The 2021 Beacons
FCB Media has again dominated the 2021 Communications Council Beacon Awards, held at Shed 10 in Auckland on 13 May.
The agency won the coveted Best in Show for its campaign for Fire & Emergency NZ, “Fire Doesn’t Wait”, a campaign which helped Kiwis realise the unimaginable reality of house fires and the need to create an escape plan. This was the 7th Best in Show gong secured by the agency in the last ten years of the Beacons.
In addition the agency had the highest medal tally of any agency on the night, with 11 golds and 6 silvers.
Commenting on the Best in Show for Fire & Emergency NZ, Anne Lipsham, Head of Strategy at FCB Media commented, “Asking people to complete escape plans was no easy task, especially in a year like 2020. Genuine collaboration between our media team, client, creative, data teams and our media partners like TVNZ, was the key to being able to produce something pretty special. No ego’s or agenda’s, just focussing on what was going to get people to take action.”
FCB Media was also the only agency to win gold in three key digital categories: Best use of Data (Water Safety NZ), Best use of Technology (Mitre 10) and Best use of Social (PAK’nSAVE). They remain one of only two agencies to win gold in the data category since it was introduced in 2016.
Kate Grigg, Head of Digital Marketing at FCB Media said, “We’re particularly proud to win four golds across three key digital categories. Having specialists such as performance, data and tech and digital production all under one roof, is such an advantage for creating great work.”
Managing Director of FCB Media, Blair Alexander commented, “We’ve put a lot of work in the last 18 months on our new comms planning process, underpinning it with the best tools from Mediabrands and FCB’s global network. And these awards are validation that our new approach is working. Our clients are telling us they increasingly value agency services, such as strategic planning, consumer insights, data and tech and we’ve managed to combine these into one cohesive solution in response.”
Alexander also paid tribute to his team, saying, “Ultimately we couldn’t have achieved this success for our clients without our people. Not only did we invest in new specialist talent, but also in record levels of training to continue to develop skillsets reflective of client ambitions. It was also great to back with our industry colleagues in person, after the virtual Beacons last year.”
Best in Show – Fire & Emergency NZ, Fire Doesn’t Wait
Gold – Social Marketing or Public Service : Fire & Emergency NZ, Fire Doesn’t Wait
Gold – Consumer Services : Westpac NZ, Confidence Crisis
Gold – Best Use of Technology : Mitre 10, Finding Future Renovators Today
Gold – Best Use of Technology : The Electoral Commission, The Voter Concierge
Gold – Best Use of Data : Water Safety NZ, Personalising Danger
Gold – Best Use of Social : Foodstuffs, inStickman
Gold – Creative Media Idea : Fire & Emergency NZ, Fire Doesn’t Wait
Gold – Best Use of Insight : Westpac NZ, Confidence Crisis
Gold – Best Communications Strategy : Westpac NZ, Confidence Crisis
Gold – Best Communications Strategy : Fire & Emergency NZ, Fire Doesn’t Wait
Gold – Best Collaboration : Fire & Emergency NZ and TVNZ, Ads on Fire!
Silver – Social Marketing or Public Service : Water Safety NZ, Personalising Danger
Silver – Social Marketing or Public Service : The Electoral Commission, The Voter Concierge
Silver – Retail or Etail : Mitre 10, Finding Future Renovators Today
Silver – Best Small Budget : Foodstuffs, inStickman
Silver – Best Communications Strategy : Water Safety NZ, Personalising Danger
Silver – Most Effective : Mitre 10, Finding Future Renovators Today