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| Heinz Tomato Ketchup It has to be Heinz |
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| Media Agency: | Vizeum |
| Planning Team: | Roxanne Lomas / Kerry Boys / Paul Hutchison |
| Buying Team: | James MacKenzie / Tom Johnson |
| Creative Agency: | AMV BBDO |
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Heinz found that the challenging economic climate was causing consumers to question their purchasing behaviour and switch to own-label brands. Their key insight was "there are moments for us all when only Heinz will do".
The judges felt that Heinz made perfect use of this insight and delivered a simple but strong creative execution. They used multiple media but were clear on radio's role in the mix - communicating relevant messaging at relevant times whether daily, weekly, seasonal or by occasion and made good use of radio's advantage over proximity to purchase. Most importantly, their results were very strong - not only was there an average sales increase of 2.7% across the core categories, but the campaign also recorded increases in awareness amongst those exposed to the radio advertising. Key brand measures also increased with a 20% uplift in brand consideration and 17% increase in agreement with the phrase 'It has to be Heinz'. | |
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| HIGHLY COMMENDED |
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| Tilda Not all rice is the same |
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| Media Agency: | MPG Media Contacts |
| Planning & Buying Team: | Dallia Hussein & Alex Gardner |
| Creative Agency: | MPG Media Contacts & Bauer Media |
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Tilda also faced difficulties with the economic climate. As well as extra pressure on their available
marketing spend they also had to contend with rising raw material costs of pure Basmati. It became
important for them to focus on doing "fewer things better" in largely uncontested media spaces.
Competitor brands have traditionally used press, but Tilda decided to take a risk and try something
new...and it worked.
Tilda focused all their funds into a partnership with Magic 105.4. They were highly commended for their activity as they found a smart way to talk to the target audience at the right time and place by using a branded content recipe to inspire, timed at 'pre-cooking' moments. Tilda found their unique users to the website doubled when the campaign was on-air, 13,000 people viewed the recipe videos and Tilda's London sales (where the activity took place) grew 47.3% quicker than the rest of the UK. | |
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| Frank Giggles vs Panic Attacks |
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| Creative Agency: | Mother |
| Media Agency: | MGOMD |
| Creative Team: | Ed Warren / Damien Eley / Scott Harris |
| Creative Director: | Damien Eley / Scott Harris |
| Agency Producer: | Tim Morgan (COI) |
| Production Company: | Angell Sound |
| Sound Engineer: | Dave Robinson |
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This core creative idea revolves around a party in the mind of a cannabis smoker which starts well, but
quickly degenerates as the negative symptoms of drug taking (e.g. Paranoia, Mood Swings) gate crash
the evening and wreck the party.
Judges overwhelmingly felt that this was a deserving winner - a powerful, cleverly written and directed demonstration of the negative effects associated with cannabis abuse. With a cast of 6-8 voices all requiring strong direction, the ad genuinely brings to life the feelings of stress and anxiety linked with cannabis. | |
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| HIGHLY COMMENDED |
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| Mars Confectionery - Snickers Instructions |
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| Creative Agency: | AMV BBDO |
| Creative Team: | Jeremy Tribe & Prabhu Wignarajah |
| Creative Director: | Antony Nelson & Mike Sutherland |
| Agency Producer: | Sasha Mantel |
| Sound Engineer: | Aaron Reynolds (Wave) |
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| The campaign takes Mr T from TV into radio. This execution urges men not to bother with following instruction manuals by coaching them to 'Get Some Nuts' and 'man up'. Judges felt this was a really clever ad that would have resonated well with the target audience and in particular, commented on the excellent casting. A brilliant example of how radio can bring a great concept to life in a funny and entertaining way. | |
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| Windows 7 Capital Jingle Bell Ball Sponsorship |
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| Media Agency: | Universal McCann in partnership with Global Radio |
| Planning Team: | Gerry Leech / Adam Morton / Amanda Barrett |
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Microsoft's brief was to drive preference for its new Windows 7 offering - communicating that Windows
7 is "your PC ... simplified". Research emphasised how utilising celebrities could engage their target
audience of Parents (and their kids), in a way that would generate positive brand experiences for
Windows 7 and help bring a dry operating system to life! Radio, and specifically Capital's Jingle Bell
Ball, was therefore chosen because of its strong links to the target audience, and music and celebrity.
