News: Indian agencies bring home nine awards from MAA Globes 2010

The five winning Indian agencies include Mudra Max, JWT, Solutions Digitas, Jagran Solutions and Accentiv' 

Source: afaqs.com

The 25th Annual MAA Globes award ceremony culminated on the night of October 18 in Washington DC, USA. 48 Globes, silver and bronze awards, as well as Order of Merit Certificates in 16 categories were announced at the ceremony.

This year, five Indian agencies brought home nine awards in all from eight categories; in comparison, Indian agencies performed better in 2009, when a total of 12 awards were won.

MAA Worldwide champions the highest standards of excellence and recognition in the marketing communications industry via the highly successful MAA Worldwide Recognition Programme.

The MAA Globes recognise the very best of the Promotion Marketing Award Programs executed in 26 countries with its partners, including CAMPRO (Argentina), the APMA Stars (Australia and New Zealand), AMPRO (Brazil), CAPMA PROMO Awards (Canada), the JPM Awards (Japan), PMAA Dragons (Asia), the Silver Mercury (Russia), the ISP Awards (the UK) and the PMA Reggie Awards (the USA). Country entries were also received from Israel and Ireland.

This year, 140 judges from 23 countries, representing agencies, clients, academia, media and industry associations carried out the judging process between July and September.

Mike Da Silva, vice-president, marketing, MAA Globes, says, "The Globes Recognition Program continues to grow in quality, creativity and indeed numbers of executions submitted, despite the ongoing global economic situation still present in many countries."

He adds that this year, the number of integrated campaigns utilising multiple techniques, including social media, increased markedly, continuing the popularity of digital techniques.

The awards also received their first entries from Pakistan and Vietnam, with Vietnamese winners, too.

The five winning Indian agencies include Mudra Max, JWT, Solutions Digitas, Jagran Solutions and Accentiv'.

Mudra Max won four awards, including a Globe in the Best Activity Generating Brand Volume category for its work for 7Up: The Lemon Army. The 7Up Lemon Army was a unique campaign that gave the much loved sport of cricket a lemony twist. The Lemon Army activity reached out to nearly 40,000 people and attracted almost 350 amateur cricket teams, which participated to win the chance of playing with the Chennai Super Kings during the Indian Premier League.

It also won a silver for 'Mumbai Smiles for a World Record' - the world's largest oral care marathon - in the Best Trade Marketing, Retail Specific or Channel Specific Campaign category.

In addition to this, two Orders of Merit were also won. One was awarded in the Best Sponsorship or Tie-in Campaign category for 'The Film God Speaks on India's Biggest Religion'. This unique promotion saw superstar Amitabh Bachchan giving live cricket commentary as the popular character, Auro (from the movie Paa) during the India-Sri Lanka T20 match.

The second Order of Merit was won for 'Aircel-History in the Making' in the Best Small Budget Campaign category.

JWT Mumbai won a bronze award in the Best Cause or Charity Marketing Campaign category for its 'Street to School' campaign for client Balwadi Night School. The client's brief to the agency was to find a way to convince the 'haves' of the city to contribute towards the education of the 'have nots'. Since the appeal was for a night school for street children, the design involved 12 nights, 35 streets and a simple everyday school book brought to life like a live A-Z picture book.

This live picture book was projected at the locations every day at nightfall. Every letter slide was projected at a different spot and the picture corresponding to each letter of the alphabet was replaced by a real street object of Mumbai.

JWT also won an Order of Merit in the Best Brand Awareness and Trial Campaign category for 'Kellogg's Special K - Be Special'.

In the Best Use of Direct Marketing and CRM in a Promotion Campaign category, Solutions Digitas took home a bronze for 'HP-Original Beats'. In the same category, Jagran Solutions won an Order of Merit for 'Internet Explorer 8 - Explore Your Way'.

Accentiv' India, too, won an Order of Merit in the Best Activity Generating Short or Long Term Brand Loyalty category for 'Indian Oil Xtra Power Programme'.

The entire MAA Globes 2010 winners list:

THE GLOBES WINNERS FOR 2010

THE BEST OF THE BEST IN THE WORLD

The Hive Canada for “The Bicycle Factory” for Cadbury Canada.

CATEGORY WINNERS:

Best Integrated Communications Campaign

GLOBE. OgilvyAction Shanghai China for “Red Flag”

Silver. Creative Activation (CSM) Australia for “Carlton Draught – Drop the Bomb”

Bronze. Marketing Network Ireland for “7Up Natural Wonders”

Order of Merit. Apollo Marketing Australia for “The VB Pop-Up-Pub”

Order of Merit. Catapult Action-Biased Marketing USA for “PEDIGREE® Super Bowl: Crazy

Pet Owners”

Order of Merit. Hakuhodo Products Inc Japan for “The first in Japan. Six company

collaboration! "ICONIQ" Debut promotion”

Order of Merit. Initials Marketing Ltd United Kingdom for “Doritos iD3”

Best Sponsorship or Tie-in Campaign

GLOBE. MacLaren Momentum Canada for “Kraft Hockeyville”

Silver. Action! Russia for “One More Voice! One More Goal!”

