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2013 NZ Direct Marketing Awards – who did the judges love?

Media Release: 25 February 2014

Embargo: 27 February 2014, 11.59pm

2013 NZ Direct Marketing Awards – who did the judges love the most?

In the 26th year of celebrating the NZ Direct Marketing Awards, four marketing innovators took out the top awards: the Nexus Supreme, Grand Prix, Direct Marketer of the Year and The Direct Marketing Organisation of the Year.

Hosted by the Marketing Association’s Chief Executive, Sue McCarty and MC Ben Hurley, the lavish ceremony took place in the Great Room at The Langham in Auckland on Thursday night. The theme, “In Love with Response”, was clearly demonstrated throughout the night with some stunning examples of data-driven, measurable marketing carried out during 2013.

Samsung and Colenso BBDO/Proximity wooed the judges with their entry “The Smart Phone Line”, who said it was a “compelling winner” of the Grand Prix. It was, they said, a modern and dynamic campaign built on solid Direct Marketing principles. This entry also scooped two Gold and two Silver Awards in the Industry, Channel and Nexus categories.

First-time entrants, iSite Media, took out the Nexus Supreme Award for their “Highly Targeted Outdoor Media” entry, also picking up three Gold and one Silver Nexus Award as well as an Industry Gold. The judging panel particularly commented on the “brilliant and complex analytics, packaged beautifully into a simple and usable product that propels outdoor media into the measurable and targeted world of direct marketing. “

For the second year, it was an iconic kiwi retailer that won the Keith Norris Direct Marketing Organisation of the Year Award - Farmers Trading Company.

The judges rated Farmers as a very worthy winner. “Farmers have made giant strides in taking concepts and strategy into transactional reality through remarkable use of data and single customer view”, they said. “They have turned a very traditional organisation into one that embraces sophisticated data-driven marketing strategies. Clearly, direct marketing and insight is deeply embedded into the organisation’s DNA.”

Also honoured was Fiona Stewart, BP’s Head of Loyalty Marketing as the Direct Marketer of the Year. Fiona whose vision over the past 12 months has been to unwrap the potential of BP’s customer base, enabling the company to redefine their view of knowing who their customers are – and what they want.

Other big winners on the night were DraftFCB and Electricity Authority for “What’s My Number” 2013 Winter Campaign and for clients Mitre 10 (NZ) for “Making DIY Easy As”; Chemistry Interaction and Mercury Energy for “Good Energy Monitor (GEM)”; IAG’s; Saatchi & Saatchi and ASB Bank for “ASB Like Loan”. Colenso BBDO/Proximity New Zealand and Frucor scored Golds for “Beyond the Wall” and “V Robbers” and the same agency for Amnesty International’s “Trial by Timeline”.

Also featuring in the winning line-up were Clemenger BBDO and the New Zealand Transport Agency for “Flash Driving Game”; ROLFE and BP Oil New Zealand for “Friends With Benefits”; Republik and Fuji Xerox New Zealand for “Wide War One”; Young & Shand for “Nudge: Finding a Brand's REAL Influencers”; Pareto Fundraising and Oxfam New Zealand for “Oxfam Vanuatu Training Centres Appeal”; Unity ID and Westpac New Zealand for the “Symphony Customer Engagement Programme”;
True and Air New Zealand for “The Bear Essentials of Safety”; Barnes, Catmur & Friends and Boundary Road Brewery for “Honesty Box - Are Kiwis Really Honest?” and MAD Ideas with the Far North District Council for “Let’s Talk Crap!”.

But the winning didn’t stop there, with many entrants celebrating throughout the night, taking home Silver, Bronze or Craft Award-winning awards.

Once again it was students from AUT who won the New Zealand Post Student Marketer of the Year Award. Jenny Ha, Sarah Mee and Ashton Young impressed with their innovative “Back to School Juggle” campaign for the YMCA.

The NZ Direct Marketing Awards are brought to you by the Marketing Association and proudly sponsored by premier awards sponsor, New Zealand Post and our Patrons, Loyalty New Zealand, justONE and Data Insight.

The full list of 2013 winners and their stories can be found below and on the Awards website:


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