The Indian agencies Leo Burnett and O&M have made it to the final list of the Asian Brand Marketing Effectiveness Awards (ABME) 2005. The focus of the awards is on marketing effectiveness in relation to overall improved business performance.
Leo Burnett's has one shortlist for its entry ‘The hand of the Congress is with the common man.’ While it’s the first time for Leo Burnett, it’s definitely not the first for O&M. The agency last year won three awards, a gold, silver and a bronze and this year it has two finalist entries, ‘IBM locked box mailer’ and ‘VIP Frenchie X’.
Informing on the concept of the entry, Kunal Sinha, Executive Director, Discovery, O&M, said, “This is an integrated marketing case, based on the launch of the Frenchie X brand. It was a 360-degree exercise, with launch events, a website, outdoor, press and TV, which resulted in the brand achieving 60 per cent greater volumes than the intended target. This happened, in spite of a controversy
about the campaign, which the agency quickly responded to. The communication succeeded in building premium imagery for the brand, which was under threat from international brands such as Hanes and Jockey.”
Having bagged a Cannes Lions, an elated Arvind Sharma, Chairman & CEO, Leo Burnett, said, “We are very proud of the work we did for the Congress party under very tight deadlines. Our campaign, along with everything else that the party did, produced a miraculous turnaround at the elections. We are delighted that this very campaign was shortlisted among so many other entries from all around the Asia Pacific region.”
Launched in 2003, the ABME Awards recognise the clear bottom-line gains that can be achieved when a company differentiates its product or service as a brand thus attracting participation from both agency and client companies. The bronze, silver and gold winners will be unveiled at the annual awards presentation dinner, culminating in the highest accolade, the Platinum award, being presented to the campaign that most effectively demonstrates a dramatically improved business performance.
Once again, the search to uncover work displaying innovative spirit, work combining creativity with effectiveness, work transforming businesses by building world-class brands will be rewarded in the following categories:
Best integrated marketing campaign, best marketing campaign for regional brand development, best long-term marketing and branding campaign, best innovative marketing campaign, best brand loyalty marketing campaign, most effective use of event marketing, most effective use of corporate identity, most effective use of product design and packaging, most effective use of sales promotion and point of purchase, most effective use of direct marketing – print, most effective use of interactive marketing - new media, most effective use of sponsorship, most effective use of advertising, most effective use of public relations, best small budget marketing campaign, best insights / strategic thinking, best ideas, most effective use of branded content.
The winners from record 350 entries received this year will be honoured in Singapore on June 29.