Anicca Digital, Jellyfish and Brainlabs Digital were among the winners at The Drum Search Awards last night.
Theses awards celebrate the best examples of search, shining a light and recognising the best work being produced by the global industry.
The coveted Grand Prix award went to Anicca Digital for their work in with Switch My Business while the Performance Agency of the Year was named as Jellyfish and the Chair Award went to Brainlabs Digital for Wowcher.
“We chose Anicca Digital for Switch My Business as the Grand Prix winner for their advanced use of PPC, delivering a 16% increase in leads for their client," said Allyson Griffiths, member of the judging panel and head of strategy and planning at iCrossing.
"They set out with a clear set of objectives to drive better performance for SMB, built a testing strategy around them and executed their campaigns by building clever scripts & using data driven optimisation. The results were great, and even more impressive were the small budgets they were working with to generate them.”
Luis Navarrete Gómez, head of global search marketing for Lego Group was named this year's chair of the judging panel. On the winning campaign, he said: "I found their campaign really successful with a very analytical approach, liked the real time optimization of such a large budget and the results are outstanding."
The category was added to the awards this year in partnership with Bing. It's aim, to reward the agency or brand demonstrating the strongest commitment to in diversity and inclusion.
Ravleen Beeston, judge and head of sales at Bing expressed that MediaCom UK's submission covered a number of different aspects of the great work they are doing as an agency to be inclusive with their teams but also through their hiring process.
"What stood out the most, was, that they shared a number of data points on the developments they have made around gender split, BAME recruitment, a returners program and staff churn year on year," said Beeston. "This showed us real evidence on how a sustained focus can really change the makeup of the business."
Over the past year, MediaCom have held eventsaround mental health week, international women’s day and Pride, as well as setting up a reverse mentoring scheme to champion diverse junior talent.
Beeston added: "Diversity and Inclusive is core to who they are and what they strive to be. It runs deep through their veins across their business, from leadership down to those just hired through their apprentice scheme. MediaCom UK’s objective is to be the first media agency to truly reflect the makeup of British Society and this award showcases how they are achieving this."
Taking home the Not For Profit award is the Battersea Dogs and Cats Home. With the rise of online pet sales in the UK, Battersea were concerend for the animal's health and welfare. They implemented an always-on digital advertising strategy to interrupt the journeys of people searching to buy a pet, and promote the benefits of rehoming an animal instead.
Judge and head of paid search, Media Com, Claudia Ziegenbein said: "The judges unanimously agreed that this entry stood out. We liked the focus on integration across digital channels, but the strategy of disrupting the consumer purchase journey with an “adopting pets” message - knowing that people ready to buy a pet are the right audience to start a conversation with - made it exciting.
"The smart use of messaging and retargeting drove impressive results, but they also explained the execution which made it easy to follow their process. What came as a surprise was that this was achieved by a (clearly passionate and knowledgeable) in-house team in a rather small organisation."
Other winners include: Jellyfish for Sport, Most Effective Use of Paid Search as part of a Programmatic Strategy and Performance Agency of the Year; VMLY&R for B2B and Organic Team of the Year; Receptional Limited for PPC - Best B2C Campaign and Agenda 21 for SEO - Best B2B Campaign.
Sponsor of these awards are Bing