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 ever, 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.
Congratulations to the following winners:
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 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 Sandra 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 Sandra’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, Sandra has demonstrated how direct and digital marketing can be a powerful tool to enhance traditional marketing activity. Sandra 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, Sandra is well positioned to champion the development and continued evolution of the industry.
The 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 Rebecca 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. Rebecca and her team defined and managed a huge volume of communication with varying levels of complexity across a wide range of media.
Rebecca is passionately 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.
Each year ADMA presents four Pinnacle Awards for the best-of-the-best entries received each year. The 2011 winners are;
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
New ADMA Award – Outstanding Contribution
Jodie Sangster announced the new ADMA Outstanding Contribution Award which recognises an individual who has worked with ADMA and across the direct marketing arena to promote direct marketing in Australia. This award was presented to Matt Batten, Creative Director, Wunderman.
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
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
Soap Creative; World’s Biggest PAC-MAN for Namco Bandai & Microsoft
A full list of all Award Winners is now online at the ADMA Awards site: http://www.admaawards.com.au/case-studies/2011/