemenger Proximity Melbourne
Bare All Mars Chocolate Australia
Bronze Financial Services
Missing Pictures’ Tower
TVNZ Virginity Map
Colenso BBDO won the Grand Prix for the launch of the Pacific TV mini series in the Outdoor category and the Grand Prix for Yellow Pages in the Media category. Yellow also won silver in Digital, a gold in the Integrated category, and in Direct and Sales Promotion a silver. They secured a silver in Outdoor for The Blob a campaign for The New Zealand Breast Cancer Federation and a gold in the Design category for Alzheimer’s New Zealand.
Colenso BBDO also won two silvers in the Media category – one for Frucor Beverages and one for TVNZ. And a gold and a silver in TV/Cinema Craft for the New Zealand Book Council as well as another silver in the TV/Cinema category for the same campaign.
Aim Proximity in New Zealand won a bronze in Digital and a bronze in Direct and Sales Promotion for the Go Girls Virginity Map for TVNZ.
CHE in Melbourne, which is a part of the Clemenger Group, won a silver in TV/Cinema for Nature’s Organics.
Clemenger BBDO Adelaide won a silver for the Motor Accident Commission of South Australia in TV/Cinema.
In the special awards Clemenger BBDO finished as the runner up Agency of the Year overall, with Colenso BBDO coming third. Colenso BBDO was also named Media Agency of the Year, with BBDO India the runner up. In all, BBDO was the third most awarded network at the show, matching our performance last year.
We have had a fantastic performance at this year’s 57th International Advertising Festival in Cannes. Clemenger BBDO Group agencies received a total of sixteen Lions contributing greatly to BBDO Worldwide who picked up Network of the Year for the fourth year in a row. Colenso BBDO Auckland had a particular strong year with three Gold’s, four Silver and three Bronze Lions. The Clemenger Group won awards in Integrated, Direct, Cyber, Promo, Outdoor, Design, Radio, Craft and Media.
A highlight was Colenso BBDO and AIM Proximity winning a Silver Lion for the Yellow Pages ‘Yellow Chocolate’ campaign and Clemenger BBDO, Melbourne scoring a Silver Lion for their Guide Dogs Australia ‘Support Scent’ campaign in the Integrated Lions. Both of these ideas were great examples on how all marketing channels can come together to create a customer experience rather than just create messages expressed in different channels. Both of these ideas used the digital social worlds with the physical to get people engaged with each other overtime to create interest and brand preference.
Only fourteen awards were presented in the Integrated category with the Grand Prix going to Wieden & Kennedy Portend for their Nike Livestrong Foundation campaign. Only two campaigns were awarded at the Titanium Lions: Crispin Porter + Bogusky, Boulder won the Titanium Grand Prix for their Best Buy ‘Twelpforce’ campaign and a Titanium Lion was also awarded Forsman & Bodenfors, Gothenburg for Ikea ‘Facebook Showroom’.
In Direct Clemenger BBDO Melbourne won a Gold Lion for Guide Dogs Australia ‘Support Scent’ and AIM Proximity Auckland won a Bronze Lion for Tower Insurance ‘Missing Pictures’. The Grand Prix went to Special Group in Auckland for their Orcon Broadband ‘Orcon + Iggy’ campaign, which also won a Gold Lion.
In Media category Colenso BBDO and AIM Proximity, Auckland won a Gold Lion for their Yellow Pages ‘Yellow Chocolate’ campaign and a Bronze Lion for TVNZ’s The Pacific ‘Real Stories’ campaign. Leo Burnett Sydney took out the Cannes Media Lions Grand Prix for Canon ‘EOM Photochains.
