The awards, introduced last year, celebrate and reward Diageo's marketing agencies across all disciplines which represent its global brands best practice. Diageo works with over 100 of the world's leading marketing agencies with these awards demonstrating its commitment to nurturing the best talent within these agencies and recognising high standards of marketing excellence.
The global judging process set out to find those agencies that had delivered marketing brilliance throughout 2010, in terms of thinking, execution and client service. The work represents some of the most recognised beverage alcohol brands in the world including, Johnnie Walker, Guinness, Smirnoff and Talisker across categories such as the 360º fully integrated campaign, innovation, promotion and events, and responsible drinking, with Diageo selecting 'Gold Standard' global winners in each category.
Andy Fennell, Diageo chief marketing officer, commented, "We are thrilled to recognise some of the best work of 2010, all has required real consumer insight, translating into great execution delivered with flair, agility and above all relevance in today's world. The relationship we have with our agencies is imperative to achieving consistent marketing excellence across our business. All of the finalists reviewed were of a high caliber and the winners particularly stood out from the rest. We look forward to more of their creative and bold ideas in the future."
The awards saw some 40 agency representatives and a number of key UK marketing trade press gather at the Renaissance Chancery Court in London. Some of the award winners and campaigns are highlighted below. For a full list of all winners read the Marketing Brilliance Awards press release.
Be a Giant, Don't drink and drive
Category: 'Responsible Drinking' campaign
Winner: Iris, Miami
All markets, Latin America and the Caribbean
Smirnoff Nightlife Exchange Project
Category: Best 'Synergy 360º' ('Bought, Owned and Earned')
Winner: JWT, New York working with Splendid, DEI Worldwide, Virtue and AKQA
Argentina, Venezuela, Brazil, Latin America and the Caribbean
Talisker "Christmas Gift Pack - Seascape"
Category: 'Design & Gifting' Agency
Winner: Bloom, London