Clemenger BBDO Melbourne leads Aussie pack at shortlist stage of Tangrams Effectiveness Awards

Clemenger BBDO Melbourne has led the Australian agency pack at the shortlist stage of the Tangrams Effectiveness Awards, formerly the Asia Pacific Marketing Effectiveness and Strategy Awards, with 35 nominations ahead of media, CX and advertising agency Affinity which has scored seven nominations.

Clemenger BBDO Melbourne has scored 15 finalists in the Effectiveness category, four in Media Strategy, 13 in Digital Strategy and two in Data & Analytics.

Affinity has scored three nominations in the Data & Analytics category, two in Effectiveness, and one each in Digital Strategy and Media Strategy.

Other Australian agencies picking up nominations include McCann Melbourne, Leo Burnett Melbourne, Clemenger BBDO Sydney, McCann Sydney, Ansible, AnalogFolk, Ogilvy Sydney and Pulse Communications.

Affinity picked up the haul for its data-driven insight to pioneer the science of predicting a cough, for kids’ natural cough syrup Prospan. Armed with the big data insight, the agency built a cough simulator based on first party, weather, Medicare, social and pollution data. Mums were hyper-targeted on a suburb by suburb basis, just when their kids were coming down with a cough. The campaign led to a 27% increase in sales with Cost Per Click dropping by 67% – drastically reducing media costs and allowing activity to be stretched over the winter months.

Says Luke Brown, CEO, Affinity: “At a time when ad tech is under attack, it’s exciting for AFFINITY to once again demonstrate that when used intelligently, big data insights coupled with programmatic advertising can build brands as well as delivering exceptional return on investment.”

Winners of the Tangrams will be announced at this year’s Spikes Asia festival in September.

To see a full list of finalists, click here.