Judges felt this campaign was a worthy winner because of its astonishing results and the fact that the brand was fully integrated into all aspects of the event's promotional activity - radio, TV, online, press. The results speak for themselves - 1.2m competition entries, 2.7m views on the hub and over 680,000 unique visitors to the hub. | |
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| Canon Absolute Radio Winter Photography Guide with Canon |
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| Media Agency: | PHD |
| Planning: | Joanna Williams / Toby Nettle / Lauren Port |
| Buying Team: | Cathy Lowe / Oliver Jones |
| Creative Agency: | Absolute Radio |
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Canon was launching the new IXUS 200 IS and the concept 'take more than pictures, take stories'
was decided upon. Because product demonstration is so important to camera manufacturers and
also as image is so integral to photography, visual media is usually the focus. Rather unusually, Canon
decided to take advantage of the intimacy of radio and the attention people pay to it to produce
advertorials on how to actually use the camera and to give realistic examples and relevant advice.
Judges felt that taking this unusual step to successfully use an audio only medium to promote a product that is all about visuals made them more than worthy of commendation. They made the campaign innovative with user-friendly tip based content and the campaign achieved great results - 18k competition entries and 14k opted in for photography tips. | |
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| Nando's IT's OK, Little Goat, Eggs, Spotify |
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| Media Agency: | MediaCom (Implementational Planning and Buying) |
| Strategic Planning Agency: | Edwards Grooms Saunders |
| Creative Agency: | Farm |
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| Nando's objective was to encourage consideration and trial amongst Nando's non-users by giving them some insight into to why so many other people feel so passionate about the place. Radio was used as it acts as a trusted source of info and a personal endorsement. Nando's were highly commended for their strong creative idea which helped them to communicate their personality in a playful, irreverent creative message and dramatically shift consideration in Commercial Radio listeners verses non listeners. | |
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| Frank Anti-Cannabis |
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| Creative Agency: | Mother |
| Media Agency: | MGOMD |
| Creative Team: | Ed Warren / Damien Eley / Scott Harris |
| Creative Director: | Damien Eley / Scott Harris |
| Agency Producer: | Tim Morgan (COI) |
| Production Company: | Angell Sound |
| Sound Engineer: | Dave Robinson |
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| In addition to Best Writing & Direction awards, the Judges felt once again that the Frank campaign shone well above the competition in this category. A great example of not just one script, but a whole campaign of well crafted scripts all clearly linked, the sum of which is greater than the individual (admittedly brilliant) parts. | |
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| HIGHLY COMMENDED |
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| Department of Health Smokefree |
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| Creative Agency: | MCBD |
| Media Agency: | MEC |
| Creative Team: | Matt Lever & Helen Board |
| Creative Director: | Danny Brooke-Taylor |
| Director: | Jim Gilchrist |
| Agency Producer: | Tim Morgan (COI) |
| Production Company: | MJZ |
| Sound Engineer: | Parv Thind (Wave) |
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| These powerful radio ads feature the children of real smokers, who were given the opportunity to tell their mums and dads exactly how their smoking makes them feel. The ads were unscripted and targeted the parents directly, playing on the parents' favourite radio stations, interrupting their day with a startling and emotional message from their child. Judges commented on the strong campaign ability - whilst these were personal messages directed at individuals, collectively the ads could all resonate powerfully with all parents who smoke. | |
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| Department for Transport THINK Bike, THINK Biker |
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| Media Agency: | Carat |
| Planning Team: | Dayna Slate / Mark Hughes (Carat) |
| Buying Team: | Starcom |
| Creative Agency: | AMV BBDO |
