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Pepsi, Ikea and Dr. Martens compete for ad campaign of 2012 Best Awards 2013: Pepsi, Ikea and Dr. Martens compete for campaign of year
(35 minutes later)
Pepsi, Ikea and Dr. Martens are vying for the honour of producing the best ad campaign of 2012 in the Best Awards, with judges describing the five-strong shortlist as breaking the mould in a year dominated by "safe and familiar" advertising.Pepsi, Ikea and Dr. Martens are vying for the honour of producing the best ad campaign of 2012 in the Best Awards, with judges describing the five-strong shortlist as breaking the mould in a year dominated by "safe and familiar" advertising.
The companies have been shortlisted alongside Triumph and Peugeot for the awards, run by trade body the Marketing Agencies Association, which aims to identify and celebrate "the most innovative and cutting-edge marketing ideas".The companies have been shortlisted alongside Triumph and Peugeot for the awards, run by trade body the Marketing Agencies Association, which aims to identify and celebrate "the most innovative and cutting-edge marketing ideas".
David Harris, senior executive at ad agency Wunderman and chairman of the judges, said the campaigns that had been shortlisted across all award categories "stood head and shoulders above other work that felt safe and familiar".David Harris, senior executive at ad agency Wunderman and chairman of the judges, said the campaigns that had been shortlisted across all award categories "stood head and shoulders above other work that felt safe and familiar".
"The shortlisted entries this year reflected work that went the extra mile," he said. "Work that pushed the idea, the execution and the relevance [of a campaign]"."The shortlisted entries this year reflected work that went the extra mile," he said. "Work that pushed the idea, the execution and the relevance [of a campaign]".
This year's awards, backed by the Guardian and due to be announced on 7 March, will see 45 agencies competing across 33 categories, including best integrated campaign, best digitally-led campaign and the top campaign using social media as the main marketing medium.This year's awards, backed by the Guardian and due to be announced on 7 March, will see 45 agencies competing across 33 categories, including best integrated campaign, best digitally-led campaign and the top campaign using social media as the main marketing medium.
Agencies in the running for the coveted ad agency of the year award include Iris, Arc, Lida, Publicis Chemistry, Ogilvy Action and Wunderman.Agencies in the running for the coveted ad agency of the year award include Iris, Arc, Lida, Publicis Chemistry, Ogilvy Action and Wunderman.
Awards were judged by a mixture of client and agency executives including Nokia's former global senior vice-president of marketing, Charmaine Eggberry; Mumsnet founder and chief executive Justine Roberts; and Richard Furness, head of sales and marketing at Guardian News & Media. Awards were judged by a mixture of client and agency executives including Nokia's former global senior vice-president of marketing, Charmaine Eggberry; Mumsnet founder and chief executive, Justine Roberts; and Richard Furness, head of sales and marketing at Guardian News & Media.
The full shortlist of agencies will be made available on the Best Awards website from Monday night.The full shortlist of agencies will be made available on the Best Awards website from Monday night.
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