Mindshare and CHE Proximity Australia emerged as the top agencies at the Tangrams Effectiveness & Strategy Awards, which were presented tonight at the end of day two of Spikes Asia 2019.
Mindshare was named Network of the Year, while Mindshare China won both Media Strategy Agency of the Year and Digital Strategy Agency of the Year. CHE Proximity Australia is the Effectiveness Agency of the Year. Both Mindshare and CHE Proximity also won platinum awards.
All told, the juries awarded two platinum, 15 gold, 27 silver and 30 bronze awards, for a total of 74 Tangrams, from the shortlist of 135 and 444 entries.
Nine agencies won the 15 golds:
- Ace Saatchi and Saatchi Philippines
- BBDO Thailand
- CHE Proximity Australia (3)
- Clemenger BBDO Australia
- Grey Worldwide Malaysia (3)
- Mindshare Australia (2)
- Mindshare China
- Mindshare India (2)
- Mindshare Philippines
A table listing all of the winners, arranged by stream and then category, appears below.
| Category | Award | Title | Awardee | Client |
| Data & Analytics | ||||
| Analytics Innovation | Bronze | The Adaptive Data Lighthouse | Mindshare India | Lifebuoy |
| Audience Segmentation | Silver | From the couch to the Coast: Shifting perception for unprecedented ROI | AFFINITY Australia | Tourism Central Coast |
| Silver | NRMA Safety Hub | CHE Proximity Australia | NRMA | |
| Customer Intelligence | Gold | NRMA Safety Hub | CHE Proximity Australia | NRMA |
| Bronze | From the couch to the Coast: Shifting perception for unprecedented ROI | AFFINITY Australia | Tourism Central Coast | |
| Data Mining | Bronze | From the couch to the Coast: Shifting perception for unprecedented ROI | AFFINITY Australia | Tourism Central Coast |
| Data Storytelling | Silver | From the couch to the Coast: Shifting perception for unprecedented ROI | AFFINITY Australia | Tourism Central Coast |
| Innovative Use of Data Technology | Bronze | The Adaptive Data Lighthouse | Mindshare India | Lifebuoy |
| Multiple Data Sourcing / Merging | Gold | The Adaptive Data Lighthouse | Mindshare India | Lifebuoy |
| Bronze | Otrivin - Cold and Flu Predictor | AFFINITY Australia | Otrivin | |
| Personalisation | Gold | Targeted Ads | BBDO Thailand | JD Central |
| Response / Real-Time Data | Platinum | The Adaptive Data Lighthouse | Mindshare India | Lifebuoy |
| Silver | Colonel KI - The First Colonel to Conquer e-Sports | Mindshare China | KFC | |
| Digital Strategy | ||||
| Charities, Public Services & Awareness Messages | Gold | Project Unfriend | Ace Saatchi and Saatchi Philippines | Project Unfriend |
| Silver | Movement for Movement | Mindshare Indonesia | Rexona | |
| Consumer & B2B Services | Platinum | NRMA Safety Hub | CHE Proximity Australia | NRMA |
| Digital Innovation | Silver | The World's First Smart 1Question Job Interview Bot | SVEN Philippines | Teleperformance Philippines |
| Digitally Integrated Campaign | Silver | Movement for Movement | Mindshare Indonesia | Rexona |
| Bronze | Data Driven Emotion Mapping | Mindshare Vietnam | Clear Men | |
| Bronze | HSBC Visa Make Family Time More Fulfilling | Wunderman Thompson Singapore | HSBC Singapore | |
| Entertainment, Lifetstyle & Recreation | Bronze | From the couch to the Coast: Shifting perception for unprecedented ROI | AFFINITY Australia | Tourism Central Coast |
| Food & Beverages | Gold | Colonel KI - The First Colonel to Conquer e-Sports | Mindshare China | KFC |
| Mobile | Gold | DOMEX CERTIFIED CLEAN TOILETS | Mindshare Philippines | Domex |
| Silver | Influence the Influencer | Mindshare China | Castrol | |
| Silver | Movement for Movement | Mindshare Indonesia | Rexona | |
| Bronze | Nike World Cup: Daring China’s teenage footballers to be the best! | Mindshare China | Nike | |
| Social | Silver | Project Unfriend | Ace Saatchi and Saatchi Philippines | Project Unfriend |
| Bronze | Sangobion Symptom Patrol | Ace Saatchi and Saatchi Philippines | Sangobion IRON+ | |
| Video | Silver | Project Unfriend | Ace Saatchi and Saatchi Philippines | Project Unfriend |
| Bronze | The Algorithm Agent | TBWA\Hong Kong | Standard Chartered Bank | |
| eCommerce | ||||
| Consumer Electronics & Accessories | Bronze | Mind Your Language | WATConsult India | Racold by Ariston Thermo |
