MBM scores agency of the year title for third year running at the 2021 IAB Digital Advertising Awards; FCB Media takes out Best In Show – Campaign Brief NZ


FCB New Zealand was the most awarded agency for the third year running and securing Best in Show back-to-back in 2020 and 2021.
It was a stand-out night for FCB New Zealand taking out the 14 awards, the most in IAB history, with recognition across commercial and social change work securing the top awards across Technology, Campaign Targeting, Programmatic, DOOH, and Performance categories.
In addition to Best in Show FCB walked away with 6 Golds and 8 silvers winners, recognised work includes the Electoral Commission, Mitre 10, AMP, Water Safety NZ,  PAK’nSAVE, and Westpac.
(Pictured above: FCB Media team)
Says Qassem Naim, chief transformational officer, FCB Media: “In times like these, opportunities to get together and celebrate the exceptional data and digital work across the industry is a privilege.
“Proud of the outstanding recognition of the FCB whanau and our clients, and great momentum as we look forward to the continued growth in innovation ahead for the rest of the year.”
Says Kate Grigg, head of digital marketing, FCB Media: “It’s been great to see the growth of the IAB awards over the years with record entries this year we are proud to continue to deliver strong results, particularly across the data and effectiveness categories. It’s testament to what’s possible through truly integrated data and digital capabilities that connect with people and change behaviour.”
MBM category wins:
Best Use of Social – Griffin’s, Bikkie Elections
Best Use of Data, Campaign Measurement and Optimisation – Trade Me Motors, Getting Under the Hood of Car Buyer Value
Best Use of Display – Mazda, Dynamically Driving Mazda Sales
Best Use of SEM/SEO – Trade Me Marketplace,  Revolutionising the Trade Me Search Monolith
Says Emily Isle, chief digital officer, MBM: “We are thrilled to have Gold and Silver recognition across a range of amazing clients and categories! MBM has been honoured to win IAB Agency of the Year three years running. It showcases our continued momentum, delivering effective digital media, advanced analytics capabilities, and data marketing maturity that fuels our clients’ business growth.”
FCB category wins:
Best in show – Electoral Commission – WINNER
Best use of Digital Out Of Home – Electoral Commission – Gold
Best use of Mobile – Westpac – Silver
Best use of Social  – PAK’ n SAVE – inStickman – Silver
Best use of Social  – Water Safety – Silver
Best campaign on a budget – Water Safety – Gold
Best Integrated Digital Campaign  – AMP – Silver
Best Performance Campaign – AMP – Gold
Best use of Data – Campaign Targeting   – Electoral Commission- Gold
Best use of Data – Campaign Targeting   –  Mitre 10  – Silver
Best use of Data – Campaign Measurement and Optimisation – AMP – Silver
Best use of Programmatic –  Electoral Commission – Silver
Best use of Programmatic – Mitre 10 – Gold
Best use of Technology –  Electoral Commission – Gold
Best use of Technology –  Mitre 10  – Silver
Given FCB Media’s Best in Show and Most awards ever, the headlines don’t reflect this – surely that was the primary journalistic story of the night?? MBM had a great night also (deservedly) but not quite as dominant as FCB Media. Priorities?
Let me guess, MBM recommended a content funnel of tailored 6seconders for every one of their clients…

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