After winning two silver and two bronze Effies recently, BBDO/Proximity continued its winning streak with an unprecedented 42 awards at the Kancil Awards including 3 Best of Category awards, the coveted Rebel Idea, and the ultimate prize, the Golden Kancil.
Some of BBDO/Proximity Malaysia’s big winners this year are campaigns for Jeep, HELP College, P&G, Olympus, KFC, Pepsi, MINI and Hotlink. Interestingly, this is the first time BBDO/Proximity has come out as the biggest winner in the digital category. Also the Jeep campaign with 10 Golds has become the most awarded campaign in Kancil history.
Gary Lim and Willeon Leong from BBDO/Proximity also picked up the Young Creative award. According to Jennifer Chan, Group Chief Executive Officer of BBDO/Proximity Malaysia, “We’re simply elated to be on the winning track! With more and more touch points mushrooming even as we speak, we have to stay ahead and think beyond the traditional boundaries. So I believe keeping ahead of the trends – if not creating it – keeps us on the awards gravy train.”
Raising a glass to the winning teams, BBDO/Proximity Executive Creative Director, Ronald Ng said, “It’s been a tough year. But we stayed focus on the work to get the right kind of ideas out. Most gratifying is the fact that almost every team won, and we won across 13 categories!”
So can effectiveness and creativity complement each other?
While “effectiveness” is often linked to the results the campaign, i.e. sales, engagement, etc., creativity is perceived as being its “cutting-edge” twin. Rather than working in isolation, the two now must complement each other for it to be judged a winner. In fact, it is the same campaigns that won both creative and effectiveness accolades.
This year, BBDO/Proximity have managed to score at major international and regional award shows. Starting with the Caples, then Adfest, all the way to Cannes and the Echo Awards, “The recent Effie and Kancil wins make for the icing on the cake when it comes to closing the year,” quipped Ng.
BBDO/Proximity Malaysia’s awards have contributed significantly to The Gunn Report, the industry’s only independent report for creativity. The Report only recently hailed the global BBDO network as this year’s "Most Awarded Agency Network in the World" for the sixth time in the Gunn Report’s 10-year history. The recent results at the Kancil Awards places BBDO/Proximity as the #1 ranked agency in Malaysia.