Bronze. OgilvyAction Japan K.K. for “Castrol World Cup Campaign”

Order of Merit. Inventa Sales and Promotions Canada for “Coca-Cola Olympic Torch Relay”

Order of Merit. Momentum New Zealand for “Weet-Bix Power Plays”

Order of Merit. Marketing Network Ireland for “7UP Natural Wonders”

Order of Merit. Mudramax India for “The Film God Speaks on India’s Biggest Religion”

Best Use of Direct Marketing & CRM in a Promotion Campaign

GLOBE. Whybin\TBWA\Tequila Australia for “Take the Wheel”

Silver. R&I Group, Russia for “Knocking on Heaven’s Door”

Bronze. Solutions Digitas India for “HP ‘Original Beats’”

Order of Merit. Kaleidoscope Marketing Communications Australia for “Europe. Almost as

Beautiful as the Journey”

Order of Merit. The Marketing Store Australia for “Smirnoff 30 Days”

Order of Merit. Casanova Full thinking Brazil for “ClubeMob”

Order of Merit. Jagran Solutions India for “Internet Explorer 8 Explore Your Way”

Best Innovative Idea or Concept

GLOBE. Target Market Group Israel for “Cremissimo – All the Way to Your Home!”

Silver. BMF Advertising Australia for “Tooheys Extra Dry – 6 Beers of Separation”

Bronze. OgilvyAction Canada for “Robin Hood Bake Batter & Roll Bakeshop”

Order of Merit. BBDO New York / Proximity Canada for “Gillette Body Shaving

Order of Merit. G2 Kuala Lumpur Malaysia for “Shell FuelSave - Search for the 1 Litre

Champion”

Order of Merit. Action! Russia for “Grannies”

Order of Merit. Ogilvy & Mather Advertising Taiwan for “Waterman, Teens Want to Shout Out

Your Brand”

Order of Merit. TRIS3CT USA for “Love your Team. Grow the Ivy.”

Best Digital Communications Campaign

GLOBE. Catapult Action-Biased Marketing USA for “PEDIGREE® Super Bowl: Crazy Pet

Owners”

Silver. BBDO / Proximity Canada for “Doritos White Bag”

Bronze. Initials Marketing Ltd United Kingdom for “Doritos iD3 ”

Order of Merit. The Hive Canada for “The Bicycle Factory”

Order of Merit. CNN USA for “CNN.com- Facebook Inauguration Collaboration”

Order of Merit. DENTSU TEC Japan for “Paper Traps”

Best Brand-Building Campaign

GLOBE. Chemistry Communications Group United Kingdom for “Triple Velvet Tree Detective”

Silver. OgilvyAction Canada for “Robin Hood Bake Batter & Roll Bakeshop”

Bronze. beacon communications k.k. Japan for “Street Sweeper”

Order of Merit. OgilvyAction Canada for “Maxwell House Brew Some Good Week”

Order of Merit. JPMH United Kingdom for “Blister Plasters. And club nights?”

Order of Merit. Target Market Group Israel for “Magnum Pop-Up Premium Experience”

Order of Merit. G2 KL Malaysia for “Stand Out with Tiger Beer”

Best Business-to-Business Campaign

GLOBE. R&I Group Russia for “Knocking on Heaven’s Door”

Silver. Momentum – NY USA for “American Express open - Openforum.com”

Bronze. DDB United Kingdom for “A Complete Spotter’s Guide to the World’s Most Elusive

Breeds”

Order of Merit. Creative Activation (CSM) Australia for “Pepperjack Battle of the Steaks”

Order of Merit. Momentum Worldwide USA for “Critical Mass: Microsoft Advertising Brand

Launch Campaign”

Order of Merit. BLUE Interactive Marketing Singapore for “Motorola Long Term Evolution RM

Program”

Best Trade Marketing, Retail Specific or Channel Specific Campaign

GLOBE. Lunchbox, LP USA for “Walmart Soundcheck”

Silver. Mudramax India for “Mumbai Smiles for a World Record”

Bronze. Creative Activation (CSM) Australia for “Carlton Dry Fusion Lemon - Facebook”

Order of Merit. Target Market Group Israel for “Telma Cereals Personal Box only at Shufersal”

Order of Merit. 6degrees Integrated Communications Inc Canada for “Lady Speed Stick and

Melrose Place”

Order of Merit. beacon communications k.k. Japan for “NIKEiD Generator Fukuoka Opening”

Order of Merit. GREY Seoul Korea for “Green Mileage”

Best Event or Experiential Marketing Campaign

GLOBE. JPMH United Kingdom for “Blister Plasters. And club nights?”

