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Wales Shoots and Scores with Winning Campaign at the 2023 World Media Awards

Cymru Wales: ‘Wales To The World’ Takes Home the Coveted Grand Prix

 London, Friday 8th September 2023 – The World Media Group, an alliance of leading global media organisations united in championing trusted journalism, is delighted to announce Cymru Wales (the Welsh Government) as the Grand Prix winner of the 2023 World Media Awards.

The awards, presented by the World Media Group, are the only global awards to recognise brands, agencies and media partners who, together, create the most effective cross platform, cross border, content-driven advertising campaigns.

Brands including Adidas, Birkenstock, Bumble, Deutsche Telecom AG, DP World, Maersk, PGIM, Visa and Volkswagen were amongst those receiving accolades for their impressive category entries this year during the awards celebration at the Ham Yard Hotel in London.

Cymru Wales’ Grand Prix-winning campaign, ‘Wales To The World’, which also won the Travel & Tourism category, capitalised on the opportunity to showcase their nation to an international audience when Wales qualified for the FIFA World Cup finals for the first time in 64 years.

‘This is Wales, C’mon in’ invited the world to get to know more about Wales in an authentic, people-led campaign that communicated Wales’s brand proposition and embodied the nation’s values. The people of Wales became messengers — telling their nation’s stories, and championing its values, culture and traditions in an engaging, unscripted and authentically Welsh way.

“While the standard of all our finalists was impressive, the jury agreed that ‘Wales To The World’ sums up what is at the core of the World Media Awards’ ethos. It truly demonstrates how a powerful content-driven campaign in the right media environment can bring a story to life without compromising on authenticity,” said Belinda Barker, Chief Executive of the World Media Group.

“The Welsh Government did an amazing job bringing together different cultures and values in an integrated campaign that showcases Wales as a progressive nation with so much to offer. We can’t wait to come and visit!”

“The World Media Awards showcases the best in international content-driven marketing so it’s an honour to be listed amongst such a high calibre of finalists,” said Heledd Owen, Director of Marketing, Cymru Wales. “We’re delighted to be awarded this year’s Grand Prix for ‘Wales To The World‘. It means a lot to know that this campaign, which is just the beginning of our long-term strategy to raise the profile of Wales internationally, has been recognised by the industry. We look forward to sharing more stories from the heart of our nation in the next chapter.”

 A panel of 39 heavyweight jurors from leading international advertisers, agencies and publishers, co-chaired Jerry Daykin, Head of Global Media, Beam Suntory and Natasha Byrne, Managing Partner, UM, were tasked with selecting winners from the many global submissions. The full list of judges can be seen here. The World Media Awards Ceremony was supported by Smartology.

The full case studies for this year’s winning entries, along with the winners of previous years, are available to read in the World Media Group’s Creative Vault here.

The winners of the World Media Awards 2023 are as follows:

AUTOMOTIVE

Buzz – Feeling The Force Of A Perfect Partnership
Brand: Volkswagen ID Buzz
Entered by: PHD and Scholz&Friends

Judges’ Comments: Volkswagen chose a great brand ambassador in Ewan McGregor based on the insight that there was a strong link between their audience and the Star Wars audience, and the relaunch timing for both iconic brands. But more than that – the campaign had strong results, with a reach of over 5.7 billion and 20,000 preorders – a capacity order book.

CORPORATE INFLUENCER

Discover New Paths
Brand: Maersk
Entered by: Havas Business
Credits: &Co, Copenhagen

 Judges’ Comments: This campaign used every touchpoint to create a truly global impact.  The jury loved the involvement of the employees – creating internal ambassadors. Maersk tackled negativity about logistics head-on and succeeded in injecting emotion into B2B marketing. Plus, it achieved great results – two thirds of people who saw it went on to connect with Maersk.

FINANCIAL SERVICES

Protecting Gamers Protects Visa
Brand: Visa
Entered by: Starcom Worldwide
Credits: Roblox, Venatus Media

Judges’ Comments: Visa had a clear objective to reach a Gen-Z audience, and the insightful analysis of Gen-Z audience behaviour in the gaming world meant a true value-led campaign could be created.

