Wunderman leads Aussie pack with 3 Gold and Agency of the Year Award at Digital Asia Festival
The Digital Asia Festival, celebrating the best of Asia’s digital marketing industry, has drawn to a close in Beijing with the much anticipated Awards Ceremony, where the 2012 winners were revealed and celebrated.
Wunderman lead the Australian agency pack with three Gold for its ‘Share a Coke’ campaign for Coca-Cola in collaboration with Ogilvy, Ikon and Naked as well as winning The Digital Asia Awards 2012 Agency of the Year Award, given to the agency that has amassed the most points across all categories followed by Leo Burnett Melbourne who scored one Gold and two Silver for its ‘BYO Cup Day’ campaign for Slurpee and 7-Eleven and Clemenger walked away with one Gold, one Silver and one Bronze for its ‘Mimeisthai’ campaign for TEDx.
Ten jury members, led by Matias Palm-Jensen, European chief innovation officer, McCann Erickson, were present in Beijing to view, deliberate over and decide on the worthy winners.
From over 600 entries, a total of 50 winners were chosen; of which one Platinum, 10 Gold, 18 Silver and 21 Bronze trophies were awarded. The much sought after Platinum award went to McCann, The Philippines, for their entry ‘Coke OFW’ for the Coca-Cola Export Company.
Says Palm-Jensen: “The jury were a refreshing group of people with great human values and were able to think from a consumer perspective rather than through the eyes of agency people. We saw work of a very high standard which puts the region close to the rest of the world in terms of story-telling and defining the challenges faced by a brand. From a digital perspective we saw work that is defining what is modern and what are the modern challenges we are encountering.”
Australia took home the greatest number of trophies with nine, closely followed by China with eight and The Philippines with seven.
2012 Winners by Country:
Australia 9
China 8
Philippines 7
India 5
Japan 5
New Zealand 5
Thailand 5
Singapore 4
Hong Kong SAR 2
Colenso BBDO Auckland took second place in the Digital Asia Awards 2012 Agency of the Year Award followed by McCann Thailand taking third.
Coca-Cola took home the Digital Brand Award, given to the brand that has used digital media to execute innovative ideas and achieve marketing success.
The Digital Asia Festival saw two packed days of content offering inspiration and networking opportunities to over 300 members of the digital industry. Some of the seminar highlights included Patrick Rona of DDB and Andrew Knott of McDonald’s APMEA discussing how McDonald’s is using digital as a strategic platform for growth; Jean Lin from Isobar in her seminar ‘Solving the Convergence 4.0 Puzzle’; Thomas Crampton from social@Ogilvy Asia Pacific and Dirk Eschenbacher of Ogilvy & Mather Asia Pacific with their seminar ‘Social is from Venus, Advertising from Mars’; Seng Yee Lau of Tencent Online Media Group, who discussed next generation marketing in China; and Atifa Silk, editorial director of Campaign Asia-Pacific who moderated the Digital Asia Festival Jury Panel with the discussion on what makes a successful digital marketing campaign.
Says Terry Savage, chairman of Lions Festivals: “The Digital Asia Festival has provided a two day showcase of truly innovative digital work from the region, while an outstanding content programme has offered thought provoking insights and forward thinking inspiration. The jury chose some great winning work that has been honoured at the Awards Ceremony, which proved to be a true celebration of the region’s achievements in the digital field.”
12 Comments
Does anyone know what exactly Wunderman did on ‘Share a Coke’?
Can everyone just stop entering all these pointless awards. The people who create them are taking the industry for a bunch of mugs. Which we clearly are if we keep entering everything and paying the ridiculous entry fees
They’ve found our Achilles heel and it’s our own vanity. Just stop it, it’s ruining any credibility advertising awards once had
I don’t mean to single out this one as there’s seemingly a new never before heard of award every single week
Who did the campaign- Ogilvy, Wunderman, Host? Or is this all part of the ‘share’ ethos?
Was it a facebook tile or a DL flyer?
Only reason why Wunderman gets credit is because Coke doesn’t like giving one agency all the credit – even if that one agency (this case, Ogilvy) is responsible for the entire campaign.
@? you’re delusional. As if Coke gives a flying fuck.
Sounds like there’s at least one bitter bugger over in St Leonards needs to go back to polishing those Lions and settle the hell down. Seriously, who cares about bloody Digital Asia? And if you do, why didn’t you enter?
And as far as I can see, Wunderman happily credited all the collaborators. Something I bet the Ogilvy glory hogs certainly didn’t do around Cannes time.
After 6 months of inter-agency whinging this is officially the oldest, tiredest, stupidest, vainest conversation in advertising.
idea: Ogilvy (two guys)
Digital/Social execution: Wunderman
Wunderman gets a free ride. The hard part is coming up with the idea…
Fraudulant.
Agree the endless list of mediocre ad festivals, particularly out of Asia, are not doing the industry any flavours.
The truth on Share a Coke:
Old Ogilvy CD – idea of names on bottles
Naked – how to spend $5m+ advertising it
Ikon – how to squeeze that $5m
Wunderman – run some promos around the idea, digitally Sharing a Coke
Urban – Westfield experiential (personalized cans)
Social/PR – punters did this themselves it was so popular
The whole program started to explode when we nailed the idea of ‘Share a Coke’ with our digital partner, Wunderman. They were at the heart of the program. When it started to grow and grow, we began to focus more on our social strategy. We started to think about how we could make Coke fans on Facebook the centre of the idea. Then we cracked on to ideas like the Kings Cross billboard plan through to the Westfield kiosk idea (where people could have personalised labels printed). It grew from being just the mechanic of printing labels on bottles to something much bigger.
Lucie Austin,
Coca-Cola South Pacific Marketing Director
Are you saying Ogilvy was just responsible for the names on cans and bottles and the TV ads? That’s simply untrue. In my time there I “didn’t” have the pleasure of working on the account but was well aware of all the work that Ogilvy’s creative department (digital included) had put into it. It has more to do with the fact that Coke Silos its agencies. Takes their ideas (As it is contractual that you own all ideas presented) and then you take their ideas and feed them to other partners. Let’s just be honest about it. I saw the original deck as did 80 other people that worked in that creative department because the work was a big deal and came from the best ECD Ogilvy Sydney ever had/ever will have; Chris Ford. I think it’s disrespectful to all the people that worked on that account day/night/weekends that you don’t acknowledge the origination of ideas. You personally signed off on all the award entries and videos (even suppressed results as it doesn’t fit corporate policy). Not a single creative person on the mainstream or digital side is there at the agency anymore. They all ran for the hills after Ford left.
Sad really that this will be the only Award this agency will ever win. the work has gone back to it’s woeful old ways. I guess that’s why you handed the next chapter to HOST.