The winners: 2013 Asian Marketing Effectiveness Awards

From the 139 shortlisted entries for the Asian Marketing Effectiveness Awards, the jury gave out 55 awards: 16 gold, 19 silver, and 20 bronze. The jury did not, however, bestow a platinum award, explaining in a statement that despite the great body of work, no single entry stood out above all others and in comparison to past platinum winners. 

McCann's 'Dumb ways to die' campaign for Metro Trains of Melbourne emerged with the most hardware, winning four gold awards. Other multiple-award winners included:

• 'Volunteer to promote volunteering', by Leo Burnett Melbourne for SEEK Volunteer (three golds and one silver).
• 'New rules for sponsorship, one fan at a time,' by Clemenger BBDO Melbourne for National Australia Bank (one gold and three silvers)
• 'Hover car', by Proximity China / Goodstein & Partners for Volkswagen (three medals, one of each colour).

The creative community of Melbourne accomplished a clean sweep for Agency of the Year honours, with McCann Melbourne taking second place and Leo Burnett Melbourne coming in third behind Clemenger BBDO Melbourne.

Ogilvy & Mather finished second and McCann third behind BBDO for Network of the Year honours.

The most awarded country was Australia, which took home 15 prizes, followed by China with 10 and New Zealand and Singapore with five each. (A full country-by-country tally appears below.)

The inaugural Young FAME Competition gave six teams of two just 24 hours to come up with a planning strategy to fit a brief given by the UN’s World Food Programme. A team from Cheil Worldwide took gold, with Draftfcb awarded silver and BBDO bronze.

“It has been my privilege to lead such an eminent team of jury members who have worked very hard over the last few weeks to carefully evaluate some great marketing," said Jury President Ajay Kaul, executive director of global brand communications and marketing analytics for Lenovo. "We saw some amazing work and it was pretty tough picking only a few winners given the overall quality of work, the majority of which was truly world class. Asia is clearly on a trailblazing path driving some innovative use of technology and media."

Added Terry Savage, chairman of Lions Festivals, “The past two days have been a fantastic, upbeat experience and have shown that the region and the industry are continuously innovating and driving forward. Ajay is right when he says that there was some world-class work. It is setting the benchmark for the future of brand marketing, and I am sure that delegates have left overflowing with new ideas and inspiration.”

2013 Asian Marketing Effectiveness Awards by country:

Complete list of 2013 Asian Marketing Effectiveness Award winners