The Festival of Asian Marketing Effectiveness Announces Winners of 2013 Awards

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FAME

9 May 2013 – The winners of the sought-after 2013 Asian Marketing Effectiveness Awards have tonight been revealed and honoured at the Awards Ceremony which took place at the Pudong Shangri-La in Shanghai.

Led by jury president Ajay Kaul, Executive Director, Global Brand Communications – Worldwide Marketing of Lenovo, 23 jury members gathered in Shanghai to discuss and vote on the 139 shortlisted entries. They awarded a total of 55 winners which included 16 gold, 19 silver and 20 bronze trophies. The most awarded country was Australia which took home 15 trophies, followed by China who were awarded 10 and New Zealand and Singapore who both received five.

The Asian Marketing Effectiveness Agency of the Year was awarded to Clemenger BBDO Melbourne, with second place going to McCann Melbourne and third to Leo Burnett Melbourne. Meanwhile, BBDO took home the prize for The Asian Marketing Effectiveness Network of the Year, while Ogilvy & Mather took second and McCann third.

Speaking about the awards, Ajay Kaul says, “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. 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. The Festival of Asian Marketing Effectiveness has marked yet another milestone for Asian marketers in scaling newer heights towards marketing excellence.”

Across two days the Festival has seen close to 350 delegates engaging in 19 seminars and immersing themselves in exhibitions showcasing the best of the region’s brand marketing. Some of the key speakers that took to the stage included Paolo Mercado, Head of Marketing Communications, Greater China Region, Nestlé; Massimillano Menozzi, General Manager, Shave Care Asia, Procter & Gamble; Josy Paul, Chairman & National Creative Director, BBDO India; Sophia Ong, National Planning GM, Tencent; Joseph Baladi, Head of Consulting, Leo Burnett Institute of Behaviour; and Julian Boulding, President, thenetworkone.

Helping to nurture talent, The Young FAME Competition and The FAME Academy launched this year and ran throughout the Festival. Led by Academy Tutor Joe Talcott, the academy aimed to help planners better understand the industry and apply this knowledge to their work. It offered exclusive tailored group discussions from industry leaders and thinkers as well as the opportunity to attend select seminars from the full programme. The Young FAME Competition gave six teams of two just 24 hours to come up with a planning strategy to fit the brief given by the UN’s World Food Programme. The winners of the inaugural competition were the team from Cheil worldwide South Korea who took gold. Draftfcb China were awarded silver and BBDO China took bronze.

About the Festival, Terry Savage, Chairman of Lions Festivals says, “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.”

Delegates are currently continuing the celebrations at the Awards After Show Cocktails, allowing them to party, network, and debrief after the last couple of days. The winners of the 2013 awards can now be viewed online at www.ame.asia.

About The Festival of Asian Marketing Effectiveness
The Asian Marketing Effectiveness Festival is Asia Pacific’s foremost gathering of marketing, advertising and media industry executives, acclaimed marketing experts and brand pioneers. Attended by close to 400 people, the Festival is a celebration of the latest thinking in marketing effectiveness and a showcase of some of the very best examples of effective brand building from around the globe. It features a compelling programme of seminars and forums, live awards judging, multiple networking events, an exhibition and a gala awards presentation. The 11th Asian Marketing Effectiveness Awards, from which the festival has grown, honours clients and their agencies for marketing strategies that deliver solid results to transform businesses and brands. The annual awards receive over 970 entries and are judged by a panel of top client and agency professionals who review the submissions against stringent criteria to determine the winners of the prestigious Asian Marketing Effectiveness Awards trophies.

The Festival of Asian Marketing Effectiveness is organised by Lions Festivals and Haymarket Media Group.
www.ame.asia

