MediaCom Wins Three 2015 Adweek Media Plan of the Year Awards
NEW YORK, Sept. 8, 2015 /PRNewswire/ -- For the third consecutive year, Adweek has named MediaCom a Media Plan of the Year winner, with three campaigns honored in the following categories:
- "Power of Sport," Shell: Best Use of Alternative Media ($4 million+)
- "Cities Energized: The Urban Transition," Shell: Best Use of Native Advertising ($1-$2 million)
- "The World's First Fully Personalized TV Campaign," Coca-Cola: Best International Campaign ($1-$5 million)
Both Shell campaigns reflect the company's use of authentic, human stories to call attention to future energy challenges. "Power of Sport" captures Shell's effort to light up a dark favela in Rio during the World Cup so that children could play football; the children's own footsteps created kinetic energy that brightens the night to this very day. With none other than Pelé kicking off the first game, the first few weeks post-launch produced earned media coverage in 20+ countries, with 16 million impressions generated from social conversation, 35 million people reached through Shell's owned channels and 30 million additional impressions achieved through Condé Nast custom content in the United States. Most importantly, MediaCom helped motivate people to think about Shell differently, with brand familiarity jumping by nearly 13% and those stating that Shell is "working to provide a sustainable energy future" as "a leader in providing innovative energy solutions" both increasing by nearly 10%.
"Cities Energized" was a thrilling multi-media venture with The New York Times: the first native advertising campaign ever permitted by the iconic newspaper. Elegant print, desktop, mobile, video and AR content explored the growing demand for efficient energy solutions as more and more of the world's population migrates to urban centers. Consumers who interacted with Cities Energized spent twice as much time as they do with general Times content, and Shell saw unprecedented brand lifts, including a 23% bump in brand favorability and a 19% increase in those describing Shell as "working to provide a sustainable energy future."
Finally, "The World's First Fully Personalized TV Campaign" was a brilliant follow up to the first year of "Share A Coke", an initiative that saw consumers searching store shelves for bottles featuring their own names, along with the names of friends and family. In Year Two, Coke and MediaCom turned this winning idea into a video-on-demand campaign that surprised 4 million viewers with their very own personalized digital TV ads in their own homes. How did it do? Campaign awareness was 17% higher than previous benchmarks, ad recall was 71%, purchase intent increased 24% and social reach of #ShareACoke peaked at 11 million.
Both Power of Sport and The World's First Fully Personalized TV Campaign were recognized in the Media category at this year's Cannes International Festival of Creativity, winning a Bronze (Best Corporate Image & Communication) and a Silver Lion (Use of Screens), respectively.
"We thank Adweek for recognizing three campaigns that represent not only our global commitment to Content + Connections, but also our focus on delivering exceptional bottom-line results for clients," said Sasha Savic, CEO of MediaCom USA. "For us, this three-peat proves the rule: engaging stories, told through original content and a fully-integrated communications system, work for both marketers and consumers alike."
Adweek's full Media Plan of the Year feature is available today in print and online.
About MediaCom
MediaCom is the "The Content + Connections Agency," working to produce a step change in its clients' businesses by leveraging their brands' entire system of communications across paid, owned and earned channels. MediaCom delivers not just individual channel silo efficiencies, but also connected communications effectiveness by developing and optimizing content as the fuel that drives high-performing systems.
MediaCom is one of the world's leading media communications specialists, with billings exceeding US$33 billion (source: RECMA 2015). It employs 6,000 people in 125 offices across 100 countries around the globe, with a client roster that includes P&G, VW Group, Dell and Universal. In 2015, MediaCom was recognised by RECMA as the leading global agency network in its Network Diagnostics report, and received multiple Media Agency of the Year honors. The agency was recently named Global Agency of the Year at the 2015 M&M Global Awards and captured six Media Lions at the 2015 Cannes Lions International Festival of Creativity, making it the top performer among all global media agency networks.
MediaCom is a member of WPP, the world's largest marketing communications services group, and part of GroupM, WPP's consolidated media investment management arm.
For more information, visit www.mediacom.com
Find us on Twitter at @mediacomglobal.
Like us on Facebook at facebook.com/MediaComGlobalNews.
Join us on LinkedIn at linkedin.com/company/mediacom.
About GroupM
GroupM is the leading global media investment management operation serving as the parent company to WPP media agencies including Mindshare, MEC, MediaCom and Maxus, each global operations in their own right with leading market positions. GroupM's primary purpose is to maximize performance of WPP's media agencies by operating as leader and collaborator in trading, content creation, sports, digital, finance, proprietary tool development and other business-critical capabilities. GroupM's focus is to deliver unrivaled marketplace advantage to its clients, stakeholders and people. Discover more about us online at www.groupm.com.
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