Shortlist revealed for BEfest Awards
The shortlist for next week’s BEfest Awards for content marketing and branded entertainment can today be revealed.
Topping the list with the most nominations is Group M agency Mediacom and its branded entertainment offering Mediacom Beyond Advertising.
Several companies have three shortlistings including previous BEfest grand prix winners The Monkeys, Bauer Media, experiential agency The Spaceship and content marketing agency King Content.
Six agencies will battle for the title of content marketing agency of the year – Edelman, Filtered Media, MediaCom Beyond Advertising, Mahlab Media, King Content and The Remarkables.
And five brands are up for brand site of the year – ANZ Blue Notes, NRMA, Empire, Tourism Tasmania and GE.
The BEfest Awards will be presented at Luna Park in Sydney next Thursday night – October 9 – after the BEfest conference. Tickets for the BEfest Awards are available via this link.
BEfest also includes an industry networking afternoon on Wednesday October 7 and the conference on October 8. The full program can be seen here.
The full BEfest Awards shortlist:
Content marketing agency of the year
- Edelman
- Filtered Media
- MediaCom Beyond Advertising
- Mahlab Media
- King Content
- The Remarkables Group
Brand site of the year
- ANZ – Blue Notes
- Edelman for GE – GE Reports
- King Content for NRMA – Live4.com.au
- King Content – Empire
- We Are Social for Tourism Tasmania – Go Behind The Scenery Tumblr Magazine
Brand Publication of the year
- Mahlab Media – Mortgage and Finance Association of Australia
- Bauer Custom Media – Foxtel Magazine
- Bauer Custom Media for CPA Australia – INTHEBLACK
- Bauer Custom Media – Qantas The Australian Way
Content marketer of the year
- Felix Krueger – Fairfax media
- Lorraine Murphy – The Remarkables Group
Publisher of the year
- Mamamia
- Sound Alliance
- Universal Magazines
Branded entertainment – Best brand-commissioned project
- Thread Communications for Simplot – Five Tastes
- The Monkeys for Intel – Intelligent Sounds
- Tongue for Telstra – The Colour of Dance
- The Sound Campaign for Jack Daniel’s – Future Legends
Best integration or brand storytelling
- The Guardian Australia for GE – Powering People
- Mediacom for Westpac Group – Air Rescue
- Vice Australia for Schweppes – The Cocktail Revolution
- Commoner for Australia’s North West – Kimberley Characters
- The One Centre for GE – GE Reports
Best use of experiential
- MediaCom for Queensland Government – Your Future Is Not Pretty
- The Spaceship for Microsoft – Xbox One Racing
- Bookworld – Bus-Stop Bookshelf
- Chieftain Communications for Gumtree – Gumtree Garden
- Vice Australia in partnership with Vizeum for Mini – The New Original
Best branded content campaign
- The Monkeys for Intel – Intelligent Sounds
- Thread Communications for Simplot – Five Tastes
- R/GA for Telstra – 2nd Chance Song
- Cummins & Partners for CGU Insurance – Max’s Story
- The Spaceship for Microsoft – Xbox One Racing
- Mi9 for BMW – The Ultimate Driving Experience
Best sponsorship or product integration
- MediaWorks NZ for Heineken – Road to the Final
- MediaCom and Network Ten Generate – P&G The Kiss Debate
- Network Ten for Volvo – Offspring Season 5
- Newcast / Zenith Optimedia for Qantas Airways – The Voice
- Nova Entertainment – Nova Red Room Global Tour
Best use of a small budget
- Commoner – Seek Volunteer
- hellofuture.tv and Analogue Folk – Bear Cottage
Best use of interactive or gaming
- Mi9 for BMW – The Ultimate Driving Experience
- The Spaceship for Microsoft – Xbox One Racing
Best use of music
- Vice Australia and Naked Melbourne for Adidas – Unite All Originals
- Hatchd Digital for Brownes Dairy – Shake ‘N’ Shake
- The Precinct Studios for Life Without Barriers – Make Some Noise
- R/GA for Telstra – 2nd Chance Song
- The Monkeys for Intel – Intelligent Sounds
- Nova Entertainment – The Red Room Tour
Best use of native advertising
- BCM for Queensland University of Technology – 25 Ideas to Change The World
- Hankook Tyre Australia – The Motor Magazine Tyre Test
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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W00t – great to see adidas shortlisted!
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