The Winners of the 2019 AC&E and AMY Awards Announced

Ogilvy and Adrenalin Dominate with Six Wins Each

The return of the of the re-engineered ADMA Creativity & Effectiveness Awards (AC&Es) joined forces with the AMY awards for the first time at last night’s gala dinner event creating a true celebration of creativity, effectiveness and digital excellence.

Ogilvy and Adrenalin dominated the night with Ogilvy winning six AC&E Awards including; Creative and Effectiveness Campaign of the Year, Best Innovation, Best Campaign using New Technology, Best Loyalty Program and Best Stunt, Experience or Activation; all for KFC’s NRL campaign and Best Data-Driven Media Campaign for American Express – More Doors are Open to Your Card.

Adrenalin equalled Ogilvy’s haul with three AC&E Awards; Best use of Mobile Marketing, Best Digital Design or Craft and Best UX together and three AMY Awards; Utility – Product, Customer Engagement – Product, Customer Acquisition - Product & Campaign all for their Hungry Jacks app.

Deakin University’s Mind Racer campaign was also a huge success picking up three AMYs for Education – Campaign, Customer Engagement – Campaign and Trailblazing – Campaign together with one AC&E Award for Data & Insights.

This year saw the redesign of the AC&E Awards after a one-year hiatus that included a review of the criteria and the awards reduced with a focus on showcasing the effectiveness of data-centred, strategically-driven creativity.

ADMA CEO, Andrea Martens, believes the re-design of the awards program was vital to ensure there was genuine recognition for brilliant work that can only be possible when strategy and creativity are in partnership: “The calibre of the work and those who won are testament to our belief that creativity and strategy produce the best results when hand in hand,” said Martens. “It made perfect sense to combine with the AMY awards this year which was a true celebration of digital excellence.”

Chair of Judges and Chief Consumer Officer of Hipages Stuart Tucker said, “The award entries were exceptional this year and it was a tough job for the judges. We saw a wide range of entrants across a broad spectrum of categories, with some genuinely new ideas that redefine marketing norms. It shows us that the Australian marketing industry is in great shape and will continue to delivery creativity and effectiveness”. 

Those receiving the 30Below Awards, recognising Australia’s young industry achievers were; Belle Tayler from Nine for Young Marketer of the Year, James Dall of BRAINS for Young Creative of the Year and Simon Thuijs from The Brand Agency for Young Strategist of the Year.

The AMY Award for Collaboration was awarded to agency Nightjar and Destination NSW for their combined work in Lights On - Behind the Scenes of Vivid Sydney. While the AMY Grand Prix Award was awarded to Romeo Digital for their work on Life-Fi for Surf Life Saving Queensland. Romeo Digital also picked up an additional AMY Award, Trailblazing – Product, for the same campaign.

ALDI won the AC&E Courageous Client Award with its agency BMF also picking up Best use of Craft within an Advertising Campaign for their Loyalty Pointless Christmas campaign. BWM Dentsu received the Best Use of Data award for Latitude Financial’s Pre Boxing Day Sale and Ogilvy was awarded the Pinnacle Awards for Innovation and the Creativity & Effectiveness Campaign of the Year Award for their work for KFC, The greatest loyalty program no one knew they were a part of.

The AC&E Awards celebrate the brilliant work of individuals, agencies and brands, leveraging the combined power of strategy and creativity to deliver effectiveness and the AMY Awards reward and celebrate Australia’s digital brilliance.

In all, the gala evening delivered 25 AC&E winning trophies and 15 AMY winning trophies 39 highly commended trophies during the evening.

