Mumbrella Awards 2016 shortlist revealed
The shortlist has today been revealed for the Mumbrella Awards 2016.
The Mumbrella Awards is the only industry awards where every category goes through a live judging process in front of a senior industry jury, with dozens of teams from the media and marketing industry set to go before the judges on May 26 at the Hilton Hotel in Sydney.
During that week a roving jury will visit Auckland, Melbourne and Sydney to run the rule over the finalists in the Creative Agency of the Year category where Whybin\TBWA’s Sydney and Melbourne offices will face off against each other. They are up against Colenso BBDO, Leo Burnett Melbourne and last year’s winners The Monkeys, for the prize.
Another jury will visit the finalists in the Media Agency of the Year category with newcomers Atomic 212 and Havas Media up against reigning champions Match Media, plus DentsuAegis agency Carat and Omnicom’s PHD.
Overall entries for the awards were up by 57% on last year, with 148 of the 572 entries making it through to the shortlists.
Hot Dub Time Machine – pictured at last year’s Mumbrella Awards afterparty – will return
Big brands fought through a record number of entries for the Marketing Team of the Year category, with last year’s Highly Commended Meat & Livestock Australia up against supermarket Aldi, banking giant ANZ and betting brand UBET.
A diverse array of publications made the shortlist for Media Brand of the Year, with last year’s winner Pedestrian.TV the only survivor from that shortlist. Youth brand Vice and baby boomer-targeting Starts at 60 face off against broadcaster SBS and sporting brand Cricket Australia Digital.
Emerging Agency of the Year could get personal as two groups that co-habit office space, Poem and The Special Group, go head-to-head against APN News & Media backed start-up Emotive, whose founder Simon Joyce is also amongst the five nominees for Industry Leader of the Year.
He will face competition from Host and One Green Bean founder Anthony Freedman, industry charity Unltd founder Kerry McCabe, founder of The Remarkables Group Lorraine Murphy, and DentsuAegis ANZ CEO Simon Ryan.
Finalists present to a live jury
TV Ad of the Year sees the public asked to vote for their favourites from the MLA’s Australia Day campaign Operation Boomerang, Western Sydney University’s Deng Thiak Adut Unlimited, Aldi’s Like Brands Only Cheaper Part II, Optus ad starring Ricky Gervais in the bath and ANZ’s Equal Futures commercial.
Host have a two in five chance in the new Best Use of Real-Time Marketing category up against Starcom, Colenso BBDO and Atomic 212.
In some categories, jurors were asked to cull their shortlist from more than 40 entries. As Mumbrella has previously announced, the jury this year consists of more than 80 senior industry players, mainly from a marketing background. It is also believed to mark the first time that a major industry awards has had a gender-balanced jury.
Hard to impress: The 2015 Mumbrella Awards jury
And once again big-name party DJ Hot Dub Time Machine will be wowing the crowds at what is now widely acknowledged as the best industry awards afterparty of the year. Tickets – which sold out last year – are now on sale.
See below for this year’s shortlists:
Mumbrella award for innovation
- Colenso BBDO/Proximity New Zealand for DB Breweries / DB Export – Brewtroleum
- Hardhat, NextGen Rentals and PixelCase for Deakin University – Flight DX3K
- Leo Burnett Sydney (Creative) and Edelman Australia (PR) for Samsung – brainBAND
- McCann Melbourne and Airbag for Melbourne International Film Festival – The Emotional Trailer
- Multi Channel Network – Landmark
Best use of user experience
- Isobar, Dentsu ScienceJam, Dentsu Mitchell and Ogilvy PR for Uniqlo – UMOOD
- Rotor Studios for Toyota Australia – Toyota Showroom 360
- Starcom and Adshel for Suncorp Bank – Home Loans That Deliver
- Whybin\TBWA Sydney and Digital Arts Network – Krispy Kreme
- Whybin\TBWA Melbourne, Will O’Rourke and The Glue Society for ANZ – GAYNZ
Mumbrella award for data-driven marketing
- AFFINITY for Narellan Pools – Diving into Data
- Data Creative and Hawthorn Football Club – What are your lifetime Hawks’ stats?
