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PHD Wins Local Media Works Awards Best of the Best


PHD has won the overall Best of the Best award at the Local Media Works Awards tonight at which Adam&Eve co-founder James Murphy said advertisers are guilty of underusing “powerful and effective” local media and need to revisit the medium to ensure brilliant local content is “fairly rewarded.”

In a speech to more than 100 guests at the LMWA event, James said: “Local creative which understands and taps into these geographic differences is always going to be more effective, more cut through, have more emotional resonance than creative which speaks to a whole national audience.

“But we, as communicators, are probably guilty at the moment of underusing this powerful and effective channel. Too often it drops off the schedule or it drops down the schedule, and it’s a mistake that needs to be corrected.

"We need to revisit local media and remind ourselves of the clear benefits of using it.

“By doing this, not only will we create more effective campaigns for our clients but we will also reward the content creators for their investment in news.  We have a clear responsibility to do this. A responsibility to contribute to a healthy and vibrant media environment in which brilliant content is fairly rewarded, resulting in strong platforms for brands to communicate with the marketplace.”  

At the awards organised by Local Media Works, PHD scooped the grand prize of two flights to New York for planning an outstanding campaign for Virgin Atlantic in local media. Entries were judged by a panel of senior marketers from top advertising clients including Specsavers, BT and DFS, chaired by Media IQ chairman Stewart Easterbrook who also gave a speech.

Announced this evening at a party at The Hospital Club, the awards invited entrants to plan a campaign for a fictional brief from Virgin Atlantic. The winners are:

  • Best Original Thinking: PHD for from virtual to reality;
  • Best Use of Multi-Platform: Mediacom Edinburgh for life doesn’t come to you;
  • Best Use of Content: Starcom MediaVest for 10 intrepid adventurers;
  • Best Strategy: MG OMD for Virgin AirCrafts;
  • Best Use of Local Targeting: Space and Time Boldly for to boldly take the public;
  • Best Use of Creative Thinking: Mindshare for all entries;
  • Best of the Best: PHD for from virtual to reality.

The judges were:

  • Stewart Easterbrook, LMWA chairman of the judges, Media IQ chairman;
  • Brandon Bell, Specsavers head of regional and local marketing;
  • Clare Kendrick, BT head of media;
  • Hamish Rickman, Virgin Atlantic vice president, marketing;
  • Keith Gulliver, The Post Office head of marketing;
  • Patrick Milne, DFS campaign marketing manager;
  • Pinky Badhan, Communities Department head of campaigns;
  • Craig Nayman, Local Media Works chairman and Archant chief commercial officer.

Craig Nayman said: “I’d like to say a huge congratulations to all our winners this evening and in particular to PHD who scooped the overall Best of the Best award.  It has been immensely encouraging to see such imaginative and powerful use of local media across the entries.”

 James Murphy - LMW Awards Oct 2016LMW Awards Winners - Oct 2016