The full list of 2019 AC&E Award winners by category comprises:

Pinnacle - Best Use of Data Awards
Boxing Day Pre Sale | BMW Dentsu | Latitude Financial

Pinnacle - Innovation Awards
The greatest loyalty program no one knew they were a part of | Ogilvy | KFC

Pinnacle - Courageous Client Awards
ALDI Australia Santa Crashes Christmas | BMF | ALDI Australia

Pinnacle - Creativity & Effectiveness Campaign of the Year Awards
The greatest loyalty program no one knew they were a part of | Ogilvy | KFC

30Below - Young Marketer of the Year
Belle Tayler | Nine

30Below - Young Creative of the Year
James Dall | BRAINS

30Below - Young Strategist of the Year
Simon Thujis | The Brand Agency

Best Data-driven Media Campaign
More Doors Are Open to Your Card | Ogilvy | American Express

Best Not-For-Profit Campaign
Give a $#*! About Your Bowel | BMW Dentsu | Bowel Cancer Australia

Best Stunt, Experience or Activation
How putting a bucket on heads achieved KFC's best ever sales results | Ogilvy | KFC

Best Campaign on a Small Budget
Signet introduces 'Canmaster Smash' - Integrated Campaign | Signet

Best Campaign Using New Technology
Viewer Verdict: How the NRL video ref got people eating KFC | Ogilvy | KFC

Best Data Strategy
National Cloud Life-cycle Acquisition Campaign | Deakin University

Best Integrated Campaign
Nature Knows Best | The Brand Agency | Water Corporation

Best Use of Traditional Channels
Telstra Prepaid - I'm Not Worried About Data | The Monkeys | Telstra

Best Use of Social Media Platforms
5 Days in a State of Wonder | TBWA\Adelaide | South Australian Tourism Commission

Best Use of Search
Kayo Sports: 0 to 100 | Kayo Sports

Best Use of Mobile Marketing
Kayo Sports: 0 to 100 | Kayo Sports

Best Use of PR or Content
Signs of Love | TBWA\Melbourne | ANZ Bank

Best Loyalty Program
The greatest loyalty program no one knew they were a part of | Ogilvy | KFC

Best Retention Program
Paste Invaders | Guild Insurance

Best Acquisition Strategy
Telstra Prepaid - I'm Not Worried About Data | The Monkeys | Telstra

Best Digital Design or Craft
Hungry Jack's Official Mobile App | Adrenalin | Hungry Jack's

Best Use of Craft Within an Advertising Campaign
ALDI Australia Santa Crashes Christmas | BMF | ALDI Australia

The full list of 2019 AMY Award winners by category comprises:

AMY Grand Prix Award
Life-Fi | Romeo Digital | Surf Live Saving Queensland

AMY Award for Collaboration
Lights On - Behind the Scenes of Vivid Sydney | Destination NSW + Nightjar

Social Good Awards – Product & Campaign
Pick My Project | Department of Premier and Cabinet Victoria

Healthy Living Awards – Product
Our Special Island | Australian Government Department of Foreign Affairs & Trade

Education Awards - Product
First Aid Action Hero | Conduct | St John's Ambulance Victoria

Education Awards - Campaign
Mind Racer | Deakin University

Utility Awards - Product
Hungry Jack's Official Mobile App | Adrenalin | Hungry Jack's

Utility Awards – Campaign
Online Services for Agents | Australian Taxation Office

Customer Engagement Awards – Product
Hungry Jack's Official Mobile App | Adrenalin | Hungry Jack's

Customer Engagement Awards – Campaign
Mind Racer | Deakin University

Customer Retention - Product & Campaign
Warm Up, Tune Up | MLC

Customer Acquisition - Product & Campaign
Hungry Jack's Official Mobile App | Adrenalin | Hungry Jack's

Customer Efficiency Awards – Product & Campaign
12 Holidays of Christmas | Qantas Airways

Trailblazing Awards – Product
Life-Fi | Romeo Digital | Surf Live Saving Queensland

Trailblazing Awards - Campaign
Mind Racer | Deakin University | Deakin University

For more information and featured case studies, go to:
• www.dtcollective.org.au/awards/winners
• www.adma.com.au/acandeawards/winners

About ADMA
The Association for Data-driven Marketing and Advertising (ADMA) is the principal industry body for data-driven marketing and advertising. ADMA is the leading authority and go-to resource for effective and creative data-driven marketing across all channels and platforms, providing insight, ideas and innovation for today's marketing industry.

About Digital + Technology Collective
Digital + Technology Collective draws together Australia’s digital and technology experts including pioneering digital and technology focused powerhouses, agencies, in-house digital teams and major industry suppliers. As the driving force for great ideas in digital and digital technology, we are committed to creating a culture that allows for innovation and opportunity to thrive.

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