Shanghai, China
26th of November 2008

While our creative’s pack their bags for what will be a big showing at Award in Sydney tomorrow night I wanted to highlight last night’s haul the Clemenger Group in New Zealand had in Shanghai at the Asia Pacific Digital Media Awards.

The Clemenger Group agencies walked away with four awards including the highest accolade, the Platinum award going to the campaign that exhibits the most originality and innovation.  The Digital Media Awards honour the best in digital marketing and communications in the Asia Pacific region, highlighting work that demonstrate outstanding creativity and effectiveness across the industry.

All eyes were on what digital work from Korea, Japan, China and India but it was New Zealand that stole the show and impressed judges with its innovative use of technology on the NZ Book Council Read at Work campaign. Our four winners are listed below.

See Media Magazine story	Thanks Jason for picking up our award.

We have had terrific success at the Cannes Advertising Festival this week with BBDO Worldwide winning Network of the Year . BBDO New York was named Agency of the Year followed up by another BBDO agency, Almap BBDO from Brazil. BBDO is certainly living up to its mantra – The Work, The Work, The Work.

The Clemenger Group made a significant contribution to the BBDO Network win with Clemenger / Colenso BBDO picking up  1 Gold Lion, 5 Silver Lions and 2 Bronze Lions. A total of 8 – the same as last year. Clemenger BBDO Wellington won a Gold Lion in the Press category for Land Transport NZ and a Silver Lion for Omaka Aviation Museum in the Promotions category. Colenso BBDO won a Silver Lion for Deadline Express "Couriers" in the Outdoor Stunts and Live Advertising category. Clemenger BBDO Melbourne won a Silver Lion in the Radio category for RACV and a Bronze in the Film category for Fosters – Carlton Draught ".

What I was espeically happy to see was Colenso BBDO winning two Silver Lions and one Bronze Lion for the New Zealand Book Council digital campaign Read a Book at Work. The Silvers were won in the Promotions category – Charities / Public Health and Best Use of Digital Media and the Bronze in the Cyber category for Digital Media Innovative Idea.

The New Zealand Book Council is a dynamic organisation with a wide range of activities and programmes designed to promote books and reading by bringing readers, writers, publishers, editors and schools together.

These days people spend far too much time in front of their computers working and not enough time reading books. So New Zealand Book Council asked Colenso BBDO to find a fun new way to make books more accessible and to encourage people to fall in love with reading again.

Colenso BBDO team figured that surely people would rather read books than do work. So we decided to disguise books as every day office computer documents. And released them on the internet.

Idea Read a Book at Work

You can now read classics by George Orwell through to modern short stories by local New Zealand authors on any computer, at any time, without anyone ever knowing. Especially at work, where your boss and co-workers will be none-the-wiser. And all these books are housed at our equally disguised online library, which is designed to look identical to a Windows desktop.

Credits

June 1, 2008

A Deadline Couriers billboard made New Zealand advertising history in 2007 when it exploded in a 6-metre fireball in Auckland’s CBD.  Crowds gathered to watch the Nelson Street billboard’s digital clock countdown the last few seconds to 6pm. A web cam at the Deadline Couriers website provided a live video feed of the billboard counting down and the subsequent explosion.

Self Destruct by Colenso BBDO

The exploding billboard was used to reinforce the brand promise of Deadline Couriers – when we give you a time we mean it. Leading New Zealand pyrotechnics company FilmFX & Rollercoaster Design, who worked on the feature film Nania, was used to create the explosion which occurred in a number of stages. When the clock hit zero the billboard self-destructed in an explosion created by nitramine dry powder, strobe grenades and smoke bombs.

This campaign has received several Asia Pacific awards including a Gold at the Spike Awards and Best in Show titles at New Zealand’s Axis awards. With the International award shows now kicking into gear for 2008 it would the work is starting to be talk about as an excellent example of a marketing program that is both interactive and participatory. Two awards of note include;

The Clio Awards which is one of the world’s most recognized global awards competition for advertising, design, and interactive. For nearly five decades, the Clio Awards has maintained its original commitment to celebrate and reward creative excellence, honoring a powerful form of communication and its impact on modern culture. At the same time, the Clio Awards remains focused on evolving with the industry in order to acknowledge the most current, breakthrough work.

