Lily Allen and The Arctic Monkeys both owe their overnight successes to the power of the internet. Future advertising marketing campaigns will have to embrace similar viral marketing tactics to get ahead, said Billy Mawhinney, creative director at Leo Burnett and chairman of the judging panel for the Grocery Advertising Marketing Industry Awards (GRAMIAs) organised by The Grocer and held at The Brewery, Chiswell Street in London this week.
The 12th annual awards, sponsored by Unilever, Danone, Chrysalis Radio, Service Innovation Group, Apeel, Zig Zag and Rexam, were the usual spectacular affair, with stand-up comedian Paul Tonkinson doing a stirling job of warming up the audience.
Mawhinney kicked off the main event, which was hosted by Capital Radio DJ James Cannon, with a speech in which he urged the marketing community to stay abreast of and capitalise on the cultural changes taking place in the musical and media landscape.
He said: "It's impossible to ignore pop acts such as the Arctic Monkeys and their meteoric rise in our ever-changing music and media landscape, a landscape that obviously affects us just as much as everyone else.
"We hear talk about the death of TV and the TV spot, still greatly exaggerated, I feel. The growth of the web, the viral campaign and the seemingly limitless ways of reaching people makes all our jobs more interesting."
He praised the industry for successfully reacting to the challenges posed by the healthy eating debate and legislative pressures. "Thankfully, the GRAMIA Awards, the food and drink industry's premier creative awards, is still encouraging excellence, in both creativity and effectiveness in a category that is under ever-increasing scrutiny and legislation.
"It sounds like David Bowie's song 'Changes', but whatever the changes, thankfully the band, or in our case the brand, plays on."
However, Mawhinney urged creatives not to rest on their laurels. "I would encourage even more great entries next year to help raise the bar again." He went on to thank the organisers and fellow judges. "The GRAMIA awards play a rather unique position in the awards calendar. They are brilliantly organised and a real credit to everyone who worked so hard to bring it all together."
There were a record number of entries to the 11 media categories that make up the GRAMIA Creative Awards (brand experience, consumer PR, direct marketing, national press, outdoor, packaging, radio, recruitment, trade press, trade PR, TV/cinema).
And the judges were highly impressed with the quality of what they saw. The winning entries included those for Ginsters, Pampers, the British Cheese Board, Glenfiddich, Sensations, Birds Eye, Nando's Restaurants, Axa PPP Healthcare, the Big Prawn Company, the Red Tractor and Lynx.
John Gowers, creative and marketing manager for the Big Prawn Company, said: "It's great to be among the movers and shakers of the food and drink industry and really useful to talk to other food and drink brands to see where they're going."
The advertising companies were also celebrating, particularly Bartle Bogle & Hegarty which picked up two awards, one for its "Click" campaign for Lynx in the TV and cinema category, and another for its Birds Eye Truth campaign in the outdoor category.Golden gramia Winners
Brand Experience
Brand Ginsters
Campaign www.ginsters.co.uk
Agency Bluestone Design
Brand Experience
Brand Pampers
Campaign Sleep Like a baby
Agency LoewyBe
Consumer Public Relations
Brand The British Cheese Board
Campaign Cheese & Dreams
Agency Harrison Cowley
Direct Marketing
Brand Glenfiddich
Campaign Oddbins mystery
Agency Presky Maves
National Press
Brand Sensations
Campaign Sensations film posters
Agency AMV BBDO
Outdoor
Brand Birds Eye
Campaign Truth
Agency Bartle Bogle & Hegarty
Packaging
Brand The Fresh Pasta Company
Campaign The Fresh Pasta Company
Agency P&W
Radio
Brand Nando's Restaurants
Campaign Nando's radio ads
Agency Hooper Galton Advertising
Recruitment
Brand Axa PPP Healthcare
Campaign Axa PPP Healthcare street theatre
Agency Lighthouse Adcomms LLP
Trade Press
Brand The Big Prawn Company
Campaign The winning team
Agency John Gowers Desigin Consultant
Trade Public Relations
Brand Red Tractor
Campaign Red Tractor Day
Agency Touch PR
TV & Cinema
Brand Lynx
Campaign Click
Agency Bartle Bogle & Hegarty
Agency Award Winners
Brand Experience
RPM
Packaging
Landor Associates
Direct Marketing
Presky Maves
Recruitment
Work Communications
Trade Press
Mercieca
Consumer
AMV BBDO
Consumer Public Relations
Hill & Knowlton
Trade Public Relations
Clarion Communications
The 12th annual awards, sponsored by Unilever, Danone, Chrysalis Radio, Service Innovation Group, Apeel, Zig Zag and Rexam, were the usual spectacular affair, with stand-up comedian Paul Tonkinson doing a stirling job of warming up the audience.
