2017 Winners

Massive thanks to everyone that came to our awards last night at the Roundhouse in Camden hosted by the hilarious Katherine Ryan. It was a brilliant night and we hope everyone enjoyed it as much as we did! This was our biggest awards ceremony ever with over 500 people attending across the globe.

Huge congratulations to all the winners and in particular, our Nordic Grand Prix Winners – Geelmuyden Kiese! Very well deserved.

Please see below a full list of winners and comments from the judges and a link to photos from the night – there are some cracking shots from a very packed dance floor!

This year has been a fantastic one – we have had over 400 amazing entries from over 135 different agencies, spanning 23 countries, making them the most competitive and diverse content marketing awards in the world.

The event provides the industry with a stunning showcase of talent, expertise, inspiration and insight for brand marketers the world over.

See all the pictures from the night here.

Please email Hugo.deSoissons@the-cma.com or Charlie.Eke@the-cma.com to request a winners logo for your website and social channels.

Here are the winners from the night, congratulations to you all!

Grand Prix

The Truck Driver’s Mother, The Norwegian Labour Inspection Authority, Geelmuyden Kiese

With two Gold CMA awards already under its belt, The Truck Driver’s Mother video needs to find some more room to add the Grand Prix. This compelling film detailing the lives and concerns of a Polish truck driver and his mother was created to educate foreign truckers about the hazards of driving in Norway and the workers rights many are not aware of.

While the video itself is engaging and effective enough to claim this prestigious prize, the campaign results sealed the decision. Media attention for the video came from all corners of Europe, particularly in the key target countries of Poland, Romania, Lithuania, Bulgaria, Hungary and Germany, with clippings gaining an estimated readership of 32m. The video itself was seen over 5.1m times, with tens of thousands of shares and comments, making this a fantastic result for a small piece of content doing a very big job.

“The film’s synergy with the brand is perfect,” said the judges. “It addresses a longstanding communications challenge in an engaging and innovative way, and is a rare example of a training film that’s both entertaining and interesting – an idea that’s completely out-of-the-box, yet so logical!”

Best Automotive

GOLD

Chase Your Dream, No Matter What, Bridgestone, WeAreFearless

SILVER

Roadtrip for a Reason, Land Rover, The Precinct & Spark44

BRONZE

Fortheride.com, Triumph, Made By Sonder

International tyre manufacturer Bridgestone had a curious problem. Despite selling millions of tyres every year, people don’t care about the brand, with over 70% of purchase decisions made by dealers inside dealerships rather than car owners. With Bridgestone a major partner to the International Olympic Committee, they saw a fantastic opportunity to drive brand awareness, consideration and purchase intent with a European campaign, starting in Spain in 2016, followed by a full roll out in 2017 across five markets.

WeAreFearless’s campaign centred on a storytelling strategy that used emotion rather than function, celebrating the spirit of perseverance and inspiring people to overcome adversity to chase their dreams. They partnered with 17 iconic Olympians, including British diver Chris Mears, to produce a series of highly emotional films that told their stories of struggle across multiple formats.

Such an approach gave Bridgestone a reach of over two million people, with views of the Chris Mears film racking up over 647,000 views alone. Meanwhile, social reach is well over 55m and PR coverage for the campaign is standing at over 500 European titles.

“We were all impressed by the results,” said the judges, “and by the approach that shifted the strategy from product-focused to emotion.” Meanwhile, Roadtrip for a Reason, The Precinct & Spark44’s campaign for Land Rover, was praised for its “communication of different stories to different people”, and Made By Sonder’s work for Triumph on Fortheride.com had “an impressive depth of intelligence and brand synergy.”

Best FMCG

GOLD

Count Your Chickens, Birds Eye, Inkling

SILVER

Badger Ultimate Beer Sheds, Badger Beer, Joint & UNILAD

BRONZE

#Wimblewatch, Evian, MEC Wavemaker

Thanks to misconceptions about quality and nutrition, Birds Eye chicken had been in long-term decline. Despite an increasing popularity for chicken in general – dubbed the Chicken Revolution – the frozen food brand wasn’t gaining the benefits, and so needed a campaign that established their quality credentials and instilled a sense of trust in the primary shopper – usually mums.

What Inkling did was to develop Count Your Chickens, a multi-faceted campaign that answered key consumer questions with myth-busting facts. With over 20 pieces of content, the campaign included edits of the TV commercial created for social, two original films revealing the truth of Birds Eye’s chicken products, a series of recipes to showcase the versatility of the products, as well as a partnership with Mumsnet.

The headline result was that Birds Eye chicken returned to growth for the first time in three years, with a 3.8% increase. Other results included over 15.9m views of Inkling-produced content, seven million social media impressions, and over 14m unique impressions on Mumsnet.

“This is a fantastic perception-changing campaign,” agreed the judges, “with a positive and informative healthy eating focus.” A close second was Badger Ultimate Beer Sheds, a campaign for Badger Beer by Joint, which was awarded silver for its “impressive results on a small budget”, while #Wimblewatch for Evian by MEC Wavemaker was called “an engaging and youthful way to reinvigorate a traditional strategy.”

Best Finance

GOLD

Dare To Believe, Allianz, MediaCom

SILVER

ContentLive, RBS Group, Progressive Content

BRONZE

Cash Smart, Wonga, Cedar

Remarkably, international insurance brand Allianz have only been marketing to UK consumers since 2013. Over the following three years brand awareness had grown from 30% to 53%, but in 2016 they wanted to push that figure to 60%, as well as differentiate the Allianz brand and increase pride in Allianz amongst colleagues.

