ZenithOptimedia was crowned 2010 IAB Best of Show for its Lion Nathan ‘Tooheys Extra Dry – Six Beers of Separation’ campaign, at the IAB Awards ceremony in Sydney on 22 July,

The Best of Show award secures their entry into the 2010 US IAB MIXX Awards which is to be judged in September 2010 in New York. A full case study of the campaign will be published in Marketing magazine’s August issue, on sale 28 July 2010.

According to Paul Fisher, CEO of IAB Australia, 2010 has been an exciting year for the IAB Awards:

“The record number of entries this year is a reflection of the strong growth in digital and interactive advertising in this market. Representing a total of 133 brands, the IAB Award entries clearly demonstrates Australian agencies are not only creating incredibly effective interactive campaigns, but are proud to promote their world-leading achievements,” said Fisher.

Other 2010 Award Winners:

Category: Branded Content and Best of Show
ZenithOptimedia for Lion Nathan – Tooheys Extra Dry – Six Beers of Separation
Creative Agencies: BMF and Holler

Category: Brand Awareness and Positioning
Mediacom for Dell – Alienware Clan Challenge
Event Production and Filming: TCO

Category: Direct Response and Lead Generation
WHYBIN/TBWA/TEQUILA for Nissan Australia – Take the Wheel

Category: Product Launch
Soap Creative for Unilever Australia – LYNX Party Across the Internet
Media Agency: Universal McCann

Category: Brand Loyalty and Retention
Publicis Mojo and Virgin Mobile for Virgin Mobile – Member’s Lounge
Mobile Offer Redemption Platform: Figitt
Mobile Developers: MIA
Developers: Cactuslab

Category: Brand Destination Site
Publicis Mojo Melbourne for Cadbury – The Adventures of Freddo

Category: Cross-Platform Integration
Publicis Mojo Melbourne for Tourism Victoria – The Art of Walking
Production Company: @RADICAL.media

Category: Search Marketing
Experian Hitwise for Southern Cross Travel Insurance – SCTI Online Offline Integration

Category: Social Media Marketing
Leo Burnett for Canon – Canon EOS Photochains

Category: Rich Media and Digital Video
Soap Creative for Unilever Australia – LYNX Party Across the Internet
Media Agency: Universal McCann

Category: Not for Profit/Public Service
FNUKY for GetUp! – Censordyne

Category: Creative Showcase Grand Prix
Holler for Lion Nathan – Beck’s ÜBERSELEKTOR
Media Agency: ZenithOptimedia