MG OMD leads shortlist for Newsworks Planning Awards 2013

Newsworks has revealed the media agencies in contention for its inaugural Planning Awards, with Manning Gottlieb OMD leading the charge with seven shortlisted entries.

Newsworks' latest ad campaign promoting newsbrands
Newsworks' latest ad campaign promoting newsbrands

The inaugural Newsworks Planning Awards attracted 77 entries from 16 media agencies, including MediaCom, Carat, Mindshare, Manning Gottlieb OMD and PHD.

The client-agency jury, led by Marc Mathieu, senior vice president of marketing of Unilever, whittled the entries down to a shortlist for each of the six categories. Media Week's Agency of the Year 2013, Manning Gottlieb OMD received the most shortlisted entries, with seven, followed by MediaCom with five and Initiative with 4.

The winners will be announced at a party at the Groucho Club on 28 November.

Mathieu said: "It's a true honour to lead the first Newsworks Planning Awards 2013. Newsbrands play an important role in our consumers’ daily lives and evoke great brand loyalty as well as delivering reach and new opportunities to drive engagement across platforms.

"The Newsworks team assembled a great panel. It was nice to see the professionalism and commitment of all to review every single submission in depth, and discuss in detail the ones they thought were contenders to the top. Throughout the entire judging process, one thing struck me: an absolute and relentless desire from everyone to select 'only the best' and thus raise the bar for the industry and the years to come. I am excited about the winners – and some of the runners up. Well done, and well deserved."


Best newspaper campaign

These entries celebrate communication investment where newspapers played a specific strategic role.

Manning Gottlieb OMD - Spread the Warmth (Age UK)

Manning Gottlieb OMD - "We did the maths" (Dacia owned by Renault UK)

Manning Gottlieb OMD - Shop Spring (John Lewis)

Initiative UK - Get London Reading (NOOK)

Initiative UK - Horsemeat: National Crisis Averted (Tesco plc)

Best newsbrands campaign

Newsbrands exist across many platforms today. Entries feature print plus at least one other newsbrand-owned platform (tablet, mobile, app etc).

Mindshare - Tour De France (ITV Sport and the Guardian)

Manning Gottlieb OMD - Shop Spring (John Lewis)

Initiative UK - Get London Reading (NOOK)

MediaCom - Mii time (SEAT)

Target Media - Film 'Broken' (StudioCanal)


Best topical campaign

Newsbrands can be used powerfully and quickly for short-term and tactical objectives. Entrants show the nature of the desired response and how the media placement boosted overall impact.

Manning Gottlieb OMD - Spread the Warmth (Age UK)

OMD - C4 Paralympics (Channel 4)

MediaCom - Great Britons (DFS)

M2M - Yes we Vati-can! (Paddy Power)

Manning Gottlieb OMD - Eden Hazard (Specsavers)

Initiative UK - Horsemeat: National Crisis Averted (Tesco plc)

Tablet award

Tablets have brought a new journalistic grammar to newsbrands, with changing workflows and innovative storytelling techniques. Entrants demonstrate how they used tablets for a brand to good effect.

PHD -  Expedia & Metro Tablet City Guides (Expedia)

OMD - Hero brands (Peugeot)

KR Media - Thomas Pink Cartoons (Thomas Pink)

Manning Gottlieb OMD - Unleash your Mojo (Virgin Holidays and News UK Partnership)



These entries feature the use of newsbrands alongside the use of any number of other media (TV, outdoor etc).

Carat - World's Largest Pub Quiz with Bell's (Bells/Diageo)

Mindshare - Dove Men + Care (Dove/Unilever)

MediaCom - Switch and Save (Sky)


Best use of content

These entries capture work in sponsorships, branded content, advertorials, promotions, prize competitions and the many routes where brands can be integrated into the editorial fabric of newsbrands.

Mindshare - Andrex Eco (Andrex and the Guardian)

Vizeum – Supercharging Influencer Opinion (BMWi3)

PHD -  Expedia & Metro Tablet City Guides (Expedia)

MediaCom - Wannabe Wine Buffs (Majestic Wine)

Rocket – Sega Rome II Guardian (SEGA)

Manning Gottlieb OMD - Unleash your Mojo (Virgin Holidays and News UK)

MediaCom - The Guardian brings you England (Visit England)

Rufus Olins, chief executive of Newsworks, said: "These awards demonstrate that great media thinking is alive and well in the UK. It was really great to see such an impressive range of high quality entries, from car manufacturers and retailers to personal grooming and travel."

Newsworks Planning Awards judges 2013: Graeme Adams, head of media at BT Retail, Vanessa Clifford, client services and strategy director at Newsworks, Arif Durrani, head of media at Campaign, Phil Georgiadis, chairman of Walker Media, Richard Morris, managing director of Vizeum, Seb Mossop, regional media manager at Reckitt Benckiser, Dino Myers-Lamptey, head of strategy at the7stars, Helen Normoyle, chief marketing officer at DFS Furniture, Rufus Olins, chief executive of Newsworks, Richard Smith, head of marketing communications at Marks & Spencer, Matt Stockbridge, analytics manager at Mondelez Europe, Sue Unerman, chief strategy officer at Mediacom, David Wilding, head of planning at PHD Media, Jane Wolfson, joint head of investment at Initiative, Chris Hayward, head of investment at ZenithOptimedia, Barry Louth, head of media planning at BSkyB.

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