Mumbrella Asia Awards winners revealed – multiple wins for Entropia, Happy Marketer, Sqreem, McCann, FCB

The winners of the Mumbrella Asia Awards have been revealed in a ceremony at the Marina Bay Sands in Singapore.

Among those that triumphed – across the 31 categories, which were judged by nearly 300 jurors over two rounds including ‘live judging’ – were multiple winners such as the Malaysian integrated agency Entropia scooping four awards and Dentsu-owned digital shop Happy Marketer (Singapore), which won three gongs. 

Both Sqreem Technologies (Singapore) and McCann Worldgroup (India) took home two awards, as did FCB (Kuala Lumpur). 

There were also first-time wins for Forsman & Bodenfors (Singapore), Dentsu X (India), ERA (Myanmar) and Nugit (Singapore). Also scoring their first ever wins were Cadreon (Singapore), Mutant Communications (Singapore), GrowthOps (Singapore) and Good People Basically (China).

The ‘Agency Leader of the Year’ award went to Dentsu X (India) CEO Divya Karani, while Entropia (Malaysia) picked up the ‘Media Agency of the Year’ gong and DDB Group (Singapore) won ‘Creative Agency of the Year’ for the second year running.

In the ‘Media Brand of the Year’ category, there was a real upset with Manual Jakarta (Indonesia) beating the larger players shortlisted – CNA (Singapore), Tickled Media (Singapore) and Vice Media (Singapore) – to win. 

Meanwhile, the video production company Shootsta saw its unique low-cost quick-turnaround model recognised – as it won the ‘Disruptor of the Year’ category.

 

 

At the same time, the Government Technology Agency (Singapore) was able to pip Mars and Singtel to the post by winning the ‘Marketing Team of the Year’ award.

Two new categories were also introduced this year. The result was EY (Hong Kong) taking away the inaugural ‘Consulting Team of the Year’ gong and Sqreem Technologies (Singapore) triumphing in the ‘Best Use of Artificial Intelligence’ category.

 

Speaking after agreeing to chair the awards jury once again this year, the Mars vice-president of marketing for Asia, Australia, the Middle East and Africa, Nicole McMillan, had said: “It was a resounding ‘yes’ from me when I got the invitation to be the chair of the jury once again for the Mumbrella Asia Awards.  

“The kudos associated with winning a Mumbrella Asia Award grows each year. And, of course, there is the trademark rigour that comes – with those shortlisted presenting their work to the jury live and being questioned on any areas where the jurors want to drill deeper or see a gap in the knowledge. Writing a beautiful submission alone just won’t cut it I’m afraid.”

The full list of Mumbrella Asia Awards winners:  

Mumbrella Award for Bravery

• Winner: Hair Talk – Wunderman Thompson (Thailand) with Jump Film for Unilever and Sunsilk
• Highly commended: Enemy Within – Caught in the Crossfire/The Battle for Kabul for CNA with Mediacorp (Singapore) 

Mumbrella Award for Insight 

• Winner: Meet me Halfway – Forsman & Bodenfors (Singapore) with Tool of North America (United States), Cabin Editing Company, Mano (Copenhagen) and Verizon Media (Ryot Studio) for SK-II

Mumbrella Award for Innovation 

• Winner: Sqreem Technologies (Singapore) 
• Highly commended: Dragonboat Festival Race on Facebook – Bonsey Jaden (Malaysia) for Apple Fox Cider 

Mumbrella Award for Culture 

• Winner: Happy Marketer (Singapore) 

Mumbrella Award for Data-driven Marketing 

• Winner: Using Data and Personalisation – Happy Marketer (Singapore) for NTUC Income
• Highly commended: When Logical Data Meets Magical Creative – Noir by Entropia (Malaysia) for Taylor’s University

Mumbrella Award for Collaboration 

• Winner: Four Operators Team Up To Fight Fraudsters – ERA (Myanmar) with Telenor, Ooredoo and MyTel for MPT

Marketing Technology Company of the Year 

• Winner: Nugit (Singapore) 
• Highly commended: Amobee (Singapore) 

Agency Leader of the Year 

• Winner: Divya Karani, Chief Executive Officer, Dentsu X (India)
• Highly commended: Meutia Adryana, Vice President of Consulting, Leverate Media (Indonesia) 

