From the 139 shortlisted entries for the Asian Marketing Effectiveness Awards, the jury gave out 55 awards: 16 gold, 19 silver, and 20 bronze. The jury did not, however, bestow a platinum award, explaining in a statement that despite the great body of work, no single entry stood out above all others and in comparison to past platinum winners.
McCann's 'Dumb ways to die' campaign for Metro Trains of Melbourne emerged with the most hardware, winning four gold awards. Other multiple-award winners included:
- 'Volunteer to promote volunteering', by Leo Burnett Melbourne for SEEK Volunteer (three golds and one silver).
- 'New rules for sponsorship, one fan at a time,' by Clemenger BBDO Melbourne for National Australia Bank (one gold and three silvers)
- 'Hover car', by Proximity China / Goodstein & Partners for Volkswagen (three medals, one of each colour).
The creative community of Melbourne accomplished a clean sweep for Agency of the Year honours, with McCann Melbourne taking second place and Leo Burnett Melbourne coming in third behind Clemenger BBDO Melbourne.
Ogilvy & Mather finished second and McCann third behind BBDO for Network of the Year honours.
The most awarded country was Australia, which took home 15 prizes, followed by China with 10 and New Zealand and Singapore with five each. (A full country-by-country tally appears below.)
The inaugural Young FAME Competition gave six teams of two just 24 hours to come up with a planning strategy to fit a brief given by the UN’s World Food Programme. A team from Cheil Worldwide took gold, with Draftfcb awarded silver and BBDO bronze.
“It has been my privilege to lead such an eminent team of jury members who have worked very hard over the last few weeks to carefully evaluate some great marketing," said Jury President Ajay Kaul, executive director of global brand communications and marketing analytics for Lenovo. "We saw some amazing work and it was pretty tough picking only a few winners given the overall quality of work, the majority of which was truly world class. Asia is clearly on a trailblazing path driving some innovative use of technology and media."
Added Terry Savage, chairman of Lions Festivals, “The past two days have been a fantastic, upbeat experience and have shown that the region and the industry are continuously innovating and driving forward. Ajay is right when he says that there was some world-class work. It is setting the benchmark for the future of brand marketing, and I am sure that delegates have left overflowing with new ideas and inspiration.”
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2013 Asian Marketing Effectiveness Awards by country:
| Total | Gold | Silver | Bronze | |
| Australia | 15 | 10 | 4 | 1 |
| China | 10 | 2 | 3 | 5 |
| Hong Kong | 4 | - | 2 | 2 |
| India | 4 | - | 1 | 3 |
| Indonesia | - | - | - | - |
| Japan | 2 | 1 | - | 1 |
| New Zealand | 5 | 1 | 2 | 2 |
| Philippines | 4 | 2 | - | 2 |
| Singapore | 5 | - | 4 | 1 |
| South Korea | 2 | - | 1 | 1 |
| Taiwan | 1 | - | - | 1 |
| Thailand | 3 | - | 2 | 1 |
| Vietnam | 0 | - | - | - |
Complete list of 2013 Asian Marketing Effectiveness Award winners
| Title of Entry | Client | Companies | Country | Prize | ||
| A01. Beverages (non-alcoholic & alcoholic) | ||||||
| Giving Aussie Blokes Back Their National Icon | Victoria Bitter | Clemenger BBDO Melbourne | Australia | Bronze | ||
| Sorry About the Twigs, Folks | Monteith's Crushed Cider | Colenso BBDO/Proximity New Zealand | New Zealand | Silver | ||
| The Smallest Café in the World | Kanu | Cheil Worldwide | South Korea | Silver | ||
| The Wine Is Over | Export Dry | Colenso BBDO/Proximity New Zealand | New Zealand | Bronze | ||
| A03. Home Furnishing, Appliances, Maintenance & Household Products | ||||||
| Dip, Dab, Drop | OMO, Rinso, Breeze | Lowe Asia Pacific | Singapore | Silver | ||
| The 2012 IKEA Catalogue - A Roommate Worth Having | IKEA Catalogue | 303LOWE | Australia | Gold | ||
| A04. Pharmaceuticals, Beauty Products, Cosmetics & Toiletries | ||||||
| No medals awarded | ||||||
| A07. Cars & Automotive Services | ||||||
| After Dark Campaign | Mercedes | Ogilvy Beijing | China | Bronze | ||
| Hover Car | Volkswagen | Proximity China / Goodstein & Partners | China | Gold | ||
| A08. Travel, Entertainment, Leisure& Retail (Including E-Commerce & Restaurants) | ||||||
| I'm Amazing | McDonald's | DDB Group Hong Kong | Hong Kong SAR | Bronze | ||
| It's More Fun In The Philippines | The Philippines | BBDO Guerrero | Philippines | Gold | ||
| Pizza Roulette | Pizza Roulette | Barnes, Catmur & Friends | New Zealand | Bronze | ||
| A09. Financial Services, Commercial Public Services, Business Products & Services | ||||||
| New Rules for Sponsorship, One Fan at a Time | NAB | Clemenger BBDO Melbourne | Australia | Silver | ||
| Driving Action Through One of the Most Powerful Emotions – Guilt. | Taiwan High Speed Rail | Ogilvy & Mather Advertising | Taiwan | Bronze | ||
