Traffic Group flies winning Kiwi flag at US marketing awards

Kiwi marketing agency Traffic has muscled its way past campaigns for the likes of Hilton Hotels to triumph in the business-to-business category of the Summit Marketing Effectiveness Awards in the US.

Overall, the awards received more than 600 entries, but Traffic was the only New Zealand winner among them. The last win by a New Zealand company was in 2008 when Draft FCB won with Cerebos Greggs.

“Beating these global brands is not an every day experience,” said Chris Caiger, one of the three directors at Traffic Group.

“It shows the potential here in New Zealand. We have the experience and the talent to rival the best in the business, anywhere in the world.”

Traffic’s winning entry showed how the agency transformed the business of client Marine Industrial Design (MID). Working with a small budget, it was able to help MID win new global accounts and increase revenue by 179 percent, including 64 percent in the past year alone.

MID general manager Ian MacLeod said Traffic delivered tangible results for the business.

“As a small team of engineers we were sceptical of fancy marketing ideas.

“With the limited budget we invested, Traffic managed to bring my whole team of technical experts along with them to transform the way we market the business.”

This work – delivered by Scott Pilkington, Barry Bloomfield, Scott Espie and Gareth Poley – also won Traffic the 2011 B2B TVNZ-NZ Marketing Award.

The Summit International Awards are based in Oregon and run three competitions each year: the Marketing Effectiveness Awards, the Creative Awards and the Emerging Media Awards.

Traffic also picked up three further awards in the Summit Creative Awards: gold in the ‘best ideas never produced’ category, silver for a logo redesign and bronze for a consumer magazine campaign.

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