In a big haul for the agency in Southeast Asia, Lowe Asia-Pacific won six awards including four silver, one gold and one bronze. The agency took home two silver, a bronze and a gold award for its 'Say it with kids' and 'Bad timing' campaigns for Unilever Vietnam. A further two silver awards went to 'Paddle pop hits the world' for Unilever Indonesia and 'Citizen coffee' for Nestle Vietnam.
Agencies from Southeast Asia claimed 13 of the 54 awards handed out on the night. BBDO Bangkok won a gold and silver award for its 'Doing good deeds for your rice saplings' campaign for Syngenta Crop Protection and 'Smallery' for Giffarine Skyline Unity, respectively.
A further gold went to TBWA Group Singapore for its 'Here for good' campaign for Standard Chartered Bank. Other winners on the night include The Brand Union Singapore for Kimberley Clark, Y&R Vietnam for Associated British Foods & Friesland Campina Vietnam, Ignition Factory for Intel and HP Singapore and JWT for Oriental Princess Natural Products Thailand.
A total of 15 gold, 20 silver and 18 bronze awards were handed out to agencies across the region on the night hosted by committee chair and global CEO of Ogilvy PR Worldwide Chris Graves.
Clemenger BBDO Proximity Melbourne won the coveted Platinum award in addition to a further six awards for its 'How hiding a restaurant proved that Yellow Pages worked better than ever' for Yellow Pages Australia. The campaign won gold in the Best integrated marketing campaign, Most innovative use of media and Best idea categories.
Speaking at the judges feedback session, Rob Campbell, regional head of strategy at Wieden & Kennedy, said, “We’ve got to make sure we can quantify effectiveness in the right way. It’s not just about sales. Clients are paying money to enhance their brands and build future strength. Anyone can achieve sales, but unless you can quantify against a longer-term vision as opposed to a campaign vision then it doesn’t deserve Platinum.”
Click here for the full list of winners.
The Asian Marketing Effectiveness Festival took place on 12 and 13 May at the Pudong Shangri-La in Shanghai. Close to 400 delegates were in attendance for the first day of sessions which focused on marketing insights from around the world. McCann Worldgroup's Dave McCaughan kicked off day two with a talk on changes in Japan since the earthquake. McCaughan drew on research to show that encouragingly, while a greater sense of caution has entered the public mindset, the overall sentiment points to a relatively fast recovery. Catch more highlights from the Festival in Campaign's selection of galleries.
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