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2014 IPA Media Owner Awards winners announced

Twitter, Global Radio, Telegraph.co.uk and Microsoft were just some of the winners awarded at this evening’s dazzling IPA Media Owner Awards (MOA) ceremony (25 November). The Awards celebrate the industry’s most innovative and effective activity and individuals from the world of online media.

27/11/2014

View the photos from the event here.

From a shortlist of 53, 16 awards and 11 commendations were presented at Bloomsbury Ballroom last night. Eight awards were submission-based, from the awards for Best Cross Media Campaign to Best Technology. The additional eight awards were based on the results of the IPA’s Online Media Owner Survey (a combination of spring, autumn and year-on-year results), including Best Media Owner, Best Partner and Best at Innovation.

Submission-based winners:

Commercial Director of the Year

  • Winner - Andy McNab, Rocket Fuel
  • Highly Commended - Paul Hylden, The Register

Rising Star of the Year

  • Winner - Courtney Jameson, Telegraph Media Group
  • Highly Commended - Chloe Luff, AOL UK

Sales Newcomer of the Year

  • Winner - Matthew Upton, MEDIA iQ Digital
  • Highly Commended - Sarah Sales, RadiumOne
  • Highly Commended - Robert Petherick, Mail Online

Unsung Hero of the Year

  • Winner - Sarah Baldwin, Exponential
  • Highly Commended - Krishna Patel, Dennis Publishing

Best Technology

  • Winner - Ebuzzing & Teads, ‘inRead’
  • Highly Commended - Specific Media, ‘TV Audience Segments’

Best Online Campaign

  • Winner - Microsoft Advertising, ‘The Hobbit: The Desolation of Smaug’, Warner Brothers UK
  • Highly Commended - Global Radio, ‘Composer or Pasta’, Classic FM
  • Highly Commended - Google, ‘Cadbury Creme Egg Bake Challenge’, Cadbury, Mondelez

Best Cross Media Campaign

  • Winner - Global Radio, ‘Begin with a Bulmers on XFM’, Bulmers Cider
  • Highly Commended - The Guardian, ‘The Live Better Challenge’, Unilever Project Sunlight
  • Highly Commended - Global Radio, ‘XFM Presents with Ford SYNC’

Best Unfeatured Media Owner

  • Winner - AutoTrader
  • Highly Commended - ESI Media


Survey Based winners:

Best Media Owner

  • Winner - AOL Advertising

Most Improved Media Owner

  • Winner - Collective

Best at Innovation

  • Winner - Say Media

Most Improved at Innovation

  • Winner - Collective

Best Partner

  • Winner - Twitter

Most Improved at Partnership

  • Winner - Twitter

Best at Cross Media

  • Winner - Telegraph.co.uk

Most Improved at Cross Media

  • Winner - ITV.COM


The esteemed judging panel for the submission-based awards was chaired by Pete Robins, IPA Digital Media Group Chairman and Managing Partner, Agenda 21 and included:

  • Paul Davison, Head of Digital Trading, Amplifi - Dentsu Aegis Network; Sannah Rogers, Trading Director, ZenithOptimedia;
  • Suzy Ryder, Head of Digital, Maxus;
  • Samir Shah, Associate Media Director, House of Kaizen;
  • Will Smyth, Chief Digital Strategy Officer, EMEA, Omnicom Media Group
  • Jo Stevenson, Group Media Director, Amplifi - Dentsu Aegis Network.

Along with two client judges:

  • Mike Dando, Advertising & Promotion Manager, Epson Europe
  • Nicola Shepherd, Head of Media, Barclays Retail Bank

View the judges comments here.

Says Pete Robins, IPA Digital Media Group Chairman and Managing Partner Agenda 21: “The Media Owner Awards were created to take a step back, review and then ultimately reward true exemplars in the online media space - those that know their product, can pull together the assets they have - whether it be an audience, a piece of tech, a bit of media real estate - and that can ultimately deliver what they promise. And this year’s winners have done just that – congratulations to all those companies and individuals who have demonstrated such impressive best practice and have justifiably picked up the top prizes.”

