Awards Judges Highlight Power Of Local Media For Advertisers
Judges highlighted the power of local media for national advertisers during the Local Media Works Awards judging session which was held at the News Media Association’s London offices.
Judges scrutinised entries from media agencies who were challenged with coming up with a media plan with local media at its heart to promote Subway franchise opportunities and its importance as an employer in local communities.
The winners, who will be announced in November, will win the prize of brunch with unlimited bubbles at the Shard.
Chairman of the judges Stewart Easterbrook, chairman of MiQ and Medialab Group, said: “What the awards really showcased was a lot of people’s passion and understanding for the power of local media.
“It was a really enjoyable session to get deeper into that and see how people use facts, such as the high levels of trust in local media, and the holistic experience that can be created by local media, to bring some really great ideas to life.”
Sacha Clark, country marketing director UK & Ireland, Subway, said: “The awards are a great way to spotlight, in a very positive and meaningful way, local media and how local media can function within very strategic and thoughtful media strategies for both big and small brands.
“We had a wide variety of entries and some very interesting and innovative thinking. All underpinned with a really strong consideration of local media and the various channels available to planners.”
Richard McCarthy, pensions campaigns team leader, DWP, said: “It was fascinating to see how the entrants responded to the brief, with an array of innovative ideas and insight-driven planning. They all recognised the value of local messages and trusted channels in their responses, and how local press can feature as a part of an effective channel mix.”
Craig Nayman, Archant Dialogue executive director, said: “The quality and volume of the entries for the awards, now in its third year, proves that agency planners and buyers are recognising the true value and importance of trusted local news brands in the local media mix.”
Richard Lee, RNLI regional marketing manager, said: “I thought it was interesting to see the array of entries and the wide variety of different ways to approaching the challenge and the brief. It was a privilege for me to be a part of it and I really enjoyed it.”
Brandon Bell, head of UK & ROI stores marketing, Specsavers, said: “With over 840 stores across the UK and Ireland, Specsavers continues to recognise the importance of local media to engage with our audience and connect with communities.
“It was pleasure to be involved in the judging panel for this years’ Local Media Works Awards where media agencies of all sizes and locations submitted entries to demonstrate their knowledge, understanding and media planning capabilities.
“The calibre of entries was high with good use of local media, phasing and budgets in order to meet the brief. Well done to all involved!”
The six awards categories are best original thinking, best strategy, best use of content, best use of local targeting, best use of JICREG, and best use of multi-platform.