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

The 2021 winners include PHD, OMD, Carat and Lavery Rowe Advertising.

MediaCom takes home the special chair’s award at this year’s Newsworks Planning Awards for its Lloyds Banking Group’s “Crossword Clues” campaign.

The campaign also won in the best use of insight category, as well as receiving highly commended recognition for best creative content partnership.

Chair of the judges, NatWest CMO Margaret Jobling said: “It’s been a pleasure to chair the Newsworks Planning Awards. There were lots of strong contenders, so it was a challenge to settle on this year’s winners. As to the chair’s award, 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.”

Meanwhile, PHD was awarded best newspaper campaign for its British Heart Foundation “You’re full of it” work and OMD bagged best news brand campaign for its multi-platform Levi’s campaign, “Your Voice Your Way”.

Manning Gottlieb OMD received the top prize in the topical category for its Uber campaign “Thank you from a #GratefulUK”, while Lavery Rowe Advertising picked up the effectiveness award for Parsley Box’s performance brand campaign.

Carat was awarded best creative content partnership for its moving campaign “In Loving Memory” for Co-op Funeralcare and MediaCom boasted another win for Lloyds Banking Group in the new digital news brand category for its “By Your Side” work.

A full list of winners and highly commended campaigns can be found below.

Commenting on the awards, judge Vicky Fox, chief planning officer at OMD, said: “I was delighted to judge this year’s Newsworks’ awards. What an incredible array of talent and a snapshot of the great work that is happening every day across the industry. It reminds us just how important news brands are to society and to advertisers, especially in the last year.”

Newsworks managing director Jo Allan added: “The Newsworks Planning Awards celebrate and champion the very best in news brand planning. This year’s entries were first-class, reflecting an unprecedented 12 months, which saw planning teams adapting to the backdrop of the pandemic and producing some of their best work yet.”

2021 winners

Best newspaper campaign

Highly commended
Lavery Rowe Advertising - Parsley Box, Performance Brand Campaign

Winner
PHD - The British Heart Foundation, You’re Full of It

Best news brand campaign

Highly commended
the7stars - Ancestry, Changing Minds in Changing Times

Winner
OMD - Levi’s, Your Voice Your Way

Best digital news brand campaign

Winner
MediaCom - Lloyds Banking Group, By Your Side

Best topical campaign

Highly commended
MediaCom - eBay & Mail Metro Media, Individually Brilliant, Stronger as One

Winner
Manning Gottlieb OMD - Uber, Thank you from a #GratefulUK

Effectiveness award

Highly commended
Hearts & Science - UKTV Alibi, Understanding the psychology of crime with Femail & You Magazine

Winner
Lavery Rowe Advertising - Parsley Box, Performance Brand Campaign

Best use of insight

Winner
MediaCom - Lloyds Banking Group, Crossword Clues

Best creative content partnership

Highly commended
MediaCom
- Lloyds Banking Group, Crossword Clues

Winner
Carat
- Co-op Funeralcare, In Loving Memory

Chair’s award

MediaCom - Lloyds Banking Group, Crossword Clues

The case studies are available on newsworks.org.uk/awards.

28/04/21

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