Yellow Pages ‘Hidden Pizza Restaurant’ and Cancer Council ‘Sun Sound’ win at AMI Awards

The Australian Marketing Institute announced the winners of the 2011 Awards for Marketing Excellence at a gala dinner attended by over 500 people in Sydney last night.

Ad agency category winners on the night included Clemenger BBDO, Melbourne, GPY&R Sydney, The Monkeys Sydney and BCM Brisbane.

Experiential and Brand Experiences

Hidden Pizza Restaurant, Clemenger BBDO, Melbourne and Yellow Pages

Brand Revitalisation

Wagon Wheels: Reinventing the Wheel, George Patterson Y&R, Sydney and Arnott’s

Social Marketing

“Fighting skin cancer with a musical sound. A social marketing initiative”, The Monkeys, Sydney and Cancer Council NSW

Multimedia and Interactive

The Art of Shaping, BCM Partnership, Brisbane

Brand Extension

Mater Mothers’ Private Redland – It’s the little things that mean a lot, Mater Health Services

Consumer Insight

Alienware Clan Challenge, MediaCom

Corporate Social Responsibility

Dream Shield, IP Australia

Education

Knowledge@Australian School of Business, Australian School of Business at the University of New South Wales

Green Marketing

Garage Sale Trail, Republic of Everyone (for client Garage Sale Trail)

Incentive Marketing

Seven Network ‘Magnificent 7’, Seven Network and Synchro Marketing

Internal Marketing

Deloitte Fantasy Football, Deloitte

Loyalty Programs

The Colour Clique Loyalty Program, Inspirations Paint & Colour

Marketing Communications (Business to Business)

A Rising Tide of Expectations, CSC

Marketing Communications (Business to Consumer)

Improved Customer Service; Spreading the Word, Soup

New Brand

Quorn creates new category in Australia, Simplot Australia Pty Ltd

New Product/Service Launch

We’re the bank with products LIKE NO OTHER!, BOQ – Bank of Queensland

Relationship Marketing

Mater Doctors Program, Mater Health Services

Sponsorship

Qantas Grand Prix, Qantas

The Sir Charles McGrath Award was presented to:John Roberts Professor of Marketing, School of Management, Marketing and International Business, The Australian National University and London Business School in recognition of his long term service to the marketing profession.

Mark Crowe, CEO, Australian Marketing Institute said, “Since 1976, this award has been presented to an individual who has made a most significant, lifelong contribution to the field of marketing through sound business practice, development of the marketing profession, or wider industry achievements. Recognition from one’s peers is the highest and most valued accolade to be bestowed on a marketing professional. John is a most deserving winner through his recognised contribution globally to the development of marketing. He is distinguished for his ground breaking work on marketing metrics, effectiveness and accountability.”

The Certified Practising Marketer of the Year Award was presented to: David Redhill – Partner & Chief Marketing Officer, Deloitte for his contribution to the development of marketing and to the professional status and recognition of marketing.

“The Institute is thrilled to recognise David’s dedication and contribution to the marketing profession” said Mark Crowe. “The award is also fitting recognition for his leadership role at Deloitte in market positioning, branding, communications and messaging”

Marketing Program of the Year: Simplot Australia –  “Quorn Creates New Category in Australia”

Quorn is the brand name for high-quality vegetarian protein foods originating in the United Kingdom. Quorn foods are made with mycoprotein, from a nutritious member of the fungi family. This unique vegetarian protein has significant benefits over other vegetarian proteins, such as soy. It contains no cholesterol and virtually no fat and unlike meat, which has no dietary fibre, mycoprotein is a good source of fibre. Most importantly Quorn has a unique structure that gives it a ‘bite’ and ‘chew’ just like meat. This unique protein source is available exclusively to Simplot to market in Australia and New Zealand. Simplot investigated multiple brand options for launch before settling on Quorn. Quorn is a big brand and a household name in the UK, and has been around for 25 years with 100’s of products in the range. However, the brand was unknown in Australia, so the Quorn launch is a case study of creating, launching and building equity in a new brand. The launch required early understanding of consumer and retailer motivations, and then matching the offer to those needs and wants. As a result, Quorn has nearly doubled the frozen vegetarian segment, taken market leadership within three months of launch and created a brand new category – Frozen Health.

“This is an outstanding campaign that highlighted a clear market problem. Simplot used research to isolate the key issues and as a result nearly doubled the frozen vegetarian segment. Congratulations Simplot!” said Mark Crowe.