LONDON -- (Marketwire) -- 02/28/13 -- MKTG INC (OTCBB: MKTG) has been honoured as a global winner at Diageo's Marketing Brilliance Awards. MKTG INC, in partnership with Anomaly, Taylor PR, Carat, Colangelo and Landor Associates, won in the category of Best Integrated Campaign for the launch of Captain Morgan's 'Life, Love & Loot' campaign. Now in its fourth year, the Marketing Brilliance Awards celebrate the outstanding work created and executed by the marketing agencies Diageo works with across its global network.
This year's winning work was as diverse as it was exciting, from truly engaging responsible drinking campaigns to awe inspiring voyages across the oceans. Each of these 'gold standard' campaigns helped Diageo connect with consumers in increasingly innovative ways, providing stimulating content across a wide variety of media channels.
For the 'Live, Love & Loot' campaign, MKTG INC worked with several agency partners to create a multichannel campaign that told the story of the real Captain Henry Morgan. By focusing on the aspect of storytelling through an integrated 12-month program that spanned broadcast, interactive, social and gaming platforms and leveraging unique brand assets, this campaign successfully reinvented Captain Morgan for the drinker of today and increased momentum in brand perception which carried through to sales.
"The Captain had been a fixture in the on-premise for years but to truly integrate the campaign and maintain the integrity of the real Captain that was now being depicted in advertising we agreed that we had to make a bold move and remove him from our in-bar consumer activation," said Tom Tromba, SVP Client Services, East at MKTG INC. "The new storytelling approach has been well received across a broader range of accounts and consumers and we look forward to the continued success of the Life, Love & Loot campaign."
Andy Fennell, Chief Marketing Officer Diageo, commented, "Congratulations to all of our Marketing Brilliance Award winners. I want to thank the agency teams for pushing hard to deliver brilliant work. The quality of the winning submissions shows that we have raised the bar, both in terms of core creative ideas and in particular with standards of execution. I hope to see more and more of our campaigns, people and agencies shooting for a ten as we aim for faster growth."
The final winners as announced at the ceremony in London tonight are the following:
•Category: Responsible Drinking Campaign•Winning agency: FoxP2 •Campaign: 'Drive Dry' (Africa)
•Category: Design & Gifting•Winning agencies: invigor8tion and Raison Pure •Campaign: Diamond Jubilee by Johnnie Walker & Son's (Global)
•Category: Bought•Winning agency: Neogama-BBH •Campaign: Johnnie Walker 'Rock' TV Campaign (LatAm)
•Category: Owned•Winning agencies: Brain Juice Group •Campaign: Bushmills Facebook Program Poland (Eastern Europe)
•Category: Owned•Winning agencies: Praekelt, BCL, Carberry Communications, Endemol •Campaign: Guinness Football Challenge (Africa)
•Category: Earned•Winning agencies: Mindshare, Advocate, The Newtons •Campaign: Johnnie Walker 'Keep Walking Greece' (Western Europe)
•Category: Innovation•Winning agencies: Bloom, The Hardy Boys •Campaign: 'Snapp' launch (Africa)
•Category: Innovation•Winning agency: Barker Grey •Campaign: 'Bundaberg Master Distillers Launch' (Asia Pacific)
•Category: Innovation•Winning agencies: Landor and JWT •Campaign: Smirnoff 'Whipped & Fluffed' product launch (North America)
•Category: Integrated category regional winner•Winning agency partners: Anomaly, Taylor PR, Landor, MKTG, Carat and Colangelo •Campaign: Captain Morgan Launch of 'Life, Love & Loot' Campaign (North America)
•Category: Entrepreneur•Winning agency partners: Carat, Story PR, KK Outlet •Campaign: Talisker Atlantic Challenge (Western Europe)
•Category: Category Development - Off Trade•Winning agency: LOVE •Campaign: Whisky Category Father's Day - 'Raise a Glass to Your Dad' 360 Campaign
•Category: Category Development - On Trade•Winning agency: TMW •Campaign: Gordon's Elderflower (Western Europe)
•Category: Special marketing leadership team award•Winning agency partners: Edelman, Precious, Asylum •Campaign: Johnnie Walker & Son's Voyager program (Asia Pacific)
•Best mobile campaign•Winning agency: Anomaly •Campaign: Captain Morgan
•Best on trade design•Winning partner: Conran Design •Campaign: Gordons Ten Green Bottles
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