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IAB Awards finalists revealed

The finalists for the IAB Awards have been unvelied, with Mediacom and Publicis Mojo leading the charge.

The shortlist:  

Category: Brand Awareness and Positioning

  • Droga5 – 4320LA & 4320SYD; V Australia
  • Mediacom – Alienware Clan Challenge; Dell
  • Ikon Communications – Commonwealth Bank & Domain Partnership; Commonwealth Bank of Australia

Category: Direct Response and Lead Generation

  • WHYBIN/TBWA/TEQUILA – Take the Wheel; Nissan Australia
  • Ikon Communications – Commonwealth Bank Continuous Online Marketing Programme; Commonwealth Bank of Australia
  • Mediacom – SMB Campaign Nov09-Jan10; Dell

Category: Product Launch

  • Emitch – iPhone Application Launch; Domino’s Pizza
  • Mediacom – Avril Lavigne Black Star; Procter & Gamble
  • OMD Australia – Brave Wave!; Neutrogena Wave
  • ZenithOptimedia – 5 Seeds; Lion Nathan

Category: Brand Loyalty and Retention

  • Publicis Mojo – Members’ Lounge; Virgin Mobile
  • Bullseye – B Your Best – The Wellbeing Revolution; Blackmores Limited
  • BMF – The Hit List; Commonwealth Bank of Australia

Category: Brand Destination Site

  • Colman Rasic – You Know Who You Are; Premium Beverages – Coopers
  • Publicis Mojo – Melbourne – The Adventures of Freddo; Cadbury
  • Leo Burnett – Canon EOS Photochains; Canon

Category: Cross-Platform Integration

  • WHYBIN/TBWA/TEQUILA  -Take the Wheel; Nissan Australia
  • Publicis Mojo – Melbourne – The Art of Walking; Tourism Victoria
  • Mediacom – Alienware Clan Challenge; Dell

Category: Branded Content

  • ZenithOptimedia – 6 Beers of Separation; Lion Nathan
  • Publicis Mojo – Melbourne – The Art of Walking; Tourism Victoria
  • Publicis Mojo – Melbourne – The Adventures of Freddo; Cadbury

Category: Search Marketing

  • Dgm – Allianz Search Campaign; Allianz
  • e-channel Online – Flight Centre Paid Search Marketing Campaign; Flight Centre Limited
  • Experian Hitwise – SCTI Online Offline Integration; Experian Hitwise

Category:  Social Media Marketing

  • Mediacom – Spring Racing Carnival; Yellowglen
  • Mediacom – Pringles King Can; Procter & Gamble
  • Leo Burnett – Canon EOS Photochains; Canon

Category: Rich Media and Digital Video

  • Longtail Communications –  Zoom; Dale Alcock Homes
  • Mindshare – Sydney – Land Rover Defender 90 – Content Distribution; Land Rover
  • OMD Australia – $1 Board Game; McDonalds

Category: Not-for-Profit / Public Service

  • FNUKY – Censordyne; GetUp!
  • Starcom – Pedigree Dog Adoption; Mars Petcare
  • 303 – Jesus. All About Life; The Bible Society, NSW

The winners will be announced at an event in Sydney on July 22.

Interactive Advertising Bureau CEO Paul Fisher used the announcement to call on FMCG advertisers to shift more spend into online display ads.

He said: “Once again the FMCG sector has dominated the finalists list, highlighting both the exceptional quality and effectiveness of well executed online strategies and campaigns and also the disparity between this quality and the investment by the FMCG sector in online advertising, accounting for a mere five per cent of the $500m annual general display category.  I’m hopeful that the Awards will continue to showcase to FMCG marketers the incredible benefits that online can bring to their marketing campaigns.”

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