With perhaps only slightly less glitz and glamour than the Emmys, Microsoft hosted the inaugural edition of its North American Bing Agency Awards on September 15 at Gotham Hall in New York, honoring what it called “the most impactful, creative and performance-driven work from its agency partners.”
Over 400 industry experts attended. Winners included "Partner of the Year" and "Bing Ads Agency of the Year" Resolution Media, as well as Misty Locke, global chief marketing and client officer at iProspect, who received the Lifetime Achievement Award.
"Search still sits at the heart of consumer behavior, so I commend Bing for recognizing continued innovation in the field," Locke said. "On a personal note, it’s an honor to be the first person to receive this award -- especially with the talent I’m inspired by daily in this industry."
Bing Ads invited what it called the top 100 agencies working with it in North America for nominations and said it received more than 1100 nominations as a result.
“Search is a growing and increasingly competitive industry and the underlying intelligence it offers marketers to succeed across the digital marketing mix is enabling the emergence of a new and critical skillset within advertising agencies,” Bings Ads said in a blog post. “Bing Ads, whose Bing Network today powers nearly one-third of all PC searches in the US, wanted to make sure this was recognized. Our agency partners play a critical role in shaping the future of search and bringing to life the opportunities search offers marketers to both better understand consumer intent and drive impactful and measurable digital engagement.”
Hosted by SNL cast member Colin Jost, the evening also included a performance from Bebe Rexha.