Winner of AdNews Cover of 2018 revealed

Pippa Chambers
By Pippa Chambers | 16 January 2019
AdNews Agency of the Year 2017, CHE Proximity, pulled out all the stops for the May edition.

As of May 2018, we handpicked an agency each month to work their magic and produce a cover image for our monthly magazine. Each cover reflects the edition’s investigative feature at hand and we saw some incredible efforts.

CHE Proximity, The Monkeys, The Royals, 72andSunny, Saatchi & Saatchi, Colenso BBDO New Zealand and R/GA were given briefs that challenged their teams, but ultimately showed the abundance of talent in our thriving creative industry.

The reader vote, conducted on AdNews.com.au, was one of our most popular surveys yet, pulling in nearly 1000 votes. While votes were close between some, we are thrilled to announce the overall winner was AdNews Agency of the year 2017, CHE Proximity.

The agency created a cover for our investigation into social media metrics and chose one of the greatest conspiracies, the moon landing, but with a twist. Neil Armstrong was replaced by social media giants, such as Mark Zuckerberg and Jack Dorsey in the background, filming on their mobile phones.

CEO Chris Howatson said at the time they wanted to represent the idea that each social media giant was "making their own truth". The team shot the image in one day and spent a week in retouching to convert the cardboard cut outs into real people. The first to take on the challenge of designing our cover.

The winner of the AdNews Cover of 2018 receives a specially made bespoke AdNews ‘A’ trophy and the cover will feature in an exhibition of work at the AdNews Agency of the Year in April.

On the question of how does it feel to win the Cover of the Year competition, Howatson said: “About as good as it felt in the first instance to be asked to contribute to the cover.

“We loved the idea of agencies making the cover, and when you invited us to do the first one, we wanted to make sure we lived up to the opportunity of the medium.

“It’s a great thing for the industry. For our industry to grow and develop we need an active and professional trade press. Giving your cover to agencies is clever on two levels – it’s a challenge for great content and for agencies to rise to the occasion, and secondly, it focuses all eyes on you every month.”

CHE chief creative officer Ant White said it was humbling to be picked as cover of the year considering the great competition.

“We loved the initiative from the beginning. We work in a creative industry, so it makes sense for the AdNews publication to not just cover the news, but inspire and fuel creativity,” White said.

On advice for others taking part this year he added: “We tried to be relevant and thought provoking with our cover. I guess it worked for us. Maybe do the same?”

AdNews would also like to thank all agencies who took the time and made the effort to take part in the new cover initiative.

Check out the making of the cover here and see the photo gallery below:

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