NZ Direct Marketing Awards 2017: TRACK NZ takes out the Grand Prix for Air NZ's 'Airpoints' campaign; FCB NZ picks up eight Gold Awards

AirNZ-Qantas (1).jpgLast night the winners of the 2017 NZ Direct Marketing Awards were unveiled at a prestigious gala dinner held in The Great Room at Cordis, Auckland. Together with MC Brooke Howard-Smith, over 550 guests celebrated a wide variety of campaigns that successfully exhibited a unique chemistry of data, strategy, creativity and results.

Hosted by the Marketing Association and proudly sponsored by Orangebox, the NZ Direct Marketing Awards continue to celebrate and recognise the clients, agencies, consultancies and suppliers who exhibit excellence in insight-driven direct marketing projects and campaigns.

Each year a selection of New Zealand's most experienced direct marketers takes all entries through a rigorous judging process to decide who will walk home victorious with a New Zealand Direct Marketing award. 

Says Tony Mitchell, CEO of the Marketing Association: "I wish to thank this year's judges and our Convenors of Judges, Martin Bremner and Trevor Moodie, for generously giving their time to support our industry."

For the second year running Air New Zealand scooped the Grand Prix Award, this time with agency partner TRACK New Zealand for its Air New Zealand Airpoints campaign. The judges commented that "the strength of the entry is in the overarching strategy; it's a big thought that has produced big results." The campaign impressed the judges with its ambition and execution.
Says Rob Limb, managing director, TRACK NZ: "We're very fortunate to work with visionary clients in Mark Street and Monique Forbes at Air New Zealand and Tracy Smithers at Westpac. We're thrilled that their exceptional work and commitment to customers has been recognised by the industry." 

Hot on the heels of last year's successful New Zealand Cricket campaign (7 awards), SpeakData was back on centre stage to celebrate winning this year's Nexus Supreme Award, and no less than eight awards, five golds for its work on the World Masters Games 2017 campaign. Judges called this "an extremely impressive entry" and "an extraordinary achievement to create an organisation from scratch and successfully confronted the complex marketing challenge of generating nearly 30,000 participants in a national event from a global market of 28 different sporting interests."    

Highlighting the importance of innovative customer loyalty programmes, this year's Keith Norris Direct Marketing Organisation of the Year went to Loyalty NZ. As the judges commented "It can be hard for a 21-year-old to change their ways, yet Loyalty NZ has done just this and confronted a loyalty programme marketplace characterised by immense change and new competition with a fresh focus on partner and cardholder value."

Annabelle Fowler, general manager, market development and retail sales at Air New Zealand, was awarded the Direct Marketer of the Year accolade. "Annabelle is a passionate, high energy direct marketer who is highly regarded by her team and the wider business" said the judges. "Annabelle and her Air New Zealand team are at the forefront of direct marketing innovation, competently using all the digital technologies, channels and consumer data available to them to deliver programmes of work that are designed around sound direct marketing strategic thinking."

The night's other big winner was FCB with 18 awards including 8 golds for its campaigns with clients Fire and Emergency New Zealand, Vodafone NZ and Google, and Water Safety New Zealand. TRACK New Zealand went home with 13 awards, Affinity ID was recognised with 10 awards, justONE, Colenso BBDO and Chemistry Interaction each celebrated 9 wins.

The NZ Direct Marketing Awards are brought to you by the Marketing Association and made possible thanks to the support of our platinum and programme sponsor Orangebox, our category sponsors Asia Pacific Digital, Energise & Associates, Fly Buys, Getty Images, GrownUps, Lab360, Loyalty NZ, Mosh Social Media, New Zealand Wine Society, Shelly Davies Writing & Training, Qrious, Beverage sponsors Asahi Super Dry, Boundary Road Brewery, Honesty Box and Merchandise sponsor Novelli.

The full list of 2017 winners and their stories can be found below and on the Awards website:

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