2016 AMES Awards winners announced

SINGAPORE - A total of 125 medals went to 71 different campaigns from 13 countries at the 2016 Asian Marketing Effectiveness & Strategy (AMES) Awards tonight at the Grand Hyatt Singapore.

From a record 1,231 entries and a shortlist of 324, the juries awarded two Platinum, 16 Gold, 49 Silver and 58 Bronze trophies. The Platinum awards, both in data categories, went to OgilvyOne Worldwide of the Philippines and Mindshare China, for work on behalf of Nestlé and Yum, respectively.

India led in the medal count with 30 trophies, followed by China and Australia.

See full winner lists for Platinum, Gold, Silver and Bronze, as well as jury president comments, below.

Ogilvy & Mather India won all three Agency of the Year trophies for the night—for Effectiveness, Media Strategy and Digital Strategy—for being the best performing individual agency office in each award section.

Results by category

• Effectiveness: Six Gold, 15 Silver and 23 Bronze trophies, from 135 shortlisted entries.
• Media Strategy: Three Gold, 12 Silver and 13 Bronze from 71 shortlisted entries. 
• Digital Strategy: Two Gold, 11 Silver and 12 Bronze from a shortlist of 73. 
• Data & Analytics: One Platinum, three Gold, seven Silver and eight Bronze from a shortlist of 32.
• E-commerce: One Platinum, two Gold, four Silver and two Bronze from a shortlist of 13.

Results by medal

Platinum

Gold

Silver

Bronze

Jury President comments

Effectiveness jury president Aparna Sundaresh, global brand development director for Paddlepop and Max, Unilever:

The winning entries stood out amongst a pool of high quality entries at AMES 2016. All winners have a strong idea that emanated from a thought provoking insight and demonstrate inspiring creative thinking coupled with a razor-sharp focus on effectiveness. Big congratulations to the winners and hope they continue to inspire outstanding work in Asia.

Media Strategy jury president Rachelle Berges, head of media and connections, integrated marketing communications, ‎Johnson & Johnson:

The potential to engage consumers is expanding and  rapidly evolving, this makes it a super exciting and challenging time for media strategists. This year, many of the campaigns which won awards also leveraged social activism to fuel the amplification of the idea. They harnessed technology, data and the most salient strength of each media to create fluid platforms for the story to evolve. The crafting of truly integrated campaigns and flawless execution are what drives effectiveness and real business results.  Congratulations to the 2016 winners for achieving this truly significant task.

Digital Strategy jury president Gerald Ang, former global digital leader, General Electric:

We were looking out for programs that were insights driven, innovative and had a good digital strategy.  More importantly, it had to be contextual to the market and demonstrate business results. We've seen some good entries and some less compelling ones. But overall, we felt good about the winners and hope this would encourage future entries to push the boundaries of marketing.

Data & Analytics and e-Commerce jury president Sunita Venkataraman, director of market insights and strategy, Asia Pacific and Japan, Intel:

I was very happy to see the quality of entries submitted from across Asia. Many countries were represented and many industries. The award-winning entries are truly best in class and represent world-class thinking and execution.

Please visit www.ames.asia for additional details.