Magazine article Marketing

Marketing Design Awards 2012: The 2012 Design Winners

Magazine article Marketing

Marketing Design Awards 2012: The 2012 Design Winners

Article excerpt

This year's Marketing Design Awards flew the flag for great British design in a year of unprecedented creativity, epitomised by the Olympics and the Diamond Jubilee.

Winners covered a wide range of sectors, showcasing design at work at all levels of business. As well as multinational brands such as Electrolux, Courtaulds, Uniqlo and Lafarge Cement, there were also plaudits for the design credentials of the Teenage Cancer Trust and Fine Cell Work, among other not-for-profit organisations.

In a year that was illuminated by Danny Boyle's widely applauded Olympics opening ceremony, the winners also demonstrated the quirky nature of British design.

The Grand Prix was awarded to the Brixton Pound, a local currency launched in South London in 2009, with notes that feature such local heroes as David Bowie and Len Garrison, founder of the Black Cultural Archives. The Grand Prix is awarded to the entry that the judges consider has embraced the importance of strong design as an integral component in a successful marketing campaign.

The Brixton Pound design work, by local agency This Ain't Rock'n'Roll, was the big winner of the awards, scooping the top spot in the Charity & Non Profit and Financial & Utilities categories, as well as the Identity award in the design use categories. The social enterprise was also named Client of the Year, having embraced bold thinking and delivered brave design.

Judge Jeremy Lindley, global design director at Diageo, said that the Brixton Pound caught judges' attention on many levels. 'It was brilliant to see design being brought to bear in a concept that is seeking to bring about social change and community cohesion. It was also great to see the innovative and beautiful approach that the designers had taken - a truly original and highly crafted solution that is striking and appealing.'

Designer and Red or Dead founder Wayne Hemingway chaired the awards, which were assessed by a panel of judges including representatives of brands such as Diageo and John Lewis, as well as major design agencies The judges considered 120 entries in 16 categories, covering nine product sectors and seven design-use categories including identity, products launch and rebrand.

The Marketing Design Awards were entered by organisations of all sizes that could clearly show how their use of design has formed an integral part of their marketing planning and implementation and had an impact on the performance of their brand and business. This year the number of entries was up by 20%, despite a tough trading environment.

'The work entered was excellent and a great showcase for the high standard of design being produced today,' said Lindley. 'Food and household were the most hotly contested categories, with a wide range of work that seemed to be moving brands forward and enhancing the consumer experience.'

British design's international reputation was demonstrated by the winner of the Food & Household (FMCG) category. Lewis Moberly picked up the award for the brand positioning, name and identity it produced for leading Mexican department-store chain El Puerto de Liverpool's gourmet food halls. The company has 60 outlets and is rolling out its Experienca Gourmet concept to target Mexico's growing middle class.

Trevor Pettit, group creative director at Oakwood MG, said that while design standards of entries were good across the board, those in the charity and non-profit categories had excelled, reflecting the particularly challenging nature of fundraising in a financially constrained market.

'It's clear that charities have to find ever-more ingenious ways of going beyond awareness-building to become effective in every sense,' he said. 'Every penny counts and all but a wasteful few were smart about the way their communication achieved this.'

The Brixton Pound picked up the award in this category, but there was a strong showing from other entrants, with commendations for The Donkey Sanctuary and Fine Cell Work, a social enterprise that trains prisoners in paid and creative needlework to help them develop a skill, hope, discipline and self-esteem. …

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