Magnetic Spotlight awards: Smart Energy GB triumphs as agencies share honours

Wavemaker, PHD and MediaCom were winners alongside stand-out advertiser Smart Energy GB at consumer magazine advertising champion Magnetic's annual Spotlight awards.

Magnetic Spotlight awards: Smart Energy GB triumphs as agencies share honours

Smart Energy GB, which was named Client of the Year, is behind the national campaign to encourage people to have smart energy meters installed in their home.

It also, with its media agency PHD, took home the Branded Content of the Year prize, beating competition from Nissan, Now TV and Very. Its entry was its ‘The Power of 10p’ video and advertorial series, in which people were set challenges to do as much as possible, such as blow-dry dogs or tattoo people, with 10 pence worth of energy.

New Magazine Advertiser of the Year was awarded to teeth whitening brand Pearl Drops and its media agency Wavemaker for their ‘LOOK. LAUGH. LIVE.’ campaign.

Wavemaker also won, together with client Paramount Pictures, the Best Use of Print category for the campaign for the cinema release of ‘Downsizing’.

The prize for Multi-Platform Delivery of the Year went to National Lottery scratchcard seller Camelot and its agency The Story Lab (part of Vizeum) for the ‘Laing’s Lucky Streak’ campaign it ran throughout November through an exclusive partnership with Bauer Media, backed by national TV, digital and outdoor ads.

Sleek MakeUP’s ‘My Face, My Rules’ campaign, planned and bought by MediaCom, won Best Use of Digital.

Finally, technology brand LG won Best Use of Live for its ‘The Art of Essence’ event at Esquire Townhouse, on which it worked directly with the publisher Hearst.

The awards were hosted at Soho’s Vinyl Factor on Thursday afternoon (14 June).

Categories were judged by Lotte Jeffs (creative director at Ogilvy & Mather), Mike Florence (chief strategy officer at PHD Media), Claire Beale (global editor-in-chief of Campaign), Sue Todd (CEO of Magnetic), Dino Myers-Lamptey (MD of MullenLowe Mediahub), Steve Goodman (MD of print trading at Group M) and Andrew Roscoe (head of brand at Very.co.uk).

Magnetic chief Todd said: "Each of the campaigns nominated for Spotlight awards illustrate how powerful advertising can be when brands are able to access an engaged audience in a relevant and trusted context. Importantly, the awards focus on results - highlighting the value of the magazine advertising environment for not only long term brand building, but short term returns."