We Are Pi snap up top accolade while AnalogFolk sweep the board at The Drum Content Awards 2017
We Are Pi and AnalogFolk have taken home the top accolades at The Drum Content Awards 2017.
Amsterdam company, We Are Pi, has snapped up the grand prix, as well as best branded content campaign, for its work on Desperados Bass Drop.
We Are Pi snap up top accolade while AnalogFolk sweep the board at The Drum Content awards
Judge Joanna Carrigan, head of branded content, News UK explained: "The judging panel and I were blown away by this groundbreaking and outrageous execution. As well as style, the campaign also had substance - they used excellent audience insight to form a campaign they knew their audience would love and engage with.
"The sales uplift results speak for themselves and the content is out of this world. We all want an invite to the next party!"
Another top prize that is awarded is the chairman's award, given to an entry which has stood out against the rest.
This year's Content Award's chairperson, Lisa Gilbert, chief marketing officer, IBM UK and Ireland, awarded AnalogFolk for its work with PG tips on Morning Moods, which also won content marketing agency of the year, most innovative or creative use of content and best FMCG/consumer products or services content marketing strategy/campaign.
The latest marketing news and insights straight to your inbox.
Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.Sign up
Gilbert said: "AnalogFolk as an agency and as a producer of powerful content stood out from the crowd with their entries. Their personality, passion and purpose oozes into everything they do - from the work they do for their clients, the culture they create within the agency itself to the actual submission they crafted for The Drum Content Awards.
"There's a great quote that has been rattling around in my head lately around culture, and how one knows if a culture has truly taken hold; 'Culture is what happens when nobody is looking.' Based on all I've experienced with AnalogFolk they live up to these values over and over again."
It's a cheeky win for Adjust Your Set for its work with Nando's - First Heat, taking home the best creative content idea using video.
Judge Andrew Canter, global chief executive officer, BCMA explained: "Video has become one of the most powerful ways to engage and entertain customers. This was highlighted in the wonderful Nando's First Heat campaign which helped to achieve their objectives in establishing the core South African roots of the brand."
The best use of content on social platform has gone to ITV for 'The heatwave of 2017... How Love Island fired up social media'.
On one of 2017's most popular reality shows, Canter said: "Love Island was the most talked about television event of the summer and has grown into one of ITV's best assets. The campaign was tasked specifically to attract 16-24 year old viewers which was brilliantly executed with bold branded content and smart targeting across social platforms."
Bevan Thomas, commercial director of video marketplace Newsflare (sponsor of the awards) said: "Across the whole evening the standard of the winners and nominations was exceedingly high, as was the professionals on the panel of judges, who clearly had a lot of hard decisions to make. Which is a testament to how far content marketing has come in the past five years.
"For Newsflare, content is very close to our hearts in everything we do. To see the quality of work this evening is inspirational and we look forward to being involved with the awards next year."
Other winners include: Iris for most innovative use of new social platforms and best internal content marketing strategy/campaign, Drum OMG for best not-for-profit/charity content marketing strategy/campaign and best news/media/publishing content marketing strategy/campaign and MediaCom UK for best use of mobile content.
Sponsors for this year’s awards are: Newsflare, BCMA, TINT, The Drum Network and The Drum Contributor Network