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ANA Announces 2018 International ECHO Award Winners

Las Vegas Gala Ceremony Honors Data-Inspired Creativity

LAS VEGAS (Oct. 9, 2018) — Mars NZ’s “Pedigree SelfiesSTIX” campaign created by Colenso BBDO was awarded the 2018 Diamond ECHO Award tonight at a gala ceremony during the &THEN annual conference of the Association of National Advertisers’ DMA division.

The ECHO awards honor the world’s most data-inspired storytellers and their innovative, creative and effective marketing campaigns. This year, the DMA awarded 95 ECHO medals, including the 2018 Gold Mailbox Award, which is sponsored by USPS and went to Ogilvy UK for their work on behalf of What3Words.

The awards recognize every type of media used in direct and interactive marketing campaigns and are submitted by agencies and advertisers worldwide. This year’s ECHO competition attracted almost 700 entries in 31 categories, of which 155 were named finalists.

For 2018, the ECHOs added new categories that reflect the shifting skills of today’s data-driven marketers, including Best Immersive Technology and Best Campaign for Social Good. In addition, the category “Best Data & Analytics” was divided into two categories: Best Data-Inspired Targeting and Best Data-Inspired Intelligence.

Winning campaigns were awarded gold, silver and bronze medals. The two runner-up campaigns for each category were also recognized. A full list of ECHO medalists and runners-up is included below.

“DMA’s ECHO Awards represent the most successful, results-producing campaigns of the data and marketing industry,” said ANA Group EVP Tom Benton, who heads the DMA division. “These award winners demonstrate the incredible power which comes from the combination of data, technology and inspired creative talent. Each of these winners are advancing the work of our field by building customer relationships based on truth, results and trust.”

The final judging round included more than 400 judges, representing the international data and marketing community in over 26 countries who reviewed the impact of data in an advertising campaign based on three specific criteria: creativity, marketing strategy, and results in data-driven marketing campaigns. Judging took place over a two month period, with the final round hosted in New York at the offices of global agency REPRISE. Judges from outside of the U.S. represented 40 percent of the 2018 judging slate, with judges from all major global markets.

The ECHO Awards were established in 1929 by the Direct Marketing Association, which later was renamed the Data & Marketing Association and was acquired by the ANA in June of 2018.

Full list of 2018 International ECHO Awards Medalists

Head to the Marketing Knowledge Center to see all of the case studies.

Diamond ECHO Award

Pedigree SelfieSTIX – Colenso BBDO for MARS NZ

USPS Gold Mailbox Award

Addressing the Problem – Ogilvy UK for What3Words

Art Direction

  • Gold – Type with Pride – Ogilvy for NewFest & NYC Pride
  • Silver – Destination Pride – FCB/SIX for PFLAG Canada
  • Bronze – Follow the Arches – Cossette for McDonald’s Restaurants of Canada Ltd.
  • Runner Up – databloom – Publicis Sapient for Publicis Sapient (self-promotion)
  • Runner Up – Family Tree – Cossette for SickKids Foundation

Artificial Intelligence / Machine Learning

  • Gold – Striding On with HKJC – PHD Hong Kong for The Hong Kong Jockey Club
  • Silver – #Whatmakesgreat – Ogilvy UK for IBM
  • Bronze – Air Canada – Persado for Air Canada
  • Runner Up – Martini DJ Bot – Proximity London for Bacardi
  • Runner Up – The Discovered – Ogilvy for IBM

Automotive

  • Gold – The Stagecoach of the Desert Cowboys – Proximity Barcelona for SKODA Spain
  • Silver – Just Ask a Golf Driver – TRACK DDB for Volkswagen Canada
  • Bronze – Ever After – Proximity Barcelona for Audi Spain
  • Runner Up – Road to success – Reaktion for Renault
  • Runner Up – Up! | How To – Proximity Brasil for Volkswagen

Best Digital Destination

  • Gold – Destination Pride – FCB/SIX for PFLAG Canada
  • Silver – Our Neighbourhood – Magnetix Linked by Isobar for danbolig
  • Bronze – Family Tree – Cossette for SickKids Foundation
  • Runner Up – Rin Career Ready Academy – Digitas India for Unilever
  • Runner Up – Just Ask a Golf Driver – TRACK DDB for Volkswagen Canada

