Mindshare has emerged as the big winner at this year’s Festival of Media Asia Pacific Awards, scooping both Agency of the Year for its India team and Network of the Year.
The ceremony, hosted today (22 March) at Twitter’s offices in Singapore, also witnessed a triumph for Universal McCann Malaysia, which picked up the coveted Campaign of the Year trophy for its Millennial-targeted programmatic campaign for KFC.
GroupM agency MediaCom walked away with six award wins, and Publicis Groupe’s Starcom MediaVest Group with four.
Top scoring countries included Australia with 15 wins and India with 13 across the different categories, while campaigns from China, Malaysia, the Philippines, Sri Lanka and Thailand were also awarded.
The jury was led by Rahul Welde, regional vice president for media at Unilever, and Margot Torres, executive vice president and deputy managing director at McDonald’s Philippines.
Torres said: “It was an honour and great learning experience to have been part of the jury for FOMA 2016. The entries show that the consumer journey remains the heart of what we do as communicators.
“It is encouraging to see that brands have found the sweet spot between the consumer insight, the creative idea and the consumer contact point.”
See the full list of winners below; all winning campaign case studies can be seen here.
| Category | Awards | Campaign | Advertiser/Brand | Entering company | Country | Credits |
| Best Communications Strategy | Gold | Show Me The Money! | Bank of New Zealand (BNZ) | MediaCom | New Zealand | Colenso BBDO New Zealand |
| Best Communications Strategy | Silver | Ariel removed the stains of Social Inequality | Ariel | MediaCom | India | Times of India , BBDO India |
| Best Communications Strategy | Bronze | Price of Living 2040 | Manulife | PHD Hong Kong | Hong Kong | DDB Group Hong Kong |
| Best Content Creation Award | Gold | Wither Hills: Heard It Through The Grapevine | Wither Hills | Match Media | Australia | BMF , White Agency |
| Best Content Creation Award | Silver | Duracell Firies | Duracell | MediaCom | Australia | Endemol Australia, Network 10 |
| Best Content Creation Award | Bronze | Stories of Togetherness | Brooke Bond Red Label | Mindshare India | India | |
| Best Engagement Strategy | Gold | Magnum Pleasure Store | Magnum | PHD | China | |
| Best Engagement Strategy | Silver | Changing the way the nation search through their passion for food | The Google app | PHD | Australia | The Hallway, Shine Australia, Network Ten |
| Best Engagement Strategy | Bronze | Heineken Green Room Presents: The Transporter | Heineken | Starcom MediaVest Group | Singapore | iris Worldwide |
| Best Entertainment Platform | Gold | Kinder Joy Story Station | Kinder Joy | OMD | India | |
| Best Entertainment Platform | Silver | Duracell Firies | Duracell | MediaCom | Australia | Endemol Australia, Network 10 |
| Best Entertainment Platform | Bronze | World of Paddle Pop | Paddle Pop Ice Cream | SapientNitro | Singapore | Unilever |
| Best Experiential Campaign | Gold | McTollbooth | McDonald’s | Leo Burnett Manila | Philippines | Starcom Mediavest Group |
| Best Experiential Campaign | Silver | Eco Ganesha | Surf Excel | Mindshare India | India | Lokmat |
| Best Experiential Campaign | Bronze | Kit Kat Studio | Kit Kat | Ensemble | Australia | |
| Best Launch Campaign | Gold | #MyFamilyCan | SPC Packaged Fruit and Vegetables | Leo Burnett Melbourne | Australia | |
| Best Launch Campaign | Silver | Paper Planes: Helping a little Aussie film fly | Roadshow Films | OMD Melbourne | Australia | We Are Social |
| Best Launch Campaign | Bronze | Ariel removed the stains of Social Inequality | Ariel | Mediacom | India | Times of India , BBDO India |
| Best Social Media Strategy | Silver | Foxtel Game of Thrones – Home of Thrones | Showcase | Mindshare | Australia | Nova, Foxtel, Twitter |
| Best Social Media Strategy | Bronze | Wanted:Chief sex officer | Durex | Zenith Optimedia | China | |
| Best Targeted Campaign | Gold | How KFC Won with China’s Gamers | KFC | Mindshare | China | Tencent Interactive Entertainment Group |
| Best Targeted Campaign | Silver | How We Used Programmatic to Develop Content and Reach Millennials to Get Them Fired Up for KFC’s Hot and Cheezy Burger! | KFC | Universal McCann | Malaysia | Ensemble Worldwide, Google Malaysia, Rally Worldwide |
