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Colenso BBDO takes out Diamond Award at ECHOs

Media release
17 October 2012

Colenso BBDO takes out Diamond Award at 2012 International ECHO Awards
Doggelganger Pedigree adoption drive named world's best direct and interactive marketing campaign

Colenso BBDO has scooped the elusive Diamond Award for its highly successful Doggelganger Pedigree adoption drive campaign, at the 2012 International ECHO Awards being held in Las Vegas this evening.

The Diamond Award is the highest accolade at the event and represents the best-in-show campaign across all entries.

The award-winning campaign matched homeless dogs with new owners using human and canine pairing software via a web application, analysing the user's facial features and matching the person to a canine equivalent.

"Winning the Diamond Award at the ECHOs is testament to the hard work and emphasis Colenso has put on producing cutting edge digital campaigns that deliver real results for our clients,” says Colenso BBDO’s digital creative director, Aaron Turk.

"Clients today demand measurable results and digital is becoming an increasingly important part of the mix to achieve these results. Digital campaigns like Doggelganger give organisations the ability to engage with consumers at an intimate and personal level, as well as creating highly shareable and engaging content.”

The ECHO Diamond Award is the fourteenth international honour for the Doggelganger campaign following a string of awards in 2011, including Grand Prix, Gold and Bronze at the Spike Awards, Gold and Silver at the Digital Media Awards, Gold and two Silvers at Caples, as well as picking up awards at Cannes, The Work, AWARD, and RSVP and Nexus.

The award caps off another successful year for the agency, which was ranked as the number one direct agency in the world by the 2012 Big Won Report.
"We are extremely proud of the consistent world-leading work coming out of the agency and this award reaffirms our position as one of the top direct agencies in the world," says Nick Garrett, Colenso BBDO managing director.
In its 83rd year, the International ECHO Awards are the most prestigious honour in direct marketing across the globe. Judged by client-side marketers, agency account directors, and senior creatives, campaigns are assessed based on strategy, creativity, and results.


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