Grand Clio Billboard Gold Clio – Billboard Gold Clio – Innovative Media Bronze Clio – Interactive

Another award is the One Club for Art & Copy is the united States foremost organization for the recognition and promotion of excellence in advertising. Founded in 1975 and based in New York City, The One Club produces three annual awards competitions: The One Show, One Show Design and One Show Interactive, which culminate in awards ceremonies held in New York City each May.

Now in its eleventh year, One Show Interactive is evidence of The One Club’s long standing dedication to recognizing good creative work within digital media.

Gold – Other Interactive Digital Media Merit – Innovative

Both of these International award shows have awarded the Self Destruct Billboard campaign in both billboard, interactive and innovative media award categories. It should be noted that the Interactive category is defined as any form of interface between the end user/audience and the medium is considered interactive. Interactive media is not limited to electronic media or digital media. Board games, pop-up books, gamebooks, flip books and constellation wheels are all examples of printed interactive media.

It’s wonderful seeing the advertising work that uses both online and real world as an interactive marketing platform. Congratulations to all involved at Colenso and fingers crossed Canne Awards feel the same.

 
There’s a funny thing with being creative.
You’re never happy with what you’ve done.
And if you are happy, you start going backwards. Ahhhhh!
But then it’s probably the same in the broader world.
If Lance Armstrong was happy wining one Tour de France, would he ever have gone
on to win a record 7?
If we were happy being New Zealand’s most creative agency group, we wouldn’t be New
Zealand’s most creative agency group.
And if we were happy to be seen as a traditional advertising agency, would we have
bothered to create so much non-traditional, compelling content in the last year?
We’re glad to say that the unhappy little voice inside us was alive and well
in 2007, yapping at our heels, driving us to financial success and great creative work.

Congratulations to all at Colenso BBDO and OMD New Zealand for winning the National Business Review Agency of the Year awards

Article in National Business Review

 Colenso BBDO Management Team out celebrating on Barry Coleman’s boat

April 16th to 18th, 2008
Bali, Indonesia

This week I was in Bali as a judge at the Spikes Advertising Awards. The Spikes are the oldest and most prestigious creative advertising awards show in the Asia Pacific region. Designed to encourage and celebrate creative excellence across all forms of advertising, the Spikes seeks to raise the bar for creative standards in our region.

The event is was held for the third time in beautiful Bali and incorporates an opening cocktail, a two day creative conference featuring leading global creative directors, an exhibition of the finalists work and two dedicated awards presentations, spread over two nights to ensure that the region’s best work is fully showcased.

The Clemenger Group did very well at the award show with ‘Self Destruct’ from Colenso BBDO winning GOLD for best Outdoor Campaign as well as picking up a SILVER in the Outdoor Business Products/Services category.

Self Destruct by Colenso BBDO

OMD New Zealand scored a BRONZE for the Air New Zealand ‘grabaseat Dart Around NZ’ program in the Sports/Entertainment/travel and leisure MEDIA category and Clemenger Wellington picked up a BRONZE for ‘Fly Buys Dreams’ in the Best use of Animation, Computer Graphics/Special Effects. Lingerie 4 Men from Colenso BBDO was a FINALIST in the Integrated category.

You just got to sit in the Yahoo Big Idea Chair.

‘Self Destruct’ from Colenso BBDO won GOLD for best Outdoor Campaign

With ‘Self Destruct a GOLD winner it competed for the Platinum Spike against all the other category Golds’ that included Leo Burnett Malaysia for its ‘Tan Hong Ming’ TV commercial, Ogilvy Thailand’s ‘Tree’ print campaign for WWF; TBWA for its own commemorative direct marketing campaign ‘The Book’. But the overall winner was Leo Burnett Australia for its WWF Earth Hour campaign that won in INTEGRATED. Earth Hour also won the competition’s inaugural Green Spike for demonstrating outstanding creativity in raising environmental issues. It’s the year of the Green awards.

