Melbourne agencies dominate ADMA awards, Sean Cummins takes marketer of the year

Rosie Baker
By Rosie Baker | 31 October 2014

Sean Cummins, founder of Cummins&Partners was named marketer of the year at ADMA’s awards, last night (30 October), while Melbourne agencies including Whybin\TBWA, Clemenger BBDO and GPY&R stole the show.

The 2014 ADMA awards were overhauled to focus on marketing, media and advertising that demonstrated “an equal measure of creativity and effectiveness”.

“In the past, the ADMA Awards recognised creativity and effectiveness as separate specialisations. We awarded great creative work and effective marketing and advertising separately. However, we recognise that now and in the future, stand-out marketing and advertising will have to demonstrate both,” said Jodie Sangster, ADMA CEO.

New awards based on the pillars of customer experience, content, creativity, data and technology were also added this year.

“The fact that the industry responded with such enthusiasm suggests to me that ADMA’s on the right track: to have a first-class campaign, you must have both great creative solutions and effective business outcomes. Also interestingly is that so many winners came from Melbourne this year. It says something about the approach that these agencies take in delivering outstanding campaigns,” she added.

Whybin\TBWA Group Melbourne took out the most awards on the night, with six trophies, five of which went to the GayTMs campaign for ANZ bank, including the Lester Wunderman Grand Prix, best Integrated Campaign, Art Direction and PR Campaign.

ANZ was also awarded the new David Ogilvy Courageous Client Award.

GPY&R won five trophies and Clemenger BBDO Melbourne won four including the new Innovation Award for the Melbourne Remote Control Tourist Campaign for Tourism Victoria.

McCann Melbourne took three trophies and Leo Burnett Melbourne won two awards.

There were no prizes handed out for copy-writing, email marketing or social media this year as the judges felt the entries had not attained the balance between creativity and effectiveness.

The full list of winners:

Apps

Penny the Pirate for Luxottica/OPSM by Saatchi & Saatchi

Use of New Technologies

Rip Curl Search GPS for Rip Curl by VML Australia

Art Direction

GAYTMs for ANZ, by Whybin\TBWA Group Melbourne

UX, Interface and Navigation Design

Commonwealth Bank Website Relaunch by VML Australia

Branded Content

Phubbing for Macquarie Dictionary by McCann Melbourne

Most Effective Use of Content

Melbourne Remote Control Tourist, for Tourism Victoria by Clemenger BBDO Melbourne

Data Analytics & Planning

Q3 Home Loan Property Investor for Westpac, by RAPP

Data Strategy

Thanks a Million for Telstra, by Lavender

Data Visualisation

Working Capital ‘See more inside’ for Commonwealth Bank, by M&C Saatchi

E-commerce Website & Marketing

Michael Hill International by Amblique

Social Commerce

#SPCSunday for SPC by Leo Burnett Melbourne

 PR Campaign

GAYTMs for ANZ by Whybin\TBWA Group Melbourne

Media Campaign

Air Force Medical Specialist Reserve for Defence Force Recruiting by GPY&R Melbourne

Customer Retention/Loyalty Campaign

#SPCSunday for SPC by Leo Burnett Melbourne

Customer Acquisition Campaign

Air Force Medical Specialist Reserve for Defence Force Recruiting by GPY&R Melbourne

Integrated Campaign (small budget)

Phubbing for Macquarie Dictionary, by McCann Melbourne

Best Integrated Campaign

GAYTMs for ANZ by Whybin\TBWA Group Melbourne

Not-For-Profit Campaign

Human Walking Program for the Lost Dogs Home by GPY&R Melbourne

Print Campaign

Hipster Santa for Central Mall / Frasers Property and Sekisui by BMF Advertising

Data-Driven Mail

Penny the Pirate for Luxottica/OPSM by Saatchi & Saatchi

Best Use of Search

The Last Mile for Amaysim, by FirstClick Consulting

Out-Of-Home

Buildboard for Defence Force Recruiting by GPY&R Melbourne

Broadcast

Buy Ready for ANZ by Whybin\TBWA Group Melbourne

Digital & Social Advertising

Phubbing for Macquarie Dictionary by McCann Melbourne

Digital, Website & Microsites

Footify FM for NAB, by Clemenger BBDO Melbourne

Mobile Marketing Campaign

Rip Curl Search GPS for Rip Curl by VML Australia

Ambient or Experiential

Human Walking Program for the Lost Dogs Home, by GPY&R Melbourne

Innovation Award

Columbus and Clemenger DDBO Melbourne for the Melbourne Remote Control Tourist Campaign for Tourism Victoria.

Customer Experience Award

Penny the Pirate for Luxottica/OPSM by Saatchi & Saatchi

David Ogilvy Courageous Client Award

GAYTMs for ANZ by Whybin\TBWA Group Melbourne

Lester Wunderman Grand Prix Award

GAYTMs for ANZ by Whybin\TBWA Group Melbourne

Pinnacle Awards

ADMA Marketer of the Year

Sean Cummins, Global CEO, cummins&partners

The Jon Clark Award for Outstanding Contribution

Julie Dormand, Managing Director, MercerBell

ADMA Young Marketer of the Year

Allister Hercus, Social Media Strategist, MEC

ADMA Young Creative of the Year

Brendan Graham, Copywriter and Strategist, Soap Creative

See the gallery below for pictures from the night.

 

For more news see below:
Australia is leading the world in mobile programmatic growth
Starcom and Zenith to benefit from Publicis' first programmatic venture
Ad watchdog rejects “deceptive” TAB advert complaint

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Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop me a line at rosiebaker@yaffa.com.au

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