In the Cyber Lion awards Colenso BBDO had two shortlisted, one for Yellow Pages ‘Yellow Chocolate’, the other for Vodafone ‘Symphonia Digital’. Yellow Pages’ ‘Yellow Chocolate’ went on and received a Bronze. It was the only award from New Zealand and one of only two bronze awards given from our region with Australia’s Droga5 Sydney for V Australia’s ‘4320 LA/SYD‘ also taking home a bronze. Two Grand Prix were handed out in this category with Sweden’s DDB Stockholm winning for Volkswagen’s ‘Fun Factory’ and America’s Wieden + Kennedy Portland winning for Nike Livestrong Foundation’s ‘Chalkbot’.
In Film Lion awards three entries made it through to finalists stage from Clemenger BBDO Wellington (FATSO, WWF EARTH HOUR), Colenso BBDO Auckland (GOING WEST NEW ZEALAND BOOK COUNCIL, READING AWARENESS) and Clemenger BBDO Melbourne (DOVE LOVE, FOSTERS GROUP ,PURE BLONDE BEER).
In Press category ,Colenso BBDO Auckland picked up a Silver Lion for the Amnesty campaign ‘Beating’, ‘Execution’ and ‘Rebels’. The provocative ads show that by ignoring Amnesty membership calls and street collectors we are in turn ignoring serious human rights issues. It shows crowds gathering around execution, beating and brutality scenarios, but instead of facing inward as a crowd normally would, they are facing outward. Turning their backs on human rights. Colenso BBDO Auckland scored all six of New Zealand’s shortlists with three for the Amnesty campaign and three for Vespa GTS 300 Super.
In Radio category Clemenger BBDO, Melbourne won a Silver Lion for the Chum ‘Car Ride’, ‘Fetch’ and ‘Mail Main’ campaign. In Design Colenso BBDO Auckland picked up a Silver Lion for Alzheimer’s ‘Eraser’. In Outdoor Lions ceremony Colenso BBDO won a Silver Lion for NZ Breast Cancer Foundation ‘Blob’ and a Bronze Lion for TVNZ’s The Pacific ‘Dogfight’.
In Promo category Clemenger BBDO Melbourne lead the Aussie agency pack, each with four entries shortlisted and converted two. One Silver Lion for Guide Dogs Australia ‘Support Scent’ and a Bronze for ‘Bare All’ campaign for M&M’s Mars Chocolate Australia.
In the Craft awards, Colenso BBDO Auckland picked up two Gold Lions in the Film Craft category for New Zealand Book Reading Campaign ‘Going West ‘ produced via Anderson M Studio in London. Awarded in Sound Design and Animation. These were the only two shortlisted entries for New Zealand in the Craft Category. The New Zealand Book Council spends its time "bringing books to life" for New Zealanders through its programme of events, signings, school programmes and readers and writers festivals. The idea was to bring a famous New Zealand book to life using the magic of animation and to inspire people with the power of the written word.
Full List of Clemenger Group Cannes Winners
COLENSO BBDO Auckland
27th February, 2010
Agencies were ranked across three criteria: Awards 10%; Digital 5% and the work 85%. An interactive version of the list, which will be regularly updated, is available at www.bannerblog.com.au/hotcold. The result recognises Interactive work across a range of clients, which you can check it all out in our AIM PROXIMITY submission.
Other Clemenger Group agencies also ranked well. The hottest full service agency doing digital in Melbourne is Clemenger BBDO Melbourne and Clemenger Sydney finish in 8th position in the full service digital agency category overall.
It’s surprising there has never been a widespread audit of the agencies doing digital in Australia. The list has already educated, angered, surprised and certainly generated huge discussion between all agencies.
It was important for the jury to compare apples with apples, so all agencies were separated into 3 subgroups: Full Service, Digital Agency and Digital Production. the judges also added an asterisk to indicate independently owned shops. I thought Soap being named the hottest digital agency of all subgroups was a good result, as they have certainly been doing the most creative digital in Australasia consistently over the last couple of years.
The Big Won 2009 rankings are out today and if ever you wanted proof that 2009 was most exciting time to be in advertising, the report goes a long way to showing how much advertising has changed.