Best use of Direct Mail

  • Gold – Welly Beans – Colenso BBDO for Visa NZ
  • Silver – Netflix Dinners – Colenso BBDO for Spark New Zealand
  • Bronze – Mail Sent Directly from the Forest – Agentur am Flughafen for Schöb AG
  • Runner Up – Addressing The Problem – Ogilvy UK for What3Words
  • Runner Up – Push the button! – Lebowski for Nethouse

Best use of Email

  • Gold – Ready To Travel – Proximity London for Virgin Holidays
  • Silver – Your Business by the Numbers: Small Business e-Newsletter – ERGO Interactive for American Express
  • Bronze – ThinkGeek “Versus” Holiday Campaign – Harte Hanks for ThinkGeek / GameStop
  • Runner Up – AT&T Onboarding Campaign – Javelin for AT&T
  • Runner Up – Google Assistant Newsletter Campaign – Epsilon Agency for Google Assistant

Best use of Experiential

  • Gold – The Stagecoach of the Desert Cowboys – Proximity Barcelona for SKODA Spain
  • Silver – Energy Broadcast System – Barefoot Proximity for Flying Pig Marathon
  • Bronze – databloom – Publicis Sapient for Publicis Sapient (self-promotion)
  • Runner Up – The Most Prosperous ATM – Colenso BBDO for Bank of New Zealand
  • Runner Up – Hello Real People – Ogilvy for Motorola

Best use of Immersive Technology

  • Gold – Pedigree SelfieSTIX – Colenso BBDO for MARS NZ
  • Silver – Earthquake Simulator – Ogilvy for FM Global
  • Bronze – On Hold Music Band Live – Shackleton for Shackleton
  • Runner Up – AR Sports: A mixed Reality Football Experience – Publicis Sapient for Deutsche Telekom
  • Runner Up – RexBot educates India’s youth on healthy sex – Interactive Avenues for Reckitt Benckiser

Best use of Mobile

  • Gold – Pedigree SelfieSTIX – Colenso BBDO for MARS NZ
  • Silver – Energy Broadcast System – Barefoot Proximity for Flying Pig Marathon
  • Bronze – #PowerlessQueen – WATConsult for Project Nanhi Kali
  • Runner Up – #HoliNotHooliganism – Ogilvy India Group for Reliance General Insurance
  • Runner Up – Building India’s first online Platelet Donor Community – Interaction One Solutions Pvt. Ltd. for Godrej Consumer Products Ltd.

Best use of Search / Display

  • Gold – Energy Without Boundaries – Barefoot Proximity for APX
  • Silver – Stop stopgap solutions – Ambition for EG
  • Bronze – Tailor made algorithms that grow business – MediaCom & GroupM for Shoe-d-vision
  • Runner Up – Rexona My Move – BRM Grandes Interacciones for Rexona
  • Runner Up – Dominating the Top position on Google Search -Innovative SEO – INFIDIGIT Consultants Pvt. Ltd. for Myntra Designs Pvt. Ltd.

Best use of Social Media

  • Gold – Destination Pride – FCB/SIX for PFLAG Canada
  • Silver – The All in Promo – David for NOBLEX (Newsan argentina)
  • Bronze – #WearTheCrown with Cream Silk – MINDSHARE PHILIPPINES for UNILEVER PHILIPPINES
  • Runner Up – Haunted M&M’s – Colenso BBDO for MARS NZ
  • Runner Up – Oddly IKEA – Ogilvy for IKEA

Best use of Technology

  • Gold – Safe Cap – GTB Brazil for Ford Trucks of Brazil
  • Silver – Energy Broadcast System – Barefoot Proximity for Flying Pig Marathon
  • Bronze – #Whatmakesgreat – Ogilvy UK for IBM
  • Runner Up – Martini DJ Bot – Proximity London for Bacardi
  • Runner Up – Destination Pride – FCB/SIX for PFLAG Canada

Best use of Video

  • Gold – SickKids VS – All In – Cossette for SickKids Foundation
  • Silver – Video First Content Strategy – NA for Mahindra Holidays
  • Bronze – SUNSILK CHEERKADA – MINDSHARE PHILIPPINES for UNILEVER PHILIPPINES
  • Runner Up – Consumer Day Brazil Experience – Jotacom for Buscape Company
  • Runner Up – RCI: A very special welcome – Marketdata for Banco RCI Brasil

