MANILA, PHILIPPINES — Leo Burnett Group Manila won Agency of the Year in the recently concluded Boomerang Awards, the Philippines’ foremost show that celebrates digital excellence and effectiveness. It also copped Best of Show for its “McClassroom” campaign for McDonald’s, the show’s Advertiser of the Year. This marks a two-peat for Leo Burnett and McDonald’s and adds to their haul of top Boomerang awards since 2015. Earlier this year, Leo Burnett was also Agency of the Year in the 2021 Asia-Pacific Tambuli Awards.
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Making the Boomerang Awards more special was the medal haul from other Publicis Groupe Philippines (PGP) agencies Publicis JimenezBasic, Digitas, and, in collaboration with Leo Burnett, Prodigious Philippines. In all, Publicis Groupe raked in 3 Special Awards, 3 Golds, 3 Silvers and 6 Bronzes for work for its clients McDonald’s, Lazada, Wyeth Promil Gold and Procter & Gamble.
Ken Lingan, Publicis Groupe Philippines CEO, remarks, “I am proud of the depth of our talents across the Groupe. And when we harness our multi-disciplinary skills to create campaigns for our clients, the synergy is evident. The multiple creative and effectiveness awards in Boomerangs are a testament to that. The drive for excellence is embedded in our long-established brands like Leo Burnett and Publicis JimenezBasic as well as our new agencies Digitas and Prodigious, both born in the pandemic year of 2020. With our collective strength, our Power of One, we are striving to help our clients win in the platform world.”
Overall, Publicis Groupe won the following trophies at the Boomerang Awards 2021:
Special Awards
- Agency of the Year – Leo Burnett Group Manila
- Best of Show – McDonald’s Classroom
- Advertiser of the Year – McDonald’s Philippines
Gold
- Tech Innovation: Pivot Innovation of the Year – McDonald’s “McClassroom”
(Leo Burnett Group Manila) - Effectiveness: Small Budget Campaign – McDonald’s “McClassroom”
(Leo Burnett Group Manila) - Effectiveness: Awareness and Engagement – McDonald’s “McClassroom”
(Leo Burnett Group Manila)
Silver
- Tech Innovation: Data – Lazada “Lazada’s Hit Jingle” (Publicis JimenezBasic)
- Effectiveness: Conversion – Wyeth “The Think Fast Sale” (Digitas x PJB)
- Campaign and Service for Good – P&G “A Frontliner’s Sacrifice” (Leo Burnett x Prodigious)
Bronze
- Tech Innovation: Omnichannel – McDonald’s “Fryday” (Leo Burnett Group Manila)
- Effectiveness: Digital Activation – Wyeth “The Think Fast Sale” (Digitas x PJB)
- Effectiveness: Music-Based Campaign – Lazada “Lazada’s Hit Jingle” (Publicis JimenezBasic)
- Effectiveness: Small Budget Campaign – Wyeth “The Think Fast Sale” (Digitas x PJB)
- Effectiveness: Brand Lift – McDonald’s “McDeliverback” (Leo Burnett Group Manila)
- Effectiveness: Reputation Management – P&G “A Frontliner’s Sacrifice” (Leo Burnett x Prodigious)