In the Digital category Sony Marketing Japan’s ‘Color Tokyo!’ campaign, created by Hakuhodo, took home the only gold. The category, which was headed by Glue London chief executive Mark Cridge, also saw six additional silvers handed out to: adidas’ ‘The Rook’ by Ogilvy Shanghai; HP’s ‘Toyrama’ by Arc Singapore; ‘Pepsi’s Can’ by Agenda Shanghai; ‘The challenge of the crazy genius’, created by Dentsu for World Commerce Corporation; Honda Motors’ ‘The Ten Commandments’ by Dentsu Japan; and Tohato’s ‘World’s Worst War’ by Hakuhodo. Cridge, who also chaired the digital jury last year, pointed out that there had been a noticeable improvement in the quality of work, particularly in terms of the consistency of craft.

Jeff Goodby the co-chairman from Goodby Silverstein and Spikes 2008 chairman of the core jury exhorted delegates to focus on the power of storytelling at the Spikes 2008 conference keynote address. Goodby used the work of his mentor, the recently deceased Hal Riney, to demonstrate the importance of emotion, culture and characters in advertising – and pointed out that in today’s “multi-layered world”, these factors are critical. “You should see a way of using your own culture as a springboard for your work,” he said. “If you do that, it will be relevant, warmer and funnier.”
Goodby also pointed out that creatives must wean themselves away from a reliance on TV. “You just have to force yourself not to start from that platform of a TVC that is so pervasive.”

 
 

New Zealand’s AIM Proximity part of Clemenger Group, has cemented its reputation as a world leader in digital and direct marketing according to London-based The Big Won global survey,  AIM Proximity has been ranked the number 2 direct marketing agency in the world from more than 900 other direct agencies in 73 countries. In the combined multi-discipline list of all agencies, involving 1,600 agencies worldwide, AIM Proximity is ranked 33 in the world, and number one in Australasia out of 92 agencies. 

In addition, AIM Proximity’s Body Parts campaign for the BNZ was the number one direct marketing campaign in the world, from more than 1,200 campaigns.

International and National Award Success

The high global ranking by The Big Won reflects AIM Proximity’s success in a number of awards in the last 12 months.  A wide range of client campaigns were recognised for their excellence both nationally and internationally, involving multiple disciplines including digital, data analytics and direct marketing.

Thirteen different AIM Proximity clients were represented among the various 2007 awards including: Westpac, Air New Zealand, NZ Post, Toyota, Yellow Pages, IAG, Xtra, The Press, Lexus, Pharmacy Brands, Toyota Financial Services and Haunui Farms.

AIM Proximity achieved success at the Cannes Lion Direct in France for work involving clients Westpac, Air New Zealand and Haunui Farms. At the New York-based Caples Awards, AIM Proximity was recognised for work involving clients Air New Zealand, BNZ, Haunui Farms, NZ Post, Toyota, with both BNZ and Haunui Farms campaigns securing Gold.

While at the Oscars for direct marketing, the United States Direct Marketing Association’s ECHO awards, AIM Proximity was recognised for work involving clients Air New Zealand, NZ Post, The Press, Toyota, Westpac, Yellow Pages, and Xtra.

At the New Zealand Direct Marketing Awards, AIM Proximity picked up the Supreme Nexus for the ‘Lexus IS art in motion’ campaign, while other campaigns recognised involved clients Air New Zealand, Haunui Farms, IAG, NZ Post, Pharmacy Brands, Toyota, and Yellow Pages.

About The Big Won

London-based The Big Won (www.thebigwon.com) is an annual analysis that ranks the world’s best advertising and marketing agencies, as measured by the quantity and quality of awards won.

The 2007 results covered nearly 10,000 awards presented in 73 countries to more than 1,600 agencies across all marketing disciplines, including advertising, direct and digital marketing.

The Big Won grew out of the Won Report which was established in 2003 by Patrick Collister, the former Vice Chairman of Ogilvy & Mather. In renaming the report in 2007, The Big Won was reframed to become the first-ever compilation of agency rankings spanning all disciplines: below-the-line, above-the-line, online and offline.