Silver. Bates 141 Vietnam for “A Vietnam first: 2010 Heineken Countdown Party”

Bronze. RAPP Moscow Russia for “Interactive Gallery "FIVE"”

Order of Merit. Leo Burnett Australia for “Vote Earth”

Order of Merit. EMG Russia for “Milka Alpine tour in Russia”

Order of Merit. Celsius Creative Communications Indonesia for “Mizone – Get Into the

Moment”

Order of Merit. NewStyle Brazil for “Smirnoff Experience”

Best Activity Generating Short or Long Term Brand Loyalty

GLOBE. 6degrees Integrated Communications (BOOM! Marketing) Canada for

“2009 Earth Month Campaign”

Silver. Carlson Marketing United Kingdom for “Coke Zone 2009”

Bronze. Mix Brand Experience Brazil for “Programa Surpreenda MasterCard”

Order of Merit. Chemistry Communications Group United Kingdom for “Plenty Launch”

Order of Merit. Pacific Highway Marketing Communications Australia for “Relief in the Isles

Pharmacy Challenge”

Order of Merit. Accentiv’ India for “Indian Oil Xtra Power Programme”

Order of Merit. IC Group Canada for “Huggies Enjoy The Ride Rewards”

Best Use of the Internet, Viral or Social Marketing in a Promotion Marketing Campaign

GLOBE. Wunderman Australia for “TenGrandisBuriedHere.com”

Silver. TBWA Singapore for “ The 12th Man

Bronze. ASATSU- DK INC Japan for “SUBARU My mixi GP”

Order of Merit. Agência Mood Brazil for “Devassa Bem Loura Launch Campaign”

Order of Merit. eightytwenty/interactive Ireland for “Meteor Apprentice”

Order of Merit. UNIONLINX Russia for “Red Energy – My freedom territory”

Order of Merit. McCann Worldgroup Malaysia for “Cadbury Bytes Sweet Fighter”

Best Dealer of Sales Force Activity

GLOBE. the audience motivation company asia Singapore for “Playing To Win, Nokia Sales

Summit 2009”

Silver. Launch Creative Marketing USA for “Swiss Auction”

Bronze. R&I Group Russia for “Martini Barmen School by Calabrese”

Best Brand Awareness & Trial Campaign

GLOBE. DENTSU Inc. Japan for “Lure the “OTAKU”！”

Silver. Billington Cartmell United Kingdom for “Ribena Out For Lunch Promotion”

Bronze. Chemistry Communications Group United Kingdom for “Triple Velvet Tree Detective”

Order of Merit. JWT Mumbai India for “Kellogg’s Special K - Be Special”

Order of Merit. Target Market Group Israel for “Cremissimo – All the Way to Your Home! ”

Order of Merit. Grey Hong Kong for “Pringles – Get To The Crunch”

Order of Merit. Ark Connect Russia for “TENA Lady “We don’t talk about it, we share it””

Best Activity Generating Brand Volume

GLOBE. Mudramax India for “7-UP : The Lemon Army”

Silver. BBDO / Proximity Canada for “Doritos White Bag”

Bronze. Little & King Company, LLC USA for “Hasbro Littlest Pet Shop My Collector Journal”

Order of Merit. Marcativa Comunicação Estratégica Ltda Brazil for “Skol Folia Carnival

Salvador 2009”

Order of Merit. Samurai Brazil for “Sempre Livre Especial – “Close to You””

Order of Merit. Hotcow United Kingdom for “Honey Waffles Factory”

Order of Merit. Ogilvy & Mather Advertising Taiwan for “A Star Is Born”

Best Cause or Charity Marketing Campaign

GLOBE. The Hive Canada for “The Bicycle Factory”

Silver. Apollo Marketing Australia for “VB Raise-A-Glass Appeal”

Bronze. JWT India for “Street to School”

Order of Merit. Leo Burnett Australia for “Vote Earth”

Order of Merit. Casanova Fullthinking Brazil for “Dry Law”

Order of Merit. R&I Group Russia for “Little Orphan Tiger”

Order of Merit. Bulls Eye Communication Pakistan for “Healthy Hoga Pakistan”

Best Small Budget Campaign

GLOBE. iris Singapore for “adiZero Gram Challenge”

Silver. Biruta Mídias Mirabolantes Brazil for “Movimento dos Sem Namorados”

Bronze. WPP Marketing Communications Vietnam – JWT for “Anti H1N1”

Order of Merit. Mudramax India for “Aircel-History In The Making”

Order of Merit. 30thirty Australia for “Schick Jill’s Mowing”

Order of Merit Creative Activation (CSM) Australia for “Carlton Dry Fusion Lemon - Facebook”

Order of Merit. The Underdog Club, Canada for “The Underdog Club”