Page 51 - AdNews Magazine Nov-Dec 2020

Digital Agency of the Year
Winner: Orchard
This year the Digital Agency of the Year award went to Orchard. The agency, with more than 100 Sydney staff, was acquired by Enero in 2017 and has worked with brands such as Hyundai, Ikea and RMIT. A recent highlight for the agency includes its work with sister agency Naked, now BMF, for an RMIT campaign to boost student performance during the HSC with a new font, Sans Forgetica.
The font used principles of cognitive psychology to help students better remember what they read. It was built as a website and Google Chrome extension and the initiative helped RMIT exceed its annual intake target, with
700,000,000 earned media impressions and 250,000 font downloads.
The judges said the agency is “redefining” what it means to be a digital agency. “Presenting creative work that goes beyond the browser. It was consistently strong across all criteria with great client relationships
evident in some of the longstanding tenures and no losses for 2019.” Finalists: Deloitte Digital, Digitas, Ogilvy Australia, Resolution Digital.
PR Agency of the Year
Winner: Eleven
Eleven was named Public Relations Agency of the Year for a year judged the agency’s most successful.
The agency says: “Eight years ago we challenged the PR agency model by combining the creative thinking of advertising with the quick thinking of PR.” But the space became cluttered and the agency decided it needed to
disrupt itself in the same way it does for clients.
“Our people felt they worked more to grow their clients than them-
selves,” says Eleven.
“Our clients were struggling to connect on a personal level with their
customers. We shifted our focus from creating culture for brands to creating brand stories that feel personal.”
The judges’ verdict: “Eleven has an outstanding proven culture of
Opposite: Orchard’s IKEA and Hyundai.
This page: #SubtlySponsoredPost, Wild Turkey, off-grid cabin.
success with tangible effects on consumer behaviour.”
Eleven had its most successful year in 2019. Major clients grew and new ones — Dove, Lavazza, WWF, Mattel and Libra – loved Eleven’s approach.
As well as opening offices in New York and Johannesburg, Eleven was nominated in 20+ awards, including Cannes Lions and Effies.
An outstanding campaign example was Wild Turkey With Thanks: partnering the iconic bour- bon brand and its global creative director, Matthew McConaughey, with local travel startup Unyoked.
Together they designed an off- the-grid cabin, The Reserve, to encourage Australians to recon- nect with the wild.
Proceeds from the cabin for the next three years will be donated to
www.adnews.com.au | November-December2020 51