Over the weekend Colenso BBDO and Special Group took home respective awards at the APAC Effies in Singapore. Colenso was named runner-up Agency of the Year and both agencies contributed to a haul of five gold, one silver, and four bronze gongs.
The APAC Effie awards honour the top marketing communication works that have proven results in meeting strategic objectives in the Asian/Pacific region.
This year saw greater participation from a number of independent agencies, notably Special Group who claimed a gold and a silver Effie for its ‘Data Hunt’ campaign for 2degrees. The gold was awarded under the Telco/IT category and a silver for its Brand Experience Services.
Special Group co-founder Tony Bradbourne says it's a huge recognition for a brilliant campaign and a really smart mobile initiative from the whole team at Special.
"It’s recognition too of a very smart client, who immediately saw the business potential when we presented this Special innovation to them.”
“In the APAC Effies we are up against the very best, most effective work from 15 countries, and some extremely tough judges who see the work with completely fresh eyes. So, it’s great that work from New Zealand can lead the way.”
Additionally, Special Group took home a bronze Effie for its Smirnoff ‘Pure Potential’ campaign. Now in its fifth year, the campaign was credited for its sustained success.
Special Group head of strategy Rory Gallery says 'Pure Potential' has grown sales volume by 28 percent, and sales value by 71 percent over the past four years.
"It’s a textbook example of the power of a long-term brand platform to drive sales and profit growth.”
Meanwhile, Colenso BBDO won two golds for its Pedigree ‘Child Replacement Programme’ under the ‘Other Products and Services’ and ‘Branded Utility’ categories. It’s not the first time the ‘Child Replacement Programme’ has pocketed awards, picking up a Grand Prix and Gold at the Axis Awards as well as seven Cannes Lions.
The campaign is a bi-product of a strong partnership between Colenso and Mars NZ, which won the most creative client in the 2017 Axis Awards for its healthy success in both the 'Child Replacement Programme' and 'SelfieStix’ campaigns.
Additionally, Colenso brought home four more awards for its ever successful DB Export 'Beer Bottle Sand' campaign, which received another gold, a silver and three bronzes. The campaign has been in the spotlight of recent winning two golds at the Axis and a Graphite Pencil at the D&AD Impact Awards in 2017.
Colenso's Managing Director Scott Coldham says it's delighted to see the continued success of 'The Pedigree Child Replacement Programme' and 'DB Export Beer Bottle Sand' – reinforcing its belief that great ideas drive great outcomes.
"Even more humbling was receiving the award for “Runner Up - Agency of the Year” for the second successive year. It’s fantastic to be awarded in such good company."
It capped off another successful awards evening for the advertising giant - which was declared Agency of the Year, for the third consecutive time at the Axis awards in March this year.
Coldham says its success is a result of strong love and trust with its clients, as well as a collective ambition and belief in doing great work.