Saatchi’s takes out Grand Prix at APG Creative Strategy Awards for Tooheys ‘beer economy’
Neal Fairfield of Saatchi & Saatchi (left) was awarded The Grand Prix for the Tooheys New ‘Official Currency of the Beer Economy’ campaign at last night’s 2010 Creative Strategy Awards in Sydney, organised by the Account Planning Group (APG).
Overall, six gold and six silver prizes were awarded on the night, as well as six special prizes, in addition to the Grand Prix. The winners were selected from a record 188 entries, across brand planning and the newly introduced channel planning category, which resulted in 27 shortlisted case studies.
“Neal and his team at Saatchi & Saatchi demonstrated a brilliant insight in this campaign around how Tooheys drinkers use beers to get things done. Great planning – based on solid strategic research and leading to an increase in sales. Well done and congratulations to Neal from the whole judging panel,” said Jon Steel, chairman of judges.
The Toohey’s campaign also took out a gold award and the prize for Best Insight.
Other gold winners included JWT, SMART, The Brand Agency and The Campaign Palace, while BMF, DDB Sydney, JWT, George Patterson Y&R Melbourne and Naked Communications took home silver.
The prize for Best Approach to Research was awarded to Lisa Aitken from Host for their Ikea campaign, Best Non Advertising Idea went to BMF’s Christina Aventi and Alison Tilling, for Solo, while Best Under 50k Budget was scooped by Naked Communications for FBi Radio. Karen Dwyer and David Hartmann from The Campaign Palace won Best Creative Brief & Briefing for their campaign for National Disability Service, while BMF’s Marie Agudera won the Best Use of Data prize for her Commonwealth Bank campaign.
“The APG Awards offer a unique insight into our industry’s brand stories and how they were devised, the thinking of which is a very important record for our industry. This year’s award winners represent a breadth of clients, agencies and planners, the diversity of which is impressive,” said APG chairman Jeremy Nicholas (far left). “A huge thanks to all judges for devoting their time to uncovering great planning, and a special thank you to Jon for his time and guidance in the process.”
JWT Melbourne was the only agency to pick up two Gold Awards for two separate campaigns. Additionally, JWT Melbourne also picked up a Silver Award.
JWT Melbourne picked up one Gold for Melbourne Writers Festival in the Established Service Brand Category, the other for Vic Roads CityGT in Public Service or Charity Channel Category. JWT’s Silver was for Vic Roads CityGT in Public Service or Charity Brand Category.
APG Chairman, Jeremy Nicholas singled out JWT’s Melbourne Writers Festival submission as the very best written paper of the Awards urging the planners in the room last night to read the JWT paper.
The Stage Two Judges responsible for picking the 2010 winners are: Jon Steel (GPY&R), Lindsey Evans (Happy Soldiers), David Hartmann (2008 Grand Prix winner, BMF), Phil Hayden (Naked Communications), Jeremy Nicholas (BMF), Paul Rees-Jones (Clemenger BBDO) and Olly Taylor (Host).
The APG awards are powered by the Communications Council’s APG Committee consisting of Jeremy Nicholas (Chairman), Sudeep Gohil, Jules Hall, Emily Hoskins, Craig Hunter, Russ Mitchinson, Mark Pollard and Matt Walters.
The awards are proudly sponsored by Sandy Oldham Consulting, BWM, BMF, Inspire Foundation, DDB, The Seed, Red Spider and The Digital Edge.
The full list of APG winners:
Grand Prix
Neal Fairfield – Saatchi & Saatchi – Tooheys New
Established Product Brands – Brand Strategy
GOLD
Neal Fairfield – Saatchi & Saatchi – Tooheys New
Guy Marshall & Ashley Farr – SMART – Kirks
SILVER
Lisa Aitkin – Host – Ikea
Kate Smither, Tom Ward & Keren Bester – George Patterson Y&R Melbourne – Schweppes
Established Product Brands -Channel Strategy
SILVER
Christina Aventi & Alison Tilling – BMF – Solo
Established Service Brands – Brand Strategy
GOLD
Anuj Mehra – JWT – Melbourne Writers Festival
SILVER
Glen Cassidy & Adam Ferrier – Naked Communications – FBi Radio
Established Service Brands – Channel Strategy
GOLD
Meredith Simpson/Paul Yole – The Brand Agency – Curtin University
SILVER
Dan Pankraz, Brent Annells, Peeyosh Chandra & Diane Chua – DDB Sydney – Telstra Mum 2.0
Public Service or Charity – Brand Strategy
GOLD
Karen Dwyer & David Hartmann – The Campaign Palace – National Disability Service
SILVER
Angela Morris – JWT – Vic Roads
Public Service or Charity -Channel Strategy
GOLD
Angela Morris – JWT – Vic Roads
Special Prizes
Best Insight
Neal Fairfield – Saatchi & Saatchi – Tooheys
Best Approach to Research
Lisa Aitkin – Host – Ikea
Best Non Advertising Idea
Christina Aventi & Alison Tilling – BMF – Solo
Best Under $50K Budget
Glen Cassidy & Adam Ferrier – Naked Communications – FBi Radio
Best Creative Brief & Briefing
Karen Dwyer & David Hartmann – The Campaign Palace – National Disability Service
Best Use of Data
Marie Agudera – BMF – Commonwealth Bank
3 Comments
Does APG still publish the accompanying book, I had one from 2004 or 05, great read…
Glad you weren’t wearing your kilt. Nice one, sir.
Stevie M.
Yes, APG does publish a book of winning and finalist papers. We’re working on it now and it will be ready early 2011. So far we’ve published ’04, ’06 and ’08 editions.