23 May 2024 18:55

Advertising & Marketing

Midas Awards for the World’s Best Financial Advertising Announces 2016 Shortlist

The Midas Awards® for the World’s Best Financial Advertising? has announced the shortlist for the 2016 competition.

“The Midas Awards recognizes excellence in financial marketing and advertising from entries around the globe, we applaud the innovative and creative financial service campaigns moving forward to the trophy round,” said Deb Ryan, Executive Director, Midas Awards.

This year’s Midas Awards Grand Jury, comprised of international executives from financial and creative marketing disciplines, shortlisted 278 entries showcasing creative excellence submitted from 24 countries around the globe. With an impressive 23% increase this year, prominent brands and international agencies recognize the importance of being honored for creative excellence by the Midas Awards. 

Event marketing was utilized by international agencies to champion causes and increase consumer engagement on behalf of prominent brands. This year 8 entries moved forward in the Events Category.  McCann Erickson New York saw 4 entries shortlisted, 2 entries moved forward for “MasterCard Restroom for All,” MasterCard’s installation at Pride Fest demonstrated their support of global acceptance by installing a restroom that accepts all humans, no matter their gender identity.  Additional shortlisted entries utilizing event marketing for McCann Erickson New York include “The Optimist Index” for Oppenheimer Funds and “Stand Up To Cancer EEG Experience.” McCann London’s  shortlisted entry “#44 Days of Crazy Sing For Your Fare” for client MasterCard  harnessed the spirit of international fans traveling through the city utilizing branded London taxis, riders were challenged to show team passion by singing their nation’s rugby anthem and see their taxi fare roll down. Publicis North America saw 2 entries shortlisted: “Citi Double Cash Card DNCE Activation” and “Taste of the Nation.” Citi sponsored the  No Kid Hungry’s Taste of the Nation events and donated meals to hungry kids in need, employed social posts  to trigger a vending machine distributing fun food-related prizes, and utilized a canopy of social media controlled balloons. Joe Public Pty Ltd South Africa shortlisted entry “Twitter Track” for client Nedbank Sponsorships incorporated inspiring tweets into an encouraging running track to raise funds for children requiring prosthetics. 

Integrated campaigns dominated the shortlist. FP7/DXB Dubai (Part of McCann Worldgroup) saw 3 entries move to on to the next round “The Beautiful After” and “The Fitness Account” for Emirates NBD and “The Anti-Antibiotics Self-prescription Idea” National Health Insurance Company – Daman. McCann Erickson London had 2 entries shortlisted “#44 Days of Crazy” and “Mark Ronson Surprise,” both for client MasterCard.  Other integrated campaigns moving forward include:  McCann Erickson New York “World Card Integrated” for MasterCard; Fp7 Bey Beirut “The Makers” for Byblos Bank; Joe Public Pty Ltd., South Africa “Twitter Track” for client Nedbank Sponsorships; Havas Riverorchid Cambodia “Bluebird” for Wing Mobile Money Transfer; Factory Detroit, Inc. USA “Open The Door: TV / Doors (Radio) / Take One / CD Cover / Banner” for client First Citizens Bank; Publicis North America for “Dine & Do Good” for Citi; Publicis Communications Switzerland “UBS Retirement Campaign” for UBS; and Zulu Alpha Kilo Toronto. Canada for “ Be in the Black” for client Interac Association.

The United States led this year with a total of 90 entries shortlisted. Agencies in South Africa moved forward with 37 entries shortlisted; followed by the United Arab Emirates with 32 entries moving on to the trophy round, a robust 68% increase over last year. The United Kingdom moved forward with 28 entries shortlisted and Australia saw 24. In addition, Canada had 19 entries shortlisted, followed by Thailand with 11, Lebanon with 6 entries moving forward and Brazil moved ahead with 5.  Agencies from Cambodia, Germany and Switzerland each saw 3 shortlisted entries; India, Mexico, the Netherlands, and Turkey each had 2 entries move on to the trophy round.  Colombia, Slovenia, and Sri Lanka each had 1 entry shortlisted.

Each year, agencies from around the globe compete for number one status ranking on The Midas Report. Agencies on track for a spot on the 2016 annual ranking include:  The Jupiter Drawing Room Johannesburg, South Africa with 33 entries shortlisted; FP7/DXB (Part of McCann Worldgroup) Dubai, UAE saw 32 entries move on to the trophy round; and McCann Erickson New York, USA had 31 entries shortlisted. Publicis North America, USA saw 13 entries achieve shortlist status; CJWORX, Thailand saw 11 entries move forward; McCann London with 10 and R/GA USA  and McCann Worldgroup EMEA United Kingdom with 9. In addition, McCann Canada saw 8 entries shortlisted; and Mercer Bell Australia 7. 

The Midas Brand Report, an annual ranking report is based on points earned within the Midas Awards competition and celebrates advertiser’s performance in elevating the financial advertising industry. Prominent international brands in position to be included in 2016’s Midas Brand Report include: Absa / Barclays, BMO, Citi, Emirates NBD, E*TRADE, Krungsri Market, MasterCard, National Health Insurance Company – Daman, Quicken Loans, and Sammons Retirement Solutions Inc. 

Shortlisted entries will move on to the secondary trophy round. The Midas Grand jury will award Gold and Silver Ingots to the highest scoring entries and determine the winner for the Midas Award for Innovation and the Grand Midas Award. The results of the jury are parsed in an annual rankings brief, The Midas Report and The Midas Brand Report—a veritable who’s-who in the world of financial services advertising. The 2016 Midas Award winners will be announced on December 2, 2016. To view the Midas shortlist please visit: Here.

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