LOS ANGELES – Among MILO’s many benefits as a nutritious boost of energy for young Champions, the clearest for digital agency OgilvyOne Manila is the recognition they continue to receive internationally for their work on the MILO Champions Band and App.
Most recently, at the October 17 Direct Marketing Association International ECHO Awards held in Los Angeles, OgilvyOne Manila took home a Bronze for Best Use of Data and Analytics for their work on the wearable tech campaign that boosts health and development in children. “As the world’s top advertising and marketing competition solely dedicated to data-driven marketing, the ECHO Awards showcase global digital, data-driven, direct marketing campaigns that recognize creativity, innovation, relevance and fearlessness,” said Brian Fetherstonhaugh, OgilvyOne Worldwide Chairman and CEO.
“As the most awarded agency at the DMA ECHO Awards, we’re honored to be recognized for the ground-breaking, creative, data-driven campaigns that significantly impacted our clients’ businesses. This is a wonderful accomplishment for OgilvyOne and all of Ogilvy. I couldn’t be more proud.”
The DMA ECHO recognition comes on the back of receiving Platinum top-honor at the 2016 Asian Marketing Effectiveness & Strategy (AMES) Awards last June 2 at the Grand Hyatt Singapore. From a record thousand-plus entries, the work on the MILO Champions Band and App found jury-favor in the category of Data and Analytics: Personalization. A big deal by any measure, only two Platinum Tangrams were awarded this year. This is the first Platinum AME award for Nestlé and the Philippines.
(Left) OgilvyOne Manila Account Director Alyssa Cortez accepts the Bronze DMA ECHO Award for the MILO Champions Band and App at the Marriott Los Angeles on October 17. (Right) OgilvyOne Senior Consultant Czar Carbonel and Nestlé Creative Services Head Jayel Ladioray accepts the Platinum award for Data and Analytics at the Asian Marketing Effectiveness & Strategy Awards at the Grand Hyatt Hotel last June 2.
The AMEs are Asia Pacific’s foremost awards honoring clients and their agencies for marketing strategies that deliver solid results to transform businesses and brands.
Ogilvy & Mather Philippines CEO Elly Puyat said, “MILO is the most loved chocolate beverage in the Philippines and has been a strong patron of nationwide sports programs for five decades. How do we re-channel the core strengths of a mature brand to respond to its community’s needs?” Innovation turned the modern-day challenge of Filipino kids being overly attached to screens and technology into a solution for addressing a real health problem.
Innovation also made a new generation of Moms realize, the way their Moms already have, that energy and nutrition are concerns they share with MILO.
“Insight and analytics, digital strategy and execution, collaboration between client and agency-specialists—all that led to meaningful engagement and new brand-consideration,” she added.
Locally, the Milo App and Band was also recognized at the 2016 Boomerang Awards: Bronze in Digital Craft; Bronze in Engagement; and Silver in Digital Programs.