Las Vegas Gala Ceremony Honors Data-Inspired Creativity
LAS VEGAS (October 9, 2018) – Mars NZ’s “Pedigree SelfiesSTIX” campaign created by Colenso BBDO was awarded the 2018 Diamond ECHO Award tonight at a gala ceremony during the &THEN annual conference of the Association of National Advertisers’ DMA division.
The ECHO awards honor the world’s most data-inspired storytellers and their innovative, creative and effective marketing campaigns. This year, the DMA awarded 95 ECHO medals, including the 2018 Gold Mailbox Award, which is sponsored by USPS and went to Ogilvy UK for their work on behalf of What3Words.
The awards recognize every type of media used in direct and interactive marketing campaigns and are submitted by agencies and advertisers worldwide. This year’s ECHO competition attracted almost 700 entries in 31 categories, of which 155 were named finalists.
For 2018, the ECHOs added new categories that reflect the shifting skills of today’s data-driven marketers, including Best Immersive Technology and Best Campaign for Social Good. In addition, the category “Best Data & Analytics” was divided into two categories: Best Data-Inspired Targeting and Best Data-Inspired Intelligence.
Winning campaigns were awarded gold, silver and bronze medals. The two runner-up campaigns for each category were also recognized. A full list of ECHO medalists and runners-up is included below.
“DMA’s ECHO Awards represent the most successful, results-producing campaigns of the data and marketing industry,” said ANA Group EVP Tom Benton, who heads the DMA division. “These award winners demonstrate the incredible power which comes from the combination of data, technology and inspired creative talent. Each of these winners are advancing the work of our field by building customer relationships based on truth, results and trust.”
The final judging round included more than 400 judges, representing the international data and marketing community in over 26 countries who reviewed the impact of data in an advertising campaign based on three specific criteria: creativity, marketing strategy, and results in data-driven marketing campaigns. Judging took place over a two month period, with the final round hosted in New York at the offices of global agency REPRISE. Judges from outside of the U.S. represented 40 percent of the 2018 judging slate, with judges from all major global markets.
The ECHO Awards were established in 1929 by the Direct Marketing Association, which later was renamed the Data & Marketing Association and was acquired by the ANA in June of 2018.
Full list of 2018 International ECHO® Awards Gold Medalists
Diamond ECHO Award – Pedigree SelfieSTIX – Colenso BBDO for MARS NZ
USPS Gold Mailbox Award – Addressing the Problem – Ogilvy UK for What3Words
Art Direction – Type with Pride – Ogilvy for NewFest & NYC Pride
Artificial Intelligence / Machine Learning – Striding On with HKJC – PHD Hong Kong for The Hong Kong Jockey Club
Automotive – The Stagecoach of the Desert Cowboys – Proximity Barcelona for SKODA Spain
Best Digital Destination – Destination Pride – FCB/SIX for PFLAG Canada
Best use of Direct Mail – Welly Beans – Colenso BBDO for Visa NZ
Best use of Email – Ready To Travel – Proximity London for Virgin Holidays
Best use of Experiential – The Stagecoach of the Desert Cowboys – Proximity Barcelona for SKODA Spain
Best use of Immersive Technology – Pedigree SelfieSTIX – Colenso BBDO for MARS NZ
Best use of Mobile – Pedigree SelfieSTIX – Colenso BBDO for MARS NZ
Best use of Search / Display – Energy Without Boundaries – Barefoot Proximity for APX
Best use of Social Media – Destination Pride – FCB/SIX for PFLAG Canada
Best use of Technology – Safe Cap – GTB Brazil for Ford Trucks of Brazil
Best use of Video – SickKids VS – All In – Cossette for SickKids Foundation
Business Products and Services – The Original Brushes of Edvard Munch – Abby Priest for Adobe
Campaign for Social Good – USPS Operation Santa – MRM//McCann New York for United States Postal Service
Campaign under $250k – Family Tree – Cossette for SickKids Foundation
Consumer Products and Services – Pedigree SelfieSTIX – Colenso BBDO for MARS NZ
Content – Get Better Gifts – Cossette for SickKids Foundation
Customer Acquisition Campaign – SickKids VS – All In – Cossette for SickKids Foundation
Customer-centric Campaign – Ready To Travel – Proximity London for Virgin Holidays
Data-inspired Intelligence – Destination Pride – FCB/SIX for PFLAG Canada
Data-inspired Targeting – Energy Broadcast System – Barefoot Proximity for Flying Pig Marathon
Financial and Insurance – Citigold Circle : Trust-based Growth Engine (Asia) – Shift for Citi, Asia Regional Office
Integrated Campaign – Pedigree SelfieSTIX – Colenso BBDO for MARS NZ
Loyalty or Retention Campaign – Ready To Travel – Proximity London for Virgin Holidays
Not-For-Profit – Destination Pride – FCB/SIX for PFLAG Canada
Pharmaceutical and Healthcare – Blink To Speak – TBWA\India for Asha Ek Hope Foundation
Publishing, Entertainment and Media – The WSJ Propensity-led Dynamic Paywall Model – The Wall Street Journal -“In House” for The Wall Street Journal
Retail and Direct Sales – Oddly IKEA – Ogilvy for IKEA
Technology and Communications – Beautifully Bilingual – Gallegos United for Comcast Xfinity
Travel & Hospitality – Destination Pride – FCB/SIX for PFLAG Canada
ABOUT THE ANA
The ANA (Association of National Advertisers) makes a difference for individuals, brands, and the industry by driving growth, advancing the interests of marketers and promoting and protecting the well-being of the marketing community. Founded in 1910, the ANA provides leadership that advances marketing excellence and shapes the future of the industry. The ANA’s membership includes more than 1700 companies with 25,000 brands that engage almost 150,000 industry professionals and collectively spend or support more than $400 billion in marketing and advertising annually. The membership is comprised of more than 1,000 client-side marketers and more than 700 marketing service provider members, which include leading marketing data science and technology suppliers, ad agencies, law firms, consultants, and vendors. Further enriching the ecosystem is the work of the nonprofit ANA Educational Foundation (AEF), which has the mission of enhancing the understanding of advertising and marketing within the academic and marketing communities.
Director of Communications