AIMIA Awards reward collaboration, innovation in interactive marketing

Australia’s interactive marketing talent from the past year have been celebrated at an awards ceremony in Sydney. The 19th Annual AIMIA Awards were dominated by the Wilderquest app entry for the NSW National Parks and Wildlife Service by Nomad and Deepend, which took out six categories.

Best Mobile Advertising or Marketing went to Hungry Jack’s app by Clemenger BBDO Sydney and Webling Interactive, while Red Bull Beat Suite by Whybin\TBWA\Group and Digital Arts Network won Best Use of Social Media.

Meanwhile, Best Advertising or Marketing was won by Cornetto Enigma by Soap Creative, Mindshare and Ensemble and The Innovation Award went to CommBank Kaching by Vivant Digital and The White Agency.

AIMIA President Tim O’Neill and CEO John Butterworth have seen a shifting of the guard at these awards with digital rising through. “Year after year we see more and more award entries reflecting the digital work being done in an ever-widening range of industries,” says Butterworth.

The variation of winners is also pleasing to the industry with an array of medical technology, shopping centres, national parks, as well as clothing manufacturers, car makers, wineries, mental health services, retailers and many more all represented this year.

Collaboration is also reflected in the 2012 entries, says O’Neill. “‘Collaborate’ is a word we all use loosely – and none of the award winners would be here without some kind of collaboration, whether it be publishers collaborating with advertisers or media buyers, agencies collaborating with their clients.”

O’Neill also highlights the fact that clients and publishers are hiring larger internal digital teams, as a trend influencing how AIMIA Award winning work is produced.

“Although this could be seen as a threat to agencies, if we are working alongside these teams it provides an opportunity for us to not just guide the digital strategy, but to put digital at the heart of their overall business strategy,” he says.

The full list of winners can be found here.