The judges also felt that Visa succeeded in brilliantly transforming the brand value of ‘security’ into a suit of armour for gaming avatars. And all of this executed in just eight weeks – very impressive!

Highly Commended:

OutFront
Brand: PGIM
Entered by: Reuters
Credits: Ptarmigan Media

 Judges’ Comments: In a sea of long format articles, blog posts and graphs that define this category, the judges highly appreciated the creative direction and craft of the creative execution of this strategy.

LUXURY & LIFESTYLE

Ozworld
Brand: adidas
Entered by: EssenceMediacom
Credits: Jam 3

 Judges’ Comments: The adidas team identified the ideal platform to connect with this unique audience, and came up with a strategy that reinforced the perceptions of the adidas brand as innovators.

This campaign turned a product range with historically declining sales into top-selling products -results which testify to the success of the campaign.

MEDIA & ENTERTAINMENT

Brand Anthem
Brand: Bumble
Entered by: Havas Media Group London

 Judges’ Comments: This campaign is a great example of a well-executed, international marketing strategy that also requires localisation of messaging – the Bumble team showed that they could deliver on complex coordination and delivered impressive results.

TECHNOLOGY & TELECOMS

 #WhatWeValue: Embracing Volunteerism With Gen Z
Brand: Deutsche Telekom AG
Entered by: Mindshare GmbH
Credits: emetriq GmbH, Publicis Sapient, Saatchi & Saatchi London, Proud Robinson & Partners

 Judges’ Comments: A meaningful and purposeful campaign built on the strong insight that Gen-Z want to give back and do something for each other – and that they have a particular focus on the future of the planet. The campaign engaged with the audience across multiple Gen-Z focused platforms with excellent results and also made a real difference – supporting 108 projects to help to make the world a better place.

TRAVEL & TOURISM & GRAND PRIX WINNER

Wales To The World
Brand: Cymru Wales (Welsh Government)
Entered by: Orchard Media and Events
Credits: iCrossing UK

Judges’ Comments: The passion came through in this entry and the jury felt that the Welsh Government team did more than just make the most of this World Cup moment. They addressed the difficulties arising from a clash of values, they embedded local storytelling into different cultures, and the modular creative approach enabled many stories to be told on the creative journey. Plus, there was a sense that this was the beginning of a strategy for Wales – the start of things to come.

Specialist Categories:

BRAND & MEDIA OWNER CATEGORY

Birkenstock: Ugly for a Reason
Brand: Birkenstock
Entered by: The New York Times Advertising

Judges’ Comments: This was an example of two brands coming together to achieve a mammoth task, to explain why Birkenstocks are the way they are. Birkenstocks, yes, are ugly but for a really good reason! And the New York Times with their reach and journalistic integrity were the perfect partner to explain that. The judges also loved the extensions of activity into social and events that kept the conversation going and benefitted both brands.

Highly Commended:

Trade In Transition
Brand: DP World
Entered by: Economist Impact

Judges’ Comments: The judges were impressed by the cut through that this research-based campaign achieved – and the strength of the results was reinforced by the fact that it was quoted by global influencers such as Christine Lagarde. 

RISING STAR

Obinna Iwuji
Wavemaker

Judges’ Comments: Obinna demonstrated an authentic approach and attitude to his work (no marketing speak), as well as an enthusiasm for the industry, and a passion to go the distance. He’s clearly excelling in his own right whilst also creating a legacy and carrying out amazing work outside of his day job.

Highly Commended: 

Teodora Tepavicharova
Condé Nast

Judges’ Comments: Teddy impressed the judges by, even at this early stage in her career, giving on to the next generation through mentoring.

