In its 25th year celebration, and fresh from a major overhaul that saw the RSVP and Nexus Awards renamed as the NZ Direct Marketing Awards, justONE, Colenso and Barnes, Catmur & Friends stood out.
The ceremony took place at The Langham in Auckland last Friday, with sports personality Clint Brown tasked with entertaining New Zealand’s marketing industry professionals and keeping them quiet at the same time.
justONE once again celebrated victory after being awarded the Grand Prix trophy with Subway for its Subway: Providing the Retail Edge entry, following on from the Grand Prix with Subway four years ago (and lots of golds for Subway in Nexus and RSVP, plus multiple golds for Farmers and ADT over the last few years). The Grand Prix panel said “It rated top honours for both its depth and breadth, including a very clever digital solution that has greatly enhanced the way in which Subway engages with its key target audience, generating fantastic and measurable ROI, and which has far exceeded their objectives.”
justONE managed to pick up four gold awards, six silvers, three bronzes and win the Best Data Strategy Craft category, with their clients Farmers, Farmlands Trading Society, Subway Restaurants, Bank of New Zealand and Ziera Shoes.
Barnes, Catmur & Friends' The Chosen One campaign for Boundary Road Brewery ensured that pretty much everyone at the brewery's table went home with an award.
Frucor Beverages and Colenso BBDO/Proximity New Zealand won the Nexus Supreme award for the V Motion project along with winning two gold Nexus Awards, an industry and a channel gold, and Best Digital Creative category. The Nexus Supreme panel of judges said “this entry showed a deep understanding of how to access and engage the channels being utilised by their target audience. They used superb technology to create V Motion, with ground breaking integration and a master-class in the use of media and channels. This is the future of direct marketing."
The newly introduced Keith Norris Award for NZ Direct Marketing Organisation of the Year, named in honour of the former (and long-time) chief exec, was presented to EziBuy.
The judges were genuinely inspired by their entry, saying “EziBuy is a truly world-class organisation that embraces modern direct marketing at its best. An industry leader driven by a strong culture of innovation and success, EziBuy is aggressively pursuing growth in a unique kiwi way. They have demonstrated best-practice direct marketing throughout the organisation in Australasia, and as a consequence have built strong and positive relationships with famed world-class brands. As a company they are continually transforming their business, building a strong and enduring direct marketing environment”.
Adding Subway's haul, Jo Reynolds, director of marketing and technology at IPCA (a Subway franchisee-owned purchasing company covering the APAC region), was honoured as the Direct Marketer of the Year.
AUT students Alex Bygrave and Kimberley Torrie took out the New Zealand Post Student Marketer of the Year Award with their innovative “Lost & Found” campaign for Bonus Bonds.
The full list of 2012 winners and their stories can be found on the NZDM Awards website.