A rebranded Australian Marketing Institute (AMI) last night revealed the winners of the 2013 Awards for Marketing Excellence at a gala dinner in Sydney, recognising Hungry Jack’s app, Cole’s Simon McDowell and Harold Mitchell AC with top awards, as well as revealing a new award, the Future Leader Award, presented to Rebecca McSwiney.

The top campaign prize, Marketing Program of the Year, was awarded to Hungry Jack’s, for its ‘Shaking up the Category and Winning’ entry by Clemenger.

Named Certified Practising Marketer of the Year was Simon McDowell, chief marketing officer and store development director of Coles Group Limited (with whom we chatted last night; read the interview here). “The Institute is thrilled to recognise Simon’s dedication and contribution to the marketing profession,” says Crowe.

Media industry legend Harold Mitchell AC was presented with The Sir Charles McGrath Award, presented to an individual who has made a significant lifelong contribution to the field of marketing in Australia. Mark Crowe, CEO of the AMI, says, “Since 1976, this award has been presented to an individual who has made a most significant, lifelong contribution to the field of marketing through sound business practice, development of the marketing profession, or wider industry achievements. Recognition from one’s peers is the highest and most valued accolade to be bestowed on a marketing professional. Harold is an industry icon and most deserving winner.”

A new award, the Future Leader Award, was presented to Rebecca McSwiney, online marketing manager at the University of Southern Queensland. “This inaugural Award has been instigated to promote the critical role future marketing leaders, such as Rebecca, will play as key contributors to value creation for organisations,” Crowe says.

Hungry Jack’s – ‘Shaking up the Category and Winning’ campaign by Clemenger

From the AMI’s official announcement:

Outspent and outnumbered, and with declining revenue and share of voice, Hungry Jack’s needed help. Clemenger found a new-world solution to an age-old problem which delivered ROI of 1186% and became a permanent part of Hungry Jacks’ marketing mix.

In a category where brand salience and ease of visitation are vital, Hungry Jack’s was losing the battle on both fronts. And the business was suffering, with declines in both customer traffic and sales. Something new was needed to encourage people past the competition and into Hungry Jack’s, with a modest budget.

The Hungry Jack’s Shake and Win App was developed based on sound thinking and research encompassing shopper behaviour in the QSR category, the current communications environment and a deep understanding of Hungry Jack’s consumers.

Executed through owned media, mobile banners and earned media, primarily via Facebook check-ins, the app remains one of the most downloaded branded apps and number one in the free Food & Drinks section.

The pilot project has since become a permanent pillar of the business without any subsequent investment and is still delivering additional, exponential profit.

Judge Paul Blanket, director, First Impressions, says, “‘Shaking up the Category and Winning’ had a lot to prove – and they got it right; their insights, based on sound research and strategic thought, translated into astonishing results.”

Another judge, Sean Grant, head of marketing at Dibbs Barker Lawyers, says, “We are no longer seeing vague objective and results in marketing campaigns, but hard-nosed, quantifiable metrics. Clemenger not only met their brief and kept to their tiny budget but have gone above and beyond to directly contribute 25% of Hungry Jack’s total profit growth. An outstanding effort.”

Kathy Hatzis, director at AMI says, “It is so easy to continue on the traditional route in a highly competitive market place and simply fight on price. However, providing an extremely tactical traffic building campaign that allowed for a fun, interactive way to experience the brand and get a deal proved to be a winner.”

Category winners:

• Brand Extension: Drop Dead Leggings – Official Clothing and Make Communications
• Brand Revitalisation: Sipahh Straws: From Failing Occasional Confectionery – Club Trading and Distribution
• Consumer Insight: That’s the Beauty of Tassal – Tassal
• Corporate Social Responsibility: Hands on Health – Monash University – Faculty of Medicine, Nursing and Health Sciences
• Digital Marketing: Shaking up the Category and Winning – Clemenger BBDO Sydney
• Education: La Trobe Make a Difference Campaign – La Trobe University
• Experiential and Brand Experiences: A Place to Remember – Graffiti Group
• Incentive Marketing: Australia Post Lead Legends Program – Australia Post
• Internal Marketing: The RACT Way – RACT
• Marketing Communications – Business to Business: Funeral Alliance Solutions for Business – Marketing Angels
• Marketing Communications – Business to Consumer: AAMI’s Rhonda and Ketut – A Love Story – Ogilvy Melbourne
• Marketing on a Shoestring: Cringe the Binge – Decoder
• New Brand, Product and Service Launch (Joint winners): Leggo’s Vine Ripe Pasta Sauce – Simplot Australia; and, Retirement Options Service – Government Employees Superannuation Board
• Social Marketing: Crisis Communication – Australia Day Weekend – Brisbane City Council
• Sponsorship: Arrive in Style to Grace Kelly: Style Icon with V/Line – V/Line Pty Ltd
• Sustainable Marketing: ClimateSmart Home Service – LGIS
• Loyalty Programs: Howards Storage World Loyalty Program – Howards Storage World

About the awards: The Australian Marketing Institute Awards for Marketing Excellence commenced in 1982, succeeding the ‘Hoover Marketing Awards’ which previously recognised outstanding marketing. The Institute’s Awards are now one of the most prestigious events on the Australian marketing calendar. Over 30 years, the Awards have celebrated individuals and organisations who have achieved extraordinary success through innovative and effective marketing practices, recognising the particular circumstances of different industries, budgets and the diversity of marketing programs. The Awards have evolved over the years in response to new developments in marketing theory and practice to reflect the growing appreciation of the critical role of marketing within organisations.

The Awards are distinguished by criteria that require entrants to articulate the whole marketing process from inception to measurement of result – a process that requires commitment and effort.

The AMI rebrands – new logo and proposed operating model

The Australian Marketing Institute has redesigned its logo, which it says reflects the Institute’s strategy into the future. An update in typography, new colours and the addition of circles signal a new era of growth and progress for the AMI and its members. Crowe says, “Our name and logo are important indicators of who we are and what we stand for. Now we are taking the opportunity to strengthen and modernise how we represent ourselves to our members and the markets in which we operate.”

As well as a new look, the Board has proposed a new operating model for the AMI. When the Institute was established as a limited company in the early 1990s, the constitution was not revised to reflect this, the AMI said in a statement. The Board of Directors has proposed a new operating model that will ensure AMI operations remain sustainable and increasingly agile in line with contemporary best practice. “The institute’s first priority is to serve our members and the marketing profession. This centralised model will enable the AMI to work more effectively and deliver further benefits to our members with the board to be directly elected by members,” says Crowe.