The stage is set for the premier awards for magazine advertising with the launch of the 2013 Glossy Awards. In its third year of existence, the Glossy Awards will continue to uncover the cut-through work of Australian advertising agencies in the magazine medium.
This year a different spin will be given to the awards with an official spokesperson named to promote the Glossies. French socialite Margeaux DuPont, a close associate of creative agency Clemenger BBDO (the agency behind the promotional campaign for the awards) has been brought in to add a bit of European flair to the event.
“We wanted to tackle things a bit differently this year,” Clemenger BBDO creative director Luke Hawkins explained. “It stemmed from a nice insight that the award shows, even as glamorous as the local ones are, still struggle to attain the prestige of the bigger international award shows such as Cannes and One Show.
“It seemed like really good territory to tap into. We wanted to bring a little bit of that prestige to the Glossy Awards this year, particularly as it’s only in its third year. We wanted to do something engaging in terms of tone and humour, something that if it landed on a creative’s desk, they would pay attention to it. That’s where the idea of getting Margeaux DuPont came from. She and the Glossies will be all over Facebook and the AdNews website.”
With the Roy Morgan Readership figures showing impressive growth signs for the magazine industry moving forward, it’s good timing to be continuing the push to create more awareness for creative work in the printed form.
“We understand and value that creative excellence is what makes magazine advertising so effective,” Magazine Publishers of Australia executive director Robin Parkes said. “Magazines provide the reach, influence and the engagement levels, but the creative of the ad is where the depth of engagement, entertainment and ultimately action is made. And that combination is why magazine advertising is number one for influencing purchase.”
Entries for the Glossy Awards are open now. All the details are available at GlossyAwards.com. To follow the adventures of spokesperson Margeaux DuPont, follow her on Facebook.
Glossy Awards campaign credits
ECD: Paul Nagy
Creative Director: Luke Hawkins
Creatives: Josh Braithwaite/Seb Vizor
Head of Art: Tim McPherson
Head of Production: Denise McKeon
Senior Account Manager: Victoria Edwards
Director: Benn Jae
Director of Photography: Ross Giardina
Camera Assistant: Oliver Braslin
Hair and Make Up Artist: Luana Coscia
Runner: Joe Sherwood
Editor: Lucas Vazquez
Online: Toby Royce
Sound Engineer: Anthony Tiernan
This article first appeared in the 17 May 2013 edition of AdNews, in print and on iPad. Click here to subscribe for more news, features and opinion.
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