| Go West – The Journey Of Terracotta Warrior To The U.S. | UPS | Ogilvy Shanghai | China | Bronze | ||
| Vodafone 'Made for You' | Vodafone | Ogilvy & Mather | India | Silver | ||
| A11. Corporate Image & Information | ||||||
| No medals awarded | ||||||
| A12. Charities, Public Health & Safety & Public Awareness Messages | ||||||
| Dumb Ways to Die | Metro | McCann | Australia | Gold | ||
| Old Parts For New | Project ORBIS International | Project ORBIS International / Ogilvy & Mather Group | Hong Kong SAR | Bronze | ||
| Smoking Kid - Inside Out Reflection | 1600 Quitline | Ogilvy & Mather Advertising Thailand | Thailand | Silver | ||
| B01. Most Innovative Use of Media | ||||||
| Boysen KNOxOUT Project | Boysen KNOxOUT | TBWA Santiago Mangada Puno | Philippines | Bronze | ||
| IKEA Sukima Gallery | IKEA | TBWA\Hakuhodo | Japan | Gold | ||
| Volunteer to Promote Volunteering | SEEK Volunteer | Leo Burnett Melbourne | Australia | Gold | ||
| B02. Most Effective Use of Branded Content | ||||||
| Dumb Ways to Die | Metro Trains | McCann | Australia | Gold | ||
| B03. Most Effective use of Sponsorship and Event Marketing | ||||||
| New Rules for Sponsorship, One Fan at a Time | NAB | Clemenger BBDO Melbourne | Australia | Gold | ||
| Smarter Cities Connect | IBM | Ogilvy & Mather, Singapore | Singapore | Bronze | ||
| B04. Most Effective Use of Public Relations | ||||||
| Everyday Soldier | Gillette | BBDO India | India | Bronze | ||
| Fair Go Bro | Virgin Mobile | One Green Bean | Australia | Gold | ||
| Hover Car | Volskwagen | Proximity China / Goodstein & Partners | China | Silver | ||
| Pacquiao Positive | Sting PowerPacq Energy Drink | DDB Philippines Inc. | Philippines | Bronze | ||
| Shave Sexy | Gillette (China) | BBDO China | China | Silver | ||
| B05. Most Effective Use of Eco / Green Marketing | ||||||
| Boysen KNOxOUT Project | Boysen KNOxOUT | TBWA Santiago Mangada Puno | Philippines | Gold | ||
| The Future of Japan Project | Mirai Nihon Project | TBWA\Hakuhodo | Japan | Bronze | ||
| B06. Most Effective Use of Social Media Marketing | ||||||
| Dumb Ways to Die | Metro Trains | McCann | Australia | Gold | ||
| Hover Car | Volkswagen | Proximity China / Goodstein & Partners | China | Bronze | ||
| National Night | Mentos | BBH Asia Pacific | Singapore | Silver | ||
| New Rules for Sponsorship, One Fan at a Time | NAB | Clemenger BBDO Melbourne | Australia | Silver | ||
| Volunteer to Promote Volunteering | SEEK Volunteer | Leo Burnett Melbourne | Australia | Gold | ||
| B07. Most Effective Use of Digital Media | ||||||
| Beyond the Wall | Mountain Dew | Colenso BBDO/Proximity New Zealand | New Zealand | Silver | ||
| Volunteer to Promote Volunteering | SEEK Volunteer | Leo Burnett Melbourne | Australia | Silver | ||
| B08. Most Effective Use of Technology | ||||||
| Beyond the Wall | Mountain Dew | Colenso BBDO/Proximity New Zealand | New Zealand | Gold | ||
| B09. Best Small Budget Marketing Campaign | ||||||
| Old Parts For New | Project ORBIS International | Project ORBIS International / Ogilvy & Mather Group | Hong Kong SAR | Silver | ||
| Smoking Kid - Inside out Reflection | 1600 Quitline | Ogilvy & Mather Advertising Thailand | Thailand | Silver | ||
| B11. Best Non-traditional Thinking / Non-advertising Idea | ||||||
| No medals awarded | ||||||
| B12. Best Marketing Campaign for Regional Brand Development | ||||||
| You’re Not You When You’re Hungry | Snickers | BBDO | Hong Kong SAR | Silver | ||
| B13. Best Marketing Campaign for National Brand Development | ||||||
| Dirty T-Shirt Tales | Rinso | Lowe Asia Pacific | Singapore | Silver | ||
| Dove Master Brand | Unilever | PHD Shanghai | China | Silver | ||
| Go Wild | The North Face | Ogilvy Shanghai | China | Bronze | ||
| B14. Best Insights / Strategic Thinking | ||||||
| Shave Sexy | Gillette (China) | BBDO China | China | Bronze | ||
| Smoking Kid - Inside out reflection | 1600 Quitline | Ogilvy & Mather Advertising Thailand | Thailand | Bronze | ||
| The Smallest Café in the World | Kanu | Cheil Worldwide | South Korea | Bronze | ||
| B15. Best Sustained Success | ||||||
| Dip, Dab, Drop | OMO, Rinso, Breeze | Lowe Asia Pacific | Singapore | Silver | ||
| Flavors of Life – The Favorite Story of a Generation in China | Wrigley‘s Extra | BBDO (China) Guangzhou Branch | China | Gold | ||
| Lifebuoy Global Handwashing Day: Saving Lives | Lifebuoy | Lowe Lintas & Partners | India | Bronze | ||
| Tapping Into Forgotten Gandhian Values To Sell 2 Billion packs of Detergent | Surf Excel | Lowe Lintas & Partners | India | Bronze | ||
| B16. Best Integrated Marketing Campaign | ||||||
| Dumb Ways to Die | Metro Trains | McCann | Australia | Gold | ||
| New Rules for Sponsorship, One Fan at a Time | NAB | Clemenger BBDO Melbourne | Australia | Silver | ||
| Volunteer to promote volunteering | SEEK Volunteer | Leo Burnett Melbourne | Australia | Gold | ||
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