The solution was found within sponsorship, and so Allianz became the sole TV sponsor of the Paralympic Games on Channel 4, supporting over 100 hours of coverage while signing individual sponsorship deals with seven GB Paralympic athletes.

At the heart of the campaign was ‘Dare To Believe’, a series of films that told intimate stories of the seven Paralympians, including the life-changing moments they faced and their training regimes. These films were broadcast on TV and adapted for online and social. Allianz also featured on the first ever signed advert break, as well as a variety of idents featuring the Paralympians, aspirational business owners and Alex Brooker from TV show The Last Leg.

The complete campaign reached over 50m people in the UK, while the films were viewed over 50.6m times across multiple platforms. Sir Phillip Craven, the president of the International Paralympic Committee, also described the Allianz content as “the best piece of Paralympics content I have ever seen”. The judges were similarly impressed, saying that MediaCom delivered “a real standout series of content across all criteria.”

Taking Silver, ContentLive by Progressive Content produced for RBS Group was described as “a groundbreaking tool that puts content in the hands of frontline staff”, while Cedar’s Cash Smart work for Wonga gained Bronze for its “real intelligence delivered in a highly nuanced way”.

Best Travel

GOLD

Qantas Magazine & Travel Insider, Qantas, Medium Rare Content Agency

SILVER

Destination Canada 2017, Destination Canada, TCO London

BRONZE

IAG Portfolio, International Airlines Group, Cedar

As one of Australia’s most successful and loved brands, Qantas wanted to lift engagement and support the path to purchase funnel through its inflight magazine and inspirational online content – Qantas Travel Insider. With over 11 million registered frequent flyer members, the iconic airline wanted to develop a content marketing strategy that used its own channels to deliver ROI to the business.

So their content agency, Medium Rare, set out to overhaul the Qantas Magazine and Qantas Travel Insider programme, using real-time customer data to engage with people with the right content at the right time. The agency began producing content for the Qantas print magazine, website, app, social platforms and email, with each platform carefully monitored and analysed.

The results over-performed in KPIs in all areas, delivering large, measurable figures that put its website on a level with Vogue and GQ’s digital activity. Revenue and ROI also increased significantly, while the magazine now reaches more people earning over $150,000 than any newsstand title in the entire Australian market. “This is a much deeper campaign than the other entries,” agreed the judges. “Its rich, relevant content is distributed across lots of different media and all of it tells a great story.”

Meanwhile, TCO London’s work for Destination Canada wins Silver for its “impressive results and brand synergy”, and Cedar’s work across the International Airlines Group portfolio takes Bronze, with the judges calling it “operationally brilliant, with great results across the board.”

Best Membership

GOLD

Supply Management, CIPS, Haymarket Network

SILVER

The Club: British Airways, British Airways, Cedar

BRONZE

RSPB, RSPB, Immediate Media

Membership magazines are a growth area for content marketing, which is reflected in the range and quality of the entrants for this category. But coming out on top is Supply Management, the magazine and online content produced by Haymarket Network for the Chartered Institute of Procurement and Supply (CIPS). As the world’s largest organisation dedicated to the profession of procurement and supply, CIPS has a community of 118,000 people in 150 countries, and wanted a content-led strategy to grow community engagement, drive commercial revenues and make a positive difference to both the procurement community and the wider world.

So Haymarket Network relaunched the CIPS magazine, Supply Management, and created a new digital strategy, offering content relevant to members around the world delivered via the website and regional daily and weekly bulletins covering MENA, Asia, Australia and Africa.

As well as striking a chord with the CIPS community (“Every month when I pick up the magazine I am inspired” enthused one reader), Supply Management is a commercial success, driving revenue for CIPS across multiple channels, including print and online display, a jobs board and live events. Nearly 2,500 people attended CIPS/Haymarket events worldwide over a year, and award entries were up significantly in Africa and MENA. “This entry elevated the professional body,” said the judges, “and brought a disparate membership together.”

Coming in second was The Club, Cedar’s digital magazine produced for British Airways, with the judges scoring high on “engagement, effectiveness and revenue”, while Immediate Media’s work for the RSPB was praised for its “use of creativity to reduce churn and encourage members to re-engage.”

Best Retail Consumer

GOLD

Waitrose Food, Waitrose, John Brown Media

SILVER

adidas GLITCH, adidas GLITCH, iris

BRONZE

♯LOVEGIVING, Very.co.uk, The Story Lab & Vizeum

A regular winner at the CMA Awards, Waitrose Food never fails to disappoint the judges, and this year is no different as it walks off with the Best Retail Consumer Gold. Now in its 17th year, the flagship title for Waitrose continues to deliver on its client’s brief of reflecting and reinforcing Waitrose’s key strengths and values, and maintaining the brand’s distinctiveness and relevance in an increasingly fragmented grocery market.

It does this by conveying a passion, love and excitement for food through uncompromisingly good writing and visuals, as well as a diverse range of triple-tested recipes that entertains and nourishes its 2.8 million readers. But while the magazine drives customer loyalty and commercial success, it continues to develop, with the introduction of a series of inserts and calendar, as well as an extra edition of Waitrose Escape that was published on behalf of Tourism Australia. The Waitrose Food app also delivers new readers, with 50% of users choosing to access the content digitally.

It’s clear that the readers love the magazine: a survey revealed that 87% of readers say they enjoy reading the magazine, while 70% have cooked at least a couple of recipes and, of these, 44% cook magazine recipes once a month or more. Meanwhile, the app is consistently ranked number one in the iOS food and drink chart, and has received over 330,000 downloads in the past year – an increase of 44%.
Waitrose Food stood out because of its beautiful content and consistently good results,” enthused the judges. “It’s a fantastic magazine with an always-on strategy.”