| FMCG Retail Services | Silver | KFC Christmas Pocket Store | Isobar China | KFC |
| Mobile & Apps | Silver | KFC Christmas Pocket Store | Isobar China | KFC |
| Bronze | Nike All-Star Weekend: Better than Broadcast | Mindshare China | Nike | |
| User Experience | Bronze | KFC Christmas Pocket Store | Isobar China | KFC |
| Effectiveness | ||||
| Branded Content | Silver | Cover for their Overconfidence | CHE Proximity Australia | RACV |
| Bronze | Oyster Kanji Dictation | I&S BBDO Japan | Hiroshima Oyster | |
| Consumer & B2B Services | Gold | NRMA Safety Hub | CHE Proximity Australia | NRMA |
| Silver | Cover for their Overconfidence | CHE Proximity Australia | RACV | |
| Entertainment, Lifestyle & Recreation | Gold | Tesco - Unforgetable Bag | Grey Worldwide Malaysia | Tesco |
| Food & Beverages | Silver | Oyster Kanji Dictation | I&S BBDO Japan | Hiroshima Oyster |
| Bronze | Calci-Add with Parmesan | Wunderman Thompson Japan | Kraft / Morinaga | |
| Innovative Use of Media | Gold | Tesco - Unforgetable Bag | Grey Worldwide Malaysia | Tesco |
| Silver | Cover for their Overconfidence | CHE Proximity Australia | RACV | |
| Bronze | The McDelivery Pin | Leo Burnett Philippines | McDonald's | |
| Insights / Strategic Thinking | Gold | NRMA Safety Hub | CHE Proximity Australia | NRMA |
| Silver | The Adaptive Data Lighthouse | Mindshare India | Lifebuoy | |
| Bronze | Cover for their Overconfidence | CHE Proximity Australia | RACV | |
| Bronze | Oyster Kanji Dictation | I&S BBDO Japan | Hiroshima Oyster | |
| Bronze | Calci-Add with Parmesan | Wunderman Thompson Japan | Kraft / Morinaga | |
| Marketing Campaign for National Brand Development | Silver | Coca-Cola Faces of the City | McCann Worldgroup China | Coca-Cola Coke |
| Bronze | A Revelation of Trends | BBDO China | Alibaba/Tmall | |
| Bronze | The Adaptive Data Lighthouse | Mindshare India | Lifebuoy | |
| Other FMCG | Bronze | Myer - Naughty or Nice Bauble | Clemenger BBDO Australia | Myer |
| Pharmaceuticals, Beauty Products, Cosmetics & Toiletries | Gold | The Adaptive Data Lighthouse | Mindshare India | Lifebuoy |
| Small Budget Marketing Campaign | Silver | Oyster Kanji Dictation | I&S BBDO Japan | Hiroshima Oyster |
| Bronze | Care Label | Dentsu China | GU | |
| Sustained Success | Gold | Overtaking the classics to become Australia's favourite beer | Clemenger BBDO Australia | Great Northern |
| Media Strategy | ||||
| Charities, Public Services & Awareness Messages | Bronze | Men, you're not talking, so try ticking. | BCF Dentsu New Zealand | The Movember Foundation |
| Digital Media | Silver | Monty: The World's First AI Predictive Commentator | Mindshare Australia | Fox Cricket |
| Entertainment, Lifestyle & Recreation | Gold | Monty: The World's First AI Predictive Commentator | Mindshare Australia | Fox Cricket |
| Food & Beverages | Bronze | Colonel KI - The First Colonel to Conquer e-Sports | Mindshare China | KFC |
| Household Products & Services | Bronze | Less Screen Time, More Play Time | Mindshare Vietnam | OMO |
| Integrated Use of Media | Bronze | Ovaltine – Empower Kids’ Happy Exploration | Mindshare Vietnam | Ovaltine |
| Media Innovation | Gold | Tesco - Unforgetable Bag | Grey Worldwide Malaysia | Tesco |
| Gold | Monty: The World's First AI Predictive Commentator | Mindshare Australia | Fox Cricket | |
| Bronze | Colonel KI - The First Colonel to Conquer e-Sports | Mindshare China | KFC | |
| Mobile | Silver | HsuFuChi Chinese New Year Memory Train | Mindshare China | HsuFuChi |
| Silver | The Adaptive Data Lighthouse | Mindshare India | Lifebuoy | |
| Silver | DOMEX CERTIFIED CLEAN TOILETS | Mindshare Philippines | Domex | |
| Phamaceuticals, Beauty Products, Cosmetics & Toiletries | Silver | The Adaptive Data Lighthouse | Mindshare India | Lifebuoy |
| Small Budget Media Campaign | Silver | Project Unfriend | Ace Saatchi and Saatchi Philippines | Project Unfriend |
| Social | Bronze | Project Unfriend | Ace Saatchi and Saatchi Philippines | Project Unfriend |
| Sponsorship & Event Marketing | Silver | Colonel KI - The First Colonel to Conquer e-Sports | Mindshare China | KFC |
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