According to Patrick Collister, the new and more comprehensive annual global survey is a recognition that integrated campaigns have become the norm. “Following the direction agencies are moving, it appeared logical to monitor all awards across all media rather than merely investigate ‘below-the-line’ shows,” he said.

The Big Won website is an online database which is an invaluable tool to agencies wishing to measure their performance against key competitors. The Big Won is revised monthly so that visitors can see the top campaigns to date across all channels, TV, Radio, Press, Poster, Digital and Direct, as well as the top agencies by total creativity and by media. In addition, The Big Won tracks and ranks the performance of top individual creative talent around the world. The analysis allows CEOs to monitor the creative performance of their agencies, using the rankings as benchmarks.

 
It was fantastic to see Advertising Age name Tribal DDB Worldwide as its Global Agency Network of the Year. This marks the first time in history that a digital company has ever won the honor.

Matt Freeman’s vision has always been to build a global network with a collaborative and border-less approach. Tribal had a huge year in 2007 and this award is testimate to great work and continued agency growth. A big congratulations to Matt, Stephan, Paul and Liz and all my former Tribal colleagues. Go Tribal!

Full article can be found here.

Tribal DDB Worldwide Management Team in Shanghai July 2007 (from left to right)

Missing from the photo is Stephen Beringer, President Europe

McDonald’s Australia recognise their responsibility to help customers enjoy their food as part of a balanced diet. Tribal DDB Sydney developed a new corporate website in early 2006 to extend the media reach and deliver a relevant and rewarding brand experience that reflects the spirit and values of McDonald’s. Our objective was to develop a web presence to help customers make informed food choices. The website contains nutritional breakdowns of our entire regular menu as well as some important facts about the McDonald’s food.

During the year we have gone on and won the following local and international awards for the web site. Congratulations to the Tribal DDB / McDonald’s team.

AME 2006 Finalist Brand Web Site	Clio Awards 2006 Finalist Fresh Approach	D&AD Awards 2006 Finalist	FAB Awards 2006 Winner. The Retailers
Australian Interactive Multimedia Industry Association 2005 Finalist in ‘Best Corporate or B2B’	Golden Award Montreux 2006 Gold Medal Winner: Brand Promotion	New York Festivals 2006 Finalist: Corporate Image/Information	Web Awards 2006 Winner: Restaurant Standard of Excellence

Tribal DDB Sydney & Melbourne has been named Interactive Agency of the Year for the second year in a row by influential trade publication AdNews magazine.

Tribal DDB Sydney and Melbourne

Tribal DDB Worldwide has been recognized as the Interactive Agency of the Year for 2005 by Adweek magazine. Read article here

This prestigious honor comes on the heels of a great 2005 in which the offices of Tribal DDB took home the most Lions, the Cyber Grand Prix, and the Interactive Agency of the Year award at the International Advertising Festival in Cannes.

The more than 75 award shows that Tribal DDB triumphed in over the course of the year also included the One Show, the London International Advertising Awards, the Clios and the Effies. In addition, Tribal DDB’s work for Pepsi garnered “Best Marketing Web Site of the Year” from Advertising Age. At the local level, the Australia and Canada offices were both named Interactive Agency of the Year.

“Tribal’s success is driven by a truly wonderful group of clients. The partnerships we have developed around the world with clients like Pepsi, McDonald’s, Philips, Volkswagen and others have fostered great work and great results for both their businesses and ours,” said Matt Freeman, global chief executive officer of Tribal DDB.

Adweek’s Interactive Agency of the Year award recognizes not only breakthrough creativity in the interactive space but also an agency’s ability to connect with users in a way that adds value in exchange for their time. The award also evaluates management strength, creativity, strategy and technology. 

As Adweek reported, “In nearly every respect-revenue growth, breakthrough creative and blue-chip clients-Tribal DDB stood out.  The shop has long made the IQ list of top agencies (ranked by revenue), but this year its growth outpaced most of its peers.”

Beyond this, Adweek noted, “Tribal exemplified the maturity of digital marketing, showing throughout its global network the kind of innovative, idea-driven programs unique to interactive. The advantage of Tribal DDB’s global network lies in taking the lessons from efforts like Monopoly Live and transferring them to other markets and clients.”