Taking Silver was iris’s work for adidas GLITCH, which “showed a great understanding of its target market,” while Bronze was awarded to The Story Lab & Vizeum’s work with Very.co.uk, for its “heartwarming and compelling campaign that over-achieved on its targets.”

Best Non-Retail Consumer

GOLD

Direct Advice For Dads, HBF Health, Mahlab

SILVER

Playing With Fire, The Norwegian Directorate for Civil Protection (DSB), Geelmuyden Kiese & Globus Media

BRONZE

Power Your Passion, Milton Keynes College, Itineris

Australian health insurance company HBF Health wanted to use content marketing to build a national audience and decided to target young families, guiding them through their pregnancy-to-new-parent journey. To cut through the huge amount of existing maternity and parenting information, they looked at producing content for new dads – never traditionally the focus of such content.

The idea was that by targeting dads-to-be and new dads, HBF Health could attract and engage young families, becoming the number one online resource for expectant fathers in Australia. So, following a series of focus groups and in-depth interviews, content agency Mahlab created www.directadvicefordads.com.au, which features ‘Daddy bloggers’ talking about the full range of parenting issues, as well as a six-part how-to video series to educate first-time dads on the basics of childcare.

The response was huge: the video series has been viewed over 474,000 times, while the DAD Facebook page has gathered over 93,000 post engagements. Articles published on the website are read by up to 50,000 people and are regularly picked up on by the national and international media. This has led to the website attracting 87% of traffic from the Eastern states of Australia – the target area.

“Research-driven with pinpoint accuracy, this brave content is well executed and hits its target audience,” said the judges. A close second was the Playing With Fire campaign by Geelmuyden Kiese & Globus Media for The Norwegian Directorate for Civil Protection, which “engages people with a problem they all understand in the most impactful way possible,” while Power Your Passion for Milton Keynes College by Itineris was praised for its “well-activated 360-degree campaign that uses a great mix of content.”

Best Internal Company Engagement

GOLD

The Roger Collective, Virgin Group, John Brown Media

SILVER

IKEA Global Coworker, IKEA, OTW

BRONZE

Up To Speed 4You, British Airways, Cedar

 

Internal magazines have the task of bringing together an often disparate workforce, sometimes spread across continents, to make them feel valued and part of a real community. The winner of the 2017 Internal Company Engagement award achieves this while going further, building a worldwide community of 60,000 employees, some of whom don’t even work in companies controlled by the parent brand.

Created for the Virgin Group, The Roger Collective inspires its readers to feel great about the brand they work for and give them an opportunity to come together in an engaging, enjoyable, inspiring and visually stunning way to share their stories. Whether it’s Virgin’s Global Head of Brand or a personal trainer at a Virgin Active gym, the magazine reinforces the message that everyone at Virgin is important, whatever their job.

The success of The Roger Collective is demonstrated in the engagement employees have with the magazine and the use of its content across the business. Magazine content is repurposed elsewhere within the Virgin Group, while reader surveys provide impressive stats such as 86% of employees read the publication and 86% agree that The Roger Collective has enabled them to understand the different Virgin businesses across the world.

“It’s a highly engaging magazine that’s bang-on brand,” enthused the judges. “It has a cheeky charm but manages to remain sophisticated.” The internal campaign by an equally global brand takes the Silver award, with the judges describing IKEA Global Coworker by OTW as “an outstanding use of content”, while Up To Speed 4You, Cedar’s internal campaign for British Airways took Bronze for “strong engagement results with empowerment at the heart of the idea.”

Best Specialist

GOLD

The Truck Driver’s Mother, The Norwegian Labour Inspection Authority, Geelmuyden Kiese

SILVER

Playing With Fire, The Norwegian Directorate for Civil Protection (DSB), Geelmuyden Kiese & Globus Media

BRONZE

♯SheInspiresMe, Twitter, Twitter Studio

Every day more than 3,000 foreign trucks cross the border to Norway – that’s one in three truck drivers that are from countries outside of Norway. Their lack of knowledge of the difficult driving conditions and rights as workers in Norway presents a problem for both the drivers and the Norwegian authorities, who have tried to reach out to the drivers to inform them of their rights and warn them of the dangers they face – with little success.

The brief for agency Geelmuyden Kiese was to communicate with this hard-to-reach audience of truck drivers, so they turned to the one person each driver would listen to: their mothers. The agency produced a film about a mother teaching her truck driving son about the Norwegian regulations and driving conditions. And to give it the vital ring of truth, they used a real truck driver and his actual mother on an actual driving assignment on Norwegian roads.

The result was ‘The Truck Driver’s Mother’, a film starring Polish truck driver Lukasz Gorzynik and his mother Anna Gorzynik, a nurse and single mother of five children. Initially created in Polish, the films were also subtitled in Romanian, Lithuanian, Bulgarian, Hungarian and German. After enquiries from other transport authorities, the film was also subtitled in Croatian, Macedonian and Latvian.

The stats for the film are stunning: it’s been seen by more than 5.1m people from over 90 countries, and featured on Norway and Poland’s largest news channels, with an estimated 32m people reading online news clippings. “This is a very clever strategy with great use of motion and perfect casting,” said the judges. “Using the driver and his mother was a stroke of genius.”

The Norwegian agency makes it a double in this category along with partner Globus Media for their Playing With Fire campaign for The Norwegian Directorate for Civil Protection, which the judges described as “strongly on-message with an effective shock value.” The ♯SheInspiresMe campaign for Twitter sees Twitter Studio gain Bronze, which the judges described as “emotive, progressive and effective.”