Business Products and Services

  • Gold – The Original Brushes of Edvard Munch – Abby Priest for Adobe
  • Silver – Addressing The Problem – Ogilvy UK for What3Words
  • Bronze – ITM Go Fish! – justONE for ITM
  • Runner Up – MAX WIPE – La Q for CMPC
  • Runner Up – The magic of mail – LIDA for Royal Mail MarketReach

Campaign for Social Good

  • Gold – USPS Operation Santa – MRM//McCann New York for United States Postal Service
  • Silver – Destination Pride – FCB/SIX for PFLAG Canada
  • Bronze – Help “Someone Else” – PriMedia Inc./Nail Communications for Rhode Island Blood Center
  • Runner Up – ByeBye2Pesos = RAPP Argentina for Haciendo Lios
  • Runner Up – Type with Pride – Ogilvy for NewFest & NYC Pride

Campaign under $250k

  • Gold – Family Tree – Cossette for SickKids Foundation
  • Silver – Pedigree SelfieSTIX – Colenso BBDO for MARS NZ
  • Bronze – Addressing The Problem – Ogilvy UK for What3Words
  • Runner Up – ThinkGeek “Versus” Holiday Campaign – Harte Hanks for ThinkGeek / GameStop
  • Runner Up – The Blind Faith Upgrade – Isobar India for Hotel Ramada

Consumer Products and Services

  • Gold – Pedigree SelfieSTIX – Colenso BBDO for MARS NZ
  • Silver – USPS Operation Santa – MRM//McCann New York for United States Postal Service
  • Bronze – Asperos (Rough) – Wiper for Philips
  • Runner Up – ThinkGeek “Versus” Holiday Campaign – Harte Hanks for ThinkGeek / GameStop
  • Runner Up – Dove Dry Shampoo – Initiative Russia for Unilever

Content

  • Gold – Get Better Gifts – Cossette for SickKids Foundation
  • Silver – Sanskarshala – Jagran Prakashan Ltd. for Dainik Jagran
  • Bronze – HOME ABOARD. Welcome Home. – Proximity Madrid for Pullmantur Cruceros
  • Runner Up – Road to success – Reaktion for Renault
  • Runner Up – Ever After – Proximity Barcelona for Audi Spain

Customer Acquisition Campaign

  • Gold – SickKids VS – All In – Cossette for SickKids Foundation
  • Silver – Better Destinations (Mejores Destinos) – Qendar – RAPP Argentina for UNICEF Argentina
  • Bronze – Oddly IKEA – Ogilvy for IKEA
  • Runner Up – HOUSE PARTY AT THE WEHRLE’S – Agentur am Flughafen for Domus Leuchten & M√∂bel AG
  • Runner Up – Beautifully Bilingual – Gallegos United for Comcast Xfinity

Customer-centric Campaign

  • Gold – Ready To Travel – Proximity London for Virgin Holidays
  • Silver – Just Ask a Golf Driver – TRACK DDB for Volkswagen Canada
  • Bronze – Oddly IKEA – Ogilvy for IKEA
  • Runner Up – Beautifully Bilingual – Gallegos United for Comcast Xfinity
  • Runner Up – Your Business by the Numbers: Small Business e-Newsletter – ERGO Interactive for American Express

Data-inspired Intelligence

  • Gold – Destination Pride – FCB/SIX for PFLAG Canada
  • Silver – Patron Cocktail Lab – Publicis Sapient for The Patrón Spirits Company
  • Bronze – Content Darwinism – Proximity London for Procter & Gamble
  • Runner Up – Our Neighbourhood – Magnetix Linked by Isobar for danbolig
  • Runner Up – How JetPrivilege reached out to drive redemption – NA for Jet Privilege Pvt. Ltd

Data-inspired Targeting

  • Gold – Energy Broadcast System – Barefoot Proximity for Flying Pig Marathon
  • Silver – Volvo: The right part at the right time – Marketdata for Volvo Trucks
  • Bronze – The Ultimate Data Machine – Cadreon for BMW
  • Runner Up – Family Tree – Cossette for SickKids Foundation
  • Runner Up – Patron Cocktail Lab – Publicis Sapient for The Patrón Spirits Company

