Marketing Excellence Award: These are the winners
On Tuesday evening, the coveted Marketing Excellence Awards were presented - the big winner of the evening was Migros, which won in two categories.
On April 18, 2023, the Marketing Oscar finally returned to the big stage. To great applause, presenter Vanessa Meier presented the Marketing Excellence Award 22 to the lucky winning teams. The big winner was the Migros-Genossenschafts-Bund, which won the award in the category large companies as well as the audience award. In the SME category, Graubünden Ferien won over the jury. And Bühler AG won the special prize for its innovative B-2-B approach.
After the last Marketing Excellence Award ceremony had to be held online, the Oscar of the marketing industry finally took place again this year in the usual glamorous setting of the KKL Luzern. This year, 15 top-class marketing projects entered the race for the coveted trophy.
The jury, headed by Dr. Sven Reinecke, did not have an easy time of it, as it had to judge a record number of applications. The jury had to engage in many a tough debate and did not always agree. This was also due to the exceptional quality of the submissions. Jury member Sonja Kingsley-Curry was particularly pleased with exciting niche cases from the B-2-B sector.
And these are the winners of the Marketing Excellence Award 22
Graubünden Ferien in the SME category: Travel trends are changing, and there is fierce competition among vacation destinations. Graubünden Ferien has risen to this challenge in an outstanding manner. It masters the interplay between continuity and innovation. The campaign, designed together with the Wirz Group, combines the two popular characters Gian and Giachen with innovative products and has thus made Graubünden the number one vacation destination, and not just for the jury.
Involved agency: Wirz Group.
Migros-Genossenschafts-Bund in the large companies category: Plant-based foods are in vogue. But the Federation of Migros Cooperatives - once a pioneer in this segment - almost missed the boat. With the launch of its new own brand V-Love and a strong 360-degree mix of measures, it managed to get back to the top. In the jury's judgment, taking over market leadership is already a major challenge. But losing it and then regaining it is a level all of its own.
V-Love has also "planted" the audience: The campaign of the Federation of Migros Cooperatives, designed by Wirz Group AG, was also able to convince the audience. The uncomplicated and playful approach to the topic of nutrition was particularly effective with the target group of young people. In doing so, Migros skillfully played the entire keyboard of the classic marketing mix. The overwhelmed winners attributed their success to the campaign, which was managed with a lot of heart and soul, and to the great teamwork. Involved agency: Wirz Group.
Special prize for Bühler AG: B-2-B campaigns often take place away from the general public. Yet nowhere can it be better observed how innovative concepts can produce astonishing results. Supported by the K16 GmbH agency, Bühler AG has expanded its service area and consistently geared it to customer needs. The company received the award for the professional implementation of its B-2-B case at all operational levels. For the family-owned company, the establishment of the service business represented a "big change" in cultural terms. The managers are all the more pleased with the success of their marketing project.
Involved agency: K16.
True to this year's motto "Focus", the presentation of the individual awards was spread throughout the day. Thus, each category received the full attention of the audience. Presenter Vanessa Meier presented the Marketing Oscars to an enthusiastic audience with plenty of charm and the necessary touch of glamour.
Further information on the winning projects is available here.
