Following a successful judging day at Hearst Magazines earlier this month, we can now reveal the finalists for The Drum Experience Awards 2018.
A real step change for the awards this year is the number of categories that have received stronger, more innovative submissions. Compared to last year, entrants who submitted into categories like Retail/In-Store Experiential Brand Activation of the Year have stepped up their game.
Chair of the judging panel and head of experiential and growth at Geometry, Andy Dougan said: “Experiential is one of the tools that retailers have to fight back the declining high street. We’re seeing a lot of evidence of experience having a role to play in places like the US with shopping malls where experiential is driving traffic into those environments.”
The finalists for Retail/In-Store Experiential Brand Activation of the Year are: Brand and Deliver for Three, CSM Retail part of CSM Live for Ted Baker, Dixons Travel, Lively Worldwide for Mazda, Maynineteen for Manchester Arndale, MKTG UK for Mercedes Benz, MKTG UK for Reebok/ UFC, PAVE London for NastyGal.com and www.produceuk.com for Quintain.
Some of the Retail/In-Store Experiential Brand Activation of the Year finalists
Coming from an events background, Michelle Linaker, judge and head of national events at Trinity Mirror was interested in seeing how people brought the brands to life at events and how they thought about the audience and add value.
In terms of organisation the Large Event of the Year category really stood out for Linaker.
She said: “I was surprised at the level of entries and the breadth, it’s quite difficult to measure large scale events and huge budgets against small budget events.”
The finalists for Large Event of the Year are: Jack Morton Worldwide for Greater London Authority (GLA) and Nomensa for Alzheimer's Society.
One of the finalists for Large Event of the Year
From the categories she judged, events director for Stylist, Mariam Ahmed she has seen a real trend in social responsibility, with a focus on community and making sure everything is authentic. The category that stood out for her was Brand Activation as part of an integrated marketing campaign of the Year.
She said: “It’s really interesting to see how experiential is a big part of people’s marketing campaigns. The standard of the entries has been high, the judging took much longer than I thought it would because there was so much discussion around. Some of them were really hard to call.”
The finalists for Brand Activation as part of an integrated marketing campaign of the Year are: Deeper Blue Ltd for Rolls-Royce, MKTG UK for Wickes, People Against Dirty for ECOVER, Slice and Engine for E.ON, Space for General Mills and Undercurrent for O2
Some of the finalists for Brand Activation as part of an integrated marketing campaign of the Year
Sponsors of these awards are: Identity, UGCA and The Crystal