Diadem Named A 2011 Global Award Winner

Media Release March 2011

Diadem Named A 2011 Global Award Winner

Diadem, a leading brand delivery company in the Asia Pacific region, has won an award for best Brand Implementation in the seventh annual REBRAND 100® Global Awards. The ANZ Bank project was a “Notable Brand Implementation” according to judges. This prestigious accolade is the highest recognition for excellence in brand repositioning, and is the first and only global programme of its kind.

Diadem’s rebrand of ANZ Bank, a two-year project spanning 32 countries, involved the implementation of the rebrand across 4,000 physical sites, including retail branches, corporate and commercial offices, foreign exchange, airport and ATM facilities, sports stadiums, high-level sky signs and multilingual applications.

Diadem New Zealand General Manager Brian Anderson said, “This is very pleasing recognition of our work with ANZ Bank, which is a top-four Australian bank operating in 32 countries. It has an ambitious plan for growth and required the support of a strong and experience partner in the implementation of a rebrand strategy across a substantial geographical area and thousands of discrete sites.

“We achieved the project targets set by ANZ Bank on budget and on schedule, and the knowledge that our work stands alongside the best in the world is a tremendous reward for our team.”

“There’s been some great work over the past months, and it wasn’t an easy task to shortlist the showcase projects,” said Sajag Patel, Managing Director and Principal Creative, Breathe Branding in United Arab Emirates and 2011 juror. To select winners, a new, international panel of multidisciplinary experts convenes yearly to review the best of the submissions. They consider ‘before’ and ‘after’ representations of brand transformations with written summaries.

Emphasis was on executed strategy that made an emotional connection, and met the stated objectives and needs of the identified customers and prospects. Jurors were unaware of the brand strategists’ name and size when reviewing the projects. Consequently, a small consulting firm had as much opportunity to be selected as did global organizations with exponentially greater budgets.

Over 32 industries and 34 countries are represented among the 2011 winners. They ranged from Australian Diabetes Council to luxury car brand Audi, United States Mint, Brazil’s Grupo Boticario, and Amrop, a Belgium-based global search firm. Some of the competing branding consultants included FutureBrand, Interbrand, MetaDesign, Siegel+Gale, in addition to in-house teams, small agencies, and representatives of multinational corporations and non-profits.

Some 2011 jurors included Marty Neumeier, Director of Transformation, Liquid Agency and author of Zag and The Designful Company; Fred Gelli, Creative Director and Partner, Tátil Design de Ideias in Brazil; Janelle James, Vice President, Account Director, Leo Burnett Worldwide; Chris Butler, Vice President, Newfangled; and Inese Silina of Nike Golf Global Brand Design.

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