SOCIAL GOOD

 #WhatWeValue: Embracing Volunteerism With GenZ
Brand: Deutsche Telekom AG
Entered by: Mindshare GmbH
Credits: emetriq GmbH, Publicis Sapient, Saatchi & Saatchi London, Proud Robinson & Partners

Judges’ Comments: This was more than a marketing campaign – real actions came out of it.  The brand demonstrated its support for young people’s commitment to change and promoted volunteerism – even flipping an NFT into a tool for enablement.  Deutsche Telekom knew their audience well and put money into the projects post-campaign

#ENDS#

Media contact:
Charlotte Panther T: 07834 431206 or E: Charlotte@world-media-group.com

About The World Media Group – Championing International Trusted Journalism
The World Media Group is a strategic alliance of leading international media organisations that connects brands with highly engaged, influential audiences in the context of trusted and renowned journalism. Its members include The Atlantic, BBC News, The Economist, Forbes, Fortune, Insider, National Geographic, Politico Europe, Reuters, The New York Times Company, The Smithsonian, TIME, The Wall Street Journal and The Washington Post, and partners Brand Metrics, Dianomi and Smartology. To find out more about the World Media Group, please visit www.world-media-group.com.

Johnnie Walker strides past the competition at the 2022 World Media Awards

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‘The Ones Who… Keep Walking’ campaign wins this year’s Grand Prix

The 2022 World Media Awards Ceremony last night was shadowed by the sad news of the death of Her Majesty The Queen. WMG President Damian Douglas began the event by offering condolences on behalf of the World Media Group and invited the audience to take part in a minute’s silence to reflect on the news.

Despite the difficult circumstances, we felt it was important to celebrate the amazing work of all our finalists, and we are pleased to announce Johnnie Walker as the Grand Prix winner of the 2022 World Media Awards.

The awards, supported by Smartology this year, are the only global awards to recognise brands, agencies and media partners who, together, create the most effective cross platform, cross border, content-driven advertising campaigns.

Brands including Accenture, Citi, De Beers, Forbes, Hyundai, Lombard Odier, Mærsk, Reuters, Samsung / Samsung Galaxy, Sony Pictures Entertainment, Visit Sweden and Volkswagen were amongst those receiving accolades for their impressive category entries this year during the awards celebration at the Ham Yard Hotel in London.

The Grand Prix-winning campaign from Johnnie Walker, which also won the Luxury & Lifestyle category, was built around a feature documentary directed by Amarachi Nwosu, which sets out to explore what the spirit of Keep Walking means for creative and change makers in Africa. The film features more than 20 defiantly optimistic voices from the artists, designers and musicians shaping the cultural scene in Africa today. It delivers an insight into how fresh creative energy, sheer determination, and a pioneering spirit is bringing authentic African expression to the world.

“Despite a raft of strong contenders, the judges were unanimous when it came to voting for the Grand Prix. This disruptive campaign demonstrates the power of storytelling through content-driven advertising in the right media environment,” said Belinda Barker, Chief Executive of the World Media Group.  “It uses storytelling to reimagine how we see Africa and the creative renaissance taking place there, highlighting those who embody the spirit of Keep Walking by igniting collective progress across Africa.”

A panel of 37 senior jurors from leading international advertisers, agencies and publishers co-chaired by Hamish Goulding, Head of Global Brand Strategy for HSBC and Ritu Lakhanpal, Managing Partner, IPG MEDIA BRAND, were tasked with selecting winners from the many global submissions. The full list of judges can be seen here.

The full case studies for this year’s winning entries, along with the winners of previous years, are available to read in the World Media Group’s Creative Vault here.

The winners of the World Media Awards 2022 are as follows:

 

AUTOMOTIVE  

Winner – The New Polo Challenger Series: Conquering New Stadiums
Brand: Volkswagen
Entered by: PHD Germany
Credits: Twitch, DDB/Voltage

Judges’ comments: The campaign addresses the issue of ad-blocking by its target market by going to where the younger audience is concentrated; the product is at the heart of the campaign.

CORPORATE INFLUENCER

Winner – The Upside Of Integrated Logistics
Brand: A.P. Moller – Mærsk,
Entered by: Havas Business
Credits: Creative Agency: &Co.

Judges’ comments: A creative use of media, beautifully integrated with an elegant internal and external application. The campaign demonstrates humour in a potentially dry category and achieves excellent results.

