APAC Effies 2016: MullenLowe Lintas Group adjudged Agency of the Year

MullenLowe Lintas Group, India has been named APAC Effie 2016 Agency of the Year, bagging eight metals. Running behind were Colenso BBDO/Proximity. BBDO India, Ogilvy & Mather Mumbai, and Barnes Catmur & Friends Dentsu were tied for the third place.

On the network level, BBDO Worldwide took the lead with a total haul of 17 metal awards, including the Grand Effie, followed by Ogilvy & Mather and MullenLowe Group coming in the second and third positions, respectively.

Winners of the APAC Effie Awards 2016 were revealed at the Awards Gala last night at Intercontinental Singapore, celebrating Asia Pacific’s most effective marketing campaigns.

Two new Special Awards are added this year – Brand of the Year and Marketer of the Year to recognise the joint efforts and close collaboration between clients and agencies to produce successful work. The awards were presented to Ariel Matic and Procter & Gamble, respectively, with their entry ‘Ariel – Share The Load’ being the best of show for the night, clinching the Grand Effie for BBDO India, on top of a Gold and a Silver. These Special Awards are accorded based on the points received on all winners and finalists.

The Awards Gala, attended by some 200 industry professionals, presented a total 66 Effies – 1 Grand Effie, 12 Golds, 21 Silvers and 32 Bronzes. As with previous year, India remains to be the strongest market in the region on the effectiveness stage, contributing the highest number of metal winners last night. Following in the ranking are New Zealand and Australia.

Congratulating the winners, Cheuk Chiang, Chairman of the 2016 APAC Effie Awards, said, “It is a massive acknowledgement. To get here having gone through two rigorous rounds of judging by a stellar team of industry professionals is a significant and incredible achievement and indeed something to be proud of. These winning cases represent the best in Asia Pacific and I hope they only serve to inspire the industry further in producing great work that drive real business results.”

Organised by Confederation of Asian Advertising Agency Associations (CAAAA) and Tenasia Group, the APAC Effie Awards honours the region’s most outstanding marketing communication works that have proven results in meeting strategic objectives. Winners and finalists will contribute points towards the ranking on the 2016 Effie Effectiveness Index, the global ranking which identifies and ranks the most effective marketers, brands by analysing finalist and winner data from worldwide Effie competitions.


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