Taylor Herring, AMV BBDO, Birds Eye, Graymatter Limited, PHD UK and Carat are among the big award winners of The Drum Marketing Awards 2019.
The results were unveiled at a black-tie ceremony in London's Park Plaza Westminster Bridge hotel on Wednesday 3 April, with Pamco chair, Jan Gooding taking home the Lifetime Achievement gong.
Sonia Sudhakar, marketing director at Guardian News and Media and member of the judgong panel said: "Taylor Herring’s work for Greggs not only drove genuine brand reappraisal but also made us laugh out loud.
"Clever and surprising activations with as much impact as this are rare these days and It got the nation talking about Greggs in a big and completely different way. A breath of fresh air."
This year, Philippa Snare, EMEA global business marketing at Facebook chaired the judging panel and awarded the Chair Award to AMV BBDO for its work with Plastic Oceans International, 'Trash Isles'.
Having won multiple awards since it's inception in 2017, including The Drum Advertising Awards and The Drum Online Media Awards, the Trash Isles was created by AMV BBDO for and in conjunction with the LADBible and The Plastic Oceans Foundation.
Snare was struck by how they approached an enormous issue. She said: "The thinking and strategy were ambitious, then taking the ambition and turning it into some really creative and impactful actions meant that it generated more attention and a viral effect that generated far more focus on an important issue that many other have failed to do."
She outlines her reasons for choosing the campaign here in her video message from the ceremony:
Snare added: "They reached half a billion people, and search volumes on Google for the term ‘plastic pollution’ went up +150% in the nine months after launch. I loved how they made a very emotional topic, positive in tone, easy to understand and took an approach that meant policy makers, government, the UN and influencers had to do something about. Congratulations and thank you – a wonderful example of smart marketing.”
Another top win of the evening came from newcomer brand Snag, who snapped up Emerging Brand of the Year.
Inspired by her own struggles to find tights that fit, in March 2018 Brie Read set up ‘Snag’ and vowed to make the nation enjoy wearing tights again.
Birds Eye's marketing director and member of the judging panel, Steve Challouma said: "Snag has made an incredible impact in a very short space of time. A wonderful emerging brandthat has been borne out of a lovely human truth and clear frustration with the status quo, carving out an innovative new niche.
"It has delivered its brand message through a very focussed media strategy with tight budget, generating a committed group of fans. An impressive example of pure entrepreneurship - and a brand with tonnes of optionality that is poised for great things in the future."
Other winners include: Graymatter Limited for Finance and Professional Services and B2B; Birds Eye for Re-brand or Re-launch Strategy of the Year and Re-brand or Re-launch Strategy of the Year; PHD UK for Automotive, Programmatic and Media Planning or Buying; Carat for Best Technology-Led Innovation of the Year, New Product or Service Launch Strategy of the Year, Digital and Mobile.