Says Nigel Gwilliam, IPA Consultant Head of Digital: “From data to trust, transparency, insight, creativity, integration and alignment – this year’s entries have provided a fascinating insight into the complexity of today’s online media world. And it is this complexity that provides the necessary reminder of the need for all sides of the digital industry to work together to be the best they can be if they are to capitalise on this. This is of course why the Media Owner Awards are so important; they highlight and reward the very best activity and individuals from the world of online media. Congratulations to this year’s incredible winners who will inevitably be those reaping the greatest rewards in 2015.”
Full information on the awards is available at www.ipamoa.co.uk. You can also join the conversation on twitter #IPAMOA.

For 2014 the IPA Media Owner Awards teamed up with The Drum.
The awards scheme identity draws its heritage from a moa; a large now extinct, (although sometimes spotted at awards ceremonies!) New Zealand bird that walked the earth for 60 million years.

Summaries on winning campaigns/personalities

Submission based winners and commendations:

Commercial Director of the Year
Winner – Andy McNab, UK Managing Director, RocketFuel
Andy began his career in publishing in 1987 and has been working with Rocket Fuel since 2011. In this time, he has had a huge impact on driving and developing rapid sales growth in the UK, increasing revenue by 210% from 2012 to 2013. He has also grown his team from 15 to 80 people in two years and is always looking to push the boundaries for new opportunities for his clients. Andy has been described as “one of the most experienced and dedicated people in the digital advertising space”.

Highly Commended - Paul Hylden, EVP Advertising & Brand Solutions, The Register
Since Paul joined The Register team in 2009, he has transformed the UK commercial operations to deliver unprecedented revenue growth. Over the last 18 months, Paul has clocked up more air miles than George Clooney in Up In The Air as he looks to achieve the same success with US and APAC commercial operations.

Rising Star of the Year
Winner – Courtney Jameson, Head of Advertising Operations, Telegraph Media Group
Courtney has been working at the Telegraph for only three years where she has been a complete credit to the Ad Ops team. In three years at the Telegraph she has progressed with two internal promotions and is now managing a team of ten people. Her attention to detail and client services is impeccable and she is a fantastic example to the team which she leads with professionalism and assurance.

Highly Commended – Chloe Luff, Sales Executive, AOL UK
Chloe has leapt into the role of senior Sales Executive at AOL, where she has demonstrated her proactive and digitally-savvy approach to working with clients. Starting on the MediaCom patch, Chloe delivered an impressive 93% increase in growth in H2. Due to her successful results with MediaCom, Chloe also received an additional agency in 2014: Vizeum. The combination of these agencies has truly allowed Chloe to shine. In Q1 2014, the total growth across her patch was 170% and Q3 is forecasted to be 180% of her target. Her success is due to her consultative approach and ability to deliver innovative solutions for her agencies.

Sales Newcomer of the Year
Winner – Matthew Upton, Agency Account Manager, MEDIA iQ Digital
In Matt’s short tenure with MEDIA iQ and within a sales side role within the industry, he has quickly established himself as a critical member of the organisation. As an invaluable revenue tool for MEDIA iQ, he has quickly become one of the leading prospects amongst his peer set. Matt has surpassed his ever rising targets every month, increasing revenue against one agency by 300% in three months and another from spending £0 in February to billing the third highest of any agency globally in May.

Highly Commended – Robert Petherick, Account Manager, MailOnline Robert was made for sales. He is passionate, professional and proactive in his work and somebody that MailOnline considers to go above and beyond. He often comes up with new business ideas and excels in creative solutions. On both of the accounts he works on, he’s achieved three-figure growth resulting in him being promoted to an account manager after only 12 months. Rob is a major asset to MailOnline’s new sales structure and his past performance is testament to his positive and tenacious attitude.

Highly Commended – Sarah Sales, Sales Manager, RadiumOne
Having made the transition from print into pure digital, just four months ago, Sarah is already making a huge difference to RadiumOne’s business with revenue on some key accounts already up +80% and hugely positive sentiment across her portfolio.

Unsung Hero of the Year
Winner – Sarah Baldwin, Senior Account Manager, Exponential
Part of Sarah’s role at Exponential involves one of the industry’s most thankless tasks – getting creative in on time so campaigns run as scheduled. She’s universally regarded by the company and clients as someone who manages the various parties in a pleasant, professional and effective way. At Exponential, she’s extremely proactive in keeping everyone updated, suggesting new processes and seeing the bigger picture in terms of different datasets to provide new insights. This has resulted in her delivering £2.1m campaign spend and large increases in client accounts including Amex up 13x, RAC 10x, Sky 4x, Shell and Thomson/First Choice more than doubling.

