Nick Baker named marketer of the year as Dumb Ways To Die dominates ADMA Awards
Tourism Australia’s marketing boss Nick Baker has been named marketer of the year at the ADMA Awards.
Baker, executive GM of marketing for Tourism Australia, has overseen a string of successful campaigns for the organisation including the creation of one of the world’s most successful social media marketing strategies and the There’s Nothing Like Australia campaign.
Karen Ganschow chairman of the board of ADMA (the Association for Data-driven Marketing and Advertising) and GM of CRM for Westpac, said: “Nick led the way in showing the marketing and advertising community what was possible in the rapidly growing world of social media. We all need to follow our customers fast but sometimes we do not necessarily know how. Nick showed the ‘how’ with his programs.”
Other individuals celebrated included Will Lavender, boss of Lavender agency, who was inducted into the ADMA Hall of Fame. And Rob Morrison, creative director of OgilvyOne was given the outstanding contributions award.
The Brand Agency’s Tony Simmons was named young creative of the year. And Leigh Allen of ESPN was named young marketer of the year.
The agency awards were dominated by McCann Melbourne’s Dumb Ways To Die which won the grand prix and a haul of ten golds and two silvers.
Agency of the year was GPY&R for its Mobile Medic work for Defence Force Recruiting amongst other clients.
Full list of winners:
Creative categories:
Apps and New Development
Bronze:
M&C Saatchi Group for Google Australia Movember Games
GPY&R Brisbane for Brisbane City Council Shade Cinema
M&C Saatchi Group for Google Australia Movember Games
GPY&R Brisbane for Brisbane City Council Shade Cinema
Silver:
McCann Melbourne for Metro Trains Dumb Ways to Die
DT Digital for Honda Australia Introducing Hondatrope
GPY&R Melbourne for Defence Force Recruiting Mobile Medic
Clemenger BBDO Sydney for Wrigleys Telekinize the Rainbow
Craft – Art Direction
Bronze:
Soap Creative for Ferrero TIC TAC’s Tiny Tasty World
M&C Saatchi Group for Noise International The Art of Noise 3
Silver:
M&C Saatchi Group for Noise International The Art of Noise
McCann Melbourne for Google The web and how to make it pop
Gold:
McCann Melbourne for Metro Trains Dumb Ways to Die
Craft – Copywriting
Bronze:
303 Lowe for Aussie Home Loans Designer Barbeques
Silver:
BMF Advertising for Meat & Livestock Australia Lambnesia
Gold:
McCann Melbourne for Metro Trains Dumb Ways to Die
Dimension Mail
Bronze:
GPY&R Brisbane for Suncorp Insurance The Letterbox Tarp
Silver:
McCann Melbourne for Google The web and how to make it pop
Direct Reponse Broadcast
Bronze:
BMF Advertising for Meat & Livestock Australia Lambnesia
BMF Advertising for Meat & Livestock Australia Throw another steak on the barbie
Silver:
BMF Advertising for ALDI Australia Lunchbox shopping so easy, even kids can do it
Direct Response Digital
Bronze:
BMF Advertising for Meat & Livestock Australia Lambnesia
BMF Advertising for Amnesty International Twignature
Silver:
McCann Melbourne for Metro Trains Dumb Ways to Die – the game
GPY&R Melbourne for Defence Force Recruiting Mobile Medic
Gold:
McCann Melbourne for Metro Trains Dumb Ways to Die
Direct Response Print
Bronze:
The Blue Group for The Women’s Subscription Enterprise See the change in a life
Flat Mail
Bronze:
GPY&R Brisbane for Tatts Lotteries Instant Millionaire
OgilvyOne Sydney for IBM Looking back to look forward
Leo Burnett Melbourne for SEEK Volunteer to promote volunteering
Integrated Campaign
Bronze:
GPY&R Brisbane for Suncorp Bank Blank to bank
BMF Advertising for Meat & Livestock Australia Lambnesia
BMF Advertising for Lion The west end draught reclaim
Silver:
GPY&R Melbourne for Defence Force Recruiting Mobile Medic
Whybin/TBWA Group Melbourne for Nissan Motor Company Australia Nissan Leaf – a world without petrol
Leo Burnett Melbourne for SEEK Volunteer to promote volunteering
Gold:
McCann Melbourne for Metro Trains Dumb Ways to Die
Mobile
Bronze:
Lavender for Westpac PayPig
Gold:
GPY&R Melbourne for Defence Force Recruiting Mobile Medic
McCann Melbourne for Metro Trains Dumb Ways to Die
Social Media
Bronze:
Affinity Partnership for Salvation Army Give a lunch
R/GA for News Corp Australia MX How #CRAZYCOOL successfully launched the MX
The Works for Australian Capital Tourism Human Brochure
R/GA for Telstra Origin Fan Battle
Silver:
Leo Burnett Melbourne for SEEK Volunteer to promote volunteering
McCann Melbourne for Metro Trains Dumb Ways to Die
Online Advertising
Gold:
McCann Melbourne for Metro Trains Dumb Ways to Die
Website
Bronze:
M&C Saatchi Group for Noise International The Art of Noise
McCann Melbourne for Metro Trains Dumb Ways to Die Tumblr
Silver:
Deloitte Digital for South Australia Tourism beconsumed.southaustralia.com
Online Broadcast / Video
