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The results are in: Mumbrella Asia Awards winners 2017

Talent from right across the Asia-Pacific region was celebrated tonight at the biggest and most diverse Mumbrella Asia Awards ceremony since the event was launched in 2015. More than 300 people attended the presentation evening at The Intercontinental in Singapore, making it the biggest turnout in the awards’ short history.

Marking the first year where entries from Australia and New Zealand were eligible in the ‘APAC Agency of the Year’ categories, Sydney-based independent shop The Monkeys was awarded the inaugural APAC Creative Agency of the Year award. The jury applauded The Monkeys for punching above its weight, thanks to outstanding work and great company culture. This was reflected in humorous but impactful work for Meat & Livestock Australia and Telstra to name but just two of the agency’s many clients.

Carat Australia also took home the accolade of APAC Media Agency of the Year, while Sydney production company Rotor Studio won the APAC Specialist Agency of the Year award.

PHD took home more gongs than any other network on the night, with the China office scooping the award for Data-driven Marketing and for Media Idea of the Year. PHD Singapore won the prize for Real-time Marketing, while PHD India stepped up to the mark in the Gamification category.

The team from PHD with their awards 

Elsewhere, brave work tackling issues such as gender inequality and women’s rights also received honours. For example, public relations agency Weber Shandwick India won with television station Viacom 18 in the Mumbrella Award for Bravery category – for the thought-provoking documentary Daughters of Mother India. The jury recognised the project’s societal impact, with it becoming mandatory for Indian police recruits to watch the documentary detailing the gang rape and subsequent death of Jyoti Singh in 2012.  

A more lighthearted, but no less powerful, campaign tackling the lack of female sports participation in India – for the client Nike – earned Wieden+Kennedy Delhi the Ad of the Year award. Designed to promote female empowerment through sport, the ‘Da Da Ding’ ad was championed by the jurors for enabling Nike to own a cultural moment.

Chinese agencies also took home a number of awards, demonstrating the market’s potential to become one of the most powerful media and marketing hubs across the globe. OMD China’s innovative work in giving millennial consumers the chance to make their own campaigns in ‘The Levi’s campaign that Levi’s didn’t create’ won the Social Idea of the Year award.

Meanwhile, the Campaign of the Year honour was awarded to Carat China’s ‘Oreo’s Journey Home’ work for Mondelez.

The team from Carat China pick up their award for Campaign of the Year

Carat China’s work with Trio-Isobar for Master Kong – Kung Fu Noodle Magic – took the inaugural award for Best Content Marketing/Native Advertising Work.

And Singaporean agencies proved their prowess in the Most Engaging 360 Video/Virtual Reality or Augmented Reality Work  category, also one of the 16 new categories this year. Sports marketing agency Octagon, with Milkmoney, won the top honour for ‘Inside Anfield’ – a virtual tour of the Liverpool football team stadium on behalf of the team’s sponsor Standard Chartered Bank. Mediacorp OOH Media Singapore with Grand Visual Theory London were also highly commended in the category with their Disney Junior Magical Moments for Disney Junior Asia.

Meanwhile, AKA Asia Singapore’s viral campaign ‘Jetstar Goes Singlish Lah!’ for the budget airline took the prize for PR Idea of the Year.

Warc’s Edward Prank presents AKA Asia with the award for PR Idea of the Year 

Mumbrella Asia debuted a number of other new categories at this year’s awards including those recognising real-timing marketing, programmatic, gamification, social media influencers and industry disruption.

For the full list of Mumbrella Asia Awards winners, see below:   

Mumbrella Award for Bravery
Winner: Weber Shandwick (India) with Viacom 18 for Vibha Bakshi  – Daughters of Mother India
Highly commended: DDB Group (Singapore) with Carat (Singapore) for Starhub – Majulah Moms

Mumbrella Award for Insight
Winner: AOL (Singapore) for Scripps Networks Interactive – Cooking for Love Season 2
Highly commended: PHD (China) for Bayer/Elevit Prenatal Multivitamins – The First Hello

Mumbrella Award for Innovation
Maxus (Singapore) for OCBC Singapore – OCBC Pay Anyone

Mumbrella Award for Data-driven Marketing
PHD (China) for Unilever Food Solutions – Finding Chinese Chefs

