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Ogilvy leads Indian charge at AMES Awards 2016 shortlists

Among 69 shortlists from India, Ogilvy & Mather secured maximum 29 shortlisted entries followed by BBDO India with 11

BestMediaInfo Bureau | Mumbai | April 20, 2016

AMES-2016

The shortlists for the Asian Marketing Effectiveness and Strategy (AMES) Awards for 2016 were announced yesterday. The jury announced shortlisted campaigns across five broad categories the 2016 winners will be honoured at the Awards Ceremony taking place after the Conference at Grand Hyatt Singapore on 31 May 2016.

Of the 1,231 submissions to the Asian Marketing Effectiveness & Strategy Awards 2016, 324 entries have made it through to the shortlist. The following number of entries has been shortlisted in each awards section:

Effectiveness 135

Media Strategy 71

Digital Strategy 73

Data & Analytics 32

e-Commerce 13

Among 324 shortlists, 69 entries are from India where Ogilvy & Mather sits at the top of the table followed by BBDO India with 11 shortlists.

Effectiveness:

Indian agencies secured 34 shortlists in Effectiveness.

In the non-alcoholic beverages category, Ogilvy & Mather has been shortlisted for Hindustan Unilever’s ‘Taste of Togetherness’ campaign. BBDO is also in the list for P&G’s Ariel – ‘Share the Load’ campaign in the home furnishing, appliances, maintenance and household products category.

In the pharmaceuticals, beauty products, cosmetics and toiletries category, HLL Lifecare’s Moods campaign has been shortlisted. The campaign has been made by Rediffusion Y&R. Ogilvy & Mather’s Tata Sky daily recharge for Tata Sky is also in the list in the other consumer products (including durable goods) category.

There were three shortlists in the financial services, commercial public services and business products and services category.  MEC Global’s Dining - #WhatsOnYourPlate campaign for Citibank, was one of them while the other two were for Vodafone. Ogilvy & Mather’s ‘Fast internet is a force for good’ campaign for Vodafone and ‘Power to migrants’ for Vodafone mPesa were the other two campaigns shortlisted.

There was only one entry from India in the shortlist for the publications and media category ? the Mullen Lowe Lintas Group’s ‘Go Solo’ campaign for Star India. J. Walter Thompson was shortlisted for Hindustan Unilever’s ‘from shining clothes to shining careers’ in the corporate image and information category.  In the same category, Mullen Lowe Lintas Group’s campaign for Flipkart ‘wish chain’ was a part of the list.

The charities, public health and safety and public awareness messages category had three entries in the shortlist. Dentsu Inc.’s campaign for ActionAid, ‘Dentsu Mama Lab’, was in the list with two shortlisted campaigns from Ogilvy & Mather ? ‘A for Anthem’ for the Akanksha Foundation and ‘Make love not scars’ for #EndAcidSale.

The “Share the Load’ campaign by BBDO featured in multiple categories. It featured in the shortlist for the innovative use of media category. The branded content category also had the ‘Share the Load’ campaign in the list and the campaign featured again in the Insights/Strategic Thinking category.

In the same category, J. Walter Thompson had two shortlisted entries ? one for Nestlé’s ‘Nestle Munch munchification’ campaign and the other for Hindustan Unilever’s ‘From shining clothes to shining careers’ campaign.

The Mullen Lowe Lintas Group also had two shortlisted campaigns in the Insights/Strategic Thinking category ? Dabur’s ‘Brave and beautiful’ campaign, which has won a lot of accolades in India and Hindustan Unilever’s ‘3 more years’ campaign. Ogilvy & Mather had one shortlisted campaign in the category for Hindustan Unilever’s ‘Taste of togetherness’ campaign and Rediffusion Y&R for HLL Lifecare Limited’s ‘Moods’ campaign.

The small budget marketing category had two shortlisted entries from India, both from Ogilvy & Mather. The advertiser for the shortlisted campaign, ‘#GodSaveTheOcean’ was the Sprouts Environment Trust. The other campaign in the shortlist was ‘Make love not scars’ for ‘#EndAcidSale’.

The ‘Share the Load’ campaign from BBDO was shortlisted as a marketing campaign for the national brand development category. McCann Worldgroup’s campaign for Nestle Maggi #WeMissYouToo was also a part of the list, along with the Mullen Lowe Lintas Group’s campaign for Hector Beverages, ‘drinks and memories.’

