|17 Nov 2023
This prestigious award acknowledges the marketer responsible for the most impactful idea on a brand's business over the past year.
The winner was chosen by a jury of ten leading global brand-side marketers and they selected her "Phone It In," campaign which was created for Skinny.
Ally expressed her gratitude stating, "I'm incredibly honoured to be awarded this prestigious Pencil. It represents the healthy tension between risk and invaluable creativity which inevitably equates to brand strength if you get it right." She further elaborated, "‘Phone It In’ brilliantly encompasses both while promoting our brand purpose of 'We'll do anything to keep prices low and customers happy'."
She also acknowledged the collaborative efforts involving Colenso BBDO Auckland, PHD Media Auckland, Platform29 Auckland, and Drum Agency Auckland. She says, "I could not have received this accolade without my incredible leaders Matt Bain and Sarah Williams, and of course without the hearts and brains of my tireless agencies Colenso BBDO, PHD, Platform29, and Drum."
The CMO Pencil competition began with a selection of 31 high-scoring entries. From this pool, the jury narrowed the field down to seven finalists and Ally’s "Phone It In" campaign stood out among these remarkable entries.
Kevin Swanepoel, CEO of The One Club, praised the caliber of all the entries considered and noted, "The jury strongly felt 'Phone It In' was a great campaign that ticked all the boxes of the judging criteria.”
Not only did she win the CMO Pencil but also a Gold Pencil for Direct Marketing and two Bronze Pencils, one each in the categories of Out-of-Home and Radio & Audio, during the 50th anniversary One Show.
Details about the campaign are viewable here on YouTube - it is well worth the watch.
Story source: CampaignBrief