Ogilvy tops @ DMA CreatEffect Awards 2016

03 Aug,2016


By Anuka Roy and Santosh Jangid


Winners of ECHO affiliated DMA India CREATEFFECT Awards 2016 were revealed at the Awards Gala at Blue Frog, Mumbai, celebrating India’s most creative and effective data driven marketing campaigns. OgilvyOne Worldwide was named DMA CREATEFFECT Awards 2016 ‘Agency of the year’, bagging 21 metals including three golds and a diamond, while Ogilvy & Mather was honoured with the Network of the Year 2016 title. Two new special categories were added this year ­‘Small Agency of the Year’ and ‘Brand of the Year’ to recognize the joint efforts and close collaboration between clients and small agencies to produce successful work. The awards were presented to pi communication and Britannia Good Day respectively. Hindustan Unilever bagged the ‘Client of the Year’ Award for the second year in a row with three Metals.


“I feel really good that my colleagues at OgilvyOne have won this big distinction and also at the network level we have won. It always feels good to win,” said SumantoChattopadhyay, Executive Creative Director, South Asia at Ogilvy & Mather about winning the top honours. The Social Street made its debut this year and was among the top agencies in the race for ‘Agency of the Year’ award. “It is the first time we have entered the DMAECHO awards and it is a great result for us. With 3 golds we feel extremely ecstatic.”


Said Dhunji S. Wadia, President at Rediffusion Y&R, who was one of the jury presidents: “Some of the best minds from both marketing and communications came together together for the judging and it has been the most robust process anywhere in the world.” Speaking about the entries received this year, he said, “The highs are getting higher and the lows are getting lower. So in the balance, some things work some things don’t. Some entries are equal to the best in the world. The emphasis was more on data driven management. So that is where the jury spent more time deliberating and trying to see that it is true to the cause.”


Sapient Nitro won the Grand Prix in the Media Effectiveness category for Nestle India’s ‘100 and Running’ campaign, while Mindshare India bagged it for Pepsico’s ‘Google Maps went beyond giving directions’ in Creative Effectiveness ­ Interactive category. The Diamond Award went to Ogilvy One Worldwide in the Business Effectiveness category for Amazon Fashion­ Kya Pehnu campaign.


The Awards Gala, was attended by over 200 industry leaders, presented a total of 144 citations, including 25 Golds, 45 Silvers, 46 Bronze and 23 Leaders to the shortlisted winners out of 441 registered entries from over 70 agencies and 150 brands. The celebrity chief guest for the evening was Boman Irani who kept the audience entertained and engaged with his short speech.


This year, notable winners were campaigns from IBS with 40 points, The Social Street with 25 points, PHD with 24 points and Sapient Nitro with 16 points.


Talking about future plans for the awards, Vatsal Asher, Global Envoy of International ECHO and CEO and Co­-Founder,Association of Data­-driven Marketing and Advertising in Asia (DMAAsia) said, “We continue to grow and we are now responsible for finding entries from not only countries and agencies in Asia but from the Middle East and North Africa region also. So we are taking the DMA international ECHO to more markets, more agencies, more brands and more geography. So this year we have the Asian addition happening in Singapore in October and the Middle East and North Africa edition is happening in December at Dubai. Next year we will be having many more enhancements to the DMA international ECHO program.”


“This is the biggest show for the direct and digital data driven industry. It recognizes people who have produced scintillating work that is also effective. So, for them it is their stage, their recognition. I am happy to be a part of that,” said Rakhshin Patel, Jury Chairperson and MD, Pi Communication. “We have run this for about four or five years and the India chapter just gets bigger. So, last year we added Asia, this year we are going to add Middle East too,” she said about the journey so far.


Added Shelly Singh, also Global Envoy of International ECHO and COO and Co­-Founder, DMAAsia, “The winners epitomise the very best of creative effectiveness, that is, creativity that has driven exceptional results and profit growth. Marketers in India are extremely excited about the ECHO Awards to get global recognition for their work.”


ECHO affiliated DMA CreatEffect Awards 2016, India Edition is organised by DMAAsia with an objective to celebrate India’s best and most creative and effective data driven marketing and advertising campaigns. The Asia and Mena editions of ECHO affiliated Awards are scheduled to happen on October 5 in Singapore and subsequently at Dubai respectively. The calls for entries to both are open till August 31.


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