Newsworks Planning Awards 2014 - shortlist

The Newsworks Planning Awards attracted a record of 85 entries from 16 agencies this year, including Manning Gottlieb OMD, MediaCom, OMD UK, Mindshare, Initiative and PHD.

The client-agency jury, led by Amanda Rendle, global head of marketing at HSBC, whittled down the entries to a shortlist of 26.

The winners will be announced at a party at the Century Club on Thursday 27 November 2014.

Amanda Rendle said: “I am thrilled to have been chosen to chair the Newsworks Planning Awards in their second year. Newsbrands continue to play an important role in providing depth of content and delivering the full story to their readers, something that many new platforms in the digital landscape fail to achieve. The judges and I have awarded the work that both inspires and raises the bar for everyone in the industry. The calibre of entries has been outstanding.”

Rufus Olins, chief executive of Newsworks, added: "It was impressive to see not only a record number of entries this year, but also the quality of thought that went into them. Agencies are bringing ideas to life in ways that were inconceivable until recently. We had a fantastic mix of client and agency judges who reviewed and debated each entry and selected six worthy winners.”

The shortlist:


These entries celebrate communication investment where newspapers played a specific strategic role.

Four Communications - Where riverside living starts, Greenwich Peninsula

Manning Gottlieb OMD - PS4 Launch, PlayStation

Mindshare - Super Sunday, Post Office

Vizeum - MINI Mischief and Horseplay, MINI


Newsbrands exist across many platforms today. Entries featured print plus at least one other newsbrand-owned platform (tablet, mobile, app etc).

Manning Gottlieb OMD - World Cup 2014, Dacia

Manning Gottlieb OMD - PS4 Launch, PlayStation

PHD - Travel that matters, Expedia

Starcom MediaVest Group - FSR Refrigerator Campaign, Samsung


Newsbrands can be used powerfully and quickly for short-term and tactical objectives. Entrants show the nature of the desired response and how the media placement boosted overall impact.

Goodstuff - King of the Mornings, Yorkshire Tea

Initiative - 4G at no extra cost, Tesco

Manning Gottlieb OMD - Dacia and The Telegraph - World Cup 2014, Dacia

MediaCom - Smartmatch, Royal Bank of Scotland


Tablets have brought a new journalistic grammar to newsbrands, with changing workflows and innovative storytelling techniques. Entrants demonstrate how they used tablets for a brand to good effect.

Mindshare - Little Frill Brand, First Direct

Mindshare - Sing it Kitty, Three

OMD UK - The Taste, Channel 4

PHD - Game of Thrones, HBO


These entries feature the use of newsbrands alongside the use of any number of other media (TV, outdoor etc).

Initiative - Audible activation, Audible

MEC - Be a Great Westerner, First Great Western

MediaCom - CRUK - We Will, Cancer Research UK

OMD UK - Health Hero, Boots

OMD UK - The Great Food Journey - Market Deli range, Walkers


These entries capture work in sponsorships, branded content, advertorials, promotions, prize competitions and the many routes where brands can be integrated into the editorial fabric of newsbrands.

Carat - Give a child a breakfast, Kellogg’s

Manning Gottlieb OMD - Fashion on the Front Row, John Lewis

MediaCom - Best of British, DFS

MediaCom – Let’s colour award, Dulux

UM London - Burton's Fish 'n' Chips - Back with a Bang! Burton’s Biscuits

The Judges were:

Amanda Rendle, global head of marketing at HSBC

Anthony Swede, head of planning at Walker Media

Arif Durrani, head of media at Campaign and editor of MediaWeek, Haymarket

Frances Ralston-Good, chief strategy and innovation officer at PHD

Jo Lyall, chief planning officer at Mindshare

Kate Cox, managing partner of strategy and ideas at Havas Media

Nathan Ansell, group head of brand and marketing at Marks & Spencer

Neil Harrison, head of media at Everything Everywhere

Peter Duffy, group commercial director at easyJet

Phil Toms, director of brands at Wells & Young's Brewing Co.

Rufus Olins, chief executive of Newsworks

Sarah Mansfield, media director for UK and Ireland at Unilever

Simeon Adams, partner at Goodstuff

Steve Parker, co-chief executive officer at Starcom MediaVest Group

Tim Radcliffe, trading director at Aegis Media

Vanessa Clifford, deputy CEO of Newsworks

Watch a series of short films to see the 2014 judges discuss what makes a brilliant media plan; the biggest challenges facing the industry; and how their role will change in the next five years.