Financial and Insurance

  • Gold – Citigold Circle : Trust-based Growth Engine (Asia) – Shift for Citi, Asia Regional Office
  • Silver – Fill the Gaps with K&H Bank! – OMD Hungary for K&H Bank
  • Bronze – Your Business by the Numbers: Small Business e-Newsletter – ERGO Interactive for American Express
  • Runner Up – HDFC Bank: Banking on Local Search – SingleInterface for HDFC Bank
  • Runner Up – #IWillDriveYouHome – Ogilvy for ICICI Lombard

Integrated Campaign

  • Gold – Pedigree SelfieSTIX – Colenso BBDO for MARS NZ
  • Silver – SickKids VS – All In – Cossette for SickKids Foundation
  • Bronze – Election Campaign – Proximity London for The Economist
  • Runner Up – Save the Food – Phase Two – Publicis Sapient for Ad Council
  • Runner Up – Durex Jeans – Havas Worldwide India Pvt. Ltd. for Reckitt Benckiser

Loyalty or Retention Campaign

  • Gold – Ready To Travel – Proximity London for Virgin Holidays
  • Silver – Launch of the Airpoints Partner Coalition – Air New Zealand – TRACK New Zealand for Air New Zealand
  • Bronze – enelpremia 3.0 – Gruppo Roncaglia for Enel Energia
  • Runner Up – Communication Saves Lives – Proximity London for RNLI
  • Runner Up – Just Ask a Golf Driver – TRACK DDB for Volkswagen Canada

Not-For-Profit

  • Gold – Destination Pride – FCB/SIX for PFLAG Canada
  • Silver – Help “Someone Else” – PriMedia Inc./Nail Communications for Rhode Island Blood Center
  • Bronze – Better Destinations (Mejores Destinos) – Qendar – RAPP Argentina for UNICEF Argentina
  • Runner Up – Energy Broadcast System – Barefoot Proximity for Flying Pig Marathon
  • Runner Up – ByeBye2Pesos – RAPP Argentina for Haciendo Lios

Pharmaceutical and Healthcare

  • Gold – Blink To Speak – TBWA\India for Asha Ek Hope Foundation
  • Silver – The Period Challenge – Creuna for Essity Personal Care
  • Bronze – Aetna We Join You – Ogilvy for Aetna
  • Runner Up – Even a Trace Can Be Deadly – Patients & Purpose for Food Allergy Research & Education (FARE)
  • Runner Up – BARIÁTRICA UC – La Q for CLINICA UC CHRISTUS

Publishing, Entertainment and Media

  • Gold – The WSJ Propensity-led Dynamic Paywall Model – The Wall Street Journal -“In House” for The Wall Street Journal
  • Silver – Daughter’s Diary – Jagran Prakashan Ltd for Dainik Jagran
  • Bronze – Adha Glass Pani – Jagran Prakashan Ltd. for Dainik Jagran
  • Runner Up – Election Campaign – Proximity London for The Economist
  • Runner Up – Evil Comes Home – Merkle for Sony

Retail and Direct Sales

  • Gold – Oddly IKEA – Ogilvy for IKEA
  • Silver – McDonald’s McGoal – TRACK DDB for McDonald’s Canada
  • Bronze – Consumer Day Brazil Experience – Jotacom for Buscape Company
  • Runner Up – Follow the Arches – Cossette for McDonald’s Restaurants of Canada Ltd.
  • Runner Up – Houlihan’s Customer-Centric Marketing – Cogensia for Houlihan’s

Technology and Communications

  • Gold – Beautifully Bilingual – Gallegos United for Comcast Xfinity
  • Silver – #Whatmakesgreat – Ogilvy UK for IBM
  • Bronze – A Digital Affair – Klausen + Partners A/S for Telia Enterprise, Denmark
  • Runner Up – Stop stopgap solutions – Ambition for EG
  • Runner Up – An intelligent emailer to sell Asus’ intelligent phone – Fulcro Consulting Pvt. Ltd. for Asus India Pvt. Ltd.

Travel & Hospitality

  • Gold – Destination Pride – FCB/SIX for PFLAG Canada
  • Silver – KLM Amsterdam Sneaker – Pool Kommunikationsbyr√• AB for KLM
  • Bronze – Ready To Travel – Proximity London for Virgin Holidays
  • Runner Up – #inLOVEwithSWITZERLAND – iProspect India for Switzerland Tourism
  • Runner Up – Singapore Tourism Board – Passion Made Possible – Hungama Digital Services for Singapore Tourism Board

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