Coles CMO Simon McDowell, advertising legend Harold Mitchell and fast food giant Hungry Jacks took out the major prizes at last night’s 2013 Awards for Marketing Excellence, hosted by the Australian Marketing Institute (AMI).
McDowell (pictured), who has spearheaded Coles brand turnaround over the past four years, was named marketer of the year, and he was quick to lavish praise on his marketing team working behind the scenes.
“The Award may have my name on it, but to be honest, I’m just taking one for the team,” McDowell told B&T.
“The good news about working at Coles is whether you’re in the marketing department or not, it’s very high-profile. On the flip side, the bad news about working at Coles is that it’s very high-profile.
“Everybody from our customers onwards seems to have a view on Coles. Both the Coles brand and the marketing of it have had a reasonable run over the last couple of years. I think the team should be proud of their contribution to wider business and the brand turnaround,” he added.
McDowell said he was proud that 90% of the Coles marketing customers get to see comes from in-house.
"This is quite unique and that’s how we set up team four years ago," said McDowell. "We’re a very big fast paced business, we know our customers and the brand better than anyone. Most of what’s seen is generated internally. We do work with some great agency partners, but we’re not relying on other people.
Elsewhere last night, Hungry Jacks’ ‘Shake and Win’ app by Clemenger BBDO Sydney took home the Marketing Program of the Year.
Media buying legend Harold Mitchell was awarded the AMI’s highest honour, being named the winner of the Sir Charles McGrath Award for marketing excellence for 2013.
Mark Crowe, CEO, AMI, 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. Harold is an industry icon and most deserving winner."
AMI 2013 AWARDS FOR MARKETING EXCELLENCE CATEGORY WINNERS:
Brand Extension
Drop Dead Leggings | Official Clothing and Make Communications
Brand Revitalisation
Sipahh Straws: From Failing Occasional Confectionery | Club Trading and Distribution
Consumer Insight
That’s the Beauty of Tassal | Tassal
Corporate Social Responsibility
Hands on Health | Monash University – Faculty of Medicine, Nursing and Health Sciences
Digital Marketing
Shaking up the Category and Winning | Clemenger BBDO Sydney
Education
La Trobe Make a Difference Campaign | La Trobe University
Experiential and Brand Experiences
A Place to Remember | Graffiti Group
Incentive Marketing
Australia Post Lead Legends Program | Australia Post
Internal Marketing
The RACT Way | RACT
Marketing Communications – Business to Business
Funeral Alliance Solutions for Business | Marketing Angels
Marketing Communications – Business to Consumer
AAMI’s Rhonda and Ketut – A Love Story | Ogilvy Melbourne
Marketing on a Shoestring
Cringe the Binge | Decoder
New Brand, Product and Service Launch (Joint winners)
Leggo’s Vine Ripe Pasta Sauce | Simplot Australia
Retirement Options Service | Government Employees Superannuation Board
Social Marketing
Crisis Communication – Australia Day Weekend | Brisbane City Council
Sponsorship
Arrive in Style to Grace Kelly: Style Icon with V/Line | V/Line Pty Ltd
Sustainable Marketing
ClimateSmart Home Service | LGIS
Loyalty Programs
Howards Storage World Loyalty Program | Howards Storage World
More information on the winning campaigns will be at www.ami.org.au on Thursday 25 October at 9.00am
