M&C Saatchi has taken the Grand Prix in the second annual Glossy Awards for creative excellence in magazine advertising, for its 'Quality Best Appreciated Up Close' campaign for client Miroslav.
The agency has taken out the award for the second year in a row.
For all other winners, pick up a copy of today's AdNews magazine, in print and on iPad.
As the winners are announced, the print industry has proven it is still pushing creative boundaries in the space.
Despite the overall slowing of print, certain sectors are managing to keep their heads above water and the creative imaginations playing in the space have not slowed.
Glossy Awards judge and Clemenger BBDO Sydney creative director Luke Chess said: “Print is certainly not dead, but it’s undeniably been a bit unwell of late. Happily enough, if the quality of this year’s entries into the AdNews Glossy Awards is any indication, print is on the mend.”
Chess said that there was still room for improvement within the industry in terms of the quality of print advertising but that it was far from endangered. “That’s not to say the entries couldn’t improve, though,” he said. “But there were both a higher number of entries and a higher general quality of Glossy entry whencompared to the inaugural awards. This augurs well for the Glossies into 2012 and beyond.”
Outside of Australia, print advertising around the world is still fostering opportunities for creatives. Ogilvy Cape Town recently launched a print campaign for Volkswagen promoting its environmentally friendly BlueMotion technology. It consisted of an address label readers could pull out of the magazine which, when stuck to the cover and posted, would ensure it was sent directly to a recycling plant. The campaign saw 9% of purchasers use the address label in the first run.
The Glossy Awards pull-out supplement can be found in the middle of the 7 September issue of AdNews.
This article first appeared in the 7 September 2012 print edition of AdNews. Click here to subscribe for more news, features and opinion.
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