Best B2B

GOLD

ContentLive, RBS, Progressive Content

SILVER

Bring It On, Inmarsat Aviation, OgilvyOne Business

BRONZE

Generation Z, the Store and the Technology Ticking Clock, Vodat International, Fieldworks Marketing

The area of B2B content marketing has exploded over the past few years, demonstrated by the breadth and quality of this year’s entries. After long deliberation, this year’s category winner is ContentLive, a highly specialised repository of content for RBS that can be shared with both prospective and active customers.
The solution is built around the concept of ‘I saw this and thought of you’, allowing customers to receive a timely, pertinent and personal follow-up to a real-world interaction with the bank. It combines a specialist content creator platform, bespoke CMS, as well as custom-built websites and apps that allow frontline staff to easily commission content based on specific customer conversations.

ContentLive has transformed how RBS is perceived amongst its customers and prospects, helping to build trust, convert business and drive revenues. Customer surveys have found that 81% of users rate the usability of the app as excellent or good, and 84% find the content sharing feature useful for developing conversations with clients or perspective clients. Meanwhile, social media sharing increased three-fold in the first three months of launch.

“This solution is remarkable,” said the judges. “It’s changing the whole organisation and putting content at the heart of it.” Taking Silver, OgilvyOne Business’s Bring It On campaign for Inmarsat Aviation grabbed the judges’ attention for its “research, segmentation and results,” while Fieldworks Marketing took Bronze for their work with Vodat International for their “good strategic approach and strong connectivity to the pipeline.”

Best Real-Time Activation

GOLD

The Show, Matalan, ITN Productions for ITV AdVentures

 

SILVER

♯MGINSIDER – Hijacking London Fashion Week, McArthur Glen, ESI Media

BRONZE

National Biscuit Day: The Ultimate Dunk Off – Live!, Pladis – McVitie’s, MEC Wavemaker

Fashion brand Matalan wanted to change its perception of being an outdated discount retailer and increase awareness of their stores on the high street, so turned to content marketing to transform them into the go-to place for stylish family fashion and lifestyle advice.

The answer came in the form of Matalan: The Show, a series of 17 reactive broadcast-quality branded content programmes featuring writers from fashion titles, such as Marie Claire. Each 12-minute episode saw Denise Van Outen sit with famous faces such as Alesha Dixon to discuss fashion and lifestyle topics, while fashion journalists provided expertise and style bloggers added influencer marketing. Episodes were hosted on Matalan’s website and YouTube channel, and promoted on their Twitter and Facebook accounts.
In total, seven million people have watched The Show, equating to a stunning 178,000 hours of content. After watching, 45% of viewers visited Matalan on the strength of seeing something they liked, resulting in a 69% increase of online sales. “This campaign showed fantastic results across a range of metrics,” said the judges. “Strong levels of engagement and impressive sales makes it really stand out.”

Staying with the fashion theme, Silver was taken by ESI Media’s ♯MGINSIDER campaign for McArthur Glen, which was praised for its “excellent results from an effective media partnership, “while MEC Wavemaker’s National Biscuit Day work for Pladis – McVitie’s was a “fantastic example of real-time content with a witty and fun execution.”

Best Distribution Strategy

GOLD

Women In STEM, Various, Mediaplanet

SILVER

The Good, The Bad and The Hired, REED, ITN Productions

BRONZE

The Journey of Blood, Sanquin Blood Supply, LVB Networks

The winner of the Best Distribution Strategy was given a challenging and valuable task: to encourage greater recognition of opportunities for women and girls in STEM (science, tech, engineering and maths). Despite it being shown that girls excel in STEM subjects at school, by A-levels, only 34% are choosing to study these subjects, and by further-education age, that figure drops to 7%. This flawed pipeline – from classroom to boardroom – became the focus of Mediaplanet’s campaign and dictated their distribution strategy.

With multiple clients, ranging from Airbus and SIEMENS to Balfour Beatty and Teeside University, this was no easy task. But with an integrated content campaign that included a print publication, dedicated website and e-newsletter, as well as social platforms such as Twitter Chat, it was soon clear that the strategy was going to be a success.

Firstly, a newspaper was sent out to a highly targeted audience of school children, teachers via direct mail, as well as handed out to students and graduates at careers fairs, and industry professionals and policy makers at industry events. Then a combination of influencer marketing, social media and content recommendation drove traffic to the website, while content was promoted on a huge range of social channels.

Boasting a total reach of over eight million people, the campaign clearly impressed the judges, who described the winning entry as “a good range of channels that achieved great results for a worthwhile cause.” ITN Productions took Silver for their campaign for REED, which the judges chose because “it overachieved on its targets and remained consistent with the client brand”, and LVB claimed Bronze for The Journey of Blood campaign for Sanquin Blood Supply for its “strong distribution and well-executed idea.”

Best Use of Data & Insight

GOLD

This Is Belonging, The British Army/Capita plc, Karmarama

SILVER

Very Inspired, Very, John Brown Media

BRONZE

Tesco Seasonal Planning, Tesco, Cedar

Recruiting for the Army is never going to be a straightforward marketing task. Persuading someone to completely change their life demands a deep understanding of the Army and the specific benefits it can offer young people, which requires a campaign that’s emotionally appealing, authentic and surprising.

Karmarama’s core objectives were to increase the Army’s appeal to a broader audience, develop affinity with the Army brand, increase engagement across their social channels, and drive cost efficiency in cost per application. These objectives were met through the creation of a new way for data and creative strategists to work together.