- MediaCom and GroupM Connect for Volkswagen – Always On Retail Performance
- News Corp, UM, Cadreon and Anomaly – Smart Segments: How To Find People Who Will Pay For News
- Starcom and Adshel for Suncorp Bank – Home Loans That Deliver
Sales team of the year – media sales
- Fairfax Media Brand & Audiences – Prestige Group
- Multi Channel Network
- oOh!
- Pandora Radio
- Spotify
- Val Morgan
Sales team of the year – technology solutions
- AdRoll
- AOL Australia
- TubeMogul
Best use of real-time marketing
- Atomic 212° Group and Men At Work Communications (PR Consultant) for Double Robotics – Lucy the Robot
- Colenso BBDO/Proximity New Zealand for MARS, PEDIGREE – PEDIGREE Found
- Host for Air New Zealand – Wake Up Call
- Host for Air New Zealand & Qantas – #AirlineWager
- Starcom and Adshel for Suncorp Bank – Home Loans That Deliver
Content marketing strategy of the year
- Leo Burnett Melbourne for SPC Ardmona – #MyFamilyCan
- MEC, WTFN, MEC, CHANNEL 9 for Nestle, Purina – The Forever Home
- OMD, Fremantle Media Australia, Network Nine for Qantas – Ready For Take Off
Marketing technology company of the year
- Adobe Marketing Cloud
- AOL Australia
- Krux Digital Inc
- TRIBE
- TubeMogul
Promo or experiential agency of the year
- Colenso BBDO/Proximity New Zealand
- Imagination
- The Spaceship
- Tongue
- WiTH Collective
Specialist agency of the year
- Columbus Agency
- Imagination
- Isobar
- Now Screen
- WiTH Collective
PR agency of the Year
- Atomic 212° Group
- Eleven
- N2N Communications
- Ogilvy PR Australia
- One Green Bean
- Red Agency
Emerging agency of the year
- Emotive
- Poem Group
- Special Group Australia
Production company of the year
- Endemol Shine Australia
- FINCH
- Goodoil Films
- ITV Studios Australia Pty Ltd
- Revolver/Will O’Rourke
Pro bono campaign of the year
- Clemenger BBDO Melbourne for Myer – Wonderful Hold Music
- Colenso BBDO/Proximity New Zealand for Amnesty International – Amnesty International Unblocker
- GPY&R Brisbane and Melbourne for Melanoma Patients Australia / Melanoma Prevention – Melanoma Likes Me
- Taste Creative and Thankyou – Chapter One Campaign Film
- The Works for Sea Shepherd Australia – Ultimate Death Scene
- Y&R New Zealand, Duo PR, Lewis Road Creamery – Breast Milk
TV ad of the year
- BMF for Aldi – Like Brands. Only Cheaper, Part II
- Emotive, Caviar London and Starcom for Optus – Ricky Gervais’ new bath
- FINCH, WE.Collective and VCD for Western Sydney University – Deng Thiak Adut Unlimited
- The Monkeys for Meat and Livestock Australia – Operation Boomerang
- Whybin\TBWA Melbourne, PHD Media, The Connolly Partnership PR for ANZ – Equal Future
Media campaign of the year
- Affinity for Narellan Pools – Diving into Data
- Carat Melbourne and Nova Entertainment for Mondelez International – Cadbury Picnic ‘Pick Me’
- Cummins&Partners, Initiative and Mango Communications for John West – Most sustainable tuna
- UM, Ensemble and One Green Bean for LEGO – Make LEGO the star of Christmas
- PHD Australia, The Hallway and Shine Australia, Network Ten for Google – OK Google, what’s a Yuzu?