Mumbrella Award for Collaboration
Better Together, TMRW, Saffron Comm, i_Possible, BlackBlue Media Group, Different & Red Spade for Orchard Road Business Association – Samsung Fashion Steps Out @ Orchard 2016

Mumbrella Award for Culture
The Hoffman Agency Asia Pacific (Singapore)

PR Idea of the Year
Winner: AKA Asia (Singapore) for Jetstar Asia – Jetstar Goes Singlish Lah!
Highly commended: OtterBox (Hong Kong) Limited with Ogilvy Public Relations (Hong Kong)  – Drop the Stress

Media Idea of the Year
Winner: PHD (China) for Unilever – Cornetto Love Notes
Highly commended: Carat (Philippines) for Philippine Airlines – 75th Anniversary

Social Idea of the Year 
OMD (China) with FCB for Levi’s – The Levi’s Campaign that Levi’s Didn’t Create
Highly commended:  Hill+Knowlton Strategies (Singapore and Thailand) for Telenor Group – Jobs of the Future Survey

Campaign of the Year
Carat (China) for Mondelez – Oreo’s Journey Home
Highly commended: PHD (China) for Unilever – Cornetto Love Notes

Marketing Technology Company of the Year
AdColony (Singapore)

Agency Leader of the Year
Jacqui Lim – CEO, Havas Media (Singapore)

Under-30 Achiever of the Year
Winner: Kosuke Sogo – CEO and co-founder, AdAsia (Singapore)
Highly commended: Mimi Lu – Communications Planning Director, PHD (China)

Real-time Marketing Campaign of the Year (new) 
PHD Media (Singapore) with Resolution Media for Unilever – Lifebuoy Real Time Trend-Based Programmatic Advertising (RTTP)

Best Use of Gamification in a Campaign (new)
PHD (India) for Hindustan Unilever – Kheloge Toh Jeetoge

Best Localisation of Global Strategy (new)
Winner: Huntington Communications (Singapore) for AkzoNobel – Human Cities
Highly commended: ESPN (Singapore) with BDA, Ronin Communications, WeAreSocial for TCL – Inspiring Bonding Moments

Social Media Influencer of the Year (new)
Cheuk Wan Chi ‘G’ and her grandma with Sinclair Communications (Hong Kong)

Most Engaging 360 Video/Virtual Reality or Augmented Reality Work (new)
Winner: Octagon (Singapore) with Milkmoney for Standard Chartered Bank – Inside Anfield
Highly commended: Mediacorp OOH Media (Singapore) with Grand Visual Theory London for Disney Junior Asia – Disney Junior Magical Moments

Engaging with Millennials Award 
PHD (China) for Unilever – Cornetto Love Notes
Highly commended: Leo Burnett (Malaysia) for McDonald’s – Big Mac Chant Challenge

Creative Effectiveness (new)
Mirum (Jakarta) for Opera – Better Things To Do

Best Content Marketing/ Native Advertising Work (new)
Carat (China) with Trio-Isobar for Master Kong – Kung Fu Noodle Magic

Best Use of Programmatic (new)
MEC (Hong Kong) for Hong Kong Disneyland – Reinventing Digital Media Buy Through the Use of Data & Programmatic

Disruptor of the year (new)
Winner: Weber Shandwick (India) with Viacom 18 for Vibha Bakshi – Daughters of Mother India
Highly commended: PHD Media (Singapore) with Resolution Media for Unilever – Lifebuoy Real Time Trend-Based Programmatic Advertising (RTTP)

Best Use of Film Craft (new) 
Nan Fung Development (Hong Kong) with wowwowtank, 12th Film for Island Garden – This Is My Nature

Ad of the Year
Winner: Wieden+Kennedy (Delhi) for Nike – Da Da Ding
Highly commended: Leo Burnett (Malaysia) for Petroliam Nasional Berhad- Petronas – I AM MUNIANDY

APAC Emerging Agency of the Year (new) 
Emotive (Australia)

APAC Specialist Agency of the Year (new)
Rotor Studios (Australia)

APAC Public Relations Agency of the Year (new)
Eleven (Australia)

APAC Media Agency of the Year (new)
Winner: Carat (Australia)
Highly commended: Atomic 212° Group (Australia)

APAC Creative Agency of the Year (new)
The Monkeys (Australia)

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