Telstra, Tourism Oz, VW and Opera House battle for marketing crown
Four teams will do battle to be named Marketing Team of the Year in the Mumbrella Awards. Tourism Australia, Telstra, VW and Sydney Opera House are on the shortlist for what is likely to be a keenly fought category.
Also announced today are the shortlists for Media Brand of the Year, Sales Team of the Year, Production House of the Year, Best Ad Campaign and Best TV Ad.
Intriguing rivalries see Nine and Foxtel face off in media brand of the year, as do News Limited stablemates Kidspot and Donna Hay – and radio rivals Southern Cross Austereo and Australian Radio Network are pitted against each other for Sales Team of the Year.
In an innovation for this market, the next stage of Best TV Ad will now go to a piece of rigorous market research of a large sample of the public, which will enable it to be crowned Australia’s favourite TV ad. The shortlist of seven is the longest in any of the Mumbrella Awards categories:
- Badjar Ogilvy – Rhonda in Bali
- BMF – Toohey’s Nocturnal Migration
- BWM – Selley’s
- Clemenger BBDO Melbourne – Bupa
- Clemenger BBDO Melbourne – Tetley
- DDB – Tourism Australia
- Monkeys – The Star
The Media Brand of the Year shortlist sees Foxtel and Nine Entertainment Co head-to-head along with three publishing operations:
- Donna Hay
- Foxtel
- Kidspot
- Pedestrian.tv
- Powered by Nine
Media Sales Team Of The Year will be fought across outdoor, radio, TV, online and multi-platform:
- Adshel
- Australian Radio Network
- MCM Media
- MCN Multi Channel Network
- MediaMotive
- Southern Cross Austereo
Four organisations from very different sectors will compete to be named Encore Production House of the Year – Iloura, Finch, Revolver and Cutting Edge.
And strategic agency Naked Communication is to mix it with traditional creative agencies in the presitigous Ad Campaign Of the Year category, which also sees the rejuvenating Saatchi & Saatchi make a return to trade press awards shortlists :
- Clemenger BBDO Melbourne – Bonds The Birthday Project
- Monkeys – Sydney Opera House The Ship Song Project
- DDB – Telstra Launch
- Naked Communications – Share a Coke
- Saatchi & Saatchi – Cadbury’s
- Whybin – NRMA – Parts
The Mumbrella Awards take place on Thursday September 13 at Doltone House in Sydney. The shortlist for the agency of the year categories is available here and the rest of the shortlists are available here.
(Note: The chairman of the juries is Mark Buckman, chief marketing officer of Telstra. He had no hand in the shortlisting of the marketing team of the year and ad campaign of the year categories, and will have no involvement with the judging of Telstra’s entries.)
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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You’re using research to pick the winner for ‘best creative’?
Really?
Aaaaaaarrrgh.
If your methodology doesn’t control for media weight, you may as well hand it to Rhonda right now.
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Congratulations to all those shortlisted, especially the MediaMotive crew in Media Sales Team Of The Year category!
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I know everyone will have a different opinion, but really, theTourism Australia campaign of ‘same again’ glossy slow-mo commercials is standard fare and doesn’t address the poor experience (and consequent negative word-of-mouth) when visitors get rude service staff at airports and in cabs etc, when they first arrive in this country. Add to that the racism and lack of consideration to people who may not speak English, and the whole appeal of Australia can be shot within an hour of arriving here. So TA, think strategically about addressing our (lack of) service rather than the easy (but admittably fun for the TA staff) approach of flitting about doing TVCs. Glossy TVCs might work on some, but positive experiences (eg; Word of Mouth )as any good marketer knows is much better generator of business.
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Go team Telstra … That’d be at least two Marketing Team of the Year Awards for CMO Mark Buckman.
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Hi Tom,
I suspect that the press release will label it “Australia’s favourite TV ad”…
Cheers,
Tim – Mumbrella
Tom, isn’t getting a bunch of judges in a room at Cannes also a form of ‘research’. They all have a vote, you count the votes, the one with the most wins.
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I think Rhonda should easily win ‘Australia’s favourite TV ad, because it probably is. Got all the hallmarks of classic ‘people’s advertising’.
As for Opera House being shortlisted for marketing team of the year, is that on the back of the campaign they borrowed from the BBC? I’d very much hope not. Good on them for investing in quality, but if the marketer of the year has as it’s centrepiece a piece of work that’s been shunned at major shows for its highly derivative nature… that’s not a good look.
VW would get my vote. A year (or two) of very consistent, very good work that’s bang on brand – sales are pretty good too. A shining light in a very, very poor category in this country.
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Gotcha Tim… that’s entirely different to ‘best creative’.
And an appropriate use of quant.
🙂
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