Among 69 shortlists from India, Ogilvy & Mather secured maximum 29 shortlisted entries followed by BBDO India with 11
BestMediaInfo Bureau | Mumbai | April 20, 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:
Media Strategy 71
Digital Strategy 73
Data & Analytics 32
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.
Indian agencies secured 34 shortlists in Effectiveness.
In the non-alcoholic beverages category, Ogilvy & Mather has been shortlisted for Hindustan Unileverâ€™s â€˜Taste of Togethernessâ€™ campaign. BBDO is also in the list for P&Gâ€™s Ariel â€“ â€˜Share the Loadâ€™ campaign in the home furnishing, appliances, maintenance and household products category.
In the pharmaceuticals, beauty products, cosmetics and toiletries category, HLL Lifecareâ€™s Moods campaign has been shortlisted. The campaign has been made by Rediffusion Y&R. Ogilvy & Matherâ€™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.Â MEC Globalâ€™s Dining - #WhatsOnYourPlate campaign for Citibank, was one of them while the other two were for Vodafone. Ogilvy & Matherâ€™s â€˜Fast internet is a force for goodâ€™ campaign for Vodafone and â€˜Power to migrantsâ€™ 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 Groupâ€™s â€˜Go Soloâ€™ campaign for Star India. J. Walter Thompson was shortlisted for Hindustan Unileverâ€™s â€˜from shining clothes to shining careersâ€™ in the corporate image and information category.Â In the same category, Mullen Lowe Lintas Groupâ€™s campaign for Flipkart â€˜wish chainâ€™ 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.â€™s campaign for ActionAid, â€˜Dentsu Mama Labâ€™, was in the list with two shortlisted campaigns from Ogilvy & Mather ? â€˜A for Anthemâ€™ for the Akanksha Foundation and â€˜Make love not scarsâ€™ for #EndAcidSale.
The â€œShare the Loadâ€™ 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 â€˜Share the Loadâ€™ 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 NestlÃ©â€™s â€˜Nestle Munch munchificationâ€™ campaign and the other for Hindustan Unileverâ€™s â€˜From shining clothes to shining careersâ€™ campaign.
The Mullen Lowe Lintas Group also had two shortlisted campaigns in the Insights/Strategic Thinking category ? Daburâ€™s â€˜Brave and beautifulâ€™ campaign, which has won a lot of accolades in India and Hindustan Unileverâ€™s â€˜3 more yearsâ€™ campaign. Ogilvy & Mather had one shortlisted campaign in the category for Hindustan Unileverâ€™s â€˜Taste of togethernessâ€™ campaign and Rediffusion Y&R for HLL Lifecare Limitedâ€™s â€˜Moodsâ€™ campaign.
The small budget marketing category had two shortlisted entries from India, both from Ogilvy & Mather. The advertiser for the shortlisted campaign, â€˜#GodSaveTheOceanâ€™ was the Sprouts Environment Trust. The other campaign in the shortlist was â€˜Make love not scarsâ€™ for â€˜#EndAcidSaleâ€™.
The â€˜Share the Loadâ€™ campaign from BBDO was shortlisted as a marketing campaign for the national brand development category. McCann Worldgroupâ€™s campaign for Nestle Maggi #WeMissYouToo was also a part of the list, along with the Mullen Lowe Lintas Groupâ€™s campaign for Hector Beverages, â€˜drinks and memories.â€™
Ogilvy & Mather had three shortlisted campaigns, Vodafoneâ€™s â€˜Fast internet is a force for goodâ€™, Vodafone mPesaâ€™s â€˜Power to migrantsâ€™ and the Akanksha Foundationâ€™s â€˜A for Anthemâ€™ campaign.
The Mullen Lowe Lintas Groupâ€™s â€˜an idea can change your lifeâ€™ campaign for Idea Cellular was in the list in the sustained success category. The other entry to feature in the list was Ogilvy & Matherâ€™s campaign for the Akanksha Foundation ? â€˜The Joy Exchange.â€™
In the last category for integrated marketing campaign, BBDOâ€™s campaign for P&Gâ€™s â€˜Ariel- â€˜Share the Loadâ€™ was shortlisted.
In this category, India had 19 shortlists.
â€˜Share the Loadâ€™ 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 Mindshareâ€™s campaign for Hindustan Unileverâ€™s â€˜First Move.â€™ The cars and automotive services category included Ogilvy & Matherâ€™s campaign for Castrol CRB Minitruck.
In the charities, public health, safety and public awareness messages category, there were three shortlisted entries, mSixâ€™s campaign for Cipla, â€˜UQuitIQuitâ€™ Ogilvy Indiaâ€™s campaign, â€˜A for Anthemâ€™ and #EndAcidSale.
Branded content had BBDOâ€™s â€˜Share the Loadâ€™ campaign and Ogilvy Indiaâ€™s #EndAcidSale campaign. In digital media MEC Globalâ€™s #WhatsOnYourPlate made it to the shortlist. Ogilvy Indiaâ€™s #EndAcidSale, â€˜Keep Calmâ€™ and â€˜Visit Diuâ€™ were the other entries in the shortlist.
The category â€˜Socialâ€™ had BBDOâ€™s â€˜Share the Loadâ€™ and Ogilvy Indiaâ€™s â€˜A for Anthemâ€™ and #EndAcidSale campaigns. The integrated use of media category included BBDOâ€™s â€˜Share the Loadâ€™ campaign for P&Gâ€™s Ariel. The Small Budget Media category included Ogilvy Indiaâ€™s â€˜A for Anthemâ€™ and #EndAcidSale campaigns. Lastly, in the media strategy for national brand development category, the â€˜Share the Loadâ€™ and â€˜A for Anthemâ€™ campaigns were shortlisted.
Nine entries from India made the cut for Digital Strategy.
Ogilvy Indiaâ€™s campaign #EndAcidSale has been shortlisted in the category charities, public health, safety and public awareness messages. In the Video category, JWTâ€™s campaign for HULâ€™s â€˜Perfume Portraitsâ€™ was shortlisted, along with Ogilvy Indiaâ€™s #EndAcidSale.
In the social category, Foxymoronâ€™s campaign for P&Gâ€™s â€˜Share the Loadâ€™ made it to the list again with Ogilvy Indiaâ€™s #EndAcidSale. Lastly, Ogilvyâ€™s â€˜Ilha de Calmaâ€™ 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 Maxusâ€™ â€˜Psychoinformatica - When a saturated market helped us uncover 50% new TGâ€™ campaign. The Response/Real Time data category witnessed iProspectâ€™s iSync campaign for Franklin Templeton investments. TLG Indiaâ€™s campaign for True software â€˜Truecaller: Optimizing a TV plan on a real time basis to maximize app downloadsâ€™ was also in the list.
MEC Globalâ€™s â€˜Hyper personalisation â€“ personal loanâ€™ campaign for Citibank made it to the personalisation category. In analytics innovation, TLGâ€™s â€˜Driving marketing accountability by making media more efficient for a brand with no revenue streamâ€™ campaign for OLX was shortlisted.
Lastly, Mindshare made it to the business intelligence category for HULâ€™s PROMIX - The right pill for your portfolioâ€™ campaign.
Amazon India made it in the retail category for its campaign, â€˜Amazon â€“ show me moreâ€™ by Orchard Advertising.