DHL takes top MTR gong

Hong Kong - DHL has taken out the Best of the Best Award at the annual JCDecaux Pearl & Dean and MTR advertising awards held at the Conrad Hotel last night.

DHL's All The Way campaign created by Ogilvy & Mather took the platinum award, along with Gold Award for in the Branding Campaign category.

On the agency front, Mediaedge:cia and O&M bagged the highest number of medal tallies among all submissions.

Andrew McCusker, operations director for MTR, said engagement was a key to success for marketing brands and MTR was in a strong position to offer this to clients.

"Advertising and marketing have changed significantly,"he said. "It is no longer about the 4Ps but experience and engagement."

MTR added two categories to this year's awards.

Cathay Pacific Airways won the Best use of Airport Express for its North America Football and Australia Kangaroo campaign, while Nokia nabbed the Most Engaging Passenger Campaign for its 7500 launch.

Hong Kong Dragon Airlines won the platinum award in the best of the best creative awards category and the other platinum for use of media went to DHL Express for its All the Way campaign.

The awards also recognised individual agency professionals with Alfred Cheng, director for Mediaedge:cia named media planner of the year and Sylvester Song, ECD for McCann Worldgroup Hong Kong, awarded creative professional of the year.

The awards was judged by a panel consisting of 31 industry professionals from advertisers to creative and media agencies.