Mumbrella Asia Awards winners revealed

The winners of the Mumbrella Asia Awards have been revealed at a ceremony at the Intercontinental Hotel in Singapore.

Among the winners – across the 30 categories judged by 200 jurors – were Entropia which won three awards and one ‘Highly Commended’ mention and Bonsey Jaden, which picked up a win and two ‘Highly Commended’ mentions from the jury.

The triumphant Entropia team

There were also more familiar names like media agency PHD, which saw a number of its Asia offices do well including Singapore, India, Malaysia and China. In fact, PHD China won ‘Media Agency of the Year’ for the second year in a row.

The other ‘Agency of the Year’ awards were picked up by a mix of independents and network agencies. DDB Singapore scooped the ‘Creative Agency of the Year’ prize, while Sinclair Hong Kong won out as ‘Independent Agency of the Year’. Meanwhile, Weber Shandwick Greater China was named ‘Public Relations Agency of the Year’.

The ‘Campaign of the Year’ award was given to the ‘#SenyumSatuIndonesia’ work by MullenLowe salt Singapore for Unilever Pepsodent. On the client side, Lenovo picked up the newly-introduced ‘Marketing Team of the Year’ gong.

In another new category, ‘Media Brand of the Year’, Singapore media owner TheSmartLocal triumphed despite being up against the big players like Vice Media and the South China Morning Post – the SCMP being awarded a ‘Highly Commended’ by the jurors.

For the categories focused on high-performing individuals, Sinclair again did well. Owner and founder of the Hong Kong-based shop Kiri Sinclair was recognised as ‘Agency Leader of the Year’.

Kiri Sinclair had a great night

At the same time, Sinclair senior account manager Eleanor Porter was ‘Highly Commended’ in the ‘Under-30 Achiever of the Year’ category – which was won by Meutia Adryana, vice-president of media consulting at the Indonesian firm Leverate Media.

Mumbrella Asia publisher Dean Carroll briefing a jury group at live judging

As in 2017, this year saw those that were shortlisted after the first round of online judging invited to present to the jurors across a two-day live judging event at Maxwell Chambers in Singapore on October 11 and 12. 

Explaining how she wanted to see her fellow judges approach their responsibilities during the process, jury chair – and Mars vice-president of marketing for Asia, the Middle East and Africa – Nicole McMillan had said: “I want to know the why? Why is this piece of work important?

“Why will it deliver results? Why will it be the best use of our investment versus the many other options? Why should the audience care?”

The full list of Mumbrella Asia Awards winners:  

Mumbrella Award for Bravery

Winner: Dalda #PehleTum – First Bite To You – OMD (India) with Leo Burnett for Bunge India

Highly commended: Unsuay – Bonsey Jaden (Malaysia) with PHD Media (Malaysia) for Prudential Assurance Malaysia

Mumbrella Award for Insight

Winner: Unsuay – Bonsey Jaden (Malaysia) with PHD Media (Malaysia) for Prudential Assurance Malaysia

Mumbrella Award for Innovation

Winner: Wonda Lane – Entropia Sdn Bhd (Malaysia) for Etika Sdn Bhd/ Wonda

Highly commended: Comfort x You – Societal (Singapore) with Ultimate Digital for Comfort

Mumbrella Award for Culture

Winner: Essence (Singapore)

Highly commended: Unruly (Singapore)

Mumbrella Award for Data-Driven Marketing (sponsored by ComScore)

Winner: Emotive Automotive – PHD (Singapore) for Volkswagen Singapore

Mumbrella Award for Collaboration

Winner: Connecting Youth and Millennials to a Full Science Experience Through Art – Huntington Communications (Singapore) for 3M Singapore

Highly commended: The Mood Menu – Bonsey Jaden (Malaysia) with Spotify Asia, Cornell University (New York) & PHD Media (Malaysia) for Ikea South East Asia

Marketing Technology Company of the Year

Winner: Amobee (Singapore)

Highly commended: iClick Interactive Asia (Hong Kong)

Agency Leader of the Year (sponsored by One Championship)

Winner: Kiri Sinclair – founder and CEO, Sinclair (Greater China)

