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Mumbrella Awards 2017 shortlist revealed: The Monkeys and Clems lead the charge

The Monkeys lead the way on the Mumbrella Awards 2017 shortlist with 14 nominations across 11 different categories.

The independent Sydney agency will be locked in a fierce battle with Clemenger BBDO Melbourne which has 13 nominations across nine different categories, with the pair going head-to-head in the Creative Agency of the Year category.

Clems Melbourne scored two nominations in four categories including the publicly-voted TV Ad of the Year, Best Use of User Experience, Real-Time Marketing, Ad Campaign of the Year and nods in Bravery, Insight and Data-Driven Marketing categories.

The wider Clemenger Group also has reason to celebrate with two nominations for the Sydney office, and six for sister agency CHE Proximity, including a first appearance on the Creative Agency of the Year shortlist.

That sees them go up against Kiwi cousins Colenso BBDO, TBWA\Melbourne and Saatchi & Saatchi.

The winners of the awards will be announced at a gala night at The Star in Sydney on June 29 hosted by 2Day FM breakfast presenter Em Rusciano, while Hot Dub Time Machine will keep the crowds entertained at the after party until the early hours at what has now become Australia’s biggest media and marketing party.

Hot Dub Time Machine will again be wowing the crowds after the ceremony

Meat & Livestock Australia will be hoping to make it a hattrick in the TV Ad of the Year category with its Australia Day and Spring work from The Monkeys both nominated.

However the Australia Day campaign missed out on a nod in the Ad Campaign of the Year, with judges preferring its Spring effort.

The MLA is also in the running in the Marketing Team of the Year category against Air New Zealand, Aldi, Ancestry, the Sydney Opera House and Westpac Marketing Group.

Last year’s winners Atomic 212 are in the running for the Media Agency of the Year gong with the independent agency up against Publicis-owned Blue 449 (previously Match Media) and Omnicom duo OMD and PHD.

The Independent Agency of the Year category is a six-way shoot out with The Monkeys, hoping to better last year’s Highly Commended,  facing media outfits Affinity, Atomic 212, CX Agency Lavender, The Hallway and The Works.

Eleven PR will be hoping to retain the PR Agency of the Year crown against History Will Be Kind, One Green Bean, Poem and Red Agency.

In the Culture category OMD is looking to retain its title with Atomic 212, CHE Proximity, CX Agency Lavender and The Works also in contention.

Cinema, newspapers, radio and TV are all represented in the Sales Team of the Year with digital player Pandora facing Nova Entertainment, SBS, The Australian and Val Morgan for the title.

And in the Media Brand of the Year, Cricket Australia and ESPN are vying with News Corp’s taste.com.au, Starts at 60 and Southern Cross Austereo’s Hit Network.

A roving jury will visit shortlisted finalists in the Creative and Media Agency of the Year categories, whilst finalists in all other categories will face live judging at The Hilton in Sydney on May 24. The TV Ad of the Year category is voted for by the public.

See below for the full shortlist.

Industry Leader of the Year:

  • Ian Rumsby, chairman, Weber Shandwick
  • Jason Dooris, CEO, Atomic 212
  • Kimberlee Wells, CEO, TBWA\Melbourne
  • Lorraine Murphy, founder and MD, The Remarkables Group
  • Richenda Vermeulen, CEO, ntegrity
  • Simon Ryan, CEO, Dentsu Aegis Network

Creative Agency of the Year:

  • Colenso BBDO
  • CHE Proximity
  • Clemenger BBDO Melbourne
  • The Monkeys
  • Saatchi & Saatchi Australia
  • TBWA\Melbourne

PR Agency of the Year:

  • Eleven PR
  • History Will Be Kind
  • One Green Bean
  • Poem
  • Red Agency

Media Agency of the Year:

  • Atomic 212
  • Blue 449
  • OMD
  • PHD

Specialist Agency of the Year:

  • CHE Proximity
  • CX Agency Lavender
  • Isobar
  • Special Group Australia
  • We Are Social
  • With Collective

Emerging Agency of the Year:

