Winners of the 2014 Awards for Marketing Excellence have been revealed by the Australian Marketing Institute at a gala dinner attended by over 250 people in Sydney.
Vie Marketing won Marketing Program of the Year, taking out the top prize with its campaign ‘Saving a Farm and Family’s legacy’ for Scenic Rim.
In eight months they built the brand and a story around Scenic Rim 4Real Milk.
Judges Paul Blanket, Principal, First Impressions, Jo Bailey, Tasmania State Council President, and Sean Grant, head of marketing and business development, Dibbs Barker, said: “In a high quality field, one entry stood out for its back to basics approach to resolving a marketing problem faced by many organisations.
“When faced by channel pressure to drop your price to below breakeven, how do you respond? Scenic Rim, a small dairy in Queensland took the gutsy decision to walk away from the big retailers and establish its own local market – staking the family’s future on the quality of its product and the integrity of its family brand.
“Using the straight-forward honesty of ‘Gregie’ the owner of the farm, matched with an integrated communications strategy, the 4Real Milk brand was able to carve out a long-term sustainable market – free from the market dominance of the major retailers and at a realistic margin.
“It is a lesson for many manufacturers irrespective of their industry. When faced by the constant pressure to lower your price or face delisting, there are alternatives that can present. It just takes the commitment to develop and implement a long-term well planned marketing strategy….and the guts to stick with it.”
Other winners of the evening are listed below.
The Sir Charles McGrath Award: Lorna Jane Clarkson, the founder of Lorna Jane.
Lorna Jane’s delivery of a series of outstanding successes impressed the AMI Board, including her successful expansion into the US and an annualised growth rate of above 40% for the past five years. Lorna Jane’s contribution to best practice in customer engagement and embrace of digital marketing were considered by the Board in bestowing this prestigious award.
Lee Tonitto, CEO, Australian Marketing Institute, said, “Since 1976, this award has been presented to an individual who has made a most significant contribution to the profession 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. Lorna Jane is a most deserving winner.”
Marketer of the Year Award: Nick Baker, executive general manager marketing, Tourism Australia
Nick is set to leave Tourism Australia in January next year.
Nick’s delivery of a series of outstanding campaigns include The Best Job in the World – one of the world’s most successful social media marketing campaigns, There’s Nothing Like Australia, and more recently Restaurant Australia. The campaign Nothing Beats Queensland was recognised at the 2011 Awards for Marketing Excellence. Nick’s contribution to best practice in customer engagement and content marketing were considered by the Board in bestowing this prestigious award.
“The Institute is thrilled to recognise Nick’s dedication and contribution to the marketing profession. It is fitting and a testament to his dedication that he has received further accolades from the AMI,” said Tonitto.
Future Leader Award: Sarah Mathews, marketing and communications Officer, Barnardos Australia
“What determined the ultimate choice of Sarah was evidence of her leadership potential. The judging panel was impressed with Sarah’s work at Barnardos Australia. More importantly, Sarah came across as someone with a clear sense of purpose, well-developed left and right brain thinking and an inclusive working style, all of which are critical for a Future Leader in a changing business and marketing landscape,” said Tonitto.
“This Award promotes the critical role future marketing leaders, such as Sarah, will play as key contributors to value creation for organizations. Sarah is to be commended on her successes to date, and we look forward to supporting her in fuelling progress in her career,” Tonitto added.
Category Winners
Brand Extension
Fair Go Banking | Newcastle Permanent Building Society
Brand Revitalisation
Taste the Bundaberg Brewed Truth | Bundaberg Brewed Beverages and BCM
Consumer Insight
Pride and Patchy Crops | Bayer
Content Marketing
Content Marketing Strategy | University of Southern Queensland
Corporate Social Responsibility
CSR at Manheim – Supporting Kids Under Cover | Manheim Pty Ltd
Digital Marketing
Monday’s the New Sunday | Icon (icon.inc and icon.pr)
Education
“It’s my university. Make it yours.” | Australian Catholic University
Experiential and Brand Experiences
ClicktoSave | St John Ambulance WA
Internal Marketing
Staff Giving Program | La Trobe University
Loyalty Programs
Bayer ‘Accelerate’ | Synchro Marketing
Marketing Communications (Business to Business)
Reengagement of Aussie Home Loan Brokers | MyState
Marketing Communications (Business to Consumer)
How Mr iSelect Became the Unlikely Hero of Health Insurance | iSelect and AJF Partnership
Marketing on a Shoestring
Illicit Drug Campaign | ACT Policing
New Brand, Product or Service Launch
Saving a Farm and Family’s Legacy | VIE Marketing
Social Marketing
Ungiven Gifts | Graffiti Group Pty Ltd
Sponsorship
Wipe off 5 | Graffiti Group Pty Ltd
Sustainable Marketing
Sustainability at Mater | Mater Health Services
