Clemenger BBDO Melbourne takes out ADMA Grand Prix for NAB 'Break Up' campaign
Clemenger BBDO Melbourne's NAB 'Break Up' campaign continued its winning run - the campaign won the PR Grand Prix at Cannes - taking out the Grand Prix at the Australian Direct Marketing Awards (ADMA) last night in Sydney.Other major highlights on the night included
BMF Advertising taking out the Lester Wunderman Effectiveness Award for Expedia "New York on $50" as well as the Australia Post Winged Messenger Award for Amazing Wow Sit Down Thing self promotion; and Naked Communications winning the David Ogilvy Creative Award for How "Speed Kills" Killed Speed for The Transport Accident Commission.
VIEW FULL WINNERS LIST ADMA Awards Winners by Category.xls
In addition six Gold Awards were presented on the night, one each to Whybin\TBWA\Tequila for Pedigree; M&C Saatchi for Optus; Clemenger BBDO for NAB; DDB for the Reach Foundation, Naked for TAC and Soap Creative for Namco Bandai & Microsoft.ADMA's specialist judging panel were made up of direct marketers and industry specialists who were all previous ADMA Award winners.
Says Jodie Sangster, CEO, ADMA: "This year we have seen exceptional talent and it has been a difficult job in judging not only the Awards for Excellence but also the individual campaign work. With the most number of nominations received in the history of Awards, the benchmark for winning has been set higher than before with marketers and advertisers cleverly engaging and embracing a truly integrated multi-channel approach. It is exciting to see such a range of world class work and talent coming out of Australia."
Pinnacle Awards
ADMA Awards Grand Prix
Clemenger DDBO; Break Up for the National Australia Bank
David Ogilvy Creative Award
Naked Communications; How "Speed Kills" Killed Speed for The Transport Accident Commission
Lester Wunderman Effectiveness Award
BMF Advertising; Expedia "New York on $50" for Expedia
The Australia Post Winged Messenger Award
BMF Advertising; BMF's Amazing Wow Sit Down Thing for BMF Advertising
Gold Award Winners
This year judges awarded six Gold Awards across all categories. The winners of the Gold Awards are:
Digital, Apps and New Development
Whybin\TBWA\Tequila; Dog-A-Like for Pedigree
Creative, Art Direction
M&C Saatchi; Make Cyberspace a Better Place for Optus
Creative, Campaigns
Clemenger BBDO; Break-Up for National Australia Bank
Creative, PR & Experiential
DDB Group/Rapp Melbourne; Open Book Project for the Reach Foundation
Creative, PR & Experiential
Naked Communications; How "SpeedKills" Killed Speed for the Transport Accident Commission
Digital, Website
Soap Creative; World's biggest PAC-MAN for Namco Bandai & Microsoft
Awards for Excellence
The annual Awards for Excellence are considered the highest accolade a direct marketer can achieve with all the candidates nominated by people in the industry, even in some cases by their competitors. The 2011 Awards for Excellence winners are;
The Commonwealth Bank Direct Marketer of the Year Award: Sandra De Castro
Sandra De Castro is the Chief Marketing Officer at the National Australia Bank (NAB) and has made a significant impact in the digital and direct marketing world. Sandra is responsible for the direction and execution of the bank's marketing activities.
A major highlight of her career success was her role in the implementation of the famous NAB 'Break Up' campaign.
In February 2011, NAB and the team led by De Castro launched the NAB 'Break Up' campaign, announcing that it was breaking up with the country's other major banks. The highly successful campaign exemplifies the power of direct impact marketing. Launched through Twitter and YouTube, the campaign evolved through the use of PR stunts that created buzz and extensive media coverage, all without the use of traditional TV advertising.
Under De Castro's leadership, the bank has ventured deeply into the use of innovative direct digital marketing, resulting in wide-scale customer engagement through various social media platforms.
Throughout her career, De Castro has demonstrated how direct and digital marketing can be a powerful tool to enhance traditional marketing activity. She is a strong advocate for measurable, results-driven output, which is a key strength of direct marketing. Backed by over 15 years of consulting experience in strategic marketing across Europe, US and Australia, De Castro is well positioned to champion the development and continued evolution of the industry.
.
The Telstra Young Direct Marketer of the Year Award: Rebecca Bezzina
Rebecca Bezzina is the group account director at Mark! She has led and managed a team of seven people across a group of clients including Qantas, Qantas Frequent Flyer, Google, Nestle and Australian Cancer Research Foundation. She is now responsible for the annual revenue of over three million dollars for Mark.
A career highlight for Bezzina was driving the Qantas Frequent Flyer Time to Choose campaign. This campaign aimed to solve a highly complex and unique business problem in that members who earned points via their bank/credit card rewards program had to transfer those points into their Qantas Frequent Flyer account before the deadline or risk losing the ability to use them.
A direct response campaign was required to shift members into action. Bezzina and her team defined and managed a huge volume of communication with varying levels of complexity across a wide range of media.
Bezzina is passionate and involved in new media and is always looking for ways to introduce emerging technologies to her client's business through the application of traditional test and learn approaches.
Can NAB prove to us that 95% of people gave the money back on that ad?
Shouldn't the headline go on to read.... "and then trashed it again in a single day by hiking rates up more than anyone else and proving they are the same greedy bastards after all"