The Asian Marketing Effectiveness and Strategy Awards featured three new strategy categories this year. So there are new AMES awards: for Data & Analytics, Digital Strategy, Media Strategy and Effectiveness.

137 awards went to entries across 14 countries: 3 platinum, 19 gold, 49 silver and 66 bronze.

DDB Japan, Lowe Lintas & Partners India and Ogilvy & Mather Mumbai won platinum.

DDB Japan won platinum in Data & Analytics for Product Preference Marketing for McDonald’s Japan. In this category there were 1 platinum, 1 gold, 7 silver and 5 bronze from an initial shortlist of 21. The gold award went to Japan.

Australia won 2 gold awards and New Zealand won 4 in Digital Strategy – which accounted for the 6 golds given. There were 12 silver and 23 bronze awards also, from a shortlist of 99 entries.

Reactive won gold for The Most Powerful Arm for Save our Sons

Colenso BBDO won two golds for Trial by Timeline for Amnesty International

Saatchi & Saatchi won gold for ASB Like Loan for ASB Bank

Spark phD won gold for Tui Plumber for DB breweries.

Lowe Lintas and Partners, India, won platinum in Effectiveness for Help a Child Reach 5 for Unilever. From the shortlist of 128, a further 7 gold, 15 silver and 24 bronze trophies were given.

Rhonda and Ketut (Ogilvy & Mather Melbourne) won gold for AAMI its overall long term effectiveness. Its recognition came for consistent and outstanding results achieved during the life of the campaign, 2011 to 2013.

AMI’s Richard Riboni stated, “The challenge we faced as a brand was complex; the insurance category is highly developed and competitive but it is also static. We needed to find a way to capture attention in a way that was both memorable and effective. “The concept developed and executed by Ogilvy was a highly branded property, that ended up becoming part of mainstream culture. It’s proof that even in an undifferentiated category it’s possible to create a campaign the entire nation falls in love with. Better still, it’s proof that over time it was possible to grow the AAMI brand through brand fame that comes from being part of popular culture, using a story that has well-loved characters, without having to resort to product only, or price driven communications.”

Australia, China, Hong Kong, India and New Zealand all won golds.

Ogilvy & Mather Mumbai won platinum in Media Strategy for Lifebuoy Roti Reminder for Lifebuoy Soaps, for Hindustan Unilever. From a shortlist of 86 there were 1 platinum, 5 gold, 15 silver and 14 bronze awards.

Effectiveness Agency of the Year: Ogilvy & Mather, India, Mumbai

Digital Strategy Agency of the Year: Clemenger BBDO Melbourne, Australia, Melbourne

Media Strategy Agency of the Year: Ogilvy & Mather, India, Mumbai