Unique Marketing from Entries in IAB Awards

Tuesday, 2 August 2011  Features

Australian School of Business Mar​​keting Professor, Mark Uncles, has chaired the judging panel of the Interactive Advertising Bureau 2011 Australia Awards.

These awards recognise excellence in online marketing communications, with a focus on areas such as social media, brand awareness, direct response, product launch, brand loyalty, search, rich media and digital video. Winning campaigns were for clients including Commonwealth Bank of Australia, Shangri-La Hotels, Carlton & United Breweries, Unilever, Nestle, Triumph International, Mars Petcare and Oxfam.

DDB Sydney scooped the prestigious 2011 IAB Awards Best of Show with its "Making Tracks" campaign for Tourism Australia, beating a record number of entries and securing its entry into the 2011 IAB MIXX Awards in the United States. The campaign, which also won the Social Media Marketing category award, was announced last week at the IAB Awards ceremony held in Sydney.

Professor Mark Uncles says "DDB Sydney's campaign for Tourism Australia was inspired and imaginative in its use of social media to create a live, engaging and compelling experience; for online audiences it gave them a sense of personal access to our tourist icons and Australian hospitality. This campaign is a fine example of the creativity that can be released when digital platforms and social media are successfully combined. The category winners should be commended as being engaging, informative and genuinely different in what has become a very crowded and cluttered communications landscape."

Paul Fisher, CEO of IAB Australia commented: "The quality of entries in this year's IAB Awards is quite exceptional and we were delighted to see that a number of them were featured at the Cannes Cyber Lions 2011 Awards. The winners should be congratulated on their efforts. They each brilliantly showcase the creativity and efficiency that online advertising can offer marketers as part of a cross media strategy. You don't have to look hard at the winning campaigns to understand why brands are seeing the potential of online advertising," said Mr Fisher.

The interactive advertising industry is growing strongly and online advertising now exceeds $2.35 billion in Australia and is well on track to reach $3 billion by the end of 2012. "This represents a seismic shift in media spend, something that not only has major implications for clients, agencies and media owners, but also impacts what we teach to students who will be the next generation of marketers. The content of courses at the Australian School of Business is changing to reflect the prominence now given to online marketing communications," said Professor Mark Uncles.