Local Media Works Awards Finalists Announced


A panel of of industry experts have selected finalists for the Local Media Works Awards from media agencies including Carat, Mindshare, MediaCom, Rocket and Manning Gottlieb.

The LMWA judging panel consisted of Sue Unerman, MediaCom chief strategy officer; Brandon Bell, Specsavers head of regional and local marketing; Mary-Ann Auckland, Communities Department head of campaigns; Graeme Adams, BT head of media; Patrick Milne, DFS campaign marketing manager; Keith Gulliver, The Post Office head of marketing and Hamish Rickman,  head of brand engagement at Virgin Atlantic Airways.

LMWA entrants were asked to respond to a brief, set by the Communities Department with local newsbrands at the heart of their responses. The brief was the promotion of a fictitious Government Community Clear Up initiative.

Shortlisted agency finalists:

  • Carat 'Clean-up in the Community' - their proposal focused on creating a programme of environmental activities for families.
  • Mindshare 'How Would You Spend £1bn' - answered the brief by placing the education of all community groups at the centre of the initiative.
  • Universal McCann 'Local Litter Leaders'  - pitched that communities could compete for cash for community regeneration through paid for partnerships with local media and supermarkets activity.
  • MediaCom 'There is an 'i' in Community' - with the use of regionalised messaging they suggested creating a nationwide partnership through volunteering schemes.
  • Initiative 'Local Matters' - proposed a local media partnership with Tesco through educational advertising.
  • Rocket  'Make Binning Fun' - aimed to influence and stimulate people to take pride in keeping their local area tidy using digital local networks.
  • MediaCom 'Community Clean Up'- suggested awareness could be raised by encouraging the community to design a new litter bin and make litter collection a regular competitive local event.
  • PHD 'Make a Difference' - focused their brief on informing parents and recommended immersive partnerships with leading local news publishers in the UK.
  • MGOMD 'Community Clean Up 2016' - created #TheBIGSpringClean to drive increased awareness and participation in a series of events.
  • Starcom MediaVest 'We're in it Together' - suggested using paid for advertorials in local media to recruit a local team of litter pickers.

The judges looked at the entries and picked winners for each of the six awards categories; best original thinking, best strategy, best use of content, best use of local targeting, best use of multiplatform, and best of the best.

The winners will be announced at an awards ceremony on 21 October. For more information about the awards ceremony contact