Leo Burnett takes top honours at annual Adman Awards

The annual event for advertising professionals was held early this week by the Advertising Agency of Thailand (AAT), which attracted 723 entries from local and international ad agencies.
Parames Rachjaibun, chairman emeritus of AAT and chairman of the organising committee, said Adman Awards 2011 drew an impressive response from agencies, up 10 per cent over last year.
The key creative trend this year was building customer engagement through integrated brand communication strategies.
Interactive and digital categories welcomed 107 entries, tripling from last year, which reflects that advertisers for products and services have caught up with the digital trend and the changing behaviour of consumers.
Among the 40 agencies racing for the awards, the judging panel selected Leo Burnett Group Thailand as the Agency of the Year with 103 points while Ogilvy & Mather Advertising received 91 and Creative Juice\\G1 89 points.
Leo Burnett Group Thailand also snared Best of Print/Outdoor and Ambience for “The Organ Story of Let Them See Love Campaign” of True Corporation in conjunction with the Thai Red Cross.
This campaign aimed to increase organ donations and engendered a 35-percentage-point jump in the donation rate within two months. This campaign also won a special award called “Seize the Change”.
The campaign’s impressive result was derived by telling a true story with testimonials from real organ donors and recipients.
“Consumers also need trust and commitment from the products and services, so these matters are very crucial for advertising these days, not just image building,” Parames said.
Leo Burnett also swept seven golds, five silvers and six bronzes. Ogilvy & Mather Advertising took one gold, 12 silvers and eight bronzes, while Creative Juice\\G1 scored four golds, eight silvers and seven bronzes.
The Best of Film was presented to “Khon/Nom/Thung” by McCann Worldgroup, Advertiser of the Year went to the Thai Health Promotion Foundation, and Production House of the Year was bestowed on Phenomena.