When in Rome: UM picks up two Festival of Media gongs

By AdNews | 9 April 2014
UM Australia's Mat Baxter

UM Australia has scooped the Festival of Media Global 2014's Agency of the Year award and Campaign of the Year at a ceremony in Rome.

The agency took out the top campaign prize for its work on The Australian Government's campaign called 'Cross the line' (XTL), a youth-focused campaign to promote the respectful and responsible use of social media.

The Agency of the Year award was the culmination of UM Australia’s performance in the awards categories announced last night.

The XTL campaign won gold for Best Social Media Strategy, silver in the Utility/Public Service category and bronze for the Best Targeted Campaign.

UM Australia also won gold in the Best Entertainment Platform category for ING Direct’s 'Spend your lunch well' and silver for Best Communications Strategy for News Corp’s 'Fast front pages'.

“This is a great accolade for the team and it is brilliant to see the campaign promoting respectful relationships among young people highlighted on the world stage,” said UM Australia CEO Mat Baxter. “These awards give us a valuable benchmark on the quality of work we are doing for our clients. I'm thrilled and honoured that UM Australia is in the company of the very best media agencies in the world.”

MediaCom also picked up two bronze awards for its 'Enter the party' campaign for NSW Government Hepatitis C. It collected the awards in the Best Entertainment Platform and Utility/Public Service categories.

Other winners included:

- Agency Network of the Year: MediaCom

- Best Communications Strategy bronze winner: MEC, 'A whiter smile' for Colgate Optic White

- Best Entertainment Platform bronze winner: MediaCom, 'Creating a media channel to fight Hepatitis C

- Best Social Media Strategy silver winner: OMD, 'Twitter Cup' for TAB

- The Data Innovation Award gold winner: Match Media, 'A data matching love story' for Ikea

- The Utility/Public Service Award bronze winner: MediaCom, 'Creating a media channel to fight Hepatitis C

Visit the Festival of Media Global website to see the full list of winners and finalists.

It turns out that Starcom was actually the winner of Agency Network of the Year not MediaCom. See the proof here.

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