2005 CAANZ Media Awards Release 6 April 2005
Slick campaign wins big for MediaCom New Zealand
MediaCom New Zealand’s campaign to revitalise and reposition heritage brand Brylcreem has taken top honours at the 2005
CAANZ Media Awards.
Its “Fight Hair Crime” campaign has been awarded the supreme Best in Show trophy.
MediaCom New Zealand also won gold for Best Integrated Media Campaign (Youth) and silver for the Best Use of Interactive
for the same campaign.
The awards are run by the Communication Agencies Association of New Zealand (CAANZ) to reward and recognise excellence
in media planning and strategy for advertising campaigns.
This year’s judging panel felt MediaCom’s campaign for Sara Lee Household and Body Care’s brand Brylcreem demonstrated
how an integrated campaign could successfully rejuvenate a well established brand, while delivering increased sales and
market share at the same time.
The smart use of database management, traditional media and online media drove young men to try and buy Brylcreem. All
of the elements fused together to deliver an outstanding result.
The full list of gold winners is: Best in Show – MediaCom New Zealand (for Brylcreem’s “Fight Hair Crime” campaign, for
Sara Lee Household and Body Care) Media Personality of the Year – The Internet Bureau (John Stewart, John Schofield and
Deborah Davenport) Best Media Agency of the Year – spark Best Use of Television – Clemenger BBDO (for Land Transport
Safety Authority “The Great Kiwi Drivers’ Challenge”) Best Use of Out of Home – OMD (for nzgirl, “Don’t Mess with NZ
Girls”) Best Use of Magazine – spark (for Unilever’s Rexona brand and its new variant Crystal, “White Marks? No Thanks”)
Best Use of Press – Starcom New Zealand (for Westpac and the “Westpac Open Home Guide”) Best Use of Small Budget –
Mediaedge:cia Wellington (for Massey University Wellington’s 2005 nursing recruitment campaign) Best Use of Sponsorship
– Clemenger BBDO (for Land Transport Safety Authority, “The Great Kiwi Drivers’ Challenge”) Best Integrated Media
Campaign (Youth) – MediaCom New Zealand (for Brylcreem’s “Fight Hair Crime” campaign, for Sara Lee Household and Body
Care) Best Smart Media (Stunt/One Off) – OMD (for nzgirl, “Don’t Mess with NZ Girls”)
A total of 11 gold and 17 silver trophies were handed out at the awards evening.
For case studies of winning campaigns visit www.caanz.co.nz
CAANZ is the national body representing New Zealand’s advertising and communications agencies.
Best of the best recognised in Media Awards
Innovation and smart thinking were applauded at the annual CAANZ Media Awards held this evening.
The Communications Agencies Association of New Zealand (CAANZ) hosted the awards at a function in Auckland to showcase
the best that advertising agency media teams and suppliers bring to clients’ campaigns.
The supreme award, Best in Show, was won by Mediacom New Zealand for its outstanding work in respositioning and
revitalising Brylcreem. Its campaign “Fight Hair Crime” was crucial in turning Brylcreem into a brand desired and used
by younger men.
Judging Convenor, Barry Williamson, said the judging panel was pleased with the standard and number of entries in this
year’s awards.
He said entry numbers have more than doubled in the past few years. This year there were 122 entries compared with 60 in
2002.
“This reflects the media agencies’ pride in their work and the fact there are some great campaigns out there which
produce strong commercial results for clients.
“Those awards which stood out from their peers, were those which linked strategy and objectives to deliver a result far
greater than was thought possible,” said Mr Williamson.
Overall, 11 gold and 17 silver trophies were presented at the awards evening.
In the other two top awards, spark was named the Media Agency of the Year and The Internet Bureau was named the Media
Personality of the Year.
