AFFINITY Wins Warc Grand Prix Media Award
Data driven media, CX and advertising agency AFFINITY has once again been recognised on the international stage, this time taking out the Grand Prix in the Warc Media Awards for Best Use of Data.
The awards were announced at a ceremony held in London overnight. Warc works with the world’s largest advertising and media agencies, research companies, universities and advertisers, offering best practice, evidence and insights to maximise advertising effectiveness.
The win is the latest global and local recognition for the campaign. In September last year it took out a coveted IPA Effectiveness Award in the UK, in addition to winning five Australian Effies, including gold for Best Use of Data.
AFFINITY won for its work on Narellan Pools, an innovative data-driven campaign that delivered incremental sales ROI of $54 for every dollar spent. It used weather data to identify the specific factors that acted as the tipping-point for consumers considering buying a pool across its 49 individual regional and metro centres. It then used programmatic buying tools that were only activated when those conditions were met – the first time programmatic has been used to turn activity on and off in real-time based on specific conditions in different regions. In addition to increasing sales by 23 per cent, AFFFINITY also reduced Narellan’s media spend by 30 per cent.
Sital Banerjee, global head of media, Philips, commented on the campaign: “They turned things around with a declining budget and were able to leverage data. That stood out for me.”
The campaign has also been awarded an MFA Award for Best Use of Data, Mumbrella Award for Media Campaign of the Year, MSix Award for Clever Use of Data and two gold and a silver at the Asian Marketing Effectiveness Awards.
Luke Brown, CEO at AFFINITY said: “We’re delighted that once again, our work has been recognised on the international stage. It was a highly effective piece of work and demonstrates that when used right, big data can be used creatively to deliver real results for brands.”
To see a full list of winners click here.
Latest News
Commercial Radio Australia Unveils New Campaign
Radio is alive with possibilities for advertisers in the next phase of the commercial radio industry’s Radio Alive campaign, which promotes radio’s key strengths in delivering real results for Australian businesses at a time when they need it most. Showcasing radio’s strong reach, exceptional speed to market, ability to target new and existing consumers and […]
Ad Standards Appoints Richard Bean As Interim Director For Complaints Handling
Ad Standards has appointed Richard Bean (main photo) as an interim independent director for complaints handling, to supervise the work of Ad Standards’ community panel and industry jury, after its former CEO left in June. Ad Standards Chair, Mr David Scribner said: “Richard has held senior management roles in both the private and public sectors. […]
Burger King Reveals Drunk & Unruly Customers Behaving Badly In Riotous Ad For Its Home Delivery
The drunk antics of customers in a fast-food restaurant at 11pm would probably give most burger chain marketers more heart palpitations than one of the greasy triple cheese burgers. But not so Burger King Brazil, who has cobbled together iPhone footage of customers behaving very badly and turned it into a wonderful new spot spruiking […]
AANA: 68% Of Aussie SMBs & 87% Of Large Businesses Still Have Marketing Dollars To Spend In 2020
Half of Aussie marketers are waiting for better times before committing budget and shift to online set to accelerate, a new study by the AANA has found. Some 68 per cent SMBs and 87 per cent of large businesses still have marketing related spending budgeted for the next six months according to new research commissioned by […]
Nine Goes Virtual & Brings 2021 Upfronts Forward
Nine’s annual Upfront presentation is going virtual for the first time, with the 2021 event showcasing Nine’s television, radio, digital and publishing slate for the year ahead. Nine will use its virtual 2021 Upfront showcase to illustrate the way it works with partners in the short, medium and long term as society and business finds […]
Action-Packed Police Recruitment Ad Pulled For Looking Nothing Like Actual Police Work
A police recruitment ad has been pulled – and subsequently lampooned – for looking too much like an action movie and nothing at all like the day-to-day duties of the average police officer. The recruitment video for Guernsey Police has been taken down after being mocked on social media for the way it portrayed a […]
Optus Offers Victorians Free Access To Optus Sport
Locked down Victorians who don’t currently have an Optus Sport subscription will have complimentary access to Optus Sport from this weekend to enjoy the UEFA Champions League tournament plus access to premium health and fitness content through the Optus Sport app. UEFA Champions League – the world’s premier continental football tournament – kicks off at […]
Torrens University Australia Launches ‘Career Crush’ Via VCCP Sydney & Lash
Torrens University Australia has launched ‘Career Crush’ via VCCP Sydney and Lash, to help match students with a career they’ll love. Career Crush is an online quiz that determines prospective students’ personal strengths, passions and aspirations to match them with the careers and courses they’re most compatible with. One of the toughest decisions young people […]
Is Imitating An Accent Racist? 23% Of Aussies Think So
Study reveals it's no longer acceptable to call a colleague a "flamin' galah" or announce that "a dingo's got my baby".
