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Clemenger BBDO Melbourne dominates at AWARD as M&C Saatchi’s Tom McFarlane enters Hall of Fame

Clemenger BBDO Melbourne has become one of the most awarded agencies of the decade at the Australasian Writers and Art Directors Association (AWARD) Awards.

The agency stole the show, winning Agency of the Year, Best in Show, Chairman’s Choice, and 20 of the 35 Gold Pencils.

AWARD ran at Carriageworks as part of Semi Permanent Festival on Friday night. The awards show dished out 35 Gold Pencils as well as 117 Silver and 149 Bronze, and also saw M&C Saatchi’s regional creative director, Tom McFarlane, enter the Hall of Fame.

Clemenger BBDO Melbourne, which took home the top gong, as well as the most pencils – with 20 across PR, direct marketing, digital, innovation, integrated campaign, marketing disruption & product/service development, creativity for good, design, poster and outdoor, promotion and experiential, film & video and branded entertainment and content – was the most awarded agency of the night.

The domination at AWARD follows the Omnicom-owned agency’s wins globally, at the Effie Awards, D&AD and the Webbys, among others.

‘Meet Graham’, a lifelike sculpture to demonstrate human evolution’s incompatibility with the trauma caused from road accidents, made for the Victorian Transport Accident Commission (TAC) took home 16 awards alone, including Best in Show.

Glenn Cole, founder and creative co-chair of 72andSunny awarded the Chairman’s Choice award, which went to Clemebger BBDO’s ‘The Boys’ campaign for Bonds/Pacific Brands Underwear in Australia.

Cole said of his decision:  “It was hard to select The Chairman’s Award. The struggle was real. In the end, I chose ‘The Boys’ for Bonds.

“I respect that this team and client created a distinctive, disruptive, and original new brand voice. It’s one thing to nail a one-off project execution. It’s a hell of a lot harder to create a voice for an organisation that sets the table for the next decade. It’s definitely harder than it looks,” he said.

The wins follow Nick Garrett, Clemenger BBDO Melbourne CEO’s plans to transform the agency into a world creative leader.

M&C Saatchi’s McFarlane entered the Hall of Fame as one of the Australian advertising’s most influential and effective creatives.

Wilf Sweetland, chair of AWARD said of McFarlane’s induction: “This year’s AWARD committee voted unanimously for Tom McFarlane. Tom has had an impact like no other creative leader over the past three decades.

“His credentials span a decades-long career in agency leadership, his building of M&C Saatchi into a creative powerhouse, his contribution to many of the strongest and longest-running campaigns for so many famous brands, and his legacy in discovering and nurturing the careers of countless industry creatives.”

McFarlane entered the Hall of Fame on Friday night.

McFarlane said he has been “privileged” to work with so many talented people.

“I am immeasurably proud that so many successful people in agencies here and around the world began, or grew their careers at M&C Saatchi Australia. It’s been a hell of a ride, wild at times, but always fun,” he said.

R/GA collected two Gold Awards across Craft in Advertising – Film and Design; as did Revolver/Will O’Rourke which took home two Gold Pencils for Craft in Advertising – Film and Design.

One Gold was also presented to Finch, Leo Burnett Melbourne, GPY&R Brisbane, J Walter Thompson Sydney, Nylon Studios, Clemenger BBDO Wellington, Houston Group, The Editors, Goodoil Films, Alt.vfx and Blackbird.

Network of the Year was awarded to BBDO, while Client of the Year was awarded to the TAC and Production Company of the Year went to Exit Films.

Creative of the Year – an award which considers those credited across the most individual campaigns that won Bronze, Silver or Gold, was awarded to Gavin Chimes from Marcel Sydney.

Wilf Sweetland, chair of AWARD, said of the night: “Congratulations to our long list of finalists and winners, especially to Clemenger BBDO Melbourne for being awarded Agency of the Year and our first ever solid Gold Pencil for Best in Show.

“This year a record number of 35 Gold Pencils have been awarded – a figure which bears testament to the outstanding level of talent in the Asia Pacific region.”

