Sugar Agency wins Fairfax Media’s ‘Ads Are Better Rich’ competition

Digital agency Sugar has won Fairfax Media’s 2018 ‘Ads Better Rich’ competition.

The announcement:

Sugar Agency has taken out the gong to win this year’s Fairfax Media ‘Ads Better Rich’ competition. Sacha Mimram, from Sugar Agency, is off to the world’s biggest design, comedy music and interactive conference in Austin, Texas.

Launched by Matt Rowley, Chief Revenue Officer for Fairfax Media at the 2018 Agency Symposium, the challenge aims to encourage agencies to push creative boundaries by using rich media formats to develop a campaign that promotes their agency.

The winning ad unit was the standout, with its unique 360 degree camera feature drawing the user into the world of the agency. The judging panel, consisting of Matt Rowley, Emily Bull,

Director of Commercial Innovation, and Adam Weaver, Design Lead; The Studio at Fairfax, chose Sacha Mimram from Sugar Agency based on an entry that had strong messaging and leveraged a range of rich media features including swipe, shake and integrated video content.

“As an agency, we’re intensely focused on rich media and leveraging emerging technology including AR & VR to deliver engaging campaigns and demonstrable results for our clients. The Ads Are Better Rich competition offered a chance to play and experiment which was invaluable.” said Sacha Mimram, Creative Director at Sugar Agency. “On top of that, we got to showcase our agency talent and win the ultimate inspiration trip to Austin, Texas.”

“Yet again, Australia’s creative talent has experimented to produce some seriously impressive ad creative. It’s important that the people working in this field have formats to really indulge their creativity, so we see this competition as a way to highlight the technology and its capabilities” said Emily Bull, Director of Commercial Innovation at Fairfax Media. “It’s opportunities like this that mean brands and agencies can really experience the benefit of new technologies to bring their campaigns to life.”

Fairfax’s ‘Ads Are Better Rich’ competition has experienced great market engagement since the inaugural challenge last year, with notable entries from VMLY&R, M&C Saatchi, Clemenger BBDO & Spark 44.

Fairfax’s creative solutions offer advertisers premium inventory at scale, combining immersive, rich media experiences that place brands in the spotlight whilst engaging Fairfax’s quality audience. Underpinned by audience targeting capabilities, measurable data and real-time analytics, the formats combine creativity and technology in a first for the Australian premium digital publishing space.

Source: Sugar Agency


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