DDB Sydney Wins ‘Best of Show’ in 2011 IAB Australia Awards

Posted by IAB Australia On July 28, 2011 Media Releases

Sydney 28 July, 2011 – DDB Sydney has scooped the prestigious 2011 IAB Awards Best of Show with its “Making Tracks” campaign for Tourism Australia, beating out a record number of entries to scoop the title and secure its entry into the 2011 US IAB MIXX Awards. The campaign, which also won the Social Media Marketing category award, was announced last night at the IAB Awards ceremony held in Sydney.  

The White Agency fared well on the night winning the Brand Destination Site and Rich Media and Digital Video categories for its work on “The Commonwealth Bank Property Guide”.  Maxus picked up the new Search Marketing – Paid Search award for its work on Shangri-La Hotels and Resorts “In Our Nature Acquisition” campaign.  First Rate snared the first ever award for the Search Marketing – Organic Search category with its “The Power of Longtail” campaign for Focus Property. 

Droga5, Deepend, BCM, Starcom, Publicis Mojo Melbourne, 303 Group and Initiative Melbourne were all also category winners on the night.

Droga5 was named as the winner of the Creative Showcase Grand Prix award for its Brew by Feel campaign.  

Paul Fisher, CEO of IAB Australia commented: “The quality of entries in this year’s IAB Awards is quite exceptional and we were delighted to see that a number of them were featured at the Cannes Cyber Lions 2011 Awards. The winners should be congratulated on their efforts.  They each brilliantly showcase the creativity and efficiency that online advertising can offer marketers as part of a cross media strategy.  You don’t have to look hard at the winning campaigns to understand why brands are seeing the potential of online advertising,” said Mr Fisher. 

Mark Uncles, Professor of Marketing at the University of New South Wales and Chair of Judges for the 2011 IAB Australia Awards commented:  “DDB Sydney’s campaign for Tourism Australia was inspired and imaginative in its use of social media to create a live, engaging and compelling experience; for online audiences it gave them a sense of personal access to our tourist icons and Australian hospitality. This campaign is a fine example of the creativity that can be released when digital platforms and social media are successfully combined.”

DDB Sydney’s Best of Show winning entry and Droga5’s Creative Showcase Grand Prix campaign will now proceed to the US MIXX 2011 Awards which will be judged on 4 October 2011 in New York.   

Previous IAB Award winners have achieved great success at the MIXX Awards, including last year’s IAB Best of Show winner, ZenithOptimedia, who won a silver MIXX award in the Branded Content category for its work on the Lion Nathan ‘6 Beers of Separation’ campaign.  The 2010 Creative Showcase winner Visual Jazz also won a MIXX bronze in the Interactive Video/Online Commercial for their work on the Jay Jay’s “Dance Off 3D” campaign.

2011 IAB Australia Awards Winners List

Category:  Social Media Marketing AND Best of Show
DDB Sydney – Making Tracks; Tourism Australia

Category: Brand Awareness and Positioning

Droga5 – Brew by Feel; Carlton & United Breweries – Cascade

Category: Direct Response and Lead Generation

Deepend – Lick-A-Prize 2010/11; Unilever – Streets Paddlepop

Category: Product Launch
BCM – The Art of Shaping; Triumph International

Category: Brand Loyalty and Retention
Starcom -Whiskas Pledge; Mars Petcare

Category: Brand Destination Site
The White Agency – The Commonwealth Bank Property Guide; Commonwealth Bank of Australia

Category: Cross-Platform Integration
Publicis Mojo Melbourne – MAXIBON Man-Chew; Nestle Peters Ice Cream

Category: Branded Content
303 Group – Enjoy The Ride; Office of Road Safety

Category: Search Marketing (Paid Search)
Maxus – In Our Nature Acquisition; Shangri-La Hotels and Resorts

Category: Search Marketing (Organic Search)
First Rate – The Power of Longtail; Focus Property

Category: Rich Media and Digital Video
The White Agency – The Commonwealth Bank Property Guide; Commonwealth Bank of Australia

Category: Not-for-Profit / Public Service
Initiative Melbourne – Oxfam Unwrapped 2010; Oxfam


Notes to Editor 
Images from each of the Finalists’ campaigns are available.  Please contact Einsteinz Communications for more details. 
For more editorial information please contact:
Pru Quinlan Einsteinz Communications
T: (02) 8905 0995
E: pru@einsteinz.com.au


IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.