Creative Strategy Awards
Neal Fairfield of Saatchi & Saatchi has been awarded The Grand Prix at this year’s Creative Strategy Awards.
Tooheys New Beer Economy from Saatchi & Saatchi on Vimeo.
Overall, six gold and six silver prizes were awarded, as well as six special prizes, in addition to the Grand Prix. The winners were selected from a record 188 entries, across brand planning and the newly introduced channel planning category, which resulted in 27 shortlisted case studies.
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The Grand Prix was awarded to Neal Fairfield in the brand strategy category, for his Tooheys New ‘Official Currency of the Beer Economy’ Campaign on behalf of client Lion Nathan.
“Neal and his team at Saatchi & Saatchi demonstrated a brilliant insight in this campaign around how Tooheys drinkers use beers to get things done. Great planning – based on solid strategic research and leading to an increase in sales. Well done and congratulations to Neal from the whole judging panel,” Jon Steel, Chairman of Judges.
The Toohey’s campaign also took out a gold award and the prize for Best Insight.
Other gold winners included JWT, SMART, The Brand Agency and The Campaign Palace, while BMF, DDB Sydney, JWT, George Patterson Y&R Melbourne and Naked Communications took home silver.
“The APG Awards offer a unique insight into our industry’s brand stories and how they were devised, the thinking of which is a very important record for our industry. This year’s award winners represent a breadth of clients, agencies and planners, the diversity of which is impressive.” Jeremy Nicholas, APG Chairman
A huge thanks to all judges for devoting their time to uncovering great planning, and a special thank you to Jon for his time and guidance in the process.
Stage Two Judges: Jon Steel (George Patterson Y&R), Lindsey Evans (Happy Soldiers), David Hartmann (2008 Grand Prix winner, BMF), Phil Hayden (Naked Communications), Jeremy Nicholas (BMF), Paul Rees-Jones (Clemenger BBDO) and Olly Taylor (Host).
Photos from the night – www.facebook.com/apgaustralia
2010 Award Winners
Grand Prix
Neal Fairfield, Saatchi & Saatchi – Tooheys New
Established Product Brands – Brand Strategy
GOLD
Neal Fairfield, Saatchi & Saatchi – Tooheys New
Guy Marshall & Ashley Farr, SMART – Kirks
SILVER
Lisa Aitkin, Host – Ikea
Kate Smither & Keren Bester, George Patterson Y&R Melbourne – Schweppes
Established Product Brands –Channel Strategy
SILVER
Christina Aventi & Alison Tilling, BMF – Solo
Established Service Brands – Brand Strategy
GOLD
Anuj Mehra, JWT – Melbourne Writers Festival
SILVER
Glen Cassidy & Adam Ferrier, Naked Communications – FBi Radio
Established Service Brands – Channel Strategy
GOLD
Meredith Simpson/Paul Yole, The Brand Agency – Curtin University
SILVER
Dan Pankraz, Brent Annells, Peeyosh Chandra & Diane Chua, DDB Sydney – Telstra Mum 2.0
Public Service or Charity – Brand Strategy
GOLD
Karen Dwyer & David Hartmann, The Campaign Palace – National Disability Service
SILVER
Angela Morris, JWT – Vic Roads
Public Service or Charity –Channel Strategy
GOLD
Angela Morris, JWT – Vic Roads
Special Prizes
Best Insight
Neal Fairfield, Saatchi & Saatchi – Tooheys
Best Approach to Research
Lisa Aitkin, Host – Ikea
Best Non Advertising Idea
Christina Aventi & Alison Tilling, BMF – Solo
Best Under $50K Budget
Glen Cassidy & Adam Ferrier, Naked Communications – FBi Radio
Best Creative Brief & Briefing
Karen Dwyer & David Hartmann, The Campaign Palace – National Disability Service
Best Use of Data
Marie Agudera, BMF – Commonwealth Bank
Congratulations to all the finalists in the 2010 APG Creative Strategy Awards.
- Neal Fairfield, Saatchi & Saatchi for Tooheys New
- Nick Andrews, DDB Sydney for Volkswagon Polo
- Lisa Aitken, Host for Ikea
- Neal Fairfield, Saatchi & Saatchi for Sony Australia
- Guy Marshall/Ashley Farr, SMART for Kirks
- Moensie Rossier, George Patterson Y&R for Arnott’s Wagon Wheel
- Scott Davis/Kirsty Angus, Leo Burnett for Canon World of EOS
- Kate Smither & Tom Ward, George Patterson for Y&R Melbourne Schweppes
- Matt Walters & Pascal Winkler, Host for Levi’s
- Hally Starr, M&C Saatchi for Westfield
- Christina Aventi & Alison Tilling, BMF for Solo
- Arwa Mahdawi/Karen Dwyer/Philip Phelan, The Campaign Palace & Mediacom for Bonds
- Dan Pankraz, DDB Sydney for Telstra Cabbie-oke
- Glen Cassidy, Naked Communications for FBI Radio
- Anuj Mehra, JWT for Melbourne Writer’s Festival
- Dennis Hurley & Catriona Collins, DDB for Tourism Australia
- Dan Pankraz/Brent Annells/Peeyosh Chandra/Diane Chua, DDB for Telstra Mum 2.0
- Meredith Simpson/Paul Yole, The Brand Agency for Curtin University
- Russ Mitchinson, DDB for McDonald’s Angus Burger Launch
- Susan Oliver, Euro RSCG for Subutex & Suboxone
- Tobey Duncan/Frank Bethel, Host for Host
- Angela Morris JWT Vic Roads
- Karen Dwyer & David Hartmann, The Campaign Palace for National Disability Service
- Tim Wilson-Brown, Ward6 for Flying Fox Conservation / WIRES
- Angela Morris, JWT for The Australian Childhood Foundation
- Jane Ghiretti, Gatecrasher for Advertising Queensland Health: Health Promotion
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