FINANCIAL SERVICES

Winner – Revealing The Unexpected Value Of Nature
Brand: Lombard Odier Group
Entered by: Banque Lombard Odier & Cie SA
Credits: VMLY&R, Wavemaker, RS Solutions

Judges’ comments: A nice concept brought to life making the financial services category beautiful and interesting. The campaign stands out in the sea of the sameness; the choice of media highlighted the campaign and delivered results.

Highly Commended – Treasury & Turbulence – Sanctions: The Makers & The Breakers
Brand: Citi
Entered by: Euromoney Institutional Investor  

Judges’ comments: This campaign creates emerging content for a niche audience but transferable to others and leveraged audio as distribution strategy.  

LUXURY & LIFESTYLE  

Winner – The Ones Who… Keep Walking
Brand: Johnnie Walker
Entered by: OMG Africa

Judges’ comments: A meaningful and disruptive campaign; a smart way to navigate regularity challenges and a strong brand alignment.

MEDIA & ENTERTAINMENT   Winner – The Source
Brand: Reuters
Entered by: Reuters
Credits: VMLY&R

Judges’ comments: A highly competitive strategy. A strong sense of authenticity, a smart media mix based on strategy, using simple visuals, propelling the brand into the future.

Highly Commended – Spider-Man Swings To Global Success
Brand: Sony Pictures Entertainment
Entered by: OMD EMEA   Judges’ comments: A strong targeted strategy with a clear impressive result of being the most viewed trailer.

TECHNOLOGY & TELECOMS

Winner – The Phone Of The Year Captures The Man Of The Year
Brand: Samsung Galaxy S21 Ultra
Entered by: Starcom Worldwide
Credits: Conde Nast, Edelman

Judges’ comments: Smart integration of premium editorial and premium commercial strategy; strong distribution across all platforms.

Highly Commended – Creating Sustainably
Brand: Samsung
Entered by: T Brand, the content studio of New York Times Advertising

Judges’ comments: They found a unique angle to launch the campaign. A robust audience strategy as the backbone of the campaign and smart use of targeting.

TRAVEL & TOURISM

Winner – Discover The Originals
Brand: Visit Sweden
Entered by: Mindshare
Credits: Forsman & Bodenfors, Hill+Knowlton, B-Reel Films, Ljudbyrån

Judges’ comments: A clever device that made people engage, comment and amplify the campaign, and possibly add Sweden to the bucket list! A real crowd pleaser and perfectly on brand.

GRAND PRIX

Winner – The Ones Who… Keep Walking Brand: Johnnie Walker
Entered by: OMG Africa

SPECIAL CATEGORIES:

BRAND & MEDIA OWNER PARTNERSHIP  

Winner – Okavango Eternal
Brand: De Beers Group
Entered by: National Geographic Judges’ comments: Brave and innovative way to talk about addressing brand perception head on, potentially a controversial issue. Highlights a new topic and is educational. Played to strong sustainability.  

Highly Commended – Accenture Exchange Series And Partner Content
Brand: Accenture
Entered by: Financial Times
Credits: UM

Judges’ comments: A thoughtful insight-led, multiplatform strategy with longevity.  

SOCIAL GOOD

Winner – Journey To Ithaca
Brand: Hyundai
Entered by: BBC Studios (BBC StoryWorks)
Credits: Havas Media Germany, Innocean Worldwide

Judges’ comments: A well-considered, well-executed campaign that generated a genuine positive and demonstratable impact for Hyundai and Ithaca. The project paves the standard for sustainable short-form content production at the BBC.

Highly Commended – State Of Black Entrepreneurship
Brand: For(bes) the Culture
Entered by: Forbes

Judges’ comments: The project is highly commended for its ambition to rewrite history through the use of media today and going forwards.  

RISING STAR

Winner – Ella Solomon
Wavemaker

Judges’ comments: Ella really impressed us with her entrepreneurial and sustainable efforts. She behaves as a leader in her agency and community. As such, we are keen to see where this takes her and expect Ella to help our industry progress on her net zero agenda.  

