WPPED CREAM 2013

Sir Martin Sorrell

Sir Martin Sorrell

Chief Executive Officer
WPP

Introduction

When we introduced the WPPED Cream awards 6 years ago, it uncovered a few cynics.

They suggested that the only reason for launching a creative award scheme limited to WPP companies was that WPP companies found it difficult to win awards in open competition with the rest of the world.

It was a mischievous thought – and never convincing. WPP companies have always more than held their own in the great and growing number of awards ceremonies around the world. And if there was any lingering doubt about their creative abilities, it’s certainly been dispelled for good by their consistently stellar performance at the Cannes Lions International Festival of Creativity: a performance that’s resulted in WPP, for the third year running, being declared the Holding Company of the Year.

But for me, the WPPED Cream winners, presented here, are an even more remarkable testimony to the talent in our companies. The sheer quantity of brilliant work, in all categories and from all regions, is astonishing. It’s what our clients came to us for; it’s why WPP exists; and it makes me extremely proud.

Thank you all.

ABOUT WPP

WPP is the world’s largest communications services group with billings of US$70.5 billion
and revenues of US$16.5 billion. Through its operating companies, the Group provides
a comprehensive range of advertising and marketing services including advertising & media
investment management; data investment management; public relations & public affairs;
branding & identity; healthcare communications; direct, digital, promotion & relationship marketing
and specialist communications. The company employs 170,000 people (including associates)
in over 3,000 offices across 110 countries. For more information, visit rapturecity.info.

WPP was named Holding Company of the Year at the 2013 Cannes Lions International Festival of Creativity
for the third year running. WPP was also named, for the second consecutive year,
the World's Most Effective Holding Company in the 2013 Effie Effectiveness Index,
which recognizes the effectiveness of marketing communications.

In 2013 another leading industry competition, the One Show, recognized WPP as its Holding Company
of the Year at its 40th Annual One Show Awards, the first time the One Club recognized creative excellence
at the parent company level.

ACKNOWLEDGEMENTS

Thanks to Nick Moore, Tim Greenhalgh, Eric Salama, Aziz Cami, Steve Hatch, James Hilton,
Marcia Silverman, Tim Mellors, Khai Meng Tham and Lo Sheung Yan (Mayan) for chairing
the judging of the disciplines or helping me select the best Integrated campaigns.

To Tim Greenhalgh, Henry Saunderson, Matthew Robinson, Matt Leach, Pasquale Guarracino,
Michelle Burns, Anna Verre, Fiona Young and Jordan Harlow at FITCH
for the design and production of the book.

To Garry Pierrepont and Allister Havercroft for their proofreading and copywriting.

To Alemşah Öztürk, Emrah Dalgıç and Eren Dursun from 41?29! for the website as well as
Gavin Lennon from WPP.

And to the captain of the ship and über director of all proceedings, the tireless Adrienne Pace.

Thank you.
Seperator
John O'Keeffe
Worldwide Creative Director WPP

About the Awards

Crème de la Crème

Crème de la Crème
The overall winner in its category

Winner

Winner
An outstanding entry in its category

Highly Recommended

Highly Recommended
An entry of particular merit

The WPPED Cream Awards were initiated in 2007 to recognise the very best work produced by WPP companies around the world, across all marketing disciplines.

The awards give all agencies within the WPP group the opportunity to compete and be recognized for outstanding work that has provided growth and brand value to their clients.

The eight categories in which agencies can compete to win a Crème de la Crème award are Advertising, Consumer Insight, Design and Branding, Digital, Direct, Media, Public Relations, and Integrated. The entries are judged by separate juries which are made up of leaders from each of these disciplines and are some of the industry’s top professionals.

The only exception is the Advertising category where awards points won at Cannes, the One Show, D&AD, Clio and Spikes are used to decide what work wins and gets in the book in the following categories: film, radio, print, ambient, outdoor and promotion & activation.

The Crème de la Crème winners receive a specially-commissioned milk churn trophy in a presentation ceremony in Beijing on September 17. All those whose work is selected for the WPPED Cream book and website receive Winner and Highly Commended certificates.

The Judges

John O'Keeffe

John O'Keeffe
Worldwide Creative Director
WPP

Aziz Cami

Aziz Cami
Creative Director
Kantar

Eric Salama

Eric Salama
Chairman and CEO
Kantar

Tim Greenhalgh

Tim Greenhalgh
Chief Creative Officer
FITCH

James Hilton

James Hilton
Co-Founder and Chief Creative Officer
AKQA

Nick Moore

Nick Moore
EVP Chief Creative Officer
Wunderman New York

Steve Hatch

Steve Hatch
Chief Executive Officer
MEC UK

Marcia Silverman

Marcia Silverman
Retired Chair
Ogilvy Public Relations

John O'Keeffe

John O'Keeffe

Jury Chairman
Worldwide Creative Director
WPP

John joined WPP at the very end of 2008 as Worldwide Creative Director, reporting directly to Sir Martin Sorrell. His role involves working with as many people as possible, across agencies, disciplines, and clients, to help raise creative standards. So, as he says, it's a role he shares with everyone in every WPP company.

He began his career at Saatchi and Saatchi, moving to BBH in 1990, where he remained for eighteen years, the last eight of which he was Executive Creative Director.

During this time the agency garnered fourteen Agency of the Year titles from various bodies, including an unprecedented hat-trick of Campaign Awards. But he is always careful to acknowledge that, as with all such things, it was a team effort.

He also worked on many pitches, including Johnnie Walker, for whom he wrote "Keep Walking," and Barclays - both subsequent Cannes Gold Winners - and led the global Persil/OMO pitch team – BBH’s biggest ever win.

Since becoming Worldwide Creative Director of WPP, its creative score - at the only global measure of such things, Cannes - has increased by more than 100%, leading to a hat-trick of Holding Company of the Year Awards 2011/12/13.

John is married with two children and is a long time Arsenal season ticket holder.

Aziz Cami

Aziz Cami

Creative Director
Kantar

Aziz Cami was one of the founding partners of The Partners Design Consultancy, which has established an unrivalled reputation within the design industry for creative and commercial excellence.

He has over 30 years experience in design and corporate branding. In this time, Aziz has overseen creative projects for a wide range of clients such as Asprey, De Beers LV, Diageo, Ford, Harrods, Jaguar, McKinsey & Co., The McLaren Group, Saks Fifth Avenue and Warner Bros.

Aziz is a leading figure in the design industry and was President of D&AD, Europe’s premier association for design and advertising, in 1992-1993. He has won over 150 creative awards including D&AD Yellow Pencils, DBA Design Effectiveness Awards, The Art Director’s Club of New York and Communication Arts. Aziz’ strong and sometimes controversial, views about the design industry, collaboration and the benefits of design to clients means that he has been invited to speak at many international events.

Aziz divides his time between his olive farm in Italy (his Casa Loreto oil packaging won a D&AD Silver Award in 2006 as well as the Best in Show for the Packaging category at the Food & Beverage Awards 2007) and London where he is Creative Director for Kantar.

In 2005, Aziz was awarded an honorary doctorate of design from the University of Wolverhampton.

Eric Salama

Eric Salama

Chairman and CEO
Kantar

Eric is Chairman and CEO of Kantar, WPP's data investment management division. Kantar clients include many FTSE and Fortune 100 companies for who they carry out a range of work from innovation and new product development to optimisation of marketing spend and measurement of TV ratings.

Kantar brands include Added Value, Center Partners, Kantar Healthcare, Kantar Japan, Kantar Media, Kantar Retail, Kantar Worldpanel, IMRB, Lightspeed Research, Millward Brown, The Futures Company and TNS. They have around 30k employees and revenues of US$4bn.

Between 1994 and 2002 Eric was a Main Board Director of WPP Group - the largest communications company in the world. He was Group Strategy Director, and also CEO of rapturecity.info, the Group’s vehicle for developing its digital capabilities.

Prior to that Eric was Managing Director of The Henley Centre, Europe's leading consumer consultancy. And previous to that he was a researcher and speechwriter to The Labour Party Foreign Affairs.

He has a BA in Politics, Philosophy and Economics from Trinity College Oxford and an MSc with distinction in Economics from Birkbeck College London.

He is currently a non-exec of DFID, the UK Government Department for International Development.

Tim Greenhalgh

Tim Greenhalgh

Chief Creative Officer
FITCH

Global Creative Chief for FITCH, Tim steers the creative output of 14 multinational design studios, driving design standards and influencing the shape of brand and retail design worldwide.

Overseeing the group’s Global Creative Council, he upholds the agency’s standards of quality the world over and chairs debates on what is happening in our industry, stimulating bold thinking from a global vantage point.

A forecaster of trends and marketing developments, Tim is widely published and has developed a number of influential insights and opinion pieces including trends ‘The Serious Business of Play’, ‘Generous Brands’ and most recently, ‘Dreaming, Exploring and Locating – how consumers shop today in physical, human and digital ways’. He believes designers have a responsibility to deliver experiences that enhance consumers’ lives at every point of interaction, and that the art of ‘brand storytelling’ is key to engaging modern consumers in our social age.

Tim is himself an award-winning designer, having collected a number of ‘best in class’ ratings for international brands LEGO, HiQ, Carhartt, McLaren and Harrods.

Passionate about creative excellence, Tim is also a firm advocate of design as a business tool and has a keen interest in seeing Design respected as a valuable commercial entity for the ROI it delivers.

James Hilton

James Hilton

Co-Founder and Chief Creative Officer
AKQA

James Hilton is one of the world's most recognised and widely respected creative directors.

Since co-founding AKQA in 1995, James has been at the forefront of an industry which has seen the company grow to become the world’s most respected agency. AKQA has offices in London, Paris, Berlin, Amsterdam, New York, Washington DC, San Francisco, Shanghai, Tokyo, Portland and Atlanta.

As a world leader in design and creativity, James has collected a multitude of global awards including Grand Prix and Gold Cannes Lions, and has also served as a judge for Cannes Lions, Webby Awards, D&AD, and as Jury Chairman for the Clio Awards and Eurobest. He has been appointed into the Creativity 50, a list of the world’s 50 most influential and inspiring creative personalities alongside Apple's Jonathan Ive. Often speaking on the international circuit, James is also a visiting lecturer at the world’s most recognized and respected creative schools and universities.

Campaign magazine has named James as the UK's number one Digital Creative Director for two consecutive years.

Nick Moore

Nick Moore

EVP Chief Creative Officer
Wunderman New York

Nick is CCO of Wunderman, New York. He leads an integrated multi-disciplinary team of creative people on accounts ranging from Citibank and United to Land Rover and Reebok.

Before moving to America, Nick was Creative Director of TBWA\GGT and Proximity in London.

The work produced by Nick and his teams has consistently been recognized by consumers, clients and award juries from Cannes to Echos.

Nick's opinions have been featured in publications from Campaign and Ad Age to the New York Times and Huffington Post. He chaired the 2013 Clio Direct & Engagement Juries and has served on juries at Cannes, D&AD, and the Effies.

Nick lives in New York with his wife, two daughters and a very dumb Labrador.

Steve Hatch

Steve Hatch

Chief Executive Officer
MEC UK

Bar brief stints travelling and secondments to South Africa and the Czech Republic, Steve has spent most of his career in London’s advertising and media agencies.

Working at some of the most creative companies of their type, BMP DDB, Y&R, PHD working with clients such as SONY, Unilever, Universal Pictures, and the BBC he found his long-term home at MEC where he is UK CEO.

The agency has won many awards for its work as well as Media Week, Campaign and Marketing Agency of the Year and was the first Media agency ever to win the IPA effectiveness company of the year.

Steve’s co-authored book on creativity and communication ideas, Rigorous Magic, was published by Wiley Son in 2009.

Marcia Silverman

Marcia Silverman

Retired Chair
Ogilvy Public Relations

Marcia Silverman is the retired chair and a 31-year veteran of Ogilvy PR. Marcia was previously Global CEO and was the company’s first president of the Americas. As the former head of Ogilvy PR’s largest office in Washington, DC, she has counselled and provided public relations expertise to numerous corporations, trade associations and government agencies.

PRWeek, a leading industry trade publication, recognized Marcia’s contribution to the industry by profiling her as one of the “50 Most Powerful Women in PR” and as one of the “100 Most Influential PR Professionals” in the 20th century. She was recently named PRWeek’s “2009 PR Professional of the Year” and one of Washington Business Journal’s “Women Who Mean Business.”

Prior to Ogilvy PR, Marcia worked in the public relations division of J. Walter Thompson in New York. During her tenure she supported a variety of clients, including several major pharmaceutical companies.

Marcia recently served as chair of the Council of PR Firms and is on the board of directors of the Mexican American Legal Defence and Education Fund. Previously, she served on the board of the Women’s Campaign Fund.

She holds a graduate degree and a bachelor's degree from the University of Pennsylvania.

John O'Keeffe

John O'Keeffe

Jury Chairman
Worldwide Creative Director
WPP

“Fortune favours the brave”

Someone said to me around this time last year: “Well it would be a brave man who’d bet against WPP now.” I think he was referring to our potential performance at Cannes 2013.

I can’t say whether anyone actually lost money, but his words were prophetic. After back-to-back Holding Company of the Year Awards in 2011 and 2012, this year we completed the historic hat-trick.

It did, though, make me think about that word, “bravery”. The ongoing economic woes of many markets are hardly conducive to bravery in advertising, yet still we continue to bring world-class ideas to our clients’ tables. And, time and again, the equally brave marketers who buy them are rewarded as they deliver where it really counts. It is more than mere coincidence that our agencies have made WPP not only the most creative but, according to The Effie Index 2012 and 2013, also the most effective holding company in the world.

All of which I suppose goes to prove that old saying: “Fortune favours the brave.”

I hope as many of our clients as possible get a chance to look through these pages and to see what amazing results can be had if, in spite of everything, they go with the most creative solutions.

Congratulations to all who have made this year’s WPPED Cream as inspiring as ever.

Tim Greenhalgh

Tim Greenhalgh

Jury Chairman
Chief Creative Officer
FITCH

‘Hang on a minute, lads...
I’ve got a great idea’

Ideas... the world is full of them – whether it’s Michael Caine trying to save a haul of gold from falling off the edge off a cliff, or even which tattoo to get next – some ideas are good, others not so great.

We will never know what happened to the lads on the cliff edge in The Italian Job, but this scene is etched in our minds, as is the case whenever you come across something that is simply a brilliant idea. You can’t stop thinking about it. Our category this year was full of brilliant ideas, and we had to negotiate the delicate balance between this and the excellent craftsmanship and visual execution of world-class design.

I want to thank Peter Knapp (Landor), Greg Quinton (The Partners), Sue Daun (The Brand Union), Stephen Bell (Coley Porter Bell), John Comitis (VBAT), Howard Smiedt (Ogilvy Action), David Villiers (G2), Peter Chodel (Addison),

Adrian Burton (Lambie-Nairn), and Alasdair Lennox (FITCH), who had the challenge of reviewing nearly twice the number of entries, but stuck to the task with good humour, a critical eye and great generosity of comment and discussion.

Finally, well done to Landor who scooped the Crème de la Crème for a second year. Citroën is a tour de force of elegant and thoughtful design across many touchpoints held together by a simple, strong idea.

Hopefully this work will blow your bloody doors off.

Nick Moore

Nick Moore

Jury Chairman
Chief Creative Officer
Wunderman New York

“ When every spot, post,
tweet or stunt generates response
in the form of likes and views,
shares and blog posts,
what distinguishes a Direct idea?”

It’s a common debate, these days. When every spot, post, tweet or stunt generates response in the form of likes and views, shares and blog posts, what distinguishes a Direct idea?

This year, our WPPED Cream Jury has been rather more precise than juries in some recent major Award Shows in defining “Direct”.
We have insisted on three characteristics:

  • A pre-determined target audience
  • A clear call to action
  • A measurable response to that call to action

Our purist approach has excluded or marked down some well-known campaigns. We don’t doubt for a second that these ideas deserve to be celebrated – just not in a Direct category.

On the plus side, we have promoted and recognised some excellent Direct campaigns from around the WPP world. The absolute standout is our Crème de la Crème winner. This powerful idea combines insight into the sports fan, great direct thinking and a huge imaginative leap. It did well and it did good.

I’d like to thank my Jury and my Creative Department for working so hard to arrive at our stellar top 10. This year we received a record-breaking number of entries from 36 countries – and that is on top of the many superb campaigns that had already been recognised in the world’s most prestigious award competitions.

And if I could, I’d give a special award to my assistant, Kari Adams, for cheerfully managing the arduous process of co-ordinating entries, questions, judging and results.

James Hilton

James Hilton

Jury Chairman
Co-Founder and Chief Creative Officer
AKQA

"The diversity of the entries was remarkable; it was exciting to discover work from countries that rarely, if ever, get a look in at the awards shows.”

Seeing great examples of fresh thinking is always an enriching experience, and this is greatly amplified when the source is not from somewhere you’d expect. The diversity of the entries was remarkable; it was exciting to discover work from countries that rarely, if ever, get a look in at the awards shows.

And whilst the executional quality of this work might not be quite up to the standard exhibited by stronger markets, it is nevertheless noteworthy for its imaginative and effective use of technology to bring forth solutions that not only enhance a client’s business, but also have a tangible and positive impact on the lives of their audience.

AKQA has been in partnership with WPP for a little over a year now, and so this is the first time we have been given the honour of taking part in these awards. What is immediately striking is that so many talented and forward-thinking companies are members of the same family; it is truly inspiring, and we are enormously proud to be a part of it. So that said, all that remains is to say congratulations to the winners, and a huge thank you to all who submitted work. I hope you all enjoy our selections – even if you don’t agree with them!

Steve Hatch

Steve Hatch

Jury Chairman
Chief Executive Officer
MEC UK

“Our ability to grow depends
on our ability to adapt”

The best of this year’s WPPED Cream combined the wisdom of both Darwin with the Spice Girls; the adaptive process of evolution and a real time understanding of what customers really really want.

What inspired the jury of Stephen Ward from Mindshare, Stuart Butler from Maxus, Matthew Mee from MediaCom and Verra Budimlija from MEC in this year’s work, were the new ways of understanding human nature, together with the new ways of answering human needs, almost none of which were possible less than three years ago.

Each and every one of our winners, and the Crème de la Crème in particular, used responsive data to bring the brands and customers closer together than ever before, delivering outstanding business results along the way.

These winners include a 33,000 mile photograph of the Olympic Torch Relay, a week-long broadcast live from a warzone showing just how real part-time soldiering is, a user-driven game that lets customers control the advertising using television as its platform and in our Crème de la Crème a brilliant and brutally simple use of search that responded and adapted to each and every customer journey. An inspiring lesson for us all in how our ability to grow depends on our ability to adapt.

Congratulations to all of our Highly Commended entries, our Winners and our Kleenex Crème de la Crème.

Marcia Silverman

Marcia Silverman

Retired Chair
Ogilvy Public Relations

“ This year’s entries for public relations and public affairs showcased campaigns that tapped into new technologies with strategic thinking and creative ideas that led to effective business results.”

As the communications industry continues to change at a rapid pace, with disruptive shifts in the rise of digital and social communications channels, fragmentation of news markets and new ownable content creation, it is wonderful to see how WPP companies are harnessing these changes as new opportunities for clients. This year’s entries for public relations and public affairs showcased campaigns that tapped into new technologies with strategic thinking and creative ideas that led to effective business results.

We received dozens of entries from all around the world and across disciplines and my fellow judges, Don Baer from Burson-Marsteller, Jack Martin and Josh Hendler from Hill+Knowlton Strategies, all enjoyed the challenge and found inspiration from our global colleagues.

After careful consideration, I am happy to announce that the PR Crème de la Crème winner for 2013 has been awarded to Burson-Marsteller, Latin America. Its consumer marketing campaign for the launch of a new product, Ford’s EcoSport, positioned the vehicle as an international symbol of innovation and Brazil’s own automotive ambassador to the world. The campaign succeeded in selling thousands of cars to Brazilian consumers and became one of the most talked about brands in traditional and social media.

Congratulations to our winners. Thank you to everyone who entered and keep up the great work.

Aziz Cami & Eric Salama

Aziz Cami

Jury Chairman
Creative Director
Kantar

Eric Salama

Jury Chairman
Chairman & CEO
Kantar

“ Our winners this year vividly demonstrate our rapidly improving abilities in simpler, innovative survey and research design, often involving the creation of automated tools and processes.”

Mies van der Rohe famously said, “Less is more”. This year, in the Consumer Insight category, it has to be said that “More is more”: more entries from more people containing more and more creative ideas.

It’s encouraging to see those ideas connecting so clearly with our widespread creative ambition to produce inspiring work quickly, cost-effectively and to a consistently high standard, everywhere.

Our winners this year vividly demonstrate our rapidly improving abilities in simpler, innovative survey and research design, often involving the creation of automated tools and processes.

There are also some lovely examples of how we continue to make great strides in the presentation and impact of our work using data visualization, interactive technology, story-telling and animation skills.

Best of all is our increasing ability to connect across Kantar and WPP in order to provide better, broader and more integrated solutions for our clients.

Our Crème de la Crème winner is a worthy champion from TNS London. A witty and intelligent research programme delivered via a compelling and charming video.

All our winners this year came from within Kantar despite a large number of submissions from across WPP (many of these coming from advertising agencies). In this category we are judging the use of creativity to create, discover or sell a fresh piece of research, insight or idea. And not an eventual advertising execution. Those can be enjoyed elsewhere in WPPED Cream! But we are keen to learn and be inspired from other talents within WPP, so do keep submitting your appropriate entries.

To all those who won this year - many congratulations! To those that entered but didn’t win – commiserations and please try again next year.

John O'Keeffe

John O'Keeffe

Jury Chairman
Worldwide Creative Director
WPP

“ You really won’t get anywhere
unless you start with a Big Idea.”

It will probably come as no surprise that Ogilvy São Paulo’s “Sketches” campaign for Dove is not only our Integrated Crème de la Crème, but pretty well everyone else’s as well.

What can we learn from this, or indeed any of the fantastic campaigns in the following pages?

Perhaps I should say re-learn, because they all remind us of a universal truth:

That you really won’t get anywhere unless you start with a BIG IDEA.

We all know when we’ve got one: when everyone in the agency wants to work on it, and the rest of the world waits eagerly to see what we’ll do next.

All of which is a pretty good description of this now well-established campaign. Based on the huge emotional territory of women’s self-esteem, it seems to produce outstanding work every year, going back to the seminal “Campaign for Real Beauty.”

“Sketches” is just the latest instalment, and a worthy winner here.

But there’s a lot of other work in this section that really impresses. We often refer to our main agency groups as “The Big Four”. There’s a reason for their size. It’s because they have produced Big Ideas for hundreds of clients over many many years. No surprise then that you will find work from them all here.

I hope they will inspire you – whether you’re on the client or agency side – never to settle for less than a “Dove” which, it seems to me, is a very apt way to describe those ideas we know are really going to fly.

Congratulations to them all.

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