Agency of the Year – Top 5

1) Clemenger BBDO Melbourne

2) DDB Group New Zealand

3) Clemenger BBDO Wellington

4) The Monkeys

5) R/GA Sydney

Production Company of the Year – Top 5

1) Exit Films

2) FINCH

3) The Sweet Shop

4) Goodoil Films

5) Revolver/Will O’Rourke

Client of the Year – Top 5

1) Transport Accident Commission

2) Mars Australia

3) Google

4) Bonds / Pacific Brands Underwear Australia

5) SKY Television New Zealand

Network of the Year – Top 5

1) BBDO

2) DDB

3) TBWA

4) Leo Burnett

5) Havas Worldwide

Creative of the Year

Gavin Chimes

Agency: Marcel Sydney

Chairman’s Choice

Agency: Clemenger BBDO Melbourne

Best in Show

Title: Meet Graham

Agency: Clemenger BBDO Melbourne

Client: Transport Accident Commission

Gold Winners (category, sub-category, campaign, company): 

  • Film & Video – Charity, individual – any length – The Lucky Ones -J. Walter Thompson Sydney
  • Film & Video – Television Commercial, Individual – Over 30 Seconds – Hello – Clemenger BBDO Wellington
  • Film &Video – Television Commercial, Campaign –  30 Seconds- The Boys – Clemenger BBDO Melbourne
  • Integrated Campaign –  Integrated Campaign- Meet Graham – Clemenger BBDO Melbourne
  • Poster & Outdoor – Charity, Individual – Any Size/Format – Life Saving Stickers, GPY&R Brisbane
  • Poster & Outdoor – Interactive and/or Moving Indoor, Individual – Meet Graham – Clemenger BBDO Melbourne
  • Public Relations – Best Integrated Campaign Led by PR – Meet Graham – Clemenger BBDO Melbourne
  • Direct Marketing – Integrated Solutions – Meet Graham – Clemenger BBDO Melbourne
  • Direct Marketing – Alternative Media, Individual – Meet Graham – Clemenger BBDO Melbourne
  • Design – Environmental Design – The Tailor Made Store – BWM Dentsu
  • Design – Subcategory: Large Identity and Application (Above $50,000) – Qantas Rebrand – Houston Group
  • Design – Weird and Wonderful – Meet Graham – Clemenger BBDO Melbourne
  • Design – Entertainment Design – Google Play, & Through the Dark – R/GA Sydney – Digital
  • Apps – Charity – Reword – Leo Burnett Melbourne
  • Digital – Digital Kiosk, Point of Sale, On-site, Outdoor Digital – Meet Graham – Clemenger BBDO Melbourne
  • Digital – Online Promotion, Campaign -Hungerithm – Clemenger BBDO Melbourne
  • Innovation – Creative Innovation / Technological Innovation – Meet Graham – Clemenger BBDO Melbourne
  • Promotion &Experiential – Best use of Experiential Marketing in a Promotional Campaign – Meet Graham – Clemenger BBDO Melbourne
  • Promotion & Experiential – Best use of Other Digital Media in a Promotional Campaign –  Meet Graham – Clemenger BBDO Melbourne
  • Branded Entertainment & Content – Subcategory: Entertainment – Online, Campaign/Series – The Boys – Clemenger BBDO Melbourne
  • Branded Entertainment & Content – Entertainment – Film – Every Second Counts – FINCH
  • Branded Entertainment & Content – Subcategory: Mobile – Hungerithm – Clemenger BBDO Melbourne
  • Category: Branded Entertainment & Content – Experiential – Installation – Meet Graham Clemenger BBDO Melbourne
  • Branded Entertainment & Content –  Subcategory: Experiential – Interactive – Meet Graham – Clemenger BBDO Melbourne
  • Creativity For Good –  Design – Meet Graham- Clemenger BBDO Melbourne
  • Craft In Advertising- Film – Cinematography- What Is Up? – Goodoil Films
  • Category: Craft In Advertising -Film – Digital Visual Effects – TAC – Speed Agency – Blackbird
  • Category: Craft In Advertising – Film – Direction -Rocket Car Agency: Revolver/Will O’Rourke
  • Category: Craft In Advertising – Film – Digital Visual Effects Title: Quantum Break – The Cemetery Agency: Alt.vfx
  • Category: Craft In Advertising – Film – Best Use and/or Arrangement of Existing Music Title: Google Play, "Through the Dark" Agency: R/GA Sydney
  • Category: Craft In Advertising – Film – Sound Design Title: Defence Force Recruiting, ‘What Is Up?’ – Nylon Studios
  • Category: Craft In Advertising –  Film – Editing Title: Airforce ‘What Is Up?’- The Editors
  • Category: Market Disruption & Product/ Service Development – Industry or Category Disruption –  Hungerithm – Clemenger BBDO Melbourne
  • Category: Market Disruption & Product/ Service Development – Industry or Category Disruption –  Meet Graham – Clemenger BBDO Melbourne
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