Magazine article Marketing

ANALYSIS: Finalists Line Up for Brand Design Awards - the 38 Finalists in the First Marketing Brand Design Awards Not Only Exhibited Creativity and Innovation but Also Tangible Results, Explains Jane Bainbridge

Magazine article Marketing

ANALYSIS: Finalists Line Up for Brand Design Awards - the 38 Finalists in the First Marketing Brand Design Awards Not Only Exhibited Creativity and Innovation but Also Tangible Results, Explains Jane Bainbridge

Article excerpt

Brands as diverse as Pampers, Virgin Mobile, Range Rover and Carlsberg are among those named as finalists in the first ever Marketing Brand Design Awards.

The 38 finalists in these awards have been selected from more than 200 entries across 23 categories.

The awards were launched to recognise the creative contribution made by all those involved in the creation, positioning, look and experience of a successful brand.

Categories cover the full range of marketing disciplines from packaging, advertising and sponsorship to sales promotion and identity. Awards are also being given for sector-specific work ranging from third sector, FMCG and healthcare.

A panel of 21 judges, chaired by Marketing editor Craig Smith was brought together in July to judge the entries. As well as fighting it out for gold and silver awards in their respective categories, the brand entries were also considered for the Grand Prix award for 'best in show'.

The panel of judges was made up of client marketers and leading agency figures. It included Charles Trevail, chief executive EMEA, Futurebrand; Michael Peters, managing director of Identica; Alison Brolls, head of marketing, Nokia UK; Mark Brickhill, marketing director fabric and homecare, Procter & Gamble; and Philippa Knight, client services director at Landor Associates.

The panel looked for creativity, innovation and positioning as well as tangible results proving any changes to the brand had an impact on the business performance.

Among those brands that made it to the finals was Masterfoods-owned Revels.

Originally launched in 1967, it had not been advertised since 1978 and its packaging had remained unchanged for seven years. Jones knowles ritchie redesigned the packaging to highlight the extreme differences between the six different chocolate-coated sweet centres. Since the relaunch, which included TV, sales have risen by 10%.

Mini entered several categories for its launches to both its dealers and consumers through The Russell Organisation. In July 2001, its dealer network launch broke with car manufacturers' tradition and took place in the less-than-glamorous location of a car park in Manchester.

Retail bank Abbey National also made it to the finalists list. Brand and design consultants F1RST were given the project of differentiating the bank from the negative baggage of its sector. …

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