The Won Report was founded in 2003 to be the first analysis of what was happening in below-the-line and digital communications. Each year, the team logged around 1700 direct marketing awards and 1700 digital advertising awards. In 2006, they looked at all awards across all categories, awarding points according to what was won, and where. In 2007, The Won Report has grown to encompass all awards across all categories and, as a result, has metamorphosed into The Big Won.
The Big Won operates above-the-line as well as below-the-line.The reason for this broadening of scope is because agencies are increasingly becoming ‘discipline neutral’. They create solutions for their clients which work across all media, engaging consumers at multiple touchpoints.
While the recession has had an effect in 2009. what is emerging is a new kind of advertising, which is characterised by what Dale Gall, Worldwide Planning Director for Profero calls “ideas people want to be part of.” ‘Best Job in The World’ the most award campaign of the year is exactly that, an idea that encourages participation. So too does Leo Burnett Toronto’s brilliant ‘Share our Billboard’ work for James Ready. Crispin Porter’s ‘Whopper Sacrifice’ is another great example of a wildfire idea that spreads fast across social media.
What was exciting was to see the Clemenger Group do so well in the Won Report. Several Clemenger agencies and staff featured in the report being part of ideas that were strong enough campaigns to get people involved so communications moves from Business to Consumer into a Consumer to Consumer world.
The report said ‘The most interesting agencies of the year are BBDO New York, Shackleton Madrid, Ogilvy Frankfurt and AIM Proximity Auckland. As well as doing the bread-and-butter work to the highest standards, these agencies are also persuading their clients to meet the future with innovative work that defies categorisation.’
Some Clemenger BBDO Group highlights in the report were;
- Aim Proximity was ranked second in the world for direct marketing. It should also be noted Proximity Worldwide was ranked the No.1 Direct Marketing Network.
- Top worldwide advertising network was BBDO. For the third year on the trot, BBDO leads the world. Proximity worldwide made it into the Top 10 at No.7 in its own right, up from No. 12 in 2008.
- Clemenger Group had four campaigns in the top ten most awarded campaigns in the world for 2009. They were;
The Yellow Treehouse
Magic Salad Plate
- Australia finished the fourth most awarded country for all media. It was interesting that New Zealand finished at No.8 ahead of Australia at No.9 in the new’ media, digital and integrated work category. I expect some good rivalry in 2010.
- Distracted Driver the mobile/web campaign for New Zealand Transport Agency from Clemenger BBDO Wellington came in at No.10 for Top Digital campaigns of the year.
- Nick Worthington, Colenso BBDO and James McGrath, Clemenger BBDO Melbourne made the top ten Executive Creative Directors and Dave King, Aim Proximity (who left November 2009) and Ant Keogh, Clemenger BBDO Melbourne made the top ten Creative Directors in the world.
So all up a great result for 2009 from the Clemenger Group, but that was last year and it’s time to get into some all new 2010 work for clients.
More than 600 people packed into the AJC at Royal Randwick in Sydney last night for the B&T Awards. The Chasers War on Everything stars Chris Taylor and Craig Reucassel host proceedings which carried on until 1am.
The B&T Awards are designed to recognise excellence in all areas of marketing, media and communications. The Awards are an all encompassing Australasian industry event with 20 categories. There were more than 240 entries this year with more than 50 shortlisted teams doing live presentations to one of six jury panels during the final round of judging on November 13th.
It was huge night with Colenso BBDO winning the New Zealand Agency of the year award, and the biggest upset of the night was AIM Proximity and Colenso BBDO winning Best Ad Campaign for “The Yellow Tree House Restaurant” for Yellow Pages New Zealand, narrowly beating Cummins’ much lauded “Best Job in the World” campaign.
OMD was the big winner taking home a total of four awards including B&T’s Grand Prix Agency of the Year. The Omnicom agency also won the Media Agency of the Year title as well as wining Employer of the Year for the second year in a row. It was also named Media Agency of the Decade in a vote by senior industry figures.
