Outdoor media owner CBS Outdoor won the award for B2B Marketing for its London Long Copy Challenge, which one judge called "the strongest and most entertaining entry" in the category.
As part of the campaign, CBS Outdoor used its own sites on the Tube network, summarising books and films into 15 words to demonstrate the inadequacies of short copy, and held a competition for creative agencies challenging them to design 48-sheets.
CBS Outdoor beat a "highly commended" campaign by iShares, the exchange traded funds, by M&C Saatchi. The iShares campaign used online advertising, email, experimental and direct mail to take advantage of its audience’s desire to outperform each other.
The event is one of the most high-profile occasions in the marketing calendar, with 800 marketing, agency and executives attending the ceremony, presented by former Number 10 spin doctor Alastair Campbell, at the London Hilton on Park Lane.
Absolute Radio won the award for Mobile Marketing for its Rock ‘N’ Roll Football app and iAd promotion for its football and music offering, which the judges said was "edgy and irreverent".
Absolute beat Waitrose’s free "kitchen tool" app by YGLT. The Waitrose app aimed to help users plan the perfect Christmas and was promoted through social media and TV.
The Grand Prix went to Yeo Valley Organic for its "Live in harmony" campaign by Bartle Bogle Hegarty, for pushing the boundaries of marketing excellence by demonstrating insight, effectiveness and innovation.
This article was first published on mediaweek.co.uk