| Best Targeted Campaign | Bronze | iSync – Real Time UV | Transitions Lenses | iProspect Singapore | Singapore | |
| Best Use of Content | Gold | How Telekom Malaysia gamified a TV ad to help those in need | Telekom Malaysia (Corporate) | Universal McCann | Malaysia | Rally Worldwide, Ingenuity |
| Best Use of Content | Silver | The forever home | Purina | MEC | Australia | |
| Best Use of Content | Bronze | How HP used the voices of Aussie YouTubers to woo young female millennials | Multiple HP laptop devices | PHD | Australia | Edelman |
| Best Use of Digital Media | Gold | Suncorp Bank – Home Loans that Deliver | Suncorp Group | Starcom MediaVest Group | Australia | |
| Best Use of Digital Media | Silver | How KFC Won with China’s Gamers | KFC | Mindshare | China | Tencent Interactive Entertainment Group |
| Best Use of Mobile | Gold | Where Next? Let Heineken Lead You | Heineken | Mindshare | Malaysia | |
| Best Use of Mobile | Silver | Ok Google. How do you change the search behaviour of the nation? | The Google app | PHD | Australia | The Hallway, Google AdWords, YouTube, Big Mobile, Blis Media, Fairfax, Inmobi, Mobile Embrace, Near, Snakk Media, Adshel, APN, InLink, JCDecaux, oOh! Media, QMS, MCN |
| Best Use of Mobile | Bronze | Sunlight mobile campaign | Sunlight | Mindshare | Sri Lanka | Unilever |
| Best Use of Video | Gold | How we used programmatic to develop video content and reach Millennials, resulting in the best performing KFC burger in ages. | KFC | Universal McCann | Malaysia | Ensemble Worldwide, Google Malaysia, Rally Worldwide |
| Best Use of Video | Silver | How Telekom Malaysia gamified a video to help those in need | Telekom Malaysia (Corporate) | Universal McCann | Malaysia | Rally Worldwide, Ingenuity |
| Best Use of Video | Bronze | The Magic of Bubbles | Johnson’s baby | Initiative | Thailand | Q Advertising, Interaction Design Studio |
| Consumer Research Award | Gold | Tata AIG | Tata AIG | Resultrix | India | |
| Consumer Research Award | Silver | The Secret to Blockbuster Horror Movies? Agency’s GSF Funnel | Annabelle | Carat Malaysia | Malaysia | iProspect Malaysia – Performance Marketing Agency |
| The Creative Use of Media Award | Gold | McTollbooth | McDonald’s | Leo Burnett Manila | Philippines | Starcom Mediavest Group |
| The Creative Use of Media Award | Silver | Marvel’s Ant-Man: Heroes Don’t Get Any Bigger | Walt Disney / Marvel | Mindshare | Singapore | Clear Channel Singapore |
| The Effectiveness Award | Gold | Ariel removed the stains of Social Inequality | Ariel | Mediacom | India | Times of India , BBDO India |
| The Effectiveness Award | Silver | Kissanpur – Where Experiences Happen | Kissan Tomato Ketchup | Mindshare India | India | |
| The Effectiveness Award | Bronze | Turning nothing time into shopping time | PayPal | Havas Media Australia | Australia | |
| The Smart Use of Data Award | Gold | Suncorp Bank – Home Loans that Deliver | Suncorp Group | Starcom MediaVest Group | Australia | Adshel |
| The Smart Use of Data Award | Silver | How We Used Programmatic to Develop Content and Reach Millennials to Get Them Fired Up for KFC’s Hot and Cheezy Burger! | KFC | Universal McCann | Malaysia | Ensemble Worldwide, Google Malaysia, Rally Worldwide |
| The Utility/Public Service Award | Gold | This World Heart Day, take time out to Protect Her Heart | Saffola Life | Madison Media | India | |
| The Utility/Public Service Award | Silver | Eco Ganesha | Surf Excel | Mindshare India | India | Lokmat |
| The Utility/Public Service Award | Bronze | Virgin Mobile and R U OK? Putting the voice back in to meaningful conversations. | Virgin Mobile | Starcom MediaVest Group | Australia | Havas Worldwide Australia, One Green Bean |
| Twitter Live Marketing Award | Gold | When Google Maps went beyond giving directions to people | Lay’s | Mindshare India | India | |
| Twitter Live Marketing Award | Silver | Pepsi’s Pre-emptive Strike on Social Media | Pepsi | Mindshare India | India | |
| Twitter Live Marketing Award | Bronze | McDonald’s Beat The Mayweather | McDonald’s | Leo Burnett Manila | Philippines | |
| Campaign of the Year | How we used programmatic to develop video content and reach Millenials | KFC | Universal McCann | Malaysia | ||
| Agency of the Year | Mindshare | |||||
| Agency Network of the Year | Mindshare |