Under-30 Achiever of the Year (sponsored by Splice Newsroom)

Winner: Meutia Adryana – vice-president of media consulting, Leverate Media Asia (Indonesia)

Highly commended: Eleanor Porter – senior account manager, Sinclair (Greater China)

Public Relations Idea of the Year  

Winner: #SenyumSatuIndonesia – MullenLowe salt (Singapore) with MullenLowe Group (Singapore) for Unilever Pepsodent

Media Idea of the Year

Winner: Anticipating Hungry Moments – OMD (Hong Kong) for McDonald’s

Social Idea of the Year

Winner: Team Possible – Entropia (Malaysia) for Pos Malaysia

Best Use of Experiential

Winner: Pepsi Puts the Bold Back in Marketing – Entropia (Malaysia) for Etika Sdn Bhd/ Pepsi

Highly commended: Boutique Boulevard 2017 – Hongkong Land with Gouten Consultancy and Magnetic Asia for Landmark

Mobile Ad of the Year

Winner: Taking the Chat Out of the Bot – S4M (Singapore) with Carat for Lego

Media Brand of the Year (sponsored by Millenia Motion Pictures)

Winner: The Smart Local (Singapore)

Highly commended: South China Morning Post (Hong Kong)

Creative Effectiveness

Winner: #PowerlessQueen – WATConsult (India) for Project Nanhi Kali

Highly commended: Ben & Jerry’s Non-Dairy – Golin (Singapore) for Unilever

Best Use of Content Marketing/Native Advertising Work

Winner: HP & IPL #ReinventYourGame – PHD (India) for HP India

Highly commended: RedBus – Saving Malaysians from bad bus travel experiences – Entropia (Malaysia) for RedBus

Best Use of Social Media Influencer or Social Media Influencers

Winner: #3dollarballer – Kobe Global Technologies (Singapore) for Circles.Life

Most Engaging 360 Video/Virtual Reality or Augmented Reality Work

Winner: Nido Fortigrow VR – Vostok VR (Singapore) with Discovery Networks (Asia-Pacific) for Nestle Philippines

Highly commended: Imagining the Office of the Future – PHD (Singapore) with Blippar for HP

Engaging with Millennials Award (sponsored by One Championship)

Winner: Flight of the Day – AKA Asia (Singapore) for Jetstar Asia

Highly commended: PK Card, A Win-win Collaboration By Connecting Data From 2 Leading Brands – Dentsu X (Taiwan) for Pizza Hut & KFC

Best Use of Programmatic

Winner: Emotive Automotive – PHD (Singapore) for Volkswagen

Highly commended: Programmatic ABM for HP PC – Creating an Influential touch-point – PHD (India) with Dataxu for HP India

Disruptor of the Year

Winner: Genero (Singapore)

Highly commended: Adzymic (Singapore)

Best Localisation of a Global Strategy

Winner: Snickers Hunger Bars – Mars Wrigley Confectionery (India) with RKSwamy BBDO, Bottle Openers, Starcom & Mediacom for Snickers

Marketing Team of the Year (sponsored by One Championship)

Winner: Lenovo Data Centre Group (Singapore)

Highly commended: Cisco Systems (Singapore)

Campaign of the year (sponsored by One Championship)

Winner: #SenyumSatuIndonesia – MullenLowe salt (Singapore) with MullenLowe Group (Singapore) for Unilever Pepsodent

Highly commended: #PowerlessQueen – WATConsult (India) for Project Nanhi Kali

Independent Agency of the Year (sponsored by Deltek WorkBook)

Winner: Sinclair (Greater China)

Highly commended: Klareco Communications (Singapore)

Public Relations Agency of the Year

Winner: Weber Shandwick (Greater China)

Specialist Agency of the Year

Winner: Happy Marketer (Singapore)

Media Agency of the Year (sponsored by Shutterstock)

Winner: PHD (China)

Highly commended: PHD (Singapore)

Creative Agency of the Year (sponsored by Shutterstock)

Winner: DDB Group (Singapore)

Highly commended: ADK (Japan)


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