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DraftFCB receives plaudits, SparkPHD gets kudos, media crowd marks occasion with orgiastic revelry

Auckland’s Hyatt Regency Hotel was abuzz with unbridled joy, glee and envy last night as the CAANZ Media Awards rewarded the best strategic insights in the media industry. And the “precise marrying of message and moment” by DraftFCB Media in a campaign for Whitcoulls that linked book recommendations to specific television programming took home the coveted Best in Show award.

DraftFCB Media also won Best Use of Television and Best Response/Return on Investment for the Whitcoulls work, which increased sales and created cut-through in the cluttered Christmas advertising market (speaking of Whitcoulls, check out the great Mother’s Day promotion running on its Queen St windows).

The in-house agency also won two golds for its work on the ‘World Vision 40 Hour Famine’ and Prime TV’s ‘Top Gear Valentines Voucher’, collecting six more silvers on top of that haul.

Despite the stellar performance of DraftFCB Media, SparkPHD took Media Agency of the Year, which won golds for its Libra ‘Chat’, Vodafone ‘Red Pages’ and Unilever/Persil’s ‘Dirt is Good’ campaigns, as well as two more silvers.

In a challenging market, the agency grew its client base and implemented some innovative changes. And, according to its entry, the secret recipe was its people *Awww*. The agency team understood the need to focus on protecting and growing existing client relationships and also offer extended services such as digital, PR, events and activation.

Naked Communications & Ikon took two golds in the FMCG and Best Integrated Campaign categories with Coca Cola’s ‘Little Black Dress’; ZenithOptimedia was awarded a Best Research and Insight gold for Goodman Fielder’s ‘Keep Lunch Special’; and Starcom NZ nabbed a gold for Best Use of Digital for Telecom’s ‘Non-stop Gig’.

The Media Brand of the Year award went to MSN NZ after it “changed the face of online advertising in New Zealand during 2009”. It took a three-pronged approach to grow audience, improved audience engagement for advertisers and launched a performance network. As a result, it’s provided unmatched transparency for agencies and advertisers.

The executive judging panel, which was made up of some of New Zealand’s leading marketing brains, said the New Zealand industry continues to innovate in its strategic thinking and approach to client challenges, despite (or perhaps as a result of) the tough economic environment.

All up, the final round of judging resulted in 14 gold and 18 silvers being awarded. Very interested parties can check out case studies www.caanz.co.nz. And the winners are:

Golds

Category Agency Advertiser Title

Financial, Government, Corporate, Services

DraftFCB Media World Vision World Vision 40 Hour Famine

Food, Grocery, Beverages (FMCG)

Naked Communications & Ikon

Coca-Cola Oceania

Little Black Dress

Best Use of Television SparkPHD SCA Hygiene Australasia Libra Chat
DraftFCB Media Whitcoulls Ltd Whitcoulls Books Initiative
Best Use of Print DraftFCB Media Prime TV Top Gear Valentine Voucher
SparkPHD Vodafone Vodafone ‘RED’ pages
Best Use of Digital Starcom NZ Telecom Telecom Nonstop Gig
Best Integrated Media Campaign Naked Communications & Ikon Coca-Cola Oceania Little Black Dress
Best Long Term Strategic Campaign SparkPHD Unilever Persil Dirt is Good
Best Response / ROI DraftFCB Media Whitcoulls Ltd Whitcoulls Books Initiative
Best Research and Insight ZenithOptimedia Goodman Fielder Keep Lunch Special

Silvers

Category

Agency

Advertiser

Title

Food, Grocery, Beverages (FMCG)

DraftFCB Media Cerebos Gregg’s Gregg’s Cafe Gold
IT / Telecommunications / Consumer Durables & Automotive

Frontier Media & Special Group Orcon IGGY + ORCON. Together Incredible
Media / Entertainment / Travel & Leisure DraftFCB Media Prime TV Top Gear Valentine Voucher
Starcom NZ Yellow The Taste of Yellow

Best Use of Television

SparkPHD

Vodafone

Vodafone and NZs Next Top Model
Best Use of Print

Naked Communications & Ikon Coca-Cola Oceania Little Black Dress
Best Use of Out of Home SpaceStation State Insurance State, Driving Car Insurance Online
Mediaedge:cia Auckland Energizer Schick The Schick Razor Amnesty
Best Use of Digital Frontier Media & Special Group Orcon IGGY + ORCON. Together Incredible
OMD New Zealand New Zealand Transport Agency Reservoir Hill
Best Integrated Media Campaign DraftFCB Media Neurological Foundation Brain Awareness Week
Mediaedge:cia Wellington Human Rights Film Festival Human Rights Film Festival
Best Response / ROI DraftFCB Media World Vision World Vision 40 Hour Famine
Best Smart Media Idea DraftFCB Media Whitcoulls Ltd Whitcoulls Books Initiative
DraftFCB Media Prime TV Top Gear Valentine Voucher
ZenithOptimedia Lion Nathan Willie’s Guards
Best Small Budget SparkPHD SCA Hygiene Australasia Libra Chat
Best Sales Proposal of the Year ACP Media Arnotts Dining in the Dark

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