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Side Photos: 1. Jury Chairman and Innovator Wayne Arnold with Erica Rosengart, SVP/Group Client Director- Starcom MediaVest Group; 2. Deborah Malone, The Internationalist with Michelle Klein, Vice President Global Marketing- Smirnoff; 3. Kristi Rabska, DraftFCB; Jim Newcomb, Boeing; Wayne Arnold; Eugene Varnado, DraftFCB; 4. Andrea Suarez, IPG Mediabrands with Tim Hart, Financial Times: 5. Rushna Waseem, OMD with John Williams, BBC; 6. Wayne Arnold with Steve Williams, President of PHD New York and Innovator.

Bottom Photo: KFC Arabia & Initiative Team- Mauricio Sabogal, Global CEO- BPN/IPG Mediabrands; Hesham Tahssin, Regional Marketing Director KFC- Kuwait Food Company (Americana); Adel Mounib, CMO- Kuwait Food Company (Americana); Ghassan Harfouche, CEO- MCN; Ziad Ghorayeb, Group Director, Digital- Initiative Dubai.

Winners in The Internationalist Awards for Innovative Digital Marketing Solutions Highlight Use of 2nd Screen; B2B Wins Big; Mid East Shows Power of Youth; Responsible Branding Critical

Two Grand Prix winners were announced:

  • Coca-Cola Polar Bowl submitted by Starcom MediaVest Group showed inventive use of the phone and tablet in concert with television, which may be shifting our thinking of the “2nd screen” to a primary focus.
  • Diageo's Smirnoff Nightlife Exchange Project not only recruited a community of 10 million people across the globe to generate true social media scale, but provided unique occasions and tools for consumers to locally re-invent nightlife experiences from around the globe through a co-creation program in 50 countries.

KFC Arabia's Super Fans campaign won the Best Campaign for a Fast Growth Market given the extraordinary success the brand has demonstrated in connecting with Middle East youth market.

B2B campaigns- particularly from Boeing, IBM, Xerox, GE, NYSE Euronext, Avaya, Dell, and Intel demonstrated levels of innovation traditionally associated with consumer marketing strategies.

OMD on a worldwide basis showed the greatest number of wins. Strong performances were demonstrated by Starcom MediaVest Group, PHD, Initiative, McCann, Ogilvy and TBWA.

Two Japanese OTC Brands—Drewell for Insomnia and Kazemill for colds—demonstrated how innovative use of technology, combined with social media, can literally recreate a brand's value.

On November 27, atop New York's Times Square, some of the world's best and brightest advertisers from around the world gathered to celebrate outstanding case study winners in the 4th Annual Internationalist Awards for Innovative Digital Marketing Solutions. The Winners Gala was produced in association with BBC World News, the Financial Times and Publicitas. Wayne Arnold, Co-Founder and Global CEO of Profero, and recently named an Internationalist Innovator, served as Jury Chair and as one of the evening's hosts, along with BBC's John Williams and the FT's Tim Hart.

Gold winners included:

  • Air New Zealand Kiwi Skeptics; Submitted by PHD Australia
  • Boeing From Inspiration to Innovation; Submitted by Draft FCB
  • Canon EOS Adventure Project; Submitted by PHD International UK
  • Coca-Cola Arctic Home; Submitted by Starcom MediaVest Group
  • Frito-Lay Farmville; Submitted by OMD
  • IBM The Good Company Project; Submitted by Good Inc.
  • Intel iAd; Submitted by OMD
  • Mars/Twix; Submitted by Starcom MediaVest Group
  • McDonald's Happy Meal; Submitted by OMDi London
  • Nature Valley (General Mills); Submitted by McCann
  • Pepsi Football Remix; Submitted by OMD International
  • Propel Kiip; Submitted by OMD
  • Samsung Caught on Samsung; Submitted by Starcom MediaVest Group
  • Sony Pictures International Spiderman Facebook; Submitted by OMDi London
  • Victory Motorcycles; Submitted by The Integer Group
  • Xerox A World Made Simpler: Submitted by Y&R

To see the complete list of winners, go to: A video montage of all winning work, along with case studies will be available online next week.

Among the insights gleaned from this year’s case study winners are the following 10 Trends:

  1. Global. Given that we live in a digital age or perhaps post digital age, more campaigns than ever now have truly global sweep—whether intended or not.
  2. B2B campaigns are doing well in the digital world and show that they have understood B2C thinking.
  3. Mobile applications without question are on the rise.
  4. Gaming cannot be underestimated—in both serious messaging and in entertainment.
  5. The power of Branded Content is being embraced by advertisers, especially in the digital space.
  6. Social media elements are critical. They play an ever-increasing role in successful campaigns today. Community Matters.
  7. A Seriousness of Purpose comes through in many of these campaigns, as does the notion of responsibility and giving back.
  8. Don’t hesitate to Educate. Many consumers want greater knowledge or more information… yet they are most intrigued by when such messages are compelling and meaningful.
  9. Responsibility and Pride matter. Although these elements go hand in hand in a more socially responsible world, they can also work to motivate.
  10. Recessionary thinking still fuels strategy. The values of consumers and businesses have changed. Economics are always top of mind now… yet clever strategies can turn recessionary concerns to advantage.

Deborah Malone


The Internationalist's Awards for Innovative Digital Marketing Solutions are an outgrowth of The Internationalist's Awards for Innovation in Media and an acknowledgment of how today's marketing strategy is affected by the media and technology revolution in a Post-Digital Age. Our goal is to honor great strategy that also brings results. Unlike many awards that cite the best in a single category, The Awards for Innovative Digital Marketing Solutions enable all case study entries to be scored as examples of worldwide best practices, based on total number of points.

Wayne & Starcom/Coke

Michelle Smirnoff and Deborah Malone

Boeing group

Andrea & FT guy

Rushna & BBC

Wayne with steve PHD


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