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| The DFT research found that many bike collisions result from "unintentional blindness" - where a car driver fails to see a motorcyclist. They therefore set out to improve drivers' awareness of motorcyclists by encouraging them to identify with riders and see them as real people. Radio was the only medium which allowed the DFT to bring the campaign to life using regional voices and copy mentioning specific places and roads that listeners could identify with. It also allowed DFT to speak to their audience when driving. The judges felt that this campaign deserved to win because of its great use of insight, its use of the core benefits of radio and its locally tailored copy featuring routes that listeners would know and identify with. The results were fantastic - awareness of motorcyclists increased from 51% to 58% and the number of people who would check blindspots rose from 78% to 83%. | |
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| HIGHLY COMMENDED |
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| Metropolitan Police Anti Knife Crime |
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| Media Agency: | MediaCom |
| Creative Agency: | AMV BBDO |
| Planning Team: | Andy Walsh / Duncan Snowdon / Kate Oates |
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| The Met Police were tasked with reducing the incidence of knife-carrying amongst 11-15 year old boys by showing them the consequences of carrying a knife. The idea was to engage people in a new kind of film - one you directed yourself. At the end of each clip the viewer chooses what happens next. Radio was chosen for its strength in reaching the youth market and its proven ability to drive people online. The campaign was highly commended for the bold and powerful nature of its creative, which worked extremely well with the online element of the campaign. As a result, the Met received their highest ever campaign recall figures - 81%. | |
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| Department of Health Smokefree |
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| Creative Agency: | MCBD |
| Media Agency: | MEC |
| Creative Team: | Matt Lever & Helen Board |
| Creative Director: | Danny Brooke-Taylor |
| Director: | Jim Gilchrist |
| Agency Producer: | Tim Morgan (COI) |
| Production Company: | MJZ |
| Sound Engineer: | Parv Thind (Wave) |
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| Once again, these powerful unscripted radio ads targeted parents directly and while radio played a specific role within the media plan, it was also strongly connected to a wider media campaign, running across TV, press and outdoor. | |
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| HIGHLY COMMENDED |
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| Tango Praiserama |
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| Creative Agency: | Bartle Bogle Hegarty |
| Media Agency: | MCHI |
| Creative Team: | Ed Cole & Lewis Mooney |
| Creative Director: | Rosie Bardales |
| Agency Producer: | Sam Brock |
| Production Company: | Jungle |
| Sound Engineer: | Jim Griffin |
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| This clever radio campaign features spoof calls made to the Tango customer services team and intriguingly directs listeners to Tango's online channel. By building on elements in other media and bringing its own nuances to the over all communication, it makes for a thoroughly well integrated multimedia campaign. | |
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| Volkswagen "Complimentary" Sat Nav |
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| Media Agency: | MediaCom |
| Planning Team: | Duncan Snowden |
| Buying Team: | Kirsty Poole |
| Creative Agency: | DDB London |
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VW wanted to communicate all the specification details available with the VW Passat Highline Plus.
Radio was a natural communication channel to reach their target audience of businessmen and fleet
drivers who are on the road a lot. It also enabled them to convey the long specification list in an
engaging way.
VW was chosen by the Judges as the winner not only because of its impressive results, but also because of its "cute" creative execution - using the voice of a sat nav to engage the listener in the impressive specification of the model. The result of this campaign was that VW saw a 33% increase in footfall to retailers during the period that the campaign was on-air and the weekly unique visitors to the website increased by 15%. | |
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| Department of Health Change4Life |
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| Media Agency: | Starcom & MGOMD |
| Planning Team: | Duncan Child & Emma Whitford |
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Change4Life is the national anti-obesity campaign with an objective of getting the population to
habituate healthy behaviours. Radio was used due to its unparalleled ability to make local and trusted
connections.