Highly Commended –  

Aimee Carpenter
Carat UK

Cristina Correa POLITICO Europe

Georgina Marshall
BBC Studios (BBC Global News Advertising Sales)

Judges’ comments: All highly competent and an asset to their organisations. We fully expect to hear more about all over the next few years.  

CONTENT LEADERSHIP & INNOVATION  

This award is for the individual recognised by peers for their talent in creating exemplary content-driven campaigns with brand bravery, creativity and innovation.

Winner – Khaled AlShehhi, Executive Director of Marketing and Communication for the UAE Government Media Office

#ENDS#

About The World Media Group – Championing International Trusted Journalism

The World Media Group is an alliance of leading global media organisations united in providing trusted and renowned journalism. Its members include The Atlantic, BBC Global News, Bloomberg Media, The Economist, Forbes, Fortune, Insider, National Geographic, Politico Europe, Reuters, The New York Times Company, The Smithsonian, TIME, The Wall Street Journal and The Washington Post, and associate member Euromoney, and partners Permutive and Smartology. To find out more about the World Media Group, please visit www.world-media-group.com.

 

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Judges Like the Sound of Sonos’s Campaign at the 2020 World Media Awards

‘Brilliant Sound at Intersections of Culture and Cool’ Wins this Year’s Grand Prix

London, Thursday 10th September 2020 – The World Media Group is pleased to announce the winners of the 2020 World Media Awards.Top brands including Astana International Financial Centre, Electronic Arts, Levi’s, Samsung, Shell, Sonos, Tech Mahindra, Tourism Australia and Volkswagen were amongst those receiving accolades for their impressive entries this year. Hosted by the World Media Group*, the World Media Awards, now in their fifth year, are the only global awards to recognise brands, agencies and media partners who, together, create the most effective cross platform, cross border, content-driven advertising campaigns.

Sonos was the biggest winner this year taking away the WMA Grand Prix, as well as scooping up the Technology & Telecommunications prize for its innovative multiplatform campaign, ‘Brilliant Sound at Intersections of Culture and Cool’. In a currently over-crowded smart speaker market, Sonos’s challenge was to cut through the noise of its competitors to deliver a brand message about greater sound quality to an audience who may never have even heard of them before.

“Sonos edged out the competition with an entry that succeeded on every level – they outlined a clear challenge, addressed it with a multiplatform, wide-reaching creative approach and backed it up with fantastic results that demonstrated brand lift and revenue growth,” said Christoph Woermann, WMA Judge and CMO Corporate Bank, Deutsche Bank. “Brilliant Sound demonstrates all the attributes of an award-winning content campaign and is well-deserving of this year’s Grand Prix award.”

Alex Delamain, President of the World Media Group and SVP Global Client Partner at The Economist said, “As the World Media Awards celebrates its fifth year, the bar has been raised yet again. Not only did we have a record number of entries from all over the world – up by 100 percent on last year – the quality of the shortlisted campaigns was exceptionally high. Creating authentic content through creative storytelling that crosses multiple platforms and borders is at the heart of what the World Media Group does. In my second year as President, I have been surprised and delighted by the fresh perspectives and new approaches in content marketing; I’m excited that the WMG is able to highlight and celebrate this great work.”

A panel of 30 senior jurors from leading international advertisers, agencies and publishers co-chaired by Woermann and Josh Krichefski, CEO, EMEA at Mediacom, were tasked with selecting the eight category winners and the Grand Prix winner from the many global submissions. The full list of judges can be seen here.

For more information on the World Media Awards and to see the winning entries in fullvisit: http://sandbox.world-media-group.com/2020-winners/

 The winners of the World Media Awards 2020, along with comments from the judges, are as follows: 

Automotive

Winner –Volkswagen: For the Many, Not the Few – The ID.3
Entered by: PHD Global Business
Credits: DDB Berlin

“This campaign provided a great solution around the democratisation of new electronic vehicle technology to make the Volkswagen ID.3 synonymous with e-mobility.”

Brand & Media Owner Partnership

Winner – Samsung: TV is Making History Again
Entered by: Starcom
Credits: CNN, Leo Burnett, Adam & Eve/DDB

“If you’re going to do a media partnership, this is the way you do it! This immersive experience into space showed how you could bring out the product benefits of technology by using a really visual entity.”