Ad campaign of the year
- Clemenger BBDO, Will O’Rourke/Revolver and Ogilvy PR for Mars Food Australia – MasterFoods – #Make Dinnertime Matter
- Emotive, Caviar London and Starcom for Opus – Ricky Gervais’ new bath
- FINCH for Western Sydney University – Unlimited
- The Monkeys for Meat & Livestock Australia – Operation Boomerang
- Whybin\TBWA Melbourne, PHD Media, The Connolly Partnership PR for ANZ – Equal Future
Mumbrella award for insight
- Clemenger BBDO Sydney and Will O’Rourke/Revolver – #Make Dinnertime Matter
- Clemenger BBDO Melbourne for TAC – Rider Reminder
- Clemenger BBDO Melbourne for Pacific Brands/Bonds – The Boys
- Cummins&Partners, Initiative and Mango Communications for John West – Most sustainable tuna
- McCann Melbourne and Airbag for Melbourne International Film Festival – The Emotional Trailer
- Mr Wolf for Taylors Wines – Optimum Drinking Temperature Sensors
Mumbrella award for bravery
- Clemenger BBDO Melbourne for Pacific Brands/Bonds – The Boys
- Cummins&Partners, CGU, Tropfest, Mediacom, Other side of the Table and Cardinal Spin for CGU Insurance – Tropfest
- Leo Burnett Melbourne for Headspace – Reword
- Whybin\TBWA Melbourne, Will O’Rourke and The Glue Society for ANZ – GAYNZ
- Whybin\TBWA Melbourne for Medibank – I am Better
- Y&R New Zealand for Burger King Corporation & Peace One Day – McWhopper
Mumbrella award for collaboration
- Cummins&Partners, CGU, Tropfest, Mediacom, Other side of the Table and Cardinal Spin – Tropfest
- Helloworld, Holysmoke! Agency, OMD, Adshel – #helloworldRELAY
- Host, Air New Zealand & Qantas – #AirlineWager
- The Monkeys, One Green Bean + UM, MEat & Livestock Australia – Operation Boomerang
- Universal Music Australia, Australian Radio Network, Emotive, Channel 7 and Optus – Bieber Island
Social idea of the year
- Clemenger BBDO Sydney and Will O’Rourke/Revolver – #Make Dinnertime Matter
- Host for Air New Zealand & Qantas – #AirlineWager
- Jaden Social, Twitter Australia and KIIS 1065 (ARN) for Reece Mastin – #ChangeColoursAlbum
- News Corp Australia – AnzacLive
- SapientNitro and Carat for Mondelez – Choc + What?
Media brand of the year
- Cricket Australia Digital
- SBS
- Starts at 60 Pty Ltd
- PEDESTRIAN.TV
- VICE
Under-30 achiever of the year
- Adam Long, Executive General Manager, Step Change
- Alex Grigg, Director, Mighty Nice
- Jane Burhop & James Crawley, Creative Directors & Co-Founders, Common Ventures
- Lindsay Rogers, Business Director, Chello
- Stephenie Ho, Senior Strategist, Tongue
Industry leader of the year
- Anthony Freedman, Group CEO & Founder, Host | One Green Bean | BRING
- Kerry McCabe, Founder and Chairperson, UnLtd
- Lorraine Murphy, Founder, The Remarkables Group
- Simon Joyce, CEO & Founder, Emotive
- Simon Ryan, CEO – Carat & Dentsu Aegis AUNZ, Carat Australia
Marketing team of the year
- ALDI Australia
- ANZ
- Meat & Livestock Australia
- UBET
Mumbrella award for culture
- Foundation
- Isobar
- Klick Communications
- OMD
- Spotify
Independent agency of the year
- Atomic 212° Group
- Cummins&Partners
- KWP
- The Monkeys
Full service agency of the year
- Atomic 212° Group
- Cummins&Partners
- McCann Australia
- The Monkeys
- WiTH Collective
Media agency of the year
- Atomic 212 Group
- Carat Australia
- Havas Media Australia
- MATCH Media Sydney
- PHD Australia
Creative agency of the year
- Colenso BBDO/Proximity New Zealand
- Cummins&Partners
- Leo Burnett Melbourne
- The Monkeys
- Whybin\TBWA Melbourne
- Whybin\TBWA Sydney
