Mindshare fended off competition from 90 other entries, to snatch the top spot and the £100,000 worth of media for its client to use across The Telegraph’s portfolio. Its team members, led by Joe Brewer, client director at Mindshare, also won £5,000.
The competition ran from 9 April to 24 May this year. To enter, agencies were asked to create an innovative, integrated media campaign for their brands, taking advantage of The Telegraph's cross-platform portfolio.
The judges were Dave King, executive director of Telegraph Media Group; Jim Freeman, trading director of Telegraph Media Group; Vanessa Clifford, client services and strategy director at NewsWorks, and David Golding, chief strategy officer and founding partner at Adam & Eve/DDB. Media Week was the Telegraph’s media partner.
The awards were presented by the Telegraph's women's editor, Emma Barnett, and Clifford, who praised the calibre of all the entries for showcasing great strategic and creative thinking. Clifford also said no other sector is as multi-media as newsbrands.
Also present, Freeman said the first Telegraph Challenge reflects the group’s "continued commitment to innovate and engage".
Coming on the back of the Telegraph’s website adopting a metered access model, and amid an ongoing restructure of its editorial teams, Freeman added that the number of entries and 180 agency planners and buyers present at the awards, was a testament to the strength of the Telegraph brand in these changing times.
The 12 other shortlisted entries also received £25,000 to go towards their proposed Telegraph campaign.
The shortlisted entries were:
Carat for Monarch
Mediacom for Gillette
OMD for Tourism Australia
Carat Manchester for Evans Cycles
MEC for B&Q
Mediacom for Lindt
Accord for Orient Express
MGOMD for Virgin Media
Carat for Nokia
Starcom for Loyd Grossman
Mediacom for Audi
Mindshare for Kleenex Tissue