Thursday, 24 November 2011

ORANGE WINS GRAND PRIX AWARD AT APA INTERNATIONAL CONTENT MARKETING AWARDS


Online content marketing initiative Orange Exchange Online scooped the prestigious Grand Prix prize at the APA International Content Marketing Awards 2011, after winning the B2B internal digital solution category earlier in the evening.

The awards, held at London’s Old Billingsgate on 23rd November 2011 followed APA’s second Content Summit which centred on the issue of convergence and saw business stalwarts such as Ruth Spencer (Boots), Carla Buzais (Huffington Post), Sarah Tuke (Coke), Myf Ryan (Westfield) Simon Wood (M&S) and Rory Sutherland (Ogilvy) take the stage.


This year’s awards saw a record number of entries, up 16 per cent on last year’s, as well as an increased international presence. Agencies from Spain, Germany, Finland, Norway, Australia, South Africa, UAE, Belgium, France, Czech Republic, Sweden, France and South Africa submitted their best work to gain recognition in the flourishing content marketing industry.

Orange Exchange Online, published by Publicis Blueprint, narrowly pipped Seven’s Sainsbury’s Little Ones to claim the award. It forms a central part of Orange’s contact strategy for its SME customers and as far as judges were concerned the building and maintaining of the online relationship was what made the entry stand out. The website’s power lies in its ability to use the data it has on customers and turn that into a hugely successful online content system. One judge commented “it was a glimpse of how we will use content more and more in the future.”

This year only three brands won more than one category, with Sainsbury’s, Orange and Goodwood Road Racing Club all winning two awards.
The most successful content marketing agencies this year were Redwood and Publicis Blueprint each taking home three awards. Six agencies including Cedar Communications, Wardour, Sunday and Seven won two categories.

Comments Julia Hutchison, COO of the APA:

“The latest Mintel report out earlier this month investigating the Content Marketing industry predicts a 12 per cent growth rate over the coming year and seeing the quality of the content marketing initiatives submitted into the awards – it’s not hard to see why.

The ongoing economic gloom paints a depressing picture, however, the winners of last night’s awards, not least our Grand Prix winner Orange Exchange online, have all demonstrated strong return on investment and effectiveness. It will be the marketing disciplines that continue to be innovative, engaging and most importantly measurable, that will succeed in the year ahead.

We are delighted that the content marketing industry continues to thrive and the awards serve as an upbeat reminder of this fact – celebrating the best of the industry.”

Please don’t hesitate to contact Louisa, Rami or Kat at Eulogy! on 020 7927 9999 or email apa@eulogy.co.uk for further information

The Winners Table
Category
Title
Client
Agency
Magazines
Best automotive
Zoom Zoom
Mazda
Redwood
Best finance
MoneyPlus
Standard Life
Forward
Best travel and leisure
Do Not Disturb
Best Western UK
Cedar Communications
Best membership (not for profit/charities and associations)
Professional Engineering
Institution of Mechanical Engineers
Caspian Media
Best public sector/government
Ethos
Serco
Sunday
Best internal communication
Cheers
Molson Coors Brewing Company
CPL
Best B2B
The Review
Gemalto
Wardour
Best consumer (retail)
Sainsbury’s Magazine
Sainsbury’s
Seven
Best consumer (non-retail)
Barometer
Savills
Bluedoor Media
Best consumer (membership)
IKEA Family Life
IKEA
August Media
Best international
Land Rover ONELIFE
Land Rover
Redwood
Best specialist communication
Darley Bloodstock Catalogue 
Darley Stud Management
CPL
Launch of the year
A Thousand Little Things
Boden
Sunday
Digital
Best digital solution (B2B/internal)
Orange
Publicis Blueprint
Best digital solution (consumer)
Real Food website
Tesco
Cedar Communications
Best digital solution (charity/not for profit/public sector)
MyFarm
The National Trust
Public Zone
Best use of video
Where Is Your Line?
The Havens
Story Worldwide
Best mobile solution
NCT Babychange app
NCT
Axon Publishing
Best integrated marketing solution (consumer)
Sainsbury’s Little Ones
Sainsbury’s
Seven
Best integrated marketing solution (B2B)
Bruce
Markee-Het Salon
Het Salon
Other
Best use of photography
Code Red: Danger Man
Travelers
Wardour
Best use of illustration
Goodwood Revivial Programme
Goodwood Road Racing Club
Northstar
Best brochure
Goodwood Revivial Programme
Goodwood Road Racing Club
Northstar
Best catalogue
Cath Kidston
Cath Kidston
Publicis Blueprint
Best annual report
Tomorrow’s Risks
If
Tidningskompaniet
Designer of the year
Rob Longworth
Google
The Church of London
Editor of the year
Stuart Knott
Royal Mail
Redwood
Grand Prix
Orange Exchange Online
Orange
Publicis Blueprint



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