BP Oil NZ ‘makes marketing history’ at 2014 TVNZ Marketing Awards; wins Supreme Award + Retail

The theme for this year’s TVNZ NZ Marketing Awards was Make Marketing History, evoking great marketing successes of the past and inspiring today’s marketers to join the winners ranks.

For the sixth year in a row Te Radar returned to MC a record number in attendance at The Langham, Auckland, where he was joined by hosts NZ Marketing Magazine’s Vincent Heeringa and Marketing Association chief executive, Michael Pryor.

BP Oil, winners of both the Supreme Award and the Retail category, faced the monumental business challenge of needing to reduce cents-off rewards in a complex and highly competitive market environment. With a long-term view of building a new customer value proposition and leveraging insights, BP Oil created its “Friends With Ongoing Benefits” strategy, ensuring exceptional returns by understanding segmentation and cleverly targeting their offers to more profitable customers.

The judges were particularly impressed by BP’s recognition of the value and opportunity of direct database ownership for themselves, their suppliers and their customers, now and for the long term.

Joining BP Oil in making marketing history were triple-category winners iSite Media, Westpac New Zealand, Fonterra Brands – Tip Top, Tait Communications (each winning two categories), Holden New Zealand, AA Smartfuel, Insight New Zealand & the National Influenza Specialist Group, Auckland Tourism, Events and Economic Development & Heart of the City, The Radio Network¸ New Zealand Aids Foundation, Auckland Transport, DB Breweries, Mercury Energy, My Food Bag and the Far North District Council.

Taking the title of Rookie Marketer of the Year, Jade Clark of Fonterra Brands (brand manager – Tip Top), demonstrates strong commercial acumen, with a great appreciation of the power of customer insight, looking at the big picture and being part of a well-functioning team.

With an outstanding grasp of marketing and transformational leadership, Marketer of the Year, Aisha Daji Punga, commercial development manager at Frucor Beverages Ltd, focuses on team-based results. Her cross-company influence drives marketing thinking into every project to future-proof brands and generate sustainable growth.

The Marketing Excellence award went to Philip Poole, CMO at J. H. Whittaker & Sons, and the judges all acknowledged the company’s classic brand story-telling and absolute commitment to product quality that’s driving growth in a fiercely competitive market.

They said: “Whittaker’s has built both a business and marketing strategy based on quality and ongoing innovation, with marketing at the essence of its operational style – a truly inspirational company and brand.”

This year Geoff Ross, founder of 42Below, chairman of Trilogy and CEO of Moa Brewing was honoured for his commitment to the marketing profession and industry and joined the stellar list of individuals who have already been inducted into the Marketing Hall of Fame.

A full list of winners can be found below and their stories at everythingmarketing.co.nz.

Winners:

BP Oil New Zealand, Friends with Ongoing Benefits

Marketing Excellence sponsored by APN NZ Media

Philip Poole, J.H. Whittaker & Sons

Marketing Hall of Fame sponsored by TVNZ

Geoff Ross, founder of 42 Below, Chairman Trilogy and CEO of Moa Brewery

Marketer of the Year sponsored by Colmar Brunton

Aisha Daj Punga, Frucor Beverages Ltd

Rookie Marketer of the Year sponsored by NewsWorks

Jade Clark, Fonterra Brands (Tip Top)

Automotive

Holden New Zealand, Holden VF Commodore Launch

B2B

iSite Media, Highly Targeted Outdoor

Consumer Products & Services

AA Smartfuel, The Business Backbone

Export sponsored by New Zealand Trade & Enterprise

Tait Communications, P25 Best Practices Campaign

Fast Moving Consumer Goods (FMCG) sponsored by BrandWorld

Fonterra Brands (Tip Top), Tip Top Back To Nature

Financial & Banking sponsored by Mailshop

Westpac New Zealand, Symphony Customer Engagement Programme

Healthcare

Insight New Zealand & the National Influenza Specialist Group, 2013 Influenza Vaccination Campaign

Lifestyle/Travel/Leisure

Auckland Tourism, Events and Economic Development & Heart of the City, AKL: The Show Never Stops

Media/Publishing

The Radio Network, iHeartRadio Launch

Not-for-Profit

New Zealand AIDS Foundation, Love Your Condom

Public Sector

Auckland Transport, Auckland Transport “Travel Myths”

Retail sponsored by The Wine Portfolio

BP Oil New Zealand, Friends with Ongoing Benefits

Sponsorship

DB Breweries, Tui Catch a Million

Technology

Tait Communications, P25 Best Practices Campaign

Utilities/Communications sponsored by Ubiquity

Mercury Energy, GEM – The Good Energy Monitor

Emerging Business/New Brand sponsored by Image Centre Group

My Food Bag, My Food Bag Launch

Innovation

iSite Media, Highly Targeted Outdoor

Insight

Westpac New Zealand, Symphony Customer Engagement Programme

Marketing Leadership sponsored by APN NZ Media

Far North District Council, Let’s Talk Crap!

Sustainability

Fonterra Brands (Tip Top), Tip Top Back To Nature

Transformational sponsored by Boston Digital

iSite Media, Highly Targeted Outdoor