Change4Life is highly commended as it was the first attempt to go straight to the children to give them advice. The campaign had huge numbers of children taking part, with the activity recorded to use the clips to maintain presence over time. The campaign managed to get 18k children taking part which is a huge achievement. The radio campaign also had a clear effect on driving behavioural change for example, 31% of listeners have started to do more physical activity vs 19% non listeners. | |
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| 02 Priority |
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| Media Agency: | Drum PHD |
| Creative Agency: | Drum PHD |
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The task O2 faced was to make music fans aware of the scale and relevance of the Priority Tickets
proposition and hence drive consideration. Radio was chosen for its ability to get close to artist content
and connect with audiences at a local level. To create real impact and to reach people when they are
most open to the idea of seeing the artist live they applied data tagging principles normally associated
with a digital world to radio: songtagging (when an artist playing at the O2 was played on-air, the end
of the track was tagged with a message about the concerts).
This campaign was chosen as the winner as it had real flavour of a media first. It was new and simple and got under the skin of O2's challenge. It was also a perfect example of integration with station content. It was a simple campaign which highlighted exactly what radio is good at doing. It managed to do the obvious really well and kept the campaign fresh each week. | |
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| HIGHLY COMMENDED |
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| X Box Lips |
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| Media Agency: | Universal McCann |
| Planning Team: | Rory Behrman / Sophia Durrani / Amanda Barrett |
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X Box Lips is a Karaoke-style game. They wanted to deliver cut-through and differentiation in a
compelling way in order to deliver sales in the crucial pre-Christmas period. Radio was used due to its
ability to get listeners involved, sing along and have some fun, just like Karaoke in the real-world. It was
a perfect vehicle for reaching music fans everywhere.
This campaign was highly commended as it was a fantastic example of a brand using the full inventory of a station and for being truly innovative and integrated. A great example of how strong partnerships can be leveraged between a brand and a radio station. | |
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| Kids Company This Christmas |
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| Creative Agency: | AMV BBDO |
| Creative Team: | Mark Fairbanks & Paul Cohen |
| Creative Director: | Paul Burke |
| Sound Engineer: | Andy McLennan |
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| A strong, emotionally engaging campaign that was developed around the premise that 'no child should be alone at Christmas', powerfully communicating the physical and emotional loneliness often experienced by the vulnerable young people who turn to Kids Company. | |
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| Frank | |
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The COI is one of the more consistent radio practitioners, for whom every campaign matters, and this
care towards the medium has paid off again in this year's awards. Not only have the Department of
Health and the Department of Transport been recognised for (respectively) their creative and effective
use of radio at this year's awards, but Frank, with multiple wins across the creative categories, exceeds
even these high standards. The Frank message is delivered powerfully and effectively across the
campaign as a whole, and brilliantly demonstrates the importance of the different elements of the radio
creative process in creating stand-out work.
For their multiple successes across the creativity awards, COI's Frank campaign is the deserved winner of 'Most outstanding commercial by an existing advertiser'. back to top | |
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| Carat | |
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A word from Linda Smith - Chair, RAB This is the third year we have awarded a Media Agency of the Year and, gratifyingly in many respects, the decision doesn't get any easier. As ever, we were looking to reward the agency that has done the most across the last year to support radio's position with their clients. When reviewed against the criteria for entry, the winning agency shone through on a number of levels:
In which context, it gives me great pleasure in announcing that the winner of Media Agency of the Year 2010 is Carat. Honourable mentions should also go to Mindshare, who ran a close second; winners from previous years - MediaCom and Universal McCann - both of whom continue to maintain a strong focus on radio; and Starcom, PHD and Feather Brooksbank, for a robust performance across the year. back to top | |
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* Aerial for most outstanding commercial for a new advertiser In this category the Judges were looking for examples of inspirational ideas and excellence throughout the creative process. The panel decided that none of the entries were strong enough to award a winner. * Creative Agency of the Year Judges were looking for evidence of strong radio practices throughout the agency, creative brilliance and a consistent delivery of optimal results as well award winning creative for their clients. No single agency stood out in this regard and the Judges decided not to award a winner. |
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