M&C Saatchi/Mark Wins Pinnacle Creative Award

M&C Saatchi/Mark capped off a massive ADMA haul of 17 gongs last night, just one shy of the most awarded agency and by far the second most awarded, by winning top prize - the coveted David Ogilvy Award for most outstanding creative execution of the year - for Google, Build with Chrome.

 

The agency would have needed an armourguard truck to get its plunder of precious metal home with its 17 Awards comprised of 12 for Creative and 5 for Effectiveness, in addition to the coveted Pinnacle Award.

 

In all M&C Saatchi/Mark won Awards for six clients: Optus, Nestle Purina, Amnesty International, Saatchi Gallery, Google and Woolworths, across 12 categories (9 Creative, 3 Effectiveness).

 

ADMA attracted a record number of entries this year with judges, who said the standard had never been higher, miserly on the Golds, with only 15 handed out in total.

 

ADMA CEO Jodie Sangster said in the past year had shifted their focus to data driven marketing and advertising techniques than ever before.

 

“The ADMA Awards is the place where these elements come together.”

 

M&C Saatchi/Mark managed to convert 17 of its 27 finalists into metal, with its strike rate in the creative categories a remarkable 12/15.

 

Build with Chrome, the campaign that has engaged millions around the world to build their virtual Lego creations via Google’s browser, won seven Awards on its own - two Golds, two Silvers and one Bronze for Creative and two Effectiveness Silvers - as well as the prestigious David Ogilvy Award.

 

It was a sensational night for Google with M&C Saatchi/Mark’s FRONTROW campaign also picking up four gongs.

 

FRONTROW had hundreds of thousands worldwide shooting and sharing Vivid LIVE Festival events at the Sydney Opera House with a bespoke YouTube gadget that used world-first technology.

 

It won Effectiveness Gold, and one Silver and two Bronzes in Creative for a total Google haul of 11.

 

The full list of M&C Saatchi/Mark winners:

 

David Olgilvy Creative Award: ‘Build With Chrome’, Google Australia 

 

Creative Awards

 

GOLD, Art Direction, ‘Build With Chrome’, Google Australia 

GOLD, Direct Response Digital, ‘Build With Chrome’, Google Australia 

 

SILVER, Apps & New Development, ‘Build With Chrome’, Google Australia

SILVER, Copywriting, Saatchi Gallery  

SILVER, Creative Use of Technology, ‘Build With Chrome’, Google Australia 

SILVER, Brand Experience, ‘Build With Chrome’, Google Australia

 

BRONZE, Creative Use of Technology, ‘Frontrow’, Google Australia

BRONZE, Flat Mail, 'See the World through the Eyes of Picasso', Optus Business  

BRONZE, Social Media, 'Let Sandy Loose', Nestle Purina 

BRONZE, Websites/Microsite, ‘Build With Chrome’, Google Australia 

BRONZE, Websites/Microsite, 'Name Tunnels', Amnesty International 

BRONZE, Direct Response Digital, ‘Frontrow’, Google Australia

 

Effectiveness Awards

 

GOLD, Publishing & Entertainment, ‘Frontrow’, Google Australia 

 

SILVER, Publishing & Entertainment, ‘Build With Chrome’, Google Australia 

SILVER, Retention & Loyalty, ‘Rewards for Everyone’, Woolworths Everyday Rewards

SILVER, Brand Experience, ‘Build With Chrome’, Google Australia 

 

BRONZE, Brand Experience, 'Name Tunnels', Amnesty International