  • Emotive
  • Poem
  • Saatchi&Saatchi Melbourne
  • TKT Sydney
  • The Woolshed Company

Promo or Experiential Agency of the Year:

  • Atomic 212
  • Colenso BBDO
  • Imagination
  • Traffik

Independent Agency of the Year:

  • Affinity
  • Atomic 212
  • CX Agency Lavender
  • The Hallway
  • The Monkeys
  • The Works

Full Service Agency of the Year:

  • Affinity
  • Atomic 212
  • Ikon Communications
  • The Monkeys
  • With Collective

Production Company of the Year – Commercial:

  • Finch
  • Milkmoney
  • Revolver/Will O’Rourke

TV Ad of the Year:

  • Celebrating Australia, The Monkeys for Meat & Livestock Australia
  • Qantas Assure, With Collective for Qantas
  • Showers – The Boys, Clemenger BBDO Melbourne for BONDS
  • Speed and Consequences, Clemenger BBDO Melbourne for TAC
  • Spring Lamb, The Monkeys for Meat & Livestock Australia
  • Toyota Kluger. Built for Families. Designed for Attention, Saatchi & Saatchi for Toyota

Production Company of the Year – TV/Film:

  • Essential Media and Entertainment
  • Jungle

Best Use of Face to Face/Interaction Marketing:

  • Heineken 3: Summer in Winter, Red Guerilla & Red Agency for Heineken
  • Hitachi at Integrate, Designteam for Hitachi
  • HCF Hands on, WE Buchan; Match Media; Momentum; Analogue Folk; One Green Bean; Holiday for HCF
  • Mercurial Speed Room, R/GA Sydney for Nike
  • The Logo Wall, 1000heads for Microsoft Australia
  • YSL Rouge Volupte Shine and Opium Nuit Blanch Launch, George P. Johnson for YSL

Mumbrella Award for Bravery:

  • Better Way to Fly, Air New Zealand
  • Celebrating Australia, The Monkeys for Meat & Livestock Australia
  • GEeks go for #CC9900. Clemenger BBDO Sydney for GE
  • Meet Graham, Clemenger BBDO Melbourne for TAC
  • Real Estate Tips From The Terminally Ill, The Monkeys for UBank
  • Spring Lamb, The Monkeys for Meat & Livestock Australia

Mumbrella Award for Insight:

  • Bill Schplitter, TBWA\Melbourne & Atomic 212 for Origin
  • GEeks go for #CC9900. Clemenger BBDO Sydney for GE
  • Hearing Test in Disguise, CHE Proximity for Cochlear
  • #Holdtight, TBWA/Melbourne for ANZ
  • Meet Graham, Clemenger BBDO Melbourne for TAC
  • Prospan – Don’t Ignore a Cough, Affinity for Flordis

Mumbrella Award for Culture:

  • Atomic 212
  • CHE Proximity
  • CX Agency Lavender
  • OMD
  • The Works

Mumbrella Award for Innovation:

  • Decoding Genius, Fairfax Media for GE
  • Out of Office Travelogue, The Monkeys for Qantas
  • Pocket Patrol, Leo Burnett Sydney for Samsung
  • Through the Dark, R/GA Sydney for Google Play Music
  • The Riderless Bike, Finch, Havas and Red Agency for The Steve Waugh Foundation
  • The LandCruiser Emergency Network, Saatchi & Saatchi for Toyota

Mumbrella Award for Data-Driven Marketing:

  • Acquisition to advocacy through cross-channel personalised lifecycle, Switched on Media for Nude by Nature
  • Hungerithm, Clemenger BBDO Melbourne and Mediacom for Snickers
  • Hearing Test in Disguise, CHE Proximity for Cochlear
  • Datalicious for Bupa
  • Pixels to Profit, Carat and Columbus for Virgin Australia

Mumbrella Award for Collaboration:

