Geometry Global Named Most Awarded Agency at the PMAA Dragons of Asia
Geometry Global became the most awarded agency by a long shot at Friday night’s PMAA Dragons of Asia, the most highly regarded marketing communications awards in Asia. The awards ceremony, held at Sime Darby Convention Centre in Kuala Lumpur, celebrates the best in results driven marketing communications throughout Asia Pacific. Geometry Global collected 5 Gold, 5 Silver, 5 Bronze and Best Campaign by Country Blue Dragons in 8 countries, as well as the coveted Red Dragon for the 2016 Network of the Year. Geometry Global Hong Kong took off a tricolour of Red, Blue and Gold Dragons which included Agency of the Year, Best Campaign in Asia and Best Integrated Campaign.
So just what is it that made Geometry Global the stand out winner in 2016?
“Our vision is clear”, said Dani Comar, Executive Creative Director Asia Pacific. “As an agency we generate ideas that change behaviour. We call these ideas ‘pivotal ideas’ because they tip people over from thinking or feeling, into action. We study human and shopper behaviour and apply those learnings systematically across the region. There are many beautiful ideas, but very few have the power to change human behaviour, these are the ideas we focus on to get results for our clients.”
It’s been a three year journey to embed this fresh approach into the organisation and bring new people into the agency who could drive the vision, including Masato Mitsudera, ECD Japan who won a Blue Dragon for Best Campaign in Japan; Mehdi Lamloum, ECD Kuala Lumpur who took home a Gold, Silver and Bronze and Julian Hernandez, ECD Hong Kong whose campaign “The Last Word” won Best Campaign in Asia. Commenting on the inspiration for the campaign Hernandez said: “When we understood that most Chinese people weren’t aware that elephants were killed to extract their tusks because the word for tusk in Chinese literally translates to “Elephant tooth” we knew the key to changing their behaviour was changing the language.”
Winning Network of the Year and Best Campaign in 8 markets across Asia Pacific proves that the approach is working. Comar continued: “We are honoured by the recognition received by PMAA Dragons of Asia. It proves that our focus on ideas that go to the heart of human behaviour and inspire action work for our clients.”
Mike Da Silva, Director of the PMAA Dragons of Asia, commented: “This was a very close year in the scoring of many campaigns and it was pleasing to see a wide spread of creativity across all countries. This year, too, it was good to see the Dragons launch in Indonesia and continue to grow in Australia and New Zealand, particularly to see Geometry Global New Zealand win the most number of Gold Dragons. This year’s Dragons winners are now eligible to represent Asia on the world stage in the 30th MAA Worldwide GLOBES and we are confident of further successes”.