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A W a R D S 2 0 AWARDS 2015 � SEPTEMBER ���� GROSVENOR HOUSE LONDON BOOK OF THE NIGHT MMG AWARDS 2015 EDITOR’S COMMENT Welcome to the M&M Global Awards 2015 Book of the Night. Over the following pages, we aim to bring you in-depth insights into each of the category winners, as well as those picking up Grand Prix awards. The Grand Prix online ballot proved a thrilling exercise, drawing well over 5,000 votes, with fans of Shell, Facebook and MediaMath helping those companies be named International Advertiser, Media Brand and Programmatic Company of the Year respectively. It was wonderful to see more than 700 guests congregate at Grosvenor House in London, especially at a time when the agency world is coping with nearly 20 major international media reviews. From online video to smartphone proliferation and the growing importance of data, these are revolutionary times for media and marketing – and the work shown to our judging panel shows that the industry is adapting admirably (see pages 11-43). Thanks to all our M&M Global Awards 2015 partners, especially headline partner NBCUniversal, and to A+E Networks, Collective, euronews and Publicitas. Without your contributions, none of this would have been possible. Alex Brownsell, Editor, M&M Global Contents 3 EDITOR’S WELCOME 26 BEST PARTNERSHIP AWARD 5 CHAIRMAN’S INTRODUCTION 27 INTERNATIONAL CREATIVITY AWARD 6 MEET THE JUDGES 29 BEST COMMUNICATIONS STRATEGY 8 OBSERVATIONS FROM THE JUDGING TABLE 31 BEST USE OF CONTENT 11 AGENCY NETWORK OF THE YEAR 33 BEST INTERNATIONAL LAUNCH/RE-LAUNCH 13 CAMPAIGN OF THE YEAR 34 BEST ENGAGEMENT STRATEGY 15 INTERNATIONAL ADVERTISER OF THE YEAR 35 BEST USE OF SOCIAL MEDIA 17 INTERNATIONAL MEDIA BRAND OF THE YEAR 37 BEST LOCAL EXECUTION OF A 19 PROGRAMMATIC COMPANY OF THE YEAR GLOBAL BRAND 21 BEST USE OF MOBILE 39 THE EFFECTIVENESS AWARD CONGRATULATIONS TO ALL 22 BEST USE OF VIDEO 40 BEST DIGITALLY INTEGRATED CAMPAIGN 23 BEST USE OF NATIVE ADVERTISING 41 BEST TARGETED CAMPAIGN OF TONIGHTS WINNERS 24 THE SMART USE OF DATA AWARD 42 BEST ENTERTAINMENT PLATFORM SEE ALL THE PICTURES AND VIDEOS FROM THE AWARDS AT 25 B2B CAMPAIGN OF THE YEAR 43 BEST CONTENT CREATION AWARD mandmglobal.com 00 03 MMG AWARDS 2015 MMG AWARDS 2015 CHAIRMAN’S INTRODUCTION It is always great to be surrounded Mobile is digital; digital is marketing. Being involved by top talent and good work, and we Now it is about ensuring mobile is judged entries and categories that the core of our marketing, because it with the M&M are absolutely critical to delighting is the device through which all other our consumers. channels are going to be accessed. Global Awards The one theme that seems common If I were to offer any advice to next allows me to be across everything is that engagement year’s entrants, I would say be really rules the day: finding new ways authentic with the KPIs you set connected with to engage consumers, and how out to achieve, and lay those out to connect with consumers across absolutely clearly in your submission. and inspired multiple devices and touchpoints. It Authenticity and transparency will is about cutting through the clutter, help take all entries to the next level. by what is and using each channel and device’s unique capabilities to engage in ways When you have a day job, you are happening we’ve never been able to before. always thinking about it in the context of the company you are in, the outside the walls That said, there are a couple of brands you work on and the people areas where we can all get better you work with. Being involved with in which I work ARE YOU A WINNER? and improve. the M&M Global Awards allows me to be connected with and inspired by One area is around really quantifying what is happening outside the walls the business results that are in which I work. Order extra trophies accrued out of the work we do; as marketers and practitioners, we Marketing and media is alive and need to continue to get stronger well. In fact, I would say that the dawn for your offices at engagement metrics, as well as of the media agency is reawakening explaining how that is increasing again. It is an exciting time to be a sales and lift for our brands. part of the industry. ■ email: [email protected] The other is around mobile: we have Vineet Mehra, president, to recognise it is no longer about global marketing services, mobile and social and so forth. Johnson & Johnson 00 05 MMG AWARDS 2015 MMG AWARDS 2015 MEET THE JUDGES On Wednesday 26 August, 18 senior 1 Susana Tsui media and marketing executives CEO, PHD APAC gathered in central London to 2 Sarah Mansfield deliberate over this year’s M&M VP Global Media – Global Awards entries. 