The solution began with matching successful recruits with a ‘Continuum datapool’, a proprietary database of 48m UK adults. This provided an understanding of the demographics of applicants, before social profiles, neurolinguistics and online behaviours identified potential drivers for application and emotional states. Using this information, personalised content was created across a wide range of platforms to move the candidate through their application journey.

Such in-depth use of data and technology gave a significant set of positive results for the Army, such as an 80% uplift in completed Reserve Soldier applications, a 58% uplift in Regular Soldier applications, and a 139% increase in applications for Regular Officers. “This is a fantastic entry,” enthused the judges. “The targeting and creative execution really delivered, with genuine emotion in the campaign.”

In what was a highly competitive category, John Brown Media’s Very Inspired campaign for Very was “spot on in terms of look and feel, and very effective in driving engagement,” while Cedar’s Tesco Seasonal Planning for Tesco was an “incredibly in-depth data project that really understood the audience.”

Best Annual Content Strategy

GOLD

British Airways: Pathfinder, British Airways, Cedar

SILVER

Waitrose Food, Waitrose, John Brown Media

BRONZE

Selling Australia to the World, Tourism Australia, Storyation

British Airways has been a keen user of content marketing ever since the early days of inflight magazines, and their enthusiasm hasn’t waned over the years. Last year, their content agency Cedar were given a series of ambitious tasks to transform ba.com, including the creation of an online hub of inspirational content and to make it the ultimate travel companion that’s useful and relevant to all customers, no matter where they are in their purchase journey.

Using a combination of audience insight, shoppable content, a smart editorial calendar, and new ROI metric – return on inspiration – they generated an additional 535,000 customer sessions on ba.com, as well as strong reader survey results that’s encouraged the client to roll out this content strategy to other areas of the business. “This solution is innovative and cost-efficient, with a striking long-term strategy,” said the judges. “A stand-out entry.”

Taking Silver, John Brown Media’s Waitrose Food was praised for its “deep knowledge of its audience and very aligned strategy,” while Storyation campaign for Tourism Australia was “a great strategy, with a clear understanding of objectives and strong brand synergy.”

Best Use of Content on Owned Media Channels

GOLD

IAG Portfolio, International Airlines Group, Cedar

SILVER

adidas GLITCH, adidas GLITCH, iris

BRONZE

Very Inspired, Very, John Brown Media

As one of the biggest owned media portfolio in the world, combining the British Airways, Iberia and Aer Lingus brands into a single content operation was a formidable task. The challenge included leading an integrated content strategy for three global brands simultaneously, engaging an audience of 60m people globally, creating inspirational travel content on 13 different global platforms, and producing bespoke stories for the UK, Japanese, Chinese, Spanish, Irish and Italian markets.

How Cedar did this was to design a clear strategic foundation, involving the creation of a specific content filter for each airline, before improving every element of the portfolio, such as the three BA inflight magazines, ba.com, plus a number of other print and online publications, all to improve growth in readers, engagement and bookings. Then the goal was set to increase revenue by 10% in Year One, in markets forecasting 2.2% growth at best.

Remarkably, it was all achieved: the IAG team now create content across 13 different platforms, in 13 languages, with a smart commissioning process that saves thousands of pounds in creation costs. Add a growth in readership for every brand, increased reader satisfaction and a 10% growth in media revenues, and you have a phenomenally successful year for both IAG and their agency Cedar.

“This is an impressive entry on all levels,” said the judges. “The standout results show clear effectiveness both operationally and commercially.” Meanwhile, iris’s campaign for adidas GLITCH was a “brave and bold approach that was genuinely new and innovative,” and John Brown Media’s work for Very was “a simple idea well executed that showed good effectiveness with high commercial impact.”

Best Use of Monetised Content

GOLD

Coles Supermarkets, Coles Supermarkets, Medium Rare Content Agency

SILVER

The Big Day Out, c2c, MEC Wavemaker

BRONZE

Qantas Magazine & Travel Insider, Qantas, Medium Rare Content Agency

With more than 800 stores across Australia, Coles is one of the country’s leading supermarket brands. Their brief to content agency Medium Rare was to grow the media revenue generated by the magazine, increase magazine readership to pass the 3m mark, drive positive sentiment from consumers, and inspire purchase driven by consumer interests.

What Medium Rare did to achieve this was to firstly partner with the recipe website, taste.com.au to understand what shoppers are actually cooking in real-time. Then they increased the amount of content they produce for other channels, such as YouTube, social, email, catalogues and point of sale, as well as developing a multi-platform advertising package to offer clients an integrated multi-channel offering with massive reach.

The results were remarkable: representing 90% growth YOY, readership increased to over 3.75m, videos saw a 100% increase in organic views, while surveys showed that 69% of readers purchase ingredients specifically for a recipe featured in Coles magazine.
“The winner began with no preconceived ideas about the audience and were brave enough to get meaningful insights before executing the strategy,” said the judges. Winning Silver, MEC Wavemaker’s campaign for c2C was “an inventive solution that produced great results from a hard-to-engage audience,” while Medium Rare, in a second showing in this category, “reversed a decline, took risks and outperformed,” for their client, Qantas.

Best Content Campaign

GOLD

1066: Year of the Normans, English Heritage

SILVER

KIWI LilleGo, KIWI Minipris, Spoon

BRONZE

#BeHeard: AJ Fight of the Century, Beats By Dre, Havas Media, Sky Media, Anomaly, PMG & Laundry Service

Last year marked the 950th anniversary of the Battle of Hastings, which changed the course of England’s history forever. To celebrate this dramatic chapter in England’s history, English Heritage wanted to create a year-round campaign of branded experiences, events, digital engagement and content designed to inspire people to discover more about the most famous date in English history.

