AMES 2015: Lowe Lintas India declared Effectiveness Agency of the Year

PHD India picked 2 Golds for Kan Khajura Teshan campaign; India led the region with 31 trophies, followed by China, Australia and New Zealand

BestMediaInfo Bureau | Delhi | June 4, 2015

Effectiveness Agency of the Year Lowe India

India led the Asia Pacific region at The Asian Marketing Effectiveness & Strategy Awards 2015 with 31 trophies, followed closely by China, Australia and New Zealand. Lowe Lintas + Partners India bagged the top honour at AMES Awards 2015; the agency was declared Effectiveness Agency of the Year. Lowe Lintas won 10 awards this year, including four Silver and six Bronze awards. Last year, Ogilvy & Mather India had won the Effectiveness Agency of the Year title. However, this year the agency remained absent from the awards.

Commenting on the fine performance put up by the agency, Joseph George, CEO, Lowe Lintas + Partners, said, “After being declared earlier this year by WARC as 2014's Most Effective Agency in the World, this performance at the AMES last night is a further confirmation of what we and juries around the world believe what we are good at – delivering disruptive creative solutions that work in the mind and in the market. We look forward to carry this momentum and performance right through the year!"

Sharing his comment on the win, S Subramanyeswar, National Planning Director, Lowe Lintas + Partners, said “We thank the jury for acknowledging our work and giving it due recognition from a host of entries across the Asia Pacific. This appreciation for effective work gives us the opportunity to do more. We would like to build on this momentum and hope to beat ourselves next year again.”

PHD India won two Gold awards for India for Hindustan Unilever's Kan Khajura Teshan campaign. The agency bagged a Silver and a Bronze award for the same campaign, taking the agency's total awards tally to four this year.

Maxus India won five awards, including two Silvers and three Bronzes; while Mindshare won four medals, including a Silver and three Bronzes. BBDO India won three awards for P&G's Whisper, Touch the Pickle campaign.

List of Indian winners:

After a full day of strategy and insights showcasing Asia Pacific's most successful brands, the AMES Conference & Awards 2015 ended on a high note last evening at the Grand Hyatt Singapore with a celebration of the most effective marketing campaigns in the region. The AMES Awards applauded a total of 144 winners across 10 countries with three Platinum, 26 Gold, 44 Silver and 70 Bronze trophies at the awards ceremony.

Saatchi & Saatchi Australia bagged two Platinum and three Gold trophies for their 'Penny the Pirate' campaign for Luxottica. BBDO Pakistan collected four Gold awards for the 'Not A Bug Splat' campaign for Reprieve/ Foundation for Fundamental Rights, while MRM/McCann Singapore took home three Gold trophies for the Singapore Red Cross campaign.

The Effectiveness jury selected nine Gold, 18 Silver and 34 Bronze winners from the shortlisted entries. “The best work at AMES this year did not respect 'discipline' boundaries such as advertising, digital, or experiential, but instead integrated them into campaigns based on how consumers live,” said Jury President James Thompson, Managing Director, Global Reserve, Diageo. “I was pleased to see more independent, smaller Asian agency work, especially from India, China, Vietnam and Cambodia, but my provocation is we need to be open-minded to much more. To continue to push the limits of marketing, we need to create a much clearer understanding of the drivers for success, clarity on return on investment, and importantly, use the dynamic cultural nuances in Asia to develop great creative work that is effective.”

The Media Strategy jury, chaired by Rahul Welde, Vice-President - Media at Unilever Asia, awarded one Platinum, eight Gold, nine Silver and 12 Bronze trophies. Welde said, “The jury was very impressed by the standard of the entries. We were pleased to see many campaigns that focused on delivering value for both the brand and consumers. They demonstrated real, quantifiable commercial results from solid strategic thinking and great creative execution.”

Headed by Jayant Murty, Marketing Director, Intel, the Digital Strategy jury gave out one Platinum, seven Gold, 15 Silver and 12 Bronze awards. Murty remarked, “There was range of entries starting from local executions of global strategies to local reinterpretation of global strategies to completely local strategies to make it more resonant in the market. They ranged from attempting to grow market share and markets to share of voice and share of mind. The entries that captured the imagination and the attention of the jury this year were broadly in four areas. First, remarkably simple and effective, but unhindered by executional complexity. Second, physical met digital in interesting ways. Third, where content and response was agile and personal, and fourth, where the strategy and execution was social by design.”

Dr Elaine Rodrigo, Global Director of Consumer Insights & Strategy in Biscuits Category, Mondel?z International, led the Data & Analytics and e-Commerce jury, which awarded one Platinum, two Gold, two Silver and nine Bronze awards for Data & Analytics, and a Silver and three Bronze awards for eCommerce. Rodrigo said, “I was very encouraged to see so much interest in the Data & Analytics track, which is only in its second year in AMES. My fellow judges and I were impressed with the quality and breadth of submissions, particularly in the areas of mobile, digital ROI, and eCommerce, all of which are burgeoning areas of interest in the world today.”

Agency of the Year awards were given in Effectiveness, Media Strategy and Digital Strategy to the best performing individual agency offices. Lowe Lintas + Partners, India won the Effectiveness Agency of the Year award; BBDO Pakistan took the Media Strategy Agency of the Year award; while BBDO/Proximity China took home the Digital Strategy Agency of the Year award.

Commenting on the awards, Festivals Director Andrea Hayes said, “It is incredibly exciting to see the breadth of the entries at this year's AMES Awards, and the winners are all exemplary cases of value creation for their businesses through their marketing strategies. I would like to thank our distinguished jury members for their time, insights and dedication to the Awards, and congratulations once again to the winners.”

Info@BestMediaInfo.com

Info@BestMediaInfo.com