Bronze:
McCann Melbourne for VIC Responsible Gambling Foundation 100 day challenge
Silver:
McCann Melbourne again for Department of Families, Housing, Community and Indigenous Affairs Impossible Orchestra
Gold:
McCann Melbourne for Metro Trains Dumb Ways to Die
Use of Technology
Bronze:
M&C Saatchi Group for Google Australia Movember Games
Soap Creative for XBOX Halo 4 Capture the Poster
Silver:
Clemenger BBDO Sydney for Wrigleys Telekinize the Rainbow
GPY&R Melbourne for Defence Force Recruiting Mobile Medic
Gold:
DT Digital for Honda Australia Introducing Hondatrope
Out of Home
Silver:
GPY&R Melbourne for Defence Force Recruiting Mobile Medic
Gold:
McCann Melbourne for Metro Trains Dumb Ways to Die
Full list of effectiveness winners:
Business and Consumer Services
Bronze:
GPY&R Melbourne for Defence Force Recruiting Priority Candidate
Gold:
GPY&R Melbourne for Defence Force Recruiting Mobile Medic
Campaign – Acquisition
Bronze:
MLC/NAB for NAB Superfit
Silver:
BMF Advertising for P&O Cruises Phian’oh, the place that has it all
Whybin/TBWA Group Sydney for NABTrade Don’t trade like it’s the 90s
Campaign – Best Use of Performance Media
Bronze:
Whybin/TBWA Group Sydney for NABTrade Don’t trade like it’s the 90s
Silver:
McCann Melbourne for Metro Trains Dumb Ways to Die
Gold:
Leo Burnett Melbourne for SEEK Volunteer to promote volunteering
Campaign – Brand Experience
Bronze:
Lavender for Westpac Black
DDB/OMD for Telstra Telstra says thanks
BMF Advertising for P&O Cruises Phian’oh, the place that has it all
GPY&R Melbourne for Defence Force Recruiting Mobile Medic
With Collective for Bonds Baby Search
Silver:
The Works for Australian Capital Tourism Human Brochure
Gold:
Leo Burnett Melbourne for SEEK Volunteer to promote volunteering
Campaign – PR
Silver:
Naked Communications for Art Series Hotel Group The Overstay Checkout
Gold:
McCann Melbourne for Metro Trains Dumb Ways to Die
Campaign – Retention & Loyalty
Bronze:
M&C Saatchi Group for Commonwealth Bank Pay with Points
Lavender for Westpac KnowMe
Craft – Data Strategy
Silver:
RAPP for Australian Red Cross Blood Service Data – The lifeblood of regular donation
MLC/NAB for NAB Superfit
Craft – eCommerce Experience
Silver:
With Collective for Bonds Baby Search
Charity & Not For Profit
Bronze:
UNICEF Australia for 28 Days to save a child’s life
Silver:
Leo Burnett Melbourne for SEEK Volunteer to promote volunteering
Gold:
McCann Melbourne for Metro Trains Dumb Ways to Die
Communications / Utilities
Silver:
DDB/OMD for Telstra Always on Target
Financial Products & Services
Bronze:
Lavender for Westpac KnowMe
Reprise Media for ING Direct Searching to stand out
M&C Saatchi Group for Commonwealth Bank Ready for anything
RAMS Financial Group for RAMS Saver Launch
M&C Saatchi Group for Commonwealth Bank Get more from your Everyday
Silver:
Lavender for Westpac Black
Whybin/TBWA Group Sydney for NABTrade Don’t trade like it’s the 90s
Gold:
MLC/NAB for NAB Superfit
FMCG
Bronze:
Naked Communications for Who Gives a Crap Get Simon off the Loo
Gold:
BD Network for Mars Petcare Whiskas Get a Kitten
Information Technologies
Bronze:
OgilvyOne Sydney for IBM CMO + CIO Together
Microsoft for Meet the new Microsoft
Insurance
Bronze:
Whybin/TBWA Group Sydney for Insurance Australia Group How Testing and Optimisation Tools Increased IAG’s DR Sales calls by 60%
Pharmaceutical / Healthcare
Silver:
McCann Melbourne for Specsavers Use it or lose it health insurance
Gold:
UM Australia for ANPHA My Quit Buddy
Product Manufacturing & Distribution
Silver:
Taylor Wines for Buisness Builders Gold
BMF Advertising for Meat & Livestock Australia Lambnesia
Publishing & Entertainment
Bronze:
R/GA for News Corp Australia MX How #CRAZYCOOL successfully launched the MX
Retail and Direct Sales
Silver:
BD Network for Rebel Sport Football United
The Works for Woolworths Everyday Rewards Cash for Christmas
Gold:
With Collective for Bonds Baby Search
Travel, Hospitality & Transportation
Bronze:
BMF Advertising for P&O Cruises Phian’oh, the place that has it all
The Works for Australian Capital Tourism Human Brochure
Silver:
GPY&R Brisbane for V8 Supercars The Fanatic 500
Iris Worldwide for Christchurch and Canterbury Tourism Christchurch reimagined
Gold:
Naked Communications for Art Series Hotel Group The Overstay Checkout
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Well done GPYR – agency of the year at ADMAs is great recognition!
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Congratulations Nick Baker. Over the past few years you have led a remarkable transformation of Tourism Australia’s marketing. Quality of the work and the innovation are admirable and serve as great benchmarks for the rest of the industry. I applaud ADMA for recognizing you with this award!
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