The Asian Marketing Effectiveness & Strategy Awards are considered one of Asia Pacific’s foremost awards honouring clients and their agencies for marketing strategies that deliver solid results to transform businesses and brands.
India was shortlisted for 63 metals, the highest across the APAC region and went on to win 31 Metals in total, leading the metal tally among all the other countries.
“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.
Lowe Lintas + Partners, India bagged 10 metals in the Effectiveness category. Along with being named Effectiveness Agency of the Year, Lowe Lintas + Partners took home four Silvers and six Bronze metals.
PHD India was the only Indian agency to win 2 Golds, which it was awarded for Kan Khajura Tesan campaign with HUL. The agency also won 1 Silver and 1 Bronze
Maxus India clocked in the second highest score in the Indian tally, with five metals, which includes two bronze in Data & analytics category, two silvers and one bronze in the Media strategy category.
Rahul Welde, Vice President of Media at Unilever Asia who chaired the Media Strategy jury said, “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.”
Mindshare bagged four metals a silver and three bronze in digital strategy, media strategy and e-commerce categories. Three Bronze metals in the Effectiveness category went to BBDO India for their work with P&G hygiene and Health Care.
Rediffusion Y&R bagged a Silver metal, Everest Y&R a Silver in E-commerce, DDB Mudra a Bronze metal followed by McCann and Soho Square with one Bronze Metal each.
Dr Elaine Rodrigo, Global Director of Consumer Insights & Strategy in Biscuits Category, Mondelēz International led the Data & Analytics and e-Commerce jury. She opined, “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 at the quality and breadth of submissions, particularly in the areas of mobile, digital ROI, and e-Commerce, all which are burgeoning areas of interest in the world today.”