McCann’s ‘Dumb Ways to Die’ takes out Grand Prix at ADMA Awards; GPY&R named Agency of the Year + snares David Ogilvy Creative Award
The Association for Data-driven Marketing and Advertising handed out awards at the Star Casino in Sydney last night for the 35th year to agencies around Australia, rewarding campaigns that combined both business effectiveness and stellar creativity to deliver top results for clients.
This year ADMA handed out 110 medals in total: 20 gold, 40 silver and 50 bronze.
Not surprisingly, given it is the most awarded campaign in history, McCann Melbourne’s ‘Dumb Ways to Die’ for Metro Trains won 12 medals in addition to the Grand Prix – 10 gold and 2 silver, the most of any campaign on the night. The agency also scored for Google, Specsavers, Aust Govt and Victorian Responsible Gambling Foundation
George Patterson Y&R scooped a total of 17 awards for the agency network, including the much coveted Agency of the Year award and the David Ogilvy Creative Award – making Patts one of Australia’s most awarded agencies at the ADMA’s second year running.
Leo Burnett, Melbourne was awarded the Lester Wunderman Effectiveness Award for Seek ‘Volunteer to Promote Volunteering’, as well as three Gold Awards and two Silver Awards for the same campaign.
“Mobile Medic” created for Defence Force Recruiting not only won the David Ogilvy Creative Award but also two Gold Awards in the Effectiveness Category for Business & Consumer Services and in the Creative Category for Mobile.
The judges also awarded prizes for personal achievement, creativity and contributions to the industry with Will Lavender, founder of the Lavender agency, named as this year’s ADMA Hall of Fame inductee.
Nick Baker, Executive General Manager-Consumer Marketing, Tourism Australia, was named Marketer of the Year. ADMA presented an Outstanding Contribution Award to Rob Morrison, Creative Director, OgilvyOne, to thank him for his contributions to ADMA and the industry.
The ADMA Young Creative of the Year is Tony Simmons, an art director with the Brand Agency in Melbourne. ADMA Young Marketer of the Year is Leigh Allen, marketing and international solutions manager with ESPN Australia/New Zealand.
Says Ben Coulson, chief creative officer of GPY&R: “It’s Wonderful to see our offices on top with strong work across our client base, in both creative and effectiveness. ADMA is a very important show because it is judged and noticed by clients from all parts of the marketing community (hello to all our competitors clients). It recognizes creative and effectiveness together and is a great barometer of where the industry is heading.”
Says Jodie Sangster, ADMA CEO: “This year, we had a record number of campaigns enter the ADMA Awards and the quality of those entries has increased to a whole new level. It’s now harder than ever to win an ADMA Award and only campaigns that represented exceptional creativity and outstanding effectiveness made it through.
“The winning campaigns show that Australian marketers and advertisers have embraced the new world of marketing. Campaigns are increasingly data-driven, multi-channel and focused on customer engagement. However, they also deliver a creative quality that maintains the essential ‘magic’ that differentiates between good marketing and great marketing.
“Dumb Ways was creative, contagious and full of black comedy — a true internet sensation that people loved. It was also effective in delivering a public service message to prevent more young people from getting injured by trains. It showed what data driven marketing is all about. They used data brilliantly and the full integration of channels: online, viral, app development, social, and out-of-home,” said Sangster.
4 Comments
Well done again the the Defence Team at GPY&R. You guys are all class.
Both Patts and McCann did very well, as did Leo’s Melbourne. In fact, Melbourne agencies pretty much ruled the night.
Congrats Patts, top stuff.
Go Shorty! Good to see you flying the Patts Brissie flag!!