By taking a content-led approach with storytelling at its core, English Heritage’s ‘Year of the Normans’ was a unique opportunity to raise the profile of their brand and reach new audiences, so they created a number of videos, online and social content, live broadcasts, podcasts, competitions and eight Twitter accounts that assumed the personas of key characters from 1066.

The result was a campaign that achieved everything the organisation set out to do – and more. Social content was viewed over 2.9m times during the Battle of Hastings weekend, the campaign attracted over 100 pieces of national media coverage, English Heritage content now ranks on the first and second pages of Google for ‘1066’ and ‘Norman Conquest’ searches, and visitors to Battle Abbey were up 24% YOY.

“This was a strong strategy that clearly connected with audiences,” said the judges. “It was excellent in its use of content across all channels and gains top marks for tackling a challenging topic.”

Scandinavian agency Spoon takes Silver for their work for retail brand KIWI Minipris, which excited the judges for its “strong idea that used influencers to challenge stereotypes,” and #BeHeard: AJ Fight of the Century claims Bronze for its “excellent media planning and beautiful visual execution.”

Best Use of Innovation

GOLD

adidas GLITCH, adidas GLITCH, iris

SILVER

surviVR, Samsung, C – the Branded Content Agency, Leo Burnett Israel & Reshet TV

BRONZE

adidas #myneolabel, adidas, iris

The adidas GLITCH is both a new football boot concept and new route to market for adidas, where an app takes the place of online and physical stores. Knowing that the new breed of football player now regards style of play as important as ability to win, adidas needed to find a new way to connect with them, so iris enrolled a team of influencers to become the voice of the brand and launch the product to peers, friends and fans.

To purchase the boots, players needed to be invited by another GLITCH player, adding exclusivity and creating a community around the product. The app then allowed players to book an appointment to try the boots on, helped by a fitting advisor. Once purchased, they could be delivered anywhere in London within four hours.

As soon as the campaign started, GLITCH trended immediately and boots were in demand from day one. Players took to social media begging for referral codes from their contacts, and the app was in the ‘HOT this week’ list in the Apple app store in its first week. In total, the GLITCH app was downloaded over 107,000 times and the codes seeded by the first influencers had a 75% conversion rate, while the app has continued to attract a 89% redemption rate on codes being activated.

This campaign was a resounding winner, with the judges praising the entry for its “excellent innovation and results” and “very clever creation of a sense of exclusivity that made the influencers feel really special.” Meanwhile, the surviVR for Samsung was a “refreshing and logical use of the VR format that yielded exceptional results,” and iris’s #myneolabel work for adidas was a “clever combination of creativity and interactivity.”

Best Use of Print Within a Multi-Media Campaign

GOLD

ICON – The Official Story of the Series Land Rover and Defender, Land Rover, Foxtrot Papa

SILVER

Sainsbury’s Magazine, Sainsbury’s, SevenC3

BRONZE

Tesco Magazine, Tesco, Cedar

Following a continuous production of 67 years, the very last Land Rover Defender rolled off the production line on 29 January 2016 as the longest running production car in the world. To celebrate the extraordinary life of the Series Land Rover and Defender – Land Rover’s most influential and longest-running model – the Jaguar Land Rover team briefed Foxtrot Papa to create a unique coffee table book as part of a year of multi-media celebrations.

The result is a stunning piece of print that places people and their experiences with the Defender at its core, using incredible photography and illustrations to explore the effect the vehicle has had on everyone who’s encountered it. The 204-page book is printed in a hardback, coffee-table format using a subtle combination of silk, gloss and uncoated paper stocks. It even features its own bespoke hand-painted version of the Land Rover font.

With a print run of 5,000, the book featured as the central piece of a comprehensive campaign that also included a series of films, a press pack for the Geneva Motor Show and a storybook to commemorate the two millionth Defender going on sale at Bonhams.

“This is a great piece of print in every way,” enthused the judges. “It really brings the brand to life and the emotional connection it has with its customers.” Meanwhile, Sainsbury’s Magazine takes Silver thanks to its “easy navigation and impressive creativity,” while Tesco Magazine claims Bronze for its “great measurement of results and impressive ROI.”

Best Social

GOLD

YESldn – Social Influencer Video Campaign, Youth Employment Skills London, JBH – The Content Agency

SILVER

adidas Neo Snapchat, adidas, iris

BRONZE

#Wimblewatch, Evian, MEC Wavemaker

Youth Employment Skills London (YESldn) is a free service that supports young people from different backgrounds not currently in employment, education or training. The service works with 18-24 year olds living in London – predominantly BAME (Black Asian Minority Ethnic) groups – and is designed to help young people enter the workplace and sustain apprenticeships and employment.

JBH were tasked with delivering a campaign that would inspire the target audience to sign up to the YESldn programme via the campaign website, driving a surge in sign-ups and creating awareness of the service. With a limited budget and hard-to-engage audience, the content agency chose online comedy trio The Wall of Comedy to film a series of videos showing extreme, funny scenarios that could be related back to common job-related anxieties.

The results thrilled both client and agency. Facebook video views topped 650,000, with over 4,600 engagements, while overall reach came in at almost 2.5m. More importantly, sign-ups to the YESldn service increased by 1,425% as a direct result of the campaign.

The judges were unanimous in giving this the Gold, thanks to its “outstanding results on a low budget and fantastic resonance with the audience.” Iris’s work for adidas pops up again to claim Silver for its Neo Snapchat campaign, which the judges called a “fascinating creative solution that overachieved on its KPIs,” while MEC Wavemaker grab Bronze for their #Wimblewatch campaign for Evian, deemed a “fresh approach to Wimbledon content that has great brand synergy.”

