M&C Saatchi crowned Agency of the Year for 2nd year in a row.
M&C Saatchi is yet again Australia’s best creative business after being crowned Agency of the Year for the second consecutive year amid a four-gong haul at the 10th annual B&T Awards held in Melbourne on Friday (4 December).
M&C Saatchi became the first agency to win the coveted B&T Agency of the Year award two years in a row amid a sweep that included Advertising Agency of the Year, New South Wales Agency of the Year and the ‘Outta the Box’ Award for its innovation and new product business Tricky Jigsaw.
The result is an unprecedented ‘back-to-back’ Agency of the Year trifecta for M&C Saatchi which also won the Grand Prix, Advertising and NSW titles at last year’s B&T Awards in Sydney.
This year the Melbourne Town Hall, packed to the rafters with an industry at its finest in the sold-out gala ceremony, applauded M&C Saatchi’s ability to continually raise the bar.
To win the crème de la crème B&T Agency of the Year Award, M&C Saatchi had to prevail against winners of all the other Agency of the Year titles, a group that included Media Agency of the Year Carat, The Monkeys and Leo Burnett.
It has certainly been another stellar year for the Group. Staff numbers of its Sydney office have continued to swell beyond 400 off continued new business wins such as pioneering accounting software provider Xero, the nation’s largest liquor retailer BWS, biggest not-for-profit St Vincent de Paul Society and increased remits on bluechips CommBank and NRMA.
The Group has lured some of the best creative talent in the world with the appointment of Andy DiLallo as Chief Creative Officer from Leo Burnett in April and more recently Michael Canning from 72andSunny as ECD to replace the long-serving Ben Welsh who was promoted to Creative Chairman of M&C Saatchi Asia.
So it is purely no coincidence that the work continued to wow global award juries.
The likes of Optus ‘Clever Buoy’, ‘Game of Balls’ – the world’s first ‘PSA in a porno’ to raise awareness of testicular cancer and ‘Where’s My Wallet’ – the world’s largest treasure hunt for CommBank, won a record number of global gongs, including a 10-Lion haul at Cannes 2015 – the most of any Australian agency.
The ‘Confederation of Agencies’ continued to strengthen and diversify its offer to better employ creativity to solve clients’ business problems in any way, shape and form they present themselves.
B&T Award-winning innovation and NPD hub Tricky Jigsaw continued to make headlines with the likes of ‘The Heartbeat Car’ for Lexus while behind the scenes it helped redefine banking via its collaboration with the CommBank Lab.
A start-up retail unit was added to the Group, led by former DDB Shop MD and Westfield UK Brand Alliance head Howard Spreadbury while Customer Engagement business LIDA significantly beefed up its big data-crunching unit.
M&C Saatchi Australia Group CEO Jaimes Leggett said: “We are humbled to be here a second year in a row.
“This is an achievement from a brilliant team and an amazing bunch of clients. What better way to end our 20th year.”
M&C Saatchi has won 34 Agency of the Year awards in its 20 years of operation.