For the third year in a row the Diamond gong given to the best piece of work entered in the International Echo Awards will be returning from San Diego to Auckland.
On 30 October, this prestigious direct marketing award was awarded to Republik New Zealand for Fuji Xerox's 'Wide War One' campaign, which also picked up a gold in the 'information technologies' category. Winning these awards places a pair of additional feathers in the cap of a multiple award winner that previously also picked up two golds and best art direction at the New Zealand Direct Marketing Awards and a further two trophies at the AMES Awards in Singapore.
“To be up here with the best in the world and be awarded gold is hugely rewarding, but to get Best in Show is mind-blowing,” said Republik director Paul McNamara about the win before giving a nod to the client.
“Steven Caunce, Amber Henderson and Alistair Egan from Fuji Xerox are a great team and are fantastic to work with. They allow us to push the boundaries and that has delivered results. The campaign has completely exceeded Fuji Xerox’s sales targets and delivered an incredible ROI, making it one of the most effective campaigns of the year. Ultimately, that’s what it’s all about.”
Republik's win of the Diamond award served to reaffirm New Zealand's position as a dominant force at this competition, and comes off the back of Colenso BBDO's 2012 win for Pedigree ‘Doggelganger’ and its 2013 win for Tip Top ‘Feel Tip Top’.
This year, Colenso didn't make it a hat-trick of Diamond awards, but the agency most certainly didn't go home empty handed, winning three golds and a silver.
The agency's trio of golds came for Samsung's 'Smart Phone Line' and Burger King's 'Motel BK' and 'Anti pre-roll' campaigns, while the silver was won for Frucor's 'V Robbers' campaign.
This haul meant that Colenso BBDO/Proximity was second only to Ogilvy New York at the show in terms of overall performance, and the College Hill agency's chief executive Nick Garrett applauded the clients' contributions to the wins.
"Without great clients and great briefs you can’t do great work, so we’re thrilled that Burger King and Samsung have been rewarded with three golds and that BK were the only client to win two golds at the show this year. Along with all of our clients they continue to push us and we are lucky to work with such great partners."
The only other Kiwi agency to pick up silverware at the awards show was .99 / JustOne, which won silvers for Mazda's 'There's a Mazda2 look for you' campaign and Leukaemia and Blood Cancer New Zealand's 'The silent treatment' campaign, and a bronze for the 'In Love with Response' campaign for the Marketing Association.
"The Echos are tough," says Ben Goodale, the managing director of .99 / JustOne. "Judges from all walks of life around the world critique the work. And with that in mind, getting a couple of silvers and a bronze isn't a bad result for either us or our clients."
Click here to see the full list of winners.