Best Use of SEO

GOLD

Are You Sitting Comfortably?, Canesten, MediaCom

SILVER

Driverless Cars: Gearing Up for a New Era of Motor Insurance, Adrian Flux Insurance Group, ToTheEnd and Further

BRONZE

Owning Sleep Through SEO, Dreams, Inside Online

In 2015 Canesten created a website that showcased their wealth of knowledge about women’s intimate health, but they faced a problem in that the website saw almost no visibility. One of the brand’s biggest challenges is that not many people want to discuss uncomfortable topics about womanhood, so they tasked MediaCom’s SEO team to solve this problem by improving organic search rankings, brand engagement and brand awareness.

By using a combination of research, events, influencers, social, online and a creative strategy to link them all, MediaCom set about normalising intimate health conversations, inspiring 150,000 women to participate in the Are You Sitting Comfortably? campaign. That campaign improved organic rankings for key intimate health search terms, leading to an additional 377,328 organic visitors to the Canesten website – a 233% increase on the previous year – as well as encouraging almost 100,000 women to talk to their daughters about intimate health.

“This was a strong entry on every level,” said the judges, “that used a compelling strategy and a clear creative approach to deliver excellent results.” Meanwhile, ToTheEnd and Further’s Driverless Cars work was a “bold campaign that succeeded in generating coverage and positioning the client as a leading voice in the industry.” Finally, Inside Online’s Owning Sleep Through SEO campaign for Dreams “had strong consideration for user behaviour and was highly creative in its approach.”

Best Video – Singular

GOLD

The Truck Driver’s Mother, The Norwegian Labour Inspection Authority, Geelmuyden Kiese

SILVER

Sevens From Heaven, HSBC, Hill + Knowlton Strategies

BRONZE

Steps For Life, Suicidprevention i Väst & Västra Götalandsregionen, OTW

Second Gold of the night for Geelmuyden Kiese’s video campaign for The Norwegian Labour Inspection Authority, which had a brief of reaching out to the thousands of truck drivers in Norway from other countries, warning them of the difficult driving conditions as well as improving their knowledge of their rights as workers in the Scandinavian country.

The solution was to create a video using a real-life trucker and his mother, who taught her son about the Norwegian regulations and driving conditions. ‘The Truck Driver’s Mother’ video was launched in November 2016 and quickly got the attention of thousands of truck drivers and their employers. In total, the film has been seen by over 5.1m people from the main target countries of Poland, Romania, Lithuania, Bulgaria, Hungary, Germany and beyond, while the tailor-made webhub has attracted visitors from over 90 countries around the world.

“This is an unexpected and fantastic creative idea,” said the clearly impressed judges. “It brilliantly communicated the brand message throughout and gained an impressive reach and fine set of results.” Taking Silver was Hill + Knowlton Strategies’ Sevens From Heaven campaign for HSBC, which was “true to the brand throughout and gave a clear uplift in positive sentiment and brand equity.” Bronze was claimed by OTW’s Steps For Life campaign for its “super clear brand positioning and highly emotive use of real people.”

Best Video – Series

GOLD

Dare To Believe, Allianz, MediaCom

SILVER

YESldn – Social Influencer Video Series, Youth Employment Skills London, JBH – The Content Agency

BRONZE

The Recruits, Federal Armed Forces, Crossmedia/Castenow Communications

MediaCom came out on top again for their Dare To Believe video series created for Allianz. The insurance brand wanted to increase prompted awareness of Allianz amongst consumers to a peak of 60%, differentiate the brand amongst consumers and brokers, and increase pride in Allianz amongst colleagues. They achieved this by becoming the sole sponsor of the Paralympic Games on Channel 4, as well as signing sponsorship deals with seven GB Paralympics Athletes.

At the heart of the sponsorship was a series of videos titled ‘Dare To Believe’, which told the stories of seven Paralympians and how they became world-class athletes. Broadcast across a number of TV, social and digital platforms, the videos were viewed a total 50.6m times, including 487 broadcasts during the Channel 4 coverage. The campaign also had a huge impact on viewers and employees, 90% of whom said  the Paralympics sponsorship made them proud to work for Allianz.

“It’s a feel-good campaign that drove exceptional brand awareness using beautifully shot stories,” said the judges. “A great message and an amazing execution.” Silver was claimed by JBH for their Social Influencer Video Series for Youth Employment Skills London, with the judges calling it a “brilliant use of content that yielded extremely impressive results,” while The Recruits, created by Crossmedia/Castenow Communications, worked “because it featured great storytelling that didn’t actually feel like an advertising campaign.”

Best Use of Illustration

GOLD

Broccoli & Brains, LighterLife, Made By Sonder

SILVER

FM Magazine, Chartered Institute of Management Accountants, SevenC3

BRONZE

Paragraph, Sappi, John Brown Media

Broccoli & Brains is a media brand created for LighterLife with the aim of sparking debate about the UK’s obesity problem. A central part of the Broccoli & Brains brand is a high quality print magazine, whose illustrations stunned the judges with their provocative subject matter and fine art skills.

Titled ‘Secrets and Lies’, the series of illustrations shows a number of human figures taking on the characteristics of an animal as they deal with typical situations around food and weight. In one, a woman hides in the bathroom to gorge herself on a stash of junk food with her head transformed into a pig, while in another, a man queues up at the drive-thru, kidding himself that he’s going to be restrained, but with his dog’s head on he devours everything he can see.

