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Diageo Johnnie Walker Captain Morgan

Winners of Diageo Marketing Brilliance Awards 2012 announced


By The Drum Team | Editorial

March 22, 2012 | 2 min read

The Diageo Marketing Brilliance Awards have recognised activity for its brands Johnnie Walker, Guinness and Captain Morgan.

Winners at this year’s ceremony, held at the Langham Hotel in London, included communications agency Bloom which won the Best Innovation Agency award for its activity for Johnnie Walker Double Black.

Other UK agencies picking up trophies on the night were LOVE for the Johnnie Walker House and Design Bridge for its packaging design for Mahiki Coconut Rum packs.

The campaign, which the agency has been working on since late 2008, included the creation of an identity packaging and launch campaign, with in-store activity, full POS and merchandising.

The full list of winners can be viewed below:

Category: Responsible Drinking Campaign

Winning agency: Taylor PR, USA

Campaign: Captain Morgan ‘First Mate Fund and One Million Pose Programme’ - North America (USA)

Category: Promotions & Events

Winning agency partner: Isobar, Ireland and DDB, UK

Campaign: Budweiser ‘Budweiser Ice Cold Index’ – Ireland (Europe)

Category: Design & Gifting

Winning agency: Design Bridge, UK

Campaign: Mahiki Coconut Rum ‘Pack(s) Design of Mahiki Coconut Rum’ – GB (Europe)

Category: Bought

Winning agency: King James, South Africa

Campaign: ‘Johnnie Walker, Haile TVC’ – South Africa (Africa)

Category: Owned

Winning agencies: BBH, China. Ogilvy One, China. Ogilvy PR, China

Campaign: ‘Johnnie Walker, YULU campaign’ – China (Asia Pacific)

Category: Earned

Winning agency: TBA Plc, UK

Campaign: ‘Guinness, The Match’ – Nigeria (Africa)

Category: Earned

Winning agency: Mindshare, Mexico

Campaign: Johnnie Walker ‘Caminando Con Gigantes’ - Mexico (LAC)

Category: Innovation

Winning agency: Bloom, UK

Campaign: Johnnie Walker ‘Double Black’ – London (Global Travel)

Category: Innovation

Winning agency: Blue Flame, USA. Raison Pure, USA

Campaign: Ciroc Flavours Launch – North America (USA)

Category: Synergy 360º

Winning agency partner: Praekelt, South Africa

Campaign: Guinness “VIP” – Nigeria (Africa)

Category: Special Marketing Leadership Award

Winning agency partners: LOVE, Manchester. Asylum, Singapore. Possible Worldwide, Shanghai

Campaign: Johnnie Walker House, Shanghai – China (Asia Pacific)

Diageo Johnnie Walker Captain Morgan

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LOVE is a design-led agency with storytelling at the heart of our approach - we believe that design sits at the very core of true brand success. LOVE develop visionary solutions that drive conversation and engagement for leading global brands across multiple consumer touch points.

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