Gold Awards: See my changes in Best in Show Document Best in Show – MediaCom New Zealand (for Brylcreem’s “Fight Hair
Crime” campaign, for Sara Lee Household and Body Care) Media Personality of the Year – The Internet Bureau (John
Stewart, John Schofield and Deborah Davenport) Best Media Agency of the Year – spark Best Use of Television – Clemenger
BBDO (for Land Transport Safety Authority “The Great Kiwi Drivers’ Challenge”) Best Use of Out of Home – OMD (for
nzgirl, “Don’t Mess with NZ Girls”) Best Use of Magazine – spark (for Unilever’s Rexona brand and its new variant
Crystal, “White Marks? No Thanks”) Best Use of Press – Starcom New Zealand (for Westpac and the “Westpac Open Home
Guide”) Best Use of Small Budget – Mediaedge:cia Wellington (for Wellington University’s 2005 nursing recruitment
campaign) Best Use of Sponsorship – Clemenger BBDO (for Land Transport Safety Authority, “The Great Kiwi Drivers’
Challenge”) Best Integrated Media Campaign – MediaCom New Zealand (for Brylcreem’s “Fight Hair Crime” campaign, for Sara
Lee Household and Body Care) Best Smart Media – OMD (for nzgirl, “Don’t Mess with NZ Girls”)
Silver Awards Best Use of Radio – The MediaPalace (for Arnott’s NZ Ltd, “Tim Tam Slam”) Best Use of Out of Home – FCB
(Ministry of Justice, “Confiscated Car Club”) Best Use of Magazine – FCB wins two silvers (Public Trust, “Do You Love Me
for My Money?” and Bell Tea Company, “Bell Tea: Ringing in the changes”) Best Use of Interactive – MediaCom New Zealand
(for Brylcreem’s “Fight Hair Crime” campaign, for Sara Lee Household and Body Care) Best Use of Small Budget – Clemenger
BBDO (for Land Transport Safety Authority change of ownership); OMD (nzgirl, “Don’t Mess with NZ Girls”); spark
(Bro’town and Vodafone) Best Use of Sponsorship – Starcom New Zealand (for Telecom New Zealand’s Boost Mobile) Best
Charity Campaign – Media Direction (2004 IHC Appeal) Best Integrated Campaign – OMD (AMI Insurance); PublicisMojo -
Optimedia (for Nestle New Zealand’s Purina ONE 30 Day Challenge) Best Smart Media Idea – Starcom New Zealand (for
Telecom New Zealand’s Boost Mobile); Media Wise (for Cadbury Confectionery’s Cadbury Dairy Milk) Best Use of Research –
Starcom New Zealand (for Telecom New Zealand’s Boost Mobile) Best Media Sales Proposal – TVNZ (for Hyundai NZ Ltd);
Walkers Advertising (for State Cricket for State Insurance)
For case studies of winning campaigns visit www.caanz.co.nz
CAANZ is the national body representing New Zealand’s advertising and communications agencies.
ENDS
The Internet Bureau wins Media Personality of the Year
The team at The Internet Bureau has won the Personality of the Year award at the 2005 CAANZ Media Awards.
This Communication Agencies Association of New Zealand (CAANZ) award recognises the outstanding contribution made by The
Internet Bureau team to the media industry. The industry as a whole has benefited from the passion and innovation of The
Internet Bureau team and this award recognises their commitment.
The Internet Bureau was born out of the success of InterACTION. John Stewart set up InterACTION in 1998 to develop
websites and online campaigns.
Such were the achievements of InterACTION, that by 2000 a number of advertising agencies were approaching it to enlist
its help with client campaigns.
The Internet Bureau was formed to specialise in planning, buying and managing online campaigns for other agencies.
In the past five years it has grown to be the largest independent provider of online advertising services in New
Zealand.
It has a team of eight online media planner and buyers, headed up by John Schofield and Deborah Davenport.
It has planned and placed online advertising for more than 250 companies on behalf of a number of the country’s leading
advertising agencies.
The Internet Bureau team members were also key drivers in establishing an online audience measurement standard for New
Zealand, in conjunction with CAANZ and the Online Publishers Group.
For case studies of winning campaigns visit www.caanz.co.nz
CAANZ is the national body representing New Zealand’s advertising and communications agencies.
ENDS