Under-30 Achiever of the Year 

• Winner: Tim Sharp, Regional Head of Integrated Strategy, Design and Creative, GrowthOps (Singapore) 
• Highly commended: Jack Cantwell, Client Director, iProspect (Singapore) 

PR Idea of the Year 

• Winner: Do you Think Yoga Can Sell more Truck Lubricants? – Current Global (India) with Ogilvy, Mindshare and Zee Group for Castrol

Media Idea of the Year

• Winner: Nivea Senthuhan Ibu – OMD (Indonesia) for Nivea

Social Idea of the Year 

• Winner: Unbranded Facebook Group – Happy Marketer (Singapore) for Lee Kuan Yew School of Public Policy
• Highly commended: Planet or Plastic, Story that Stays – Isobar (India) for National Geographic

Best Use of Experiential 

• Winner: Wonda Takes Coffee Lovers on a Wonda-ful MRT Ride – Noir by Entropia (Malaysia) for Wonda
• Highly commended: Disney Tsum Tsum Mid-Autumn ‘Celebration of Love’ at VivoCity – Alive Brand Experience (Singapore) with Q’s Advertising for Disney 

Media Brand of the Year

• Winner: Manual Jakarta (Indonesia)  

Creative Effectiveness 

• Winner: Awakening The Challenger Within – FCB (Kuala Lumpur) for RHB Bank
• Highly commended: Gentle Wont Do – McCann Worldgroup (India) for Nescafé

Best Content Marketing/Native Advertising Work 

• Winner: Awakening The Challenger Within – FCB (Kuala Lumpur) for RHB Bank

Best Use of a Social Media Influencer or Social Media Influencers

• Winner: Making the Backpack A Swagpack – McCann Worldgroup (India) for American Tourister

Most Engaging 360 Video/Virtual Reality or Augmented Reality Work 

• Winner: Rugby Sevens – Publicis Communications (Singapore) for HSBC

Engaging with Millennials Award 

• Winner: Emotion AI Bringing Mommies Together – Sentient by Entropia (Malaysia) for Fonterra 
• Highly commended: Meet me Halfway – Forsman & Bodenfors (Singapore) with Tool of (North America), Cabin Editing Company, Mano (Copenhagen) and Verizon Media (Ryot Studio) for SK-II

Best Use of Programmatic 

• Winner: How Taylor’s Combine Magic and Logic to Give Gen-Zs the Best of Both Worlds – Noir by Entropia (Malaysia) for Taylor’s University
• Highly commended: VHIS Launch – Mediacom (Hong Kong) for AIA Group

Best Use of Artificial Intelligence/Machine Learning (new)

• Winner: Sqreem Technologies (Singapore) for GSK J&J, Pfizer, Abbvie, OCBC, AVIVA, AIA, Prudential, Mercedes, Dell, Porsche,Guardian Life, Rakutan, Microsoft, MUFG, Capitaland, Keppel, M1 and Singtel 

Disruptor of the Year 

• Winner: Shootsta (Singapore)

Best Localisation of a Global Strategy 

• Winner: Share a Coke – McCann Worldgroup (India) for Coca-Cola
• Highly commended: Spotify Wrapped – UM (APAC) with TBWA/Juice (Singapore), Jack Morton Worldwide (Singapore), UM (Philippines) and UM (Indonesia) for Spotify 

Consulting Team of the Year/Consultant of the Year (new)

• Winner: EY (Hong Kong) 

Marketing Team of the Year/Marketer of the Year

• Winner: Government Technology Agency (Singapore)

Campaign of the Year 

• Winner: Sons #ShareTheLoad – BBDO (India) for Procter & Gamble

Independent Agency of the Year

• Winner: Good People Basically (China)
• Highly commended: Brave Bison (Singapore) 

Public Relations Agency of the Year  

• Winner: Mutant Communications (Singapore) 
• Highly commended: Weber Shandwick (China) 

Specialist Agency of the Year  

• Winner: Cadreon (Singapore)

Media Agency of the Year  

• Winner: Entropia (Malaysia) 
• Highly commended: PHD (China)

Creative Agency of the Year  

• Winner: DDB Group (Singapore)
• Highly commended: Good People Basically (China)