Ogilvy & Mather had three shortlisted campaigns, Vodafone’s ‘Fast internet is a force for good’, Vodafone mPesa’s ‘Power to migrants’ and the Akanksha Foundation’s ‘A for Anthem’ campaign.

The Mullen Lowe Lintas Group’s ‘an idea can change your life’ campaign for Idea Cellular was in the list in the sustained success category. The other entry to feature in the list was Ogilvy & Mather’s campaign for the Akanksha Foundation ? ‘The Joy Exchange.’

In the last category for integrated marketing campaign, BBDO’s campaign for P&G’s ‘Ariel- ‘Share the Load’ was shortlisted.

Media Strategy:

In this category, India had 19 shortlists.

‘Share the Load’ campaign from BBDO has been shortlisted in the home furnishing, appliances, maintenance and household products category. The pharmaceuticals, beauty products, cosmetics and toiletries category had Mindshare’s campaign for Hindustan Unilever’s ‘First Move.’ The cars and automotive services category included Ogilvy & Mather’s campaign for Castrol CRB Minitruck.

In the charities, public health, safety and public awareness messages category, there were three shortlisted entries, mSix’s campaign for Cipla, ‘UQuitIQuit’ Ogilvy India’s campaign, ‘A for Anthem’ and #EndAcidSale.

Branded content had BBDO’s ‘Share the Load’ campaign and Ogilvy India’s #EndAcidSale campaign. In digital media MEC Global’s #WhatsOnYourPlate made it to the shortlist. Ogilvy India’s #EndAcidSale, ‘Keep Calm’ and ‘Visit Diu’ were the other entries in the shortlist.

The category ‘Social’ had BBDO’s ‘Share the Load’ and Ogilvy India’s ‘A for Anthem’ and #EndAcidSale campaigns. The integrated use of media category included BBDO’s ‘Share the Load’ campaign for P&G’s Ariel. The Small Budget Media category included Ogilvy India’s ‘A for Anthem’ and #EndAcidSale campaigns. Lastly, in the media strategy for national brand development category, the ‘Share the Load’ and ‘A for Anthem’ campaigns were shortlisted.

Digital Strategy:

Nine entries from India made the cut for Digital Strategy.

  1. Walter Thompson’s campaign for Unicharm, ‘I’m not down’, is a part of the list in the pharmaceuticals, beauty products, cosmetics and toiletries category. Ogilvy India’s ‘Ilha de Calma’ campaign for Daman and Diu has been shortlisted in the lifestyle category. In the financial services, commercial public services and business products and services category, Namit Prasad has been shortlisted for Citibank’s ‘What’s on your plate’ campaign.

Ogilvy India’s campaign #EndAcidSale has been shortlisted in the category charities, public health, safety and public awareness messages. In the Video category, JWT’s campaign for HUL’s ‘Perfume Portraits’ was shortlisted, along with Ogilvy India’s #EndAcidSale.

In the social category, Foxymoron’s campaign for P&G’s ‘Share the Load’ made it to the list again with Ogilvy India’s #EndAcidSale. Lastly, Ogilvy’s ‘Ilha de Calma’ for Daman and Diu tourism is listed in the digitally integrated campaign segment.

Data and Analytics:

In this section, India had total 6 shortlisted entries.

Maxus was shortlisted in the audience segmentation category for Maxus’ ‘Psychoinformatica - When a saturated market helped us uncover 50% new TG’ campaign. The Response/Real Time data category witnessed iProspect’s iSync campaign for Franklin Templeton investments. TLG India’s campaign for True software ‘Truecaller: Optimizing a TV plan on a real time basis to maximize app downloads’ was also in the list.

MEC Global’s ‘Hyper personalisation – personal loan’ campaign for Citibank made it to the personalisation category. In analytics innovation, TLG’s ‘Driving marketing accountability by making media more efficient for a brand with no revenue stream’ campaign for OLX was shortlisted.

Lastly, Mindshare made it to the business intelligence category for HUL’s PROMIX - The right pill for your portfolio’ campaign.

Ecommerce:

Amazon India made it in the retail category for its campaign, ‘Amazon – show me more’ by Orchard Advertising.

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