Atomic 212 wins at Campaign Asia awards despite claims of exaggerated work and clients

Australian media agency Atomic 212 last night picked up four Campaign Asia awards just a week after Mumbrella revealed how the agency submitted a series of exaggerated claims in previous award entries.

At the Campaign Asia Awards last night, held in Singapore, the media agency won the digital, independent and social media categories, and also picked up new business development team of the year, a category in which it was the only finalist. The winning entry submissions are not publicly available.

The accolades came as further questions emerged over the agency’s claims, with New York Festivals, a major advertising and marketing show in the US, rejecting Atomic’s boasts that it won their top Agency of the Year award last year.

The agency also wrongly claimed in its recent winning B&T Awards entry to be Mumbrella’s 2016 agency of the year.

Campaign Asia has failed to respond to numerous requests for comment over its apparent decision to honour the 2016 awards.

The awards came as New York Festivals told Mumbrella it had no record of Atomic being named Agency of the Year in 2016. In an entry to the recent B&T Awards, which has been viewed by Mumbrella, Atomic claimed an “awards grand slam” in 2016 including being named Agency of the Year at the prestigious New York event. Based on the entry, Atomic was named independent agency of the year at the B&T Awards a fortnight ago.

But organisers have told Mumbrella that while Atomic 212  was a finalist in 10 categories – all for its Lucy the Robot PR stunt – it did not win Agency of the Year.

According to records provided by New York Festivals, Y&R New Zealand was Asia Pacific’s agency of the year.

Mumbrella’s agency of the year is selected from individual winners of the creative agency of the year, media agency of the year and PR agency of the year, as the top award of the night. And while Atomic 212 won media agency of the year in 2016, Mumbrella did not select it for the top title, giving that to Cummins & Partners.

After being named runner-up as CEO of the Year in the magazine’s awards last month, a story on the publication’s website lauded Dooris for “a business model transformation” that generated “a phenomenal revenue increase of more than 1000%”.

Questioned by Mumbrella on the extraordinary claims, chief executive Jason Dooris later said it should have read 100% and claimed it was a typo on the part of CEO Magazine. It was then altered from 1000% to 100% on the website.

Dooris pictured presenting at this year’s Mumbrella Asia Awards

But two Atomic documents seen by Mumbrella also claim revenue growth of 1000%. In addition, furious Atomic chairman Barry O’Brien suggested to Dooris in an email seen by Mumbrella that it was not a typo and that Dooris had called in a “massive favour” to get the figure changed.


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