MediaCom is Festival of Media Asia’s network of the year, UM Australia is top agency
UM Australia has won agency of the year at the Festival of Media Asia as Australia once more emerged as the region’s frontrunning hub for creative media thinking.
Australia claimed seven winners, more than double the next most awarded country, India.
GroupM’s MediaCom won agency network of the year. Most awarded after MediaCom and UM, which had dominated the shortlist along with Starcom, was creative agency FCB New Zealand.
Two independent agencies emerged as winners – Singapore social media company Goodstuph with a campaign for HP and Australia’s Match Media, for its ‘data matching love story’ for Ikea.
The campaign of the year went to FCB New Zealand for ‘Driving dog’ for SPCA, which won in the Best Use of Content category and was highly commended for Best Communications Strategy.
Donna Sharp, digital business director at Starcom Greater China, won the Starcom-sponsored Rising Stars award. She emerged ahead of a field that included Hindustan Unilever’s Tejas Apte, John Dawson of Mindshare Australia, Aditya Madhavan of MediaCom Singapore, and Apeksha Wallia of MediaCom India.
The results in full:
WIN/HC | Entering Company | Country | Entry title | Category | Brand |
HC | FCB Media | New Zealand | Driving Dogs | Best Communications Strategy | SPCA/MINI |
WIN | Mediacom | India | Shave Or Crave | Best Communications Strategy | Gillette |
WIN | Yahoo! Hong Kong Limited | Hong Kong | Credit Card – Red Hot Dine & Fly | Best Contribution to a Campaign by a Media Owner | HSBC |
HC | BBH Asia Pacific | Singapore | Transforming the Talent Show for Social Media | Best Digitally Integrated Campaign | Happydent |
WIN | Mindshare | Australia | Leave a Man, Come Back a Hero | Best Digitally Integrated Campaign | Lynx |
HC | Starcom Mediavest Group | Philippines | UHP First Step to Livelihood | Best Engagement Strategy | UHP |
WIN | Ogilvy & Mather | Singapore | NextGen CIO | Best Engagement Strategy | IBM |
HC | MediaCom | Australia | Westpac – Air Rescue | Best Entertainment Platform | Westpac |
WIN | UM Australia | Australia | Lambnesia | Best Entertainment Platform | Lamb |
HC | Mindshare | Australia | Ben & Jerry’s Sundae Sessions | Best Event/Experiential Campaign | Ben & Jerry’s |
WIN | MediaCom | Singapore | Tasting is Believing | Best Event/Experiential Campaign | Coke Zero |
WIN | MEC | Australia | Must Have Whitening | Best Launch Campaign | Optic White |
WIN | UM Australia | Australia | XTL | Best Social Media Strategy | Aust. govts |
HC | Mindshare | Malaysia | How a $3 Shampoo Became Synonymous with Hijab Fashion | Best Targeted Campaign | Sunsilk |
WIN | GOODSTUPH | Singapore | The HP Elite Assembly | Best Targeted Campaign | HP |
WIN | FCB Media | New Zealand | Driving Dogs | Best Use of Content | SPCA/MINI |
WIN | PHD | India | Good Life Club | Best Use of Mobile | Brooke Bond Tea |
HC | UM Malaysia | Malaysia | KFC- Finding ‘Waze’ to ‘FAST’ food | Best Use of Technology | KFC |
WIN | OMD | Hong Kong | See the World At Home | Best Use of Technology | Wyeth Gold |
WIN | UM Malaysia | Malaysia | ‘Smiling is an Act of Charity’- LISTERINE Rides on a Cultural Insight | Consumer Research Award | Listerine Malaysia |
HC | Kinetic WW | China | Nike Live Knitting Shanghai | The Creative Use of Media Award | Nike |
WIN | UM Australia | Australia | Fast Front Pages | The Creative Use of Media Award | News Corp Australia |
WIN | Match Media | Australia | IKEA: A Data Matching Love Story | The Data Innovation Award | IKEA |
HC | Madison Media Infinity | India | Convincing Consumers to become our Sales Force | The Effectiveness Award | Parachute Hair Oil |
WIN | FCB Media | New Zealand | Making DIY Easy As | The Effectiveness Award | Mitre 10 |
WIN | MediaCom | Australia | Give Music Generator | The Retail Award | Universal Music |
HC | OMD | China | Spare Space, Spread Love | The Utility/Public Service Award | Johnson’s Baby |
WIN | Leo Burnett | Australia | Volunteer to Promote Volunteering | The Utility/Public Service Award | SEEK Volunteer |
The jury chairman at the festival this year was Andrew Knott, the VP, media and digital, McDonald’s Asia Pacific, Middle East, Africa.
He told Mumbrella: “The quality of entries was much stronger this year and showed real strength in depth. Unlike last year, when there was no winner in the digital category, there were no categories with no worthy winners.”
“There were some truly exceptional entries. All too often the industry focuses on the creative product. It’s great to see what a focus on rewarding innovation in media can deliver,” he said.
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