Taylor Herring and Havas Media Group are taking home the top accolades at The Drum Marketing Awards 2018.
Along with winning the ‘New Product/Service Launch Strategy of the Year’ and ‘PR Strategy of the Year’, Taylor Herring has been awarded the highest accolade at the awards -- the Grand Prix for its work with Samsung on ‘Spin Cycle’.
The campaign focused on earned media and featured original research, a disruptive TV spot, a feature film, one of Britain’s greatest composers and a very smart washing machine.
Member of the judging panel and global brand director, Legoland Discovery Centres, The Eye brand, The Dungeons at Merlin Entertainments Group Ltd, Angela Jobson said: “We were really excited by this entry; the fact that this was such a different approach to a very functional product made us all feel that this could shake up this this sector within the industry and prove there isn’t just one way to market washing machines. A game changer.”
The team behind Spin Cycle are: Taylor Herring: creative director, Peter Mountstevens; senior account director, Sam Corry; managing partner, James Herring; production manager, Max Gheysens and music supervisor, Alice Trost. Samsung: head of PR, James Coyle and PR manager and internal project lead, Balraj Singh.
Another top win of the evening came from Havas Media Group who were awarded the Chairperson’s Award, as well as ‘Public Sector Marketing Strategy of the Year’, for Agencia Nacional de Seguridad Vial’s ‘Life Line’.
In collaboration with the Colombian National Road Safety Agency, Havas created a low-cost initiative to help motorcyclists maintain their safety distance with other vehicles at any time of the day.
Chairperson and chief marketing officer, ZPG, Gareth Helm said: “The Marketing Awards celebrate great initiatives that deliver outstanding results and this activity stood out against all others. It was an incredibly simple idea, literally a little plastic strip but it created behaviour change and went on to save many lives. The marketing brief wasn’t for a product innovation but as a concept it ticked every box the campaign team needed and for a very modest budget. It was even adopted by manufacturers. Simple, innovative and effective. Well done Havas.”
The team behind Life Line are: Havas - managing director, Jorge Contreras; general creative director, Andres Norato. ANSV - communications director, Maura Achury. Havas Colombia - creative directors Jose Luis Rueda and Daniel Marin, creatives Andres Roa and Oscar González; audiovisual producers Carlos Celedon and Andres Losada and digital creative director, Walter Gil. Lechuga Productora - producer, Keka Serrano. Animacion Twineich - Fx designers Duvan Piñeros and Hernan Herrera.
Snapping up 'Best Brand Experience/Event Strategy of the Year' include Octagon for its work with Mastercard. They tapped into the emotional passion of football fans with a fully integrated UEFA Champions League campaign challenging fans to show how far they would go for their teams.
Other winners include: Ladbible Group for Social Media Strategy of the Year and Cause Related Marketing Strategy of the Year; WCRS for Mobile Strategy or Campaign of the Year and Health Marketing Strategy of the Year; Karmarama for Re-brand/Re-launch Strategy of the Year; PHD for Music and Entertainment Strategy of the Year; Tin Man for Digital Strategy of the Year and Manifest for Marketing Agency Team of the Year.
Judge and chief marketing officer, Microsoft UK, Scott Allen said: "There were so many great entries across all categories for The Drum Marketing Awards this year and it was no different for Marketing Agency Team of the Year.
"There was something about the Manifest entry that immediately stood out for me. Their creativity and different approach to how they work with their clients came across and the standard of work they are delivering is exceptional. Finally the modern culture and 'in it together feeling' came out and for me they deserved to win. Congratulations to the whole team."
Sponsor, Identity added: "We would like to congratulate all of the winners at this year’s Drum Marketing Awards. As specialists in the design, build and project management of live events, experiential, activations and exhibitions, Identity we are thrilled to be in partnership with The Drum in 2018, sponsoring four of their prestigious awards shows.
"We are extremely proud to be supporting The Drum Marketing Awards as it is the go-to event for any marketing professional, highlighting the best in the industry over the last year."
The award ceremony took place on Wednesday 30 May 2018 at the Park Plaza Westminster, London. For a full list of the winners, please click here.
The awards will be back for 2019, register your interest now.
Sponsors of the awards are: Oracle Netsuite, Tapad, Identity and UGCAgency.