Title of Entry Client Companies Country Prize
A09. Financial Services, Commercial Public Services, Business Products & Services
The 2012 IKEA Catalogue – A Roommate Worth Having IKEA Catalogue 303LOWE Australia Gold
Hover Car Volkswagen Proximity China / Goodstein & Partners China Gold
It’s More Fun In The Philippines The Philippines BBDO Guerrero Philippines Gold
Dumb Ways to Die Metro McCann Australia Gold
Volunteer to Promote Volunteering SEEK Volunteer Leo Burnett Melbourne Australia Gold
IKEA Sukima Gallery IKEA TBWA\Hakuhodo Japan Gold
Dumb Ways to Die Metro Trains McCann Australia Gold
A11. Corporate Image & Information
New Rules for Sponsorship, One Fan at a Time NAB Clemenger BBDO Melbourne Australia Gold
Fair Go Bro Virgin Mobile One Green Bean Australia Gold
Boysen KNOxOUT Project Boysen KNOxOUT TBWA Santiago Mangada Puno Philippines Gold
A12. Charities, Public Health & Safety & Public Awareness Messages
Volunteer to Promote Volunteering SEEK Volunteer Leo Burnett Melbourne Australia Gold
Dumb Ways to Die Metro Trains McCann Australia Gold
Beyond the Wall Mountain Dew Colenso BBDO/Proximity New Zealand New Zealand Gold
B01. Most Innovative Use of Media
Flavors of Life – The Favorite Story of a Generation in China Wrigley‘s Extra BBDO (China) Guangzhou Branch China Gold
Dumb Ways to Die Metro Trains McCann Australia Gold
Volunteer to promote volunteering SEEK Volunteer Leo Burnett Melbourne Australia Gold
B14. Best Insights / Strategic Thinking
Sorry About the Twigs, Folks Monteith’s Crushed Cider Colenso BBDO/Proximity New Zealand New Zealand Silver
The Smallest Café in the World Kanu Cheil Worldwide South Korea Silver
Dip, Dab, Drop OMO, Rinso, Breeze Lowe Asia Pacific Singapore Silver
New Rules for Sponsorship, One Fan at a Time NAB Clemenger BBDO Melbourne Australia Silver
Vodafone ‘Made for You’ Vodafone Ogilvy & Mather India Silver
Smoking Kid – Inside Out Reflection 1600 Quitline Ogilvy & Mather Advertising Thailand Thailand Silver
Hover Car Volskwagen Proximity China / Goodstein & Partners China Silver
Shave Sexy Gillette (China) BBDO China China Silver
New Rules for Sponsorship, One Fan at a Time NAB Clemenger BBDO Melbourne Australia Silver
National Night Mentos BBH Asia Pacific Singapore Silver
B15. Best Sustained Success
Volunteer to Promote Volunteering SEEK Volunteer Leo Burnett Melbourne Australia Silver
Beyond the Wall Mountain Dew Colenso BBDO/Proximity New Zealand New Zealand Silver
Smoking Kid – Inside out Reflection 1600 Quitline Ogilvy & Mather Advertising Thailand Thailand Silver
Old Parts For New Project ORBIS International Project ORBIS International / Ogilvy & Mather Group Hong Kong SAR Silver
You’re Not You When You’re Hungry Snickers BBDO Hong Kong SAR Silver
B16. Best Integrated Marketing Campaign
Dirty T-Shirt Tales Rinso Lowe Asia Pacific Singapore Silver
Dove Master Brand Unilever Beijing DDB Needham Advertising (Shanghai Branch) / PHD Shanghai China Silver
Dip, Dab, Drop OMO, Rinso, Breeze Lowe Asia Pacific Singapore Silver
New Rules for Sponsorship, One Fan at a Time NAB Clemenger BBDO Melbourne Australia Silver
A01. Beverages (non-alcoholic & alcoholic)
The Wine Is Over Export Dry Colenso BBDO/Proximity New Zealand New Zealand Bronze
Giving Aussie Blokes Back Their National Icon Victoria Bitter Clemenger BBDO Melbourne Australia Bronze
After Dark Campaign Mercedes Ogilvy Beijing China Bronze
Pizza Roulette Pizza Roulette Barnes, Catmur & Friends New Zealand Bronze
I’m Amazing McDonald’s DDB Group Hong Kong Hong Kong SAR Bronze
Driving Action Through One of the Most Powerful Emotions – Guilt. Taiwan High Speed Rail Ogilvy & Mather Advertising Taiwan Bronze
Go West – The Journey Of Terracotta Warrior To The U.S. UPS Ogilvy Shanghai China Bronze
Old Parts For New Project ORBIS International Project ORBIS International / Ogilvy & Mather Group Hong Kong SAR Bronze
A03. Home Furnishing, Appliances, Maintenance & Household Products
Boysen KNOxOUT Project Boysen KNOxOUT TBWA Santiago Mangada Puno Philippines Bronze
Smarter Cities Connect IBM Ogilvy & Mather, Singapore Singapore Bronze
A04. Pharmaceuticals, Beauty Products, Cosmetics & Toiletries
Pacquiao Positive Sting PowerPacq Energy Drink DDB Philippines Inc. Philippines Bronze
A07. Cars & Automotive Services
Everyday Soldier Gillette BBDO India India Bronze
The Future of Japan Project Mirai Nihon Project TBWA\Hakuhodo Japan Bronze
A08. Travel, Entertainment, Leisure& Retail (Including E-Commerce & Restaurants)
Hover Car Volkswagen Proximity China / Goodstein & Partners China Bronze
Go Wild The North Face Ogilvy Shanghai China Bronze
The Smallest Café in the World Kanu Cheil Worldwide South Korea Bronze
A09. Financial Services, Commercial Public Services, Business Products & Services
Shave Sexy Gillette (China) BBDO China China Bronze
Smoking Kid – Inside out reflection 1600 Quitline Ogilvy & Mather Advertising Thailand Thailand Bronze
Lifebuoy Global Handwashing Day: Saving Lives Lifebuoy Lowe Lintas & Partners India Bronze
Tapping Into Forgotten Gandhian Values To Sell 2 Billion packs of Detergent Surf Excel Lowe Lintas & Partners India Bronze

Haymarket Media Group

The Haymarket Media Group established in 1957 is the largest privately-owned magazine publisher in the UK, and one of the fastest growing media companies globally. The principal business is centred around its consumer, business, professional and customer publications. These are complemented by digital platforms and live events, including extensive exhibitions, conferences and awards. The Group’s global expansion comes from wholly owned subsidiaries, joint ventures and extensive licensing of key magazines to other publishers. In Asia from their offices in Hong Kong, Mumbai and Singapore, Haymarket Media Ltd publish market-leading titles Campaign Asia-Pacific, Finance Asia, Asian Investor, CEI Asia Pacific and Campaign India. In addition Haymarket organise a number of the region’s leading industry awards and conferences relating to the communications and finance sectors. For more information about the Haymarket Media Group see www.haymarket.com.

Lions Festivals
Lions Festivals Limited is the organiser of international festivals of creativity, including its flagship Cannes Lions and Eurobest as well as co-organisers, with its joint venture partners, of Dubai Lynx, Spikes Asia, the Festival of Asian Marketing Effectiveness, and the Digital Asia Festival and Awards. Lions Festivals is powered by Top Right Group.
www.lionsfestivals.com

Key Dates
Festival Dates: 8 & 9 May 2013

Author Bio

Samer Marzouq

Digital Media Superhero, Online Marketing Pro, Mad-Men Fellow, Tech Junkie, Advertising Whiz, Chief-Blogging-Officer, Bilingual Copywriter, Amateur Photographer