India leads at AMES with 63 shortlists

Lowe Lintas + Partners gets highest shortlists from India.

Asian Marketing Effectiveness and Stratergy (AMES) Awards has annouced the shortlist for its 13th edition. India is on top of the charts with 63 shortlists which is the maximum in the tally. India is followed by China and Australia with 52 and 41 shortlists, respectively. The AMES Awards received a total of 1,100 entries, of which a total of 289 entries were shortlisted.

Among the Indian agencies, Lowe Lintas+Partners, with 17 shortlists across categories, scored the highest. It was followed by Mindshare India with 11 shortlists and PHD with seven shortlists.

The AMES Awards are given across five categories namely - Effectiveness, Media Strategy, Digital Strategy, Data & Analytics and E-commerce (introduced this year). Top grosser, Lowe Lintas+Partners, have 15 out of their total 17 shortlists in the Effectiveness category. This is the highest for any agency in the APAC region in one category. Of Lowe's shortlisted campaigns in the category, Havells' 'Respect Women' recieved three shortlists (sub-categories: Home Furnishing & Appliances, Insights/Strategic Thinking, Campaign for National Brand Development), along with HUL's 'Kan Khajura Tesan' (sub-categories: Publication and Media, Innovative use of Media, Campaign for National Brand Development). Tata Tea's 'Power of 49' was also shortlisted thrice (Sub-categories: Public Awareness Messages, Campaign for National Brand Development, Integrated Marketing Campaign).

Mindshare, meanwhile, has11 nomination shortlists in four categories (Effectiveness, Media Strategy, Digital Strategy and E-commerce) for campaigns such as 'Namesake' (HUL), 'Bottle Cap Brings Nature' (HUL) and 'Rewarding Fashion' (Van Heusen). PHD also has shortlists in three categories namely Media Strategy, Digital Strategy and Data & Analytics).

Lodestar UM has three shortlists (Effectiveness, Media Strategy and Data & Analytics categories), Maxus also has three (Media Strategy), Isobar too has three shortlists (Media Strategy and Digital Strategy categories), while DDB Mudra and BBDO have two each (Effectiveness). J. Walter Thompson, McCann, Publicis, Soho Square and Redifussion Y&R have one shortlist each in the Effectiveness category.

Among campaigns of Indian origin, the 'Kan Khajura Tesan' (HUL), which has 10 shortlists, and 'Power of 49' (Tata Tea) with seven shortlists, seemed popular across categories.

The AMES 2015 Awards will be held on June 3, 2015, in Singapore along with the AMES Conference scheduled on the same day. AMES is a collaboration between Lions Festivals and Haymarket. The awards honour clients and their agencies for marketing strategies that deliver solid results to transform businesses and brands. The annual awards are evaluated by a panel of top client and agency professionals.

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