Audi Unveils Latest Campaign ‘Raised By Racecars’ Via The Monkeys
Who doesn't love new work from The Monkeys? Unless, of course, you're a rival agency who just lost the account, that is.
Gaming Mums? The Key Demographic That Advertisers Are Missing
Study finds mums are turning to gaming. Apparently, not drinking 24 Red Bulls & living off Uber Eats while doing it.
Gen Z Men Say Feminism’s Gone Too Far & Makes It Harder For Men To Succeed
New study reveals Gen Z men now the fourth straight consecutive generation in a row to get the willies from feminism.
Study Finds Both Conservative & Feminist Women React “Positively” To Sexualised Advertising
This study's quite academic, so B&T has had to edit out the bits where we had no idea what the boffins were on about.
JCDecaux Brings Real Red Nose Day Heroes To life To Help Raise Funds For SIDs
We're big red nose supporters here in the B&T office. Admittedly, it's more a gin thing than a child charity one.
Pedestrian Partners With With NZ’s Mi9 To Expand Commercial Offering
Pedestrian Group has partnered with Nine subsidiary Mi9 New Zealand to offer NZ brands the opportunity to partner with the likes of Business Insider Australia, Pedestrian.tv and Gizmodo Australia. Next month, Mi9 New Zealand will be representing Pedestrian Group in the NZ market, offering clients the opportunity to work with leading youth publications including Lifehacker […]
triple J Hack’s Avani Dias To Work On Collaborative Four Corners Investigation
triple J's Avani Dias to work on a Four Corners investigation which will no doubt be depressing judging by Four Corners.
ACCC Admits It Doesn’t Penalise Influencers For Breaking Sponsored Content Rule
ACCC set to keep a keener eye on influencers, as Rod Sims reveals pearly whites thanks to Kendall Jenner whitening pen.
“An Inflection Point”: News Corp CEO On What The ACCC’s News Payment Code Means For Journalism
No one hates the tech giants quite like News Corp. So, expect plenty of the usual barbs, swipes, sprays & vitriol here.
Seven Announces Spotlight Investigations Team Covering Breaking News & Deep Dives
Seven unveils new 'Spotlight Investigations' team that B&T hopes will use a proton pack & Neutrino Wand to bust ghosts.
News Corp Earnings Slump 20%, As CV-19 And Local Assets Drag The Business Into The Red
Rupert sends threatening internal staff memo that he'll "release the monkeys", as News' numbers bleed red.
Thursday TV Wrap: Nine & Seven Thursday Night Footy Clash Sees AFL Come Out On Top
TV served-up the veritable footy feast last night. Or, if that didn't tickle your fancy, there were trains over at SBS.
Run, Don’t Walk! B&T Awards Entries Closing In Exactly One Week!
Hear that clock ticking? That's your one week warning for B&T Award entries. It'll be the steel drums next, we warn you.
VCNI To Launch SVOD Service Featuring ViacomCBS Content, Replaces 10 All Access
ViacomCBS Networks International (VCNI), a division of ViacomCBS, is launching a premium streaming service internationally, appealing to audiences of all ages. The new SVOD service will start its international roll-out early in 2021, offering exclusive premieres of all new SHOWTIME series, including Halo and American Rust. CBS All Access originals will also premiere exclusively on the new service, such […]
PubMatic Grows Team To 500, Set To Make Another 80 Hires In 2020
Much like the peacock's exotic plumage, this PubMatic news has its share of showing-off. Not that it's mating season.
“Buy A Hammer & F@ck Off!” ‘Chopper’ Read Reveals His Own “Karen From Bunnings” Ad
Let B&T end the week as we started it, with ANOTHER "Karen from Bunnings" story. Or, how we ended the week previous.
Optus ‘Yes’ Brand Mark Taken Into New Territory By FutureDeluxe
As part of a larger project to refine their brand with partner branding agency Re, Optus have engaged experimental creative studio FutureDeluxe to explore how the iconic ‘Yes’ brand mark behaves in a sophisticated 3D environment. FutureDeluxe have produced a series of 8x idents and a number of static key visuals which will be used […]
“Clean ‘Em Out!” Political Candidate Threatens Rivals With A Colonoscopy In Oddball Ad For US Elections
With the US presidential elections a mere three months away, B&T's just going to sit back & watch the lunacy flood in.
Nike & Wieden+Kennedy Unveil First Work For Liverpool FC
Liverpool has given us many great things, including The Beatles, head butts & football hooliganism. Now comes this ad.
Women In Print Starts New Chapter & Finds New Home
For some reason B&T's illustrated this Women In Print story with a computer screen. Yes, an investigation is underway.
Emotive Partners With YouTube And The United Nations
Creative agency, Emotive, and Good Oil Films, is partnering with YouTube and the United Nations to raise awareness around the importance of quality education, which forms part of the UN’s Global Goals for sustainable development.
