DMA India CREATEFFECT ECHO Awards 2016: OgilvyOne retains Agency of the Year title

This year, 441 entries were received from over 70 agencies.

OgilvyOne Worldwide successfully retained its Agency of the Year title at the DMAI (Direct Marketing Association India) CREATEFFECT ECHO Awards 2016, held on August 2. The agency bagged a total of 22 metals including one Diamond, three Golds, seven Silvers, and 11 Bronze.

The Diamond went to OgilvyOne Worldwide in the Business Effectiveness category for Amazon Fashion-Kya Pehnu campaign.

SapientNitro won the Grand Prix in the Media Effectiveness category for Nestle India's '100 and Running' campaign, while Mindshare India bagged the Grand Prix for Pepsico's 'Google Maps went beyond giving directions' in the Creative Effectiveness Interactive category.

OgilvyOne Worldwide, ibs, and The Social Street won three Golds each, followed by Indigo Consulting and Leo Burnett (under one name), Happy Creative Services, SapientNitro, and Mindshare India with two Golds each. Leo Burnett, Madison Media, DDB Mudra, FCB Ulka Interactive, Viacom18 Media - MTV, ICICI Bank, and Adfactors PR won a Gold each.

A quick look at the categories and sub-categories these companies won their Gold Awards in, and the brands and campaigns they won them for.

Effectiveness

No of Golds in this category: 13

1. OgilvyOne Worldwide - Retail and Direct Sales: Amazon Fashion Kya Pehnu - Amazon.in

2. OgilvyOne Worldwide - Travel & Hospitality/Transportation: Rajasthan - MySthan Campaign - Department of Tourism - Rajasthan

3. OgilvyOne Worldwide - Not-for-Profit: Break the rules of beauty - Dove

4. ibs - Business and Consumer Services: How Airtel launched 4G Digitally in India - Bharti Airtel

5. SapientNitro - Travel & Hospitality/Transportation: Fuelled by Love - British Airways

6. PHD India - Business & Consumer Products: Lo Kar Lo Baat - Active Wheel

7. Indigo Consulting and Leo Burnett - Automotive: The Nation's Bike - Bajaj V

8. AdFactors PR - Travel & Hospitality/Transportation: Tourism by Tourists - Goa Tourism Development Corporation

9. Happy Creative Services - Retail and Direct Sales: The Big Billion Day - Flipkart

10. Viacom 18 Media - MTV - Not-for-Profit: MTV The JunkYard Project

11. ICICI Bank - Not-for-Profit: #GiftALivelihood

12. DDB Mudra - Retail and Direct Sales: Bringing The Backyard to The Shopfront - Inorbit Malls

13. FCB Ulka Interactive - Retail and Direct Sales: The First ever Social Sell on Facebook - Tata Housing

Creativity

No of Golds in this category: 6

1. ibs - Direct Response - Promotion & Activation: World's Fastest Direct Response Campaign - Bharti Airtel

2. The Social Street - Interactive - Creative use of Technology: Smile to be surprised - Britannia Industries

3. The Social Street - Interactive - Event and Field Marketing: Taking the Red Carpet to Dharavi - Britannia Industries

4. The Social Street - Interactive - Experiential Marketing: The slide of smiles - Britannia Industries

5. Madison Media - Interactive - Creative use of Technology: Say AAA - Mondelez India Foods

6. Mindshare India - Interactive - Creative use of Technology: Google maps went beyond giving directions - PepsiCo

Media Effectiveness

No of Golds in this category: 5

1. Happy Creative Services - Strategy/ Best use of - Earned Media: Ola Boat - Ola Cabs

2. ibs - Innovation - Digital - Search: Bajaj Electricals - DynaPrice - Bajaj Electricals

3. Indigo Consulting and Leo Burnett - Innovation - Multichannel: The Nation's Bike - Bajaj V

4. SapientNitro - Strategy/ Best use of - Digital - Video: 100 and Running - Nestle India

5. Mindshare India - Strategy/ Best use of - Multichannel: When Consumers became Co-Marketers - PepsiCo

Hindustan Unilever was awarded the Client of the Year Award. Ogilvy & Mather won the Network of the Year Award, and Britannia Good Day won the Brand of the Year Award. Pi Communications won the Small Agency of the Year Award.

View the winners list here: