MediaCom picks up top prize for Lloyds Bank campaign at Newsworks’ 2021 Planning Awards


MediaCom have celebrated some more recent awards wins at the Newsworks awards.

Celebrating the standout campaigns that have run in news brands over the past year, the Newsworks Planning Awards recognise media agencies’ innovative and creative planning teams.

MediaCom had a great night at the Newsworks Awards, where MediaCom entries dominated, winning five out of the thirteen awards available, far more than any other agency.

Standout campaign was Lloyds Bank’s Crosswords campaign, which won Best Use of Insight, was Highly Commended in the Best Creative Content category, and best of all won the Chair’s Award for best overall campaign at the awards. The campaign was a wonderful creative idea to promote app downloads through a series of crossword clues in partnership with the Telegraph.

Chair of the judges, NatWest CMO Margaret Jobling said: “It’s been a pleasure to chair the Newsworks Planning Awards. MediaCom’s campaign for Lloyds was brilliant. It demonstrates the power of news brands as a platform and engaged perfectly with the audience to drive brand outcomes.” It received further praise from another client, David Parslow, Group Marketing Director of Talk Talk “The Crossword Clues’ campaign really shone through. It had a clear objective and target audience, then developed a creative idea that completely spoke to that audience and blurred the lines between journalism and marketing.

The Lloyds Bank team also won a fourth award, for their By Your Side campaign which won Best Digital News Brand campaign. This campaign was a great way for Lloyds to show all the support they gave to customers during COVID.

Judge Emma Holmes said “Lloyds Bank’s ’By Your Side’ campaign is a great example of what can be delivered when you combine an effective partnership with the power of real time content and context”.

Our set of wins was rounded out by the eBay team, who were Highly Commended in the Best Topical Campaign category, for their Individually Brilliant, Stronger as One, their COVID campaign to support UK small businesses.

Congratulations to everyone in the Lloyds & eBay teams for their brilliant work.

Congratulations to the NowTV team for their ground-breaking data-driven dynamic audio campaign for The Righteous Gemstones in partnership with Channel 4, which was commended in the Data & Creativity category.

Congratulations also to the Dulux team for their fantastic work integrating Dulux’s Colour Picker technology into Ideal Home magazine and other Hearst titles, which was commended in the Content Strategy category.

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