DraftFCB’s media department looks set to become a dominant force in the media market after cleaning up at the CAANZ Media Awards last night.
SEE ALSO: NBR's Best-Dressed slideshow
The agency won best in show for its work on Whitcoulls, and hauled in a total of 10 gold and silver awards across clients such as Cerebos Gregg’s, Prime TV and World Vision.
FCB won the big award for its Whitcoulls Book Initiative for “precise marrying of message and moment in a campaign that saw outstanding business results”.
The campaign involved TV linking book recommendations to specific programming and turned the tide for book sales in a cluttered Christmas market.
Its nearest competitor in terms of gong numbers was SparkPHD, with five gold and silver awards.
Spark also won the media agency of the year award, in recognition of its achievements in retaining and growing its client base in a challenging market. It beat finalists OMD and Starcom for the honours.
It’s an outstanding result for FCB, having been a small fish in the media pond compared to giants such as OMD, which was, disturbingly, almost absent from the gold and silver list, in spite of 14 finalist entries.
Ogilvy and Total Media also didn’t have much of a presence.
Agency CEO Bryan Crawford told NBR that DraftFCB Media hadn’t entered the media agency of the year category this year as he felt they weren’t really in the running.
But last night’s success might have him thinking differently by the time next year’s Media Awards swing by again. Last year FCB won media agency of the year while Starcom cleaned up, winning best in show and nine gold and silver gongs.
MSN NZ won media brand of the year 2010 for changing the face of online advertising last year.
Indie agency Special Group continued its awards success from Axis recently, winning a silver award with Frontier Media in best use of digital for its Iggy + Orcon campaign.
CAANZ CEO Rick Osborne said he was pleased to see a full turnout for the event, held at Auckland’s Hyatt hotel, with a total of 620 attendees. The awards were sold out, which Mr Osborne said was a pleasing result considering the economic fluctuation of the past year.
A total of 14 gold and 18 silvers were awarded, as well as NBR’s annual best-dressed man and woman awards. For case studies and full winners list, go to www.caanz.co.nz.
Fri, 07 May 2010