5 Europe & Americas Unilever As well as UK-based executives, we 3 Tony Mattson had judges fly in from locations as far- Global Managing Partner 4 flung as Singapore and the US. 6 UM 3 4 Kerry Elsdon 1 2 Led by Johnson & Johnson president 8 Head of Media and Social, of global marketing services, Vineet 7 Europe, MasterCard Mehra, and including an array of 5 Enyi Nwosu client, agency, media owner and Worldwide Head of Strategy technology experts, it was the ideal 14 Mindshare International group to identify this year’s most 6 Erica Rosengart impressive work. ■ Global Client Managing Partner Starcom Mediavest Group 12 11 7 Tony Jarvis 13 MD – Client Relations EI Agency 10 8 Andrew Cocker Senior Marketing Director, EMEA 16 Expedia 9 9 David Black Managing Director – Brand Google 10 Vineet Mehra 17 CHAIR OF THE JURY President, Global Marketing Services Johnson & Johnson 11 Mark Murray Jones Head of Strategy OMD International 18 12 Taide Guajardo European Marketing Director P&G 13 Annabel Venner Global Brand Director 15 Hiscox 14 Dave Hompe Joint Managing Director and Client Lead, EMEA, Essence 15 Lynette Pang Assistant Chief Executive Officer Singapore Tourism Board 16 Deirdre McGlashan Global Head of Digital MediaCom 17 Dominic Woolfe Director of Sales, UK Collective 18 Matthew Teeman EMEA Commercial Director Bloomberg 06 07 MMG AWARDS 2015 MMG AWARDS 2015 COMMUNICATION WITHOUT LIMITS AS DATA AND CREATIVITY COLLIDE across the globe. While it drew positive comments, and received a high commendation for the Best An impressive body of work was judged by an equally heavyweight panel for this Use of Content category, the quality of the fresh media work on display year’s expanded M&M Global Awards, which reflected a resurging confidence in the thwarted its attempts to add to its international media and marketing landscape among players both old and new trophy cupboard. Airbnb’s ‘#NightAt’ submission was A quick glance out the window a thing of beauty, and had plenty confirmed the obvious: it was still of fans in the judging panel. Yet it raining, as it had been all day. never quite managed that elusive The British summer may have majority vote in the categories into disappointed holidaymakers, but which it was entered – leaving with it did nothing to dampen the only a high commendation in the enthusiasm of those gathered to International Creativity Award. judge the entries for this year’s M&M Global Awards. Similarly, Dell’s hilarious ‘Take IT Easy’ case study – shortlisted in six The calibre of the judging panel OMD International’s Mark Murray Jones categories – was highly appreciated, was beyond debate. Take our chair, but could only convert that popularity Johnson & Johnson’s president, into a single win in the B2B global marketing services, Vineet the rise of programmatic buying is Campaign of the Year category. Mehra, who had jetted in from New only going to enhance this need for York for 24 hours to lead the process data sophistication. The discussions were not all positive, with wit and poise. Companies new and old – either. The judges argued that Another notable trend was an brands should be doing much more Mehra was ably assisted by sharp appreciation of how innovative media from Facebook and Teads to harness the unique power and client minds such as Unilever’s vice Final judging day highlights choices can take a strong creative to capabilities of mobile, especially president global media, Europe and a higher level. to Bloomberg and the with smartphone use growing rapidly Americas, Sarah Manfield, Hiscox across emerging markets. global brand director Annabel Data, data and more data Mondelez’s cookie brand Oreo BBC – rubbed shoulders Venner, and Singapore Tourism Patterns are not necessarily easy wowed the judges with its campaign Getting better Board assistant chief executive to spot in the winning entries. celebrating the solar eclipse over the at Grosvenor House, and As the industry gathered for its Lynette Pang. One gained a sense that Successful entries emerged for UK earlier this year. Oreo’s agency annual celebration at the M&M a range of verticals, including PHD secured an amusing media even shared a vodka luge. Global Awards, we can be proud that The panel also boasted media a good creative concept FMCG, retail, telecoms, automotive partnership with The Sun, running an international media and marketing is experts such as Google UK managing and technology. eclipse-themed cover wrap over the Our world is changing getting better: more sophisticated, director David Black, MediaCom’s is wasted without a newspaper, as well as buying digital more innovative and more creative. global chief digital officer Deirdre However, what many did have in OOH spaces on the top of buildings by Nestlé milk brand NIDO, to the McGlashan and PHD’s Asia Pacific rigorous data strategy to common was an appreciation of the in London and Edinburgh to capture huge levels of Twitter activity around Companies new and old – from chief executive Susana Tsui.
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