Broccoli & Brains is not only designed and illustrated beautifully,” said the judges, “but it also provides social currency. The winner is a really brave approach that really surprises and sticks in the mind.” Silver is claimed by FM magazine, produced for the Chartered Institute of Management Accountants by SevenC3, which the judges called “accessible and engaging, featuring striking images that really tell a story,” while Paragraph by John Brown Media takes Bronze for its “strong themes that are completely relevant for the brand.”

Best Use of Photography

GOLD

Kenya Airways and Msafiri inflight magazine, Kenya Airways, G+J Custom Content

SILVER

Very Inspired, Very, John Brown Media

BRONZE

Waitrose Food, Waitrose, John Brown Media

As one of Africa’s leading airlines, Kenya Airways flies nearly four million passengers every year to over 50 destinations across Africa and around the world. Its inflight magazine Msafiri reaches over 300,000 passengers travelling for either business or leisure, and last year, the airline commissioned G+J Custom Content to relaunch the title.

The Dutch agency succeeded in their mission to create exclusive, attractive and strategic content by investing in and collaborating with the best wildlife, travel and lifestyle photographers, showing a fresh, modern side of Africa. From the stunning shots of the Mozambique coastline to the fine detail of the elephant on the cover of the March 2017 issue, there’s both originality and joy at work that delighted the judges.

“The photography is allowed to do the talking here,” said the judges. “The fantastic art direction makes it feels brave and intimate.” Silver is taken by John Brown Media’s Very Inspired campaign, which is “polished, fun and flirty, and much more than just an influencer campaign.” John Brown Media pops up again with Waitrose Food, which takes Bronze for its “outstanding food imagery.”

 

Editor of the Year

GOLD

Tim Hulse, British Airways, Cedar

SILVER

Helena Lang, Sainsbury’s, SevenC3

BRONZE

Jesus Huarte, Iberia, Cedar

As the Editor of Business Life and First for British Airways, Tim Hulse is no stranger to the winner’s podium. This year, Tim excelled in leading his small editorial team as he navigated the titles through a tough year for BA. His first challenge came with reinventing Business Life in line with the changing face of business, while the second came in the form of a magazine for BA First customers, staying close to the brand promise of ‘dedicated to exclusivity’.

Tim’s work on both magazines paid off, not only commercially but also creatively, gaining praise across the wide spectrum of readers. According to a survey of Business Life readers, 48% said the magazine improved their opinion of BA, while 49% said they would be interested in subscribing to the magazine on a regular basis. Advertisers were also happy, with revenue on Business Life increasing by 3% and First by 13%.
“Tim understands his audience perfectly,” said the judges, “and exactly what they care about. He takes context and insight to create publications that are incredibly reliable for his readership.”

Helena Lang, Editor of Sainsbury’s Magazine, takes Silver for a “impressive commercial returns from a brave and innovative brand refresh,” while Jesus Huarte’s work for Iberia is “beautifully designed and executed by an editor that clearly cares about creativity.”

Designer of the Year

GOLD

Steve Ellul, Cathay Pacific, Cedar Hong Kong

SILVER

Kerry Wakefield, Waitrose, John Brown Media

BRONZE

Kris Short, Nikon, Eurostar, Mandarin Oriental, Cedar

As the designer for a portfolio of titles for Cathay Pacific, Steve Ellul had a number of tasks. First he was asked to relaunch the airline’s internal staff magazine at a time when the airline was making widespread job cuts. Then his remit was widened to include the development and extension of the inflight portfolio, producing even more memorable and distinctive covers. All this while launching spin-offs such as the new Japan Guide and bringing in a slew of partnership and advertorial material without jeopardising the consistent aesthetic.

Steve took on these responsibilities with a huge amount of creativity, talent and professionalism. Under his direction, the internal magazine became a sophisticated blend of business, professional development and travel articles within a tight design structure. For his other titles, Steve developed his own suite of fonts, handled the demands of two languages (traditional Chinese and English) and acted as his own illustrator, as well as designing all the covers in the submission.

“Steve’s craft really shines through,” said the judges. “We were particularly impressed with his work on the illustrations and fonts in all versions of the magazine.” Kerry Wakefield was also praised for her work for Waitrose, which the judges picked out for its “strong brand identity and beautiful photography,” while Kris Short claimed Bronze for his “eye-catching visuals and innovative design elements.”

Rising Star

GOLD

Tom Cornish, MEC Wavemaker

SILVER

Emma Rees, SevenC3

BRONZE

Adam Woodbridge, REED

Tom Cornish has had a busy year at MEC Wavemaker. Leading the development of the content agency’s planning division, he’s been central to two major pitch wins and increased spend for two large clients by 30%, as well as leading a successful pitch for Godiva and an equally successful repitch for The Gym Group.
There’s more: Tom has improved the content output and performance for Wavemaker’s c2c trains and Wilkinson Sword clients, while being instrumental in the development of a dedicated strategy and planning function, which in the past 12 months has had an 80% conversion rate. Outside the office, he’s been just as busy, presenting to local school children on behalf of the Inspiring the Future initiative, which connects schools and colleges with employers and people from the world of work. He’s also worked with MEC’s People & Culture Team to be a point of contact and support for colleagues suffering with mental health problems.

“Tom excels in delivering great results against all three judging criteria,” said the judges. “He’s shown inspiring initiatives and personal growth.” A close second was Emma Rees, who “had a personal passion to bring a new skillset to SevenC3,” while Adam Woodbridge took Bronze for “taking on new and complex responsibilities that have delivered great results.”

 

 

 

 

 

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