Mawhinney kicked off the main event, which was hosted by Capital Radio DJ James Cannon, with a speech in which he urged the marketing community to stay abreast of and capitalise on the cultural changes taking place in the musical and media landscape.
He said: "It's impossible to ignore pop acts such as the Arctic Monkeys and their meteoric rise in our ever-changing music and media landscape, a landscape that obviously affects us just as much as everyone else.
"We hear talk about the death of TV and the TV spot, still greatly exaggerated, I feel. The growth of the web, the viral campaign and the seemingly limitless ways of reaching people makes all our jobs more interesting."
He praised the industry for successfully reacting to the challenges posed by the healthy eating debate and legislative pressures. "Thankfully, the GRAMIA Awards, the food and drink industry's premier creative awards, is still encouraging excellence, in both creativity and effectiveness in a category that is under ever-increasing scrutiny and legislation.
"It sounds like David Bowie's song 'Changes', but whatever the changes, thankfully the band, or in our case the brand, plays on."
However, Mawhinney urged creatives not to rest on their laurels. "I would encourage even more great entries next year to help raise the bar again." He went on to thank the organisers and fellow judges. "The GRAMIA awards play a rather unique position in the awards calendar. They are brilliantly organised and a real credit to everyone who worked so hard to bring it all together."
There were a record number of entries to the 11 media categories that make up the GRAMIA Creative Awards (brand experience, consumer PR, direct marketing, national press, outdoor, packaging, radio, recruitment, trade press, trade PR, TV/cinema).
And the judges were highly impressed with the quality of what they saw. The winning entries included those for Ginsters, Pampers, the British Cheese Board, Glenfiddich, Sensations, Birds Eye, Nando's Restaurants, Axa PPP Healthcare, the Big Prawn Company, the Red Tractor and Lynx.
John Gowers, creative and marketing manager for the Big Prawn Company, said: "It's great to be among the movers and shakers of the food and drink industry and really useful to talk to other food and drink brands to see where they're going."
The advertising companies were also celebrating, particularly Bartle Bogle & Hegarty which picked up two awards, one for its "Click" campaign for Lynx in the TV and cinema category, and another for its Birds Eye Truth campaign in the outdoor category.Golden gramia Winners
Brand Experience
Brand Ginsters
Campaign www.ginsters.co.uk
Agency Bluestone Design
Brand Experience
Brand Pampers
Campaign Sleep Like a baby
Agency LoewyBe
Consumer Public Relations
Brand The British Cheese Board
Campaign Cheese & Dreams
Agency Harrison Cowley
Direct Marketing
Brand Glenfiddich
Campaign Oddbins mystery
Agency Presky Maves
National Press
Brand Sensations
Campaign Sensations film posters
Agency AMV BBDO
Outdoor
Brand Birds Eye
Campaign Truth
Agency Bartle Bogle & Hegarty
Packaging
Brand The Fresh Pasta Company
Campaign The Fresh Pasta Company
Agency P&W
Radio
Brand Nando's Restaurants
Campaign Nando's radio ads
Agency Hooper Galton Advertising
Recruitment
Brand Axa PPP Healthcare
Campaign Axa PPP Healthcare street theatre
Agency Lighthouse Adcomms LLP
Trade Press
Brand The Big Prawn Company
Campaign The winning team
Agency John Gowers Desigin Consultant
Trade Public Relations
Brand Red Tractor
Campaign Red Tractor Day
Agency Touch PR
TV & Cinema
Brand Lynx
Campaign Click
Agency Bartle Bogle & Hegarty
Agency Award Winners
Brand Experience
RPM
Packaging
Landor Associates
Direct Marketing
Presky Maves
Recruitment
Work Communications
Trade Press
Mercieca
Consumer
AMV BBDO
Consumer Public Relations
Hill & Knowlton
Trade Public Relations
Clarion Communications
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