Highly Commended – Astana International Financial Centre: My Kazakhstan
Entered by: Astana International Financial Centre
Credits: Bloomberg Media, Bloomberg Media Studios

“A well-considered media partnership that made fantastic use of Bloomberg’s content bringing to life the entrepreneurial spirit of Kazakhstan through storytelling.”

Corporate Influencer

Winner –Tech Mahindra: In the Future
Entered by: The Trust: The Wall Street Journal | Barron’s Group

“A well-adapted, creative and focused campaign that drove real business results.”

Highly Commended – Shell: The Great Travel Hack
Entered by: Mediacom
Credits: Vayner Media, Wunderman Thompson, Edelman, UEG Worldwide

“A very engaging campaign with a brave creative approach.”

Financial Services

Winner – Astana International Financial Centre: My Kazakhstan
Entered by: Astana International Financial Centre
Credits: Bloomberg Media, Bloomberg Media Studios

“This ambitious ‘country rebrand’ demonstrated some beautiful character profiles that brought to life the entrepreneurial spirit of Kazakhstan. It successfully presented a country that, as an investor, you’d want to back, and achieved impressive business results.”

Highly Commended – UBS: Are You Investing in What Matters to You?
Entered by: Spark Foundry
Credits: The New York Times, T Brand Studio

“This excellent multimedia story with a personalised CTA challenged readers to think about sustainable investments and learn more about how they could make a difference with their portfolio.”

Luxury, lifestyle &Fashion

Winner – Levi’s: What Does Performance Mean to You?
Entered by:OMD EMEA
Credits: TCO London (Huck Mag)

“This partnership redefined masculinity for a brand that’s synonymous with dusty pick-ups and ruggedness, prioritised storytelling over product and delivered significant bottom line uplift.”

Highly Commended – Essity: Viva La Vulva
Entered by: Zenith
Credits: Poke, AMV BBDO, Ketchum

“One of those campaigns that is likely to be written into media folklore for many years to come. It tackled a very delicate topic with respect and humour to effect real cultural change.” 

Media & Entertainment

Winner –Electronic Arts: FIFA20 Play Wrong
Entered by:m/SIX
Credits: Copa90

“A brave and fresh approach to the category. Strong storytelling with authentic content that also had local resonance, and a partnership that played out well across all of the creative concept.”

Technology & Telecommunications

Winner& Grand Prix Winner –Sonos: Brilliant Sound at Intersections of Culture and Cool
Entered by: Vizeum & 360i, Dentsu Group
Credits: ACAST, Amazon, WeTransfer, Anomaly

“The campaign leveraged smart insights into the audience and their passion for their subjects. It combined OOH in cities around the world with great digital, podcasts and innovative Amazon placements, resulting in a really well-integrated campaign.”

Travel & Tourism

Winner –Tourism Australia: From Country to Company
Entered by: UM Australia

“This campaign was developed from having genuine empathy for the needs of their target audience and demonstrated a fantastic use of partnerships.”

Highly Commended – Narok County Government: Moments of Wonder
Entered by: Reuters Plus

“A stunning campaign that really brought the beauty of the country to life.”

CONTENT LEADERSHIP & INNOVATION

This award is for the individual recognised by peers for their talent in creating exemplary content-driven campaigns with brand bravery, creativity and innovation.

Winner – Johan Jervoe, Chief Marketing Officer, UBS

 #ENDS#

Media contact: Charlotte Panther, M: 07834431206, E: charlottepantherpr@gmail.com

*About The World Media Group
The World Media Group is a strategic alliance of leading international media organisations that connects brands with highly engaged, influential audiences in the context of trusted and renowned journalism. Its members include The Atlantic, BBC Global News, Bloomberg Media Group, Business Insider, The Economist, The Financial Times, Forbes, Fortune, National Geographic, Reuters, The New York Times Company, Time, The Wall Street Journal, The Washington Post, and associate members: Moat and The Smithsonian.