Asian Marketing Effectiveness Awards success

Ogilvy & Mather Sydney has won a silver award for its communication campaign to help Panadol achieve long-term business results at the 2010 Asian Marketing Effectiveness Awards (AMEs).

The AME's is held as part of the Asian Marketing Festival in Shanghai.

Ogilvy & Mather Sydney’s managing director, Mike Daniels, said the campaign started as a bold shift in strategy for a market leader brand that was under threat.

“Ever since the campaign launch eight years ago, Panadol’s success has led to a decline in generic/own label in the category. Yet throughout the world and in most categories, generic/own label products are stealing market share against brands. This is based purely on price,” said Daniels.

“Our work has helped Panadol remain a trusted brand despite the existence of cheaper alternatives. It's a great testament to the business power of advertising,” he added.

This is Ogilvy Sydney’s second silver award for advertising effectiveness in the last six months. At last year’s Australian Effie awards, Ogilvy collected a silver for Nestea.