Saatchis’ Neal Fairfield takes top prize at APG’s strategy awards
Neal Fairfield of Saatchi & Saatchi won top prize at the Account Planning Group’s Creative Strategy Awards last night.
Fairfield picked up the grand prix for his work on the Tooheys New ‘Official Currency of the Beer Economy’ campaign on behalf of former client Lion Nathan.
Jon Steel, Chairman of Judges, said: ““Neal and his team at Saatchi & Saatchi demonstrated a brilliant insight in this campaign around how Tooheys drinkers use beers to get things done. Great planning – based on solid strategic research and leading to an increase in sales.”
APG Creative Strategy Awards winners:
Grand Prix
- Neal Fairfield – Saatchi & Saatchi – Tooheys New
Established Product Brands – Brand Strategy
GOLD
- Neal Fairfield – Saatchi & Saatchi – Tooheys New
- Guy Marshall & Ashley Farr – SMART – Kirks
SILVER
- Lisa Aitkin – Host – Ikea
- Kate Smither & Keren Bester – George Patterson Y&R Melbourne – Schweppes
Established Product Brands –Channel Strategy
SILVER
- Christina Aventi & Alison Tilling – BMF – Solo
Established Service Brands – Brand Strategy
GOLD
- Anuj Mehra – JWT – Melbourne Writers Festival
SILVER
- Glen Cassidy & Adam Ferrier – Naked Communications – FBi Radio
Established Service Brands – Channel Strategy
GOLD
- Meredith Simpson/Paul Yole – The Brand Agency – Curtin University
SILVER
- Dan Pankraz, Brent Annells, Peeyosh Chandra & Diane Chua – DDB Sydney – Telstra Mum 2.0
Public Service or Charity – Brand Strategy
GOLD
- Karen Dwyer & David Hartmann – The Campaign Palace – National Disability Service
SILVER
- Angela Morris – JWT – Vic Roads
Public Service or Charity –Channel Strategy
GOLD
- Angela Morris – JWT – Vic Roads
Special Prizes
Best Insight
- Neal Fairfield – Saatchi & Saatchi – Tooheys
Best Approach to Research
- Lisa Aitkin – Host – Ikea
Best Non Advertising Idea
- Christina Aventi & Alison Tilling – BMF – Solo
Best Under $50K Budget
- Glen Cassidy & Adam Ferrier – Naked Communications – FBi Radio
Best Creative Brief & Briefing
- Karen Dwyer & David Hartmann – The Campaign Palace – National Disability Service
Best Use of Data
- Marie Agudera – BMF – Commonwealth Bank
Tooheys outsells VB for the first time in 70 years, the campaign scores creative and effectiveness awards, yet the clients walk. That’s a pretty tough break Saatchis.
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Onya Neal, one of the quietly brilliant planners doing great things at Saatchi
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Now I’ve seen that photo of Neal I know where the bloke in the ad got his shirt from.
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Yay! Go Neal. So well deserved 🙂
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Top work Neal!
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Neal is a freakin’ fox!
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Good winner list.
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Nice one Neal! Well deserved mate.
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