Best Digital Campaign of the Year
Yellow Treehouse: Aim Proximity / Colenso BBDO
New Zealand Agency of the Year
I am absolutely delighted to say for the second year in a row a Clemenger Group agency has taken out the Best in Show Platinum Award at the Digital Media Awards in Beijing. Last year it was Colenso BBDO’s digital campaign ‘Read at Work’, this year’s it’s for Aim Proximity and Colenso BBDO for Yellow Treehouse digital program. The integrated campaign with digital channels at it’s heart challenged a New Zealand resident to build a treehouse restaurant using materials and services sourced exclusively from Yellow’s book and website.
Proximity Asia Pacific enjoying the awards night in Beijing.
Commenting on the winning campaign, Chris Baylis, ECD at Tribal DDB Amsterdam and the chairman of the Digital Media Awards judges, said the effectiveness of the work fulfilled the maxim that people go online to find something worth talking about. “This isn’t advertising, this is an experiment, it’s a project, it’s testing the theory of Yellow,”
The Digital Media Awards honour the best in digital marketing and communications in the Asia Pacific region, highlighting breakthrough works that demonstrate outstanding creativity and effectiveness across the industry. This year there was over 600 pieces of digital work entered from the Asia Pacific region. Clemenger Group agencies went into the awards with 9 finalists in 8 categories (of the 16 categories available) This is an outstanding showing –with our nearest rivals Tribal/DDB Asia Pacific with 8 finalists and Ogilvy Asia Pacific a mere 5 . Add in 8 finalists from BBDO/Proximity Asian offices and our extended Asia Pacific network had 17 finalists in 11 categories up last night.
The network last night went on and converted 14 awards including Agency (Network of the Year) for Proximity BBDO Asia Pacific.
|Platinum Award (Best in show)
AIM Proximity & Colenso BBDO New Zealand
Yellow Treehouse (Yellow Pages Group)
Digital Agency of the Year
The full list of winners are outlined below;
Clemenger BBDO Group Australasia Winners
GOLD: Yellow Treehouse Colenso BBDO/AIM Proximity New Zealand – for Yellow Pages Group
FINALIST: Team Dry Clemenger BBDO Melbourne – for Fosters Group
GOLD: Yellow Treehouse Colenso BBDO/AIM Proximity New Zealand – for Yellow Pages Group
SILVER: Get In On The Secret AIM Proximity New Zealand – for The Warehouse
BRONZE: Pass the Parcel Colenso BBDO New Zealand – for Vodafone NZ
BRONZE: Gillette Uart iphone Aim Proximity / BBDO/Proximity Singapore – for P&G
BRONZE: $100 Virtual Cash Drop Colenso BBDO New Zealand – for Frucor
FINALIST: Colour Break U Clemenger BBDO Melbourne – for Mars
Technology and Telecoms
FINALIST: Fold AIM Proximity New Zealand – for Vodafone NZ
Technology & Telecoms
FINALIST: Fold AIM Proximity New Zealand – Vodafone
FINLAIST: NAB Community Clemenger BBDO Melbourne – for National Australia Bank
Proximity BBDO Asia Pacific Winners
GOLD: Things We Forget BBDO/Proximity Singapore – for 3M
Not For Profit
GOLD: Whale Shark BBDO/Proximity Singapore – for Sea Shepherd Conservation Society
GOLD: Lola BBDO Guerrero/Proximity Philippines – for Bayan Telecommunications
BRONZE: Gillette Uart BBDO/Proximity Singapore – for P&G
BRONZE: Things We Forget BBDO/Proximity Singapore – for 3M
FINALIST: Join the Quitters BBDO/Proximity Singapore – for J&J
FINALIST: Imagination at Work BBDO/Proximity China – for General Electric
BRONZE: Gillette Uart BBDO/Proximity Singapore – for P&G.