In what is a first in the history of Marketing Magazineâ€™s Agency of the year Awardsâ€™, Dentsu Singapore emerged the top winner bagging the Overall Agency of the Year title.
The agency bagged two gold and one silver trophies across Brand Consultancy of the Year, Content Marketing Agency of the Year and Creative Agency of the year categories respectively.
The competition in no way was an easy one. There were two extremely strong contenders for the top spot this year – MRM//McCann and Ogilvy and Mather Singapore both winning the same number of trophies as Dentsu. It was down to the judgesâ€™ scores which made Dentsu the champion this year.
Ogilvy and Mather Singapore, the overall champion in 2014, took the gold in Creative Agency of the Year and Public Relations Agency of the Year categories and silver for Social Marketing Agency of the Year.
MRM//McCann meanwhile took the top spots for CRM & Loyalty Marketing Agency of the Year and Mobile Marketing Agency of the Year. It got silver for B2B Agency of the Year, losing out to LEWIS.
The Awards also recognises Singapore-born agencies in the form of the Local Heroes trophies. Happy Marketer won two of these, for the categories Digital Agency of the Year and Search Marketing Agency of the Year. Some of the other local hero winners include GOODSTUPH in Social Marketing Agency of the Year and A. S. Louken Group for Brand Consultancy of the Year. Meanwhile QED Consulting also won the Local Hero award for Content Marketing.
On the media front, it’s Mindshare’s year this AOTY, edging out ZenithOptimedia and Havas Media Singapore whom won the silver and bronze respectively. Mindshare also walked away with the bronze in Digital Agency of the Year and Mobile Marketing Agency of the Year. Wheareas the gold for Digital Agency of the Year went to DigitasLBi.
For the full list of winners, click here.
Last night also saw the MARKies being handed out. While the awards traditionally had two overall winners for Creative Ideas and Media Usage, Publicis Singapore reigned supreme this year, claiming the Overall MARKiesÂ – Creative Ideas and Media Usage trophy. The agency breezed its way to the top title after securing ten MARKies wins out of the 34 contested, for categories that include Best Use of Branded Content and Best Idea â€“ Viral.
Other winners include Goodfellas Consultancy for Best Idea â€“ Print, MEC Singapore for Best Use of Digital and Best Use of OOH, and Performics Singapore for Best Use of Search.
Here are some shots from the night:
This is the awards ninth edition, which from the beginning has consistently pride itself as the only agency awards show that is judged solely by client-side marketers. Twenty-three of them, from brands such Burger King Singapore, FrieslandCampina APAC, National Gallery Singapore and Singapore Tourism Board were on the judging panel this year.
The Agency of the Year Awards 2016 was sponsored by SMRT Media, BBC, CPR Vision, SSI, DMrocket, Mediacorp OOH Media and NBCUniversal and supported by partners SmsDome, Cellarmaster Wines, Graphiss Productions, Live!Studios and Peroni Nastro Azzurro.