SINGAPORE — Happening together and within the Spikes Asia 2019 Festival of Creativity, a panel of top marketers and clients are also recognizing marketing efforts in the form of the Tangram Awards. While Spikes takes a deeper look into creativity, the Tangrams focus on effective and efficient marketing efforts that bring empirical results, recognizing those that did the best for the brands they are working with.
A total of 135 entries were turned in, and four different jury panels sifted through the batch and have finally decided on who they will deem worthy of a Tangram.
Apart from awarding Tangrams to each campaign, the body is also recognizing agencies that garnered the most outstanding results, and naming them recipients of special awards.
Network of the Year — Mindshare
Sitting on top of the awardees is Mindshare who, as a global network, receives a total of 29 different Tangrams, most of which came from their branches within India and China, and two from the Philippines.
Digital Strategy Agency and Media Strategy Agency of the Year — Mindshare China
Two more top awards Mindshare bags is Digital Strategy Agency of the Year and Media Strategy Agency of the Year, this time particularly for their arm in Greater China. Mindshare China received a total of nine Tangrams (one gold, four silver, and four bronze).
Effectiveness Agency of the Year — CHE Proximity Australia
Breaking Mindshare’s winning streak was CHE Proximity Australia. This award recognizes those that had imaginative yet measurable solutions to businesses that helped drive brands to achieve certain objectives and campaign ROI. CHE Proximity Australia was awarded also a total of nine Tangrams (one platinum, three gold, three silver, one bronze).
Cutting Close in Quantity
The agencies that received the most Tangrams (not counting Mindshare as a global network) are CHE Proximity Australia, Mindshare China, and Mindshare India, receiving nine Tangrams each. Right behind was Ace Saatchi & Saatchi Philippines who will bring home a total of six (one gold, three silver, and two bronze).
Bagging the group’s sole Gold Tangram was their campaign called Project Unfriend, which was awarded under the Charities, Public Services, & Awareness Messages stream.
Platinum Awards
The Tangrams have four different awards for the different streams they have chosen to build, and only two campaigns have been selected as recipients of Platinum Tangrams. These two are Mindshare India’s Adaptive Data Lighthouse for Lifebuoy, and CHE Proximity Australia’s NRMA Safety Hub for NRMA Insurance.
Mindshare India’s ‘The Adaptive Data Lighthouse’ campaign with Lifebuoy targeted the people most at risk of infections preventable by good hand hygiene to increase sales in rural India. The campaign talks about how an infection alert system will help households prevent mortality among rural India’s young population, as well as those that have no access to traditional and new forms of media.
Meanwhile, CHE Proximity Australia’s NRMA Safety Hub is a campaign designed to help encourage Aussies to explore the benefits of insurance policies to help them get back on their feet after disasters. In this particular campaign, they showed how they can assess risk and mitigate them by acquiring insurance policies with NRMA through their Safety Hub app.
Getting Gold
A total of fifteen campaigns are going home with Gold Tangrams tonight. Here is the breakdown:
CHE Proximity Australia’s NRMA Safety Hub — Three golds for Consumer Intelligence, Consumer & B2B Services, and Insights/Strategic Thinking
Grey Worldwide Malaysia for Tesco Unforgettable Bag — Three golds for Media Innovation, Entertainment, Lifestyle & Recreation, and Innovative Use of Media
Mindshare Australia for Monty: The World’s First AI Predictive Commentator for Fox Cricket — Two golds for Entertainment, Lifestyle & Recreation, and Media Innovation
Mindshare India’s The Adaptive Data Lighthouse for Lifebuoy — Two golds for Multiple Data Sourcing/Merging, and Pharmaceuticals, Beauty Products, Cosmetics & Toiletries
Ace Saatchi & Saatchi Philippines for Project Unfriend — One gold for Charities, Public Services & Awareness Message
BBDO Thailand’s Targeted Ads for JD Central — One gold for Charities, Public Services & Awareness Messages
Clemenger BBDO Australia for Overtaking the Classics to become Australia’s favourite beer for Great Northern — one gold for Sustained Success
Mindshare China’s Colonel KI – The First Colonel to Conquer e-Sports for KFC — one gold for Food & Beverages
Mindshare Philippines for DOMEX Certified Clean Toilets — One gold for mobile
View the full list of winners here.
adobo magazine, the Word on Creativity, is an official media partner of Spikes Asia 2019 Festival of Creativity.