  • Celebrating Australia: The Monkeys, One Green Bean, UM and Meat & Livestock Australia
  • Olympics Support Network, The Works, Emotive, Lagardere for Optus
  • #Outofthebox, 3rdSpace, Crust Gourmet Pizza, JCDecaux, Initiative, Myriad management / Sony Music, Nova Entertainment, Novalia UK and Ooh Media
  • Mobilizing a Country: Relaunching Onecard, Red Jelly, Affinity ID NZ, Mindshare NZ and Countdown Supermarkets
  • Made Possible by Melbourne, Adshel, McCann Media and The University of Melbourne
  • Shop Off the Beaten Path, Isobar, IProspect, Vizeum, Edelman and PayPal

Marketing Team of the Year:

  • Air New Zealand
  • Aldi
  • Ancestry
  • Meat & Livestock Australia
  • Sydney Opera House
  • Westpac Marketing Group

Sales Team of the Year:

  • Nova Entertainment
  • Pandora
  • SBS
  • The Australian
  • Val Morgan

Media Brand of the Year:

  • Cricket.com.au
  • ESPN
  • taste.com.au
  • Starts at 60
  • Hit Network

Marketing Technology Company of the Year:

  • Integral Ad Science
  • Peazie
  • Playground XYZ
  • Rotor Studios
  • Tribe

Pro Bono Campaign of the Year:

  • It’s Only Fair, The Royals, Finch and Toby Dixon for Equality Campaign
  • Polished Man, Wrights for YGAP
  • Seabay, Eleven and TBWA\Melbourne for Australian Volunteer Coast Guard

    The Riderless Bike, Finch, Havas and Red Agency for The Steve Waugh Foundation

  • #RedefineWomen, Host for

Ad Campaign of the Year:

  • Meet Graham, Clemenger BBDO Melbourne for TAC
  • Olympics for Small Business, With Collective for Optus
  • Spring Lamb, The Monkeys for Meat & livestock Australia
  • Summer Wonderland, Host and Bring for Air New Zealand
  • The Boys, Clemenger BBDO Melbourne for BONDS

Media Campaign of the Year:

  • Cake in a Cup Launch, Slingshot for Godman Fielder/White Wings
  • Prospan – Don’t Ignore a Cough, Affinity for Flordis
  • Mobilising a Country: Relaunching Onecard, Mindshare NZ for Countdown Supermarkets NZ
  • The Google app & The Voice, PHD, R/GA and Essence for Google Australia
  • VCTV by Vodka Cruiser, Vizeum and The Story Lab for Asahi Premium Beverages

Content Marketing Strategy of the Year:

  • AFL Women’s, AFL
  • Direct Advice for Dads, HBF Health
  • Do it for Yourself, Emotive for Berlei
  • Made by Me, FleishmanHillard and TBWA Sydney for University of New South Wales
  • You’ve Gotta Have a Team, BMF for Football Federation Australia
  • Flying people, not just planes, BWM Dentsu for Qantas

Best Use of User Experience:

  • Catwalk to Cart, Clemenger BBDO Melbourne for Myer
  • Hearing Test in Disguise, CHE Proximity for Cochlear
  • Meet Graham, Clemenger BBDO Melbourne for TAC
  • Out of Office Travelogue, The Monkeys for Qantas

Social Idea of the Year:

  • Out of Office Travelogue, The Monkeys for Qantas
  • Optus Perks Challenge, Drifter for Optus
  • Premmie Proud, BWM Dentsu for Babylove
  • Summer Wonderland, Host and Bring for Air New Zealand
  • The Cognitive Collection, Ogilvy Australia for IBM
  • #Holdtight, TBWA/Melbourne for ANZ

Best Use of Real-Time Marketing:

  • Catwalk to Cart, Clemenger BBDO Melbourne for Myer
  • Prospan – Don’t Ignore a Cough, Affinity for Flordis
  • Hungerithm, Clemenger BBDO Melbourne and Mediacom for Snickers
  • Out of Office Travelogue, The Monkeys for Qantas

Under 30 Achiever of the Year:

  • Jemma Wong, manager of brand strategy, AFL
  • Jackson Harper, Clemenger BBDO Melbourne
  • Pratik Doshi, CEO, Ebex
  • Tom Sheppard, general manager, Atomic 212
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