Highly Commended – Krishna Patel, Ad Operations Executive, Dennis Publishing
Krishna Patel is a shining star at Dennis Publishing. In a very short space of time she has made herself indispensable to the Dennis Ad Operations team by improving efficiencies across campaigns by 25% and increasing up-weighted campaigns by 15%, adding £180,000 of additional revenue within the judging period. Joining Dennis Publishing as an intern in 2012, Krishna is Ad Operations Executive and manages all motoring campaigns as well as supporting the Head of Ad Operations on all lead generation campaigns.

Best Technology
Winner – Ebuzzing & Teads, inRead
inRead is the first video advertising format which is viewable by design, created to open up premium inventory and allows publishers to earn incremental revenues. To date inRead has been implemented by the world’s leading publishers’ including Forbes, The Financial Times, The Guardian and The Telegraph and brands including Evian, Gucci, Bentley and Nivea have used it to distribute their video advertising.

Highly Commended – Specific Media, TV Audience Segments
Specific Media’s TV Audience Segments allows advertisers to accurately target online users based on their TV exposure and habits - fusing data from trusted industry sources, Nielsen and BARB. Specific Media found a way to bridge the gap between TV and online delivery messages to allow brands to convey their message to their desired audience across all devices and formats in more than 19 million UK homes. After Virgin Holidays used it for their first foray into online video, their Marketing Manager, Mark Daykin stated that “working with Specific Media using TV Audience Segments allowed us to confidently move into online video in such a way that our TV campaign was complimented by online activity and the messaging was therefore more cohesive.”

Best Online Campaign
Winner – Microsoft Advertising for Warner Brothers UK
The launch of Warner Bros. Pictures’ ‘The Hobbit: The Desolation of Smaug’ provided the perfect opportunity to showcase Microsoft’s first of its kind ads-in-apps strategy and cross-screen, creative advertising capabilities. Launching in December 2013, Warner Bros’ objectives were to drive both awareness of and interest to watch the latest instalment of the trilogy through views of the film trailer. The campaign ran across Windows 8, MSN and Xbox 360 with interactive, 3D parallaxing technology and a free 3D printer download for fans: driving a 41% uplift in traffic to The Hobbit website and 37.5 million impressions through a PR campaign.

Highly Commended – Global Radio for Classic FM
Global Radio created Composer or Pasta as a way to promote new editorial sections of Classicfm.com and to ultimately cement the brand’s positioning as the world’s number one classical music website. The game grabbed the imagination of classical music fans in the UK and around the world attracting over half a million players and driving 75,000 shares on Facebook.

Highly Commended – Google for Cadbury, Modelez
Cadbury launched their Easter campaign on Google+, partnering with Chef Eric Lanlard who invited members of the Google+ community to create recipes containing Cadbury Creme Eggs. The best recipes were recreated by Eric during a live Hangout On Air a few weeks later. Google also produced teaser videos to promote participation and provided compelling reminders of the upcoming Hangout on Air, with an online album which collected eye-popping pictures of the tasty submissions. To encourage further interaction, Cadbury used +Post ads which allowed users to take social actions (+1s, comments and reshares) directly from their ad units across the web, making their content discoverable and shareable.

Best Cross Media Campaign
Winner - Global Radio for Bulmers Cider
With a fearless client in Bulmers, a brave media agency in Mediavest and a media brand, XFM, that prides itself on innovation and irreverent content, Global Radio had all the ingredients for some real firsts. Real-time listener tweets were used as the creative starting point for a cross-platform advertising campaign that felt genuinely fresh and relevant for the target audience. It worked too – in summer 2013 Bulmers became the number one Cider brand in the UK.

Highly Commended - The Guardian for Unilever Project Sunlight
Unilever believe there is a growing community of people who want to make the world a better place by taking small actions that will add up to a big difference. The Live Better Challenge is a rallying cry to engage, inspire and motivate people to live a more sustainable lifestyle. It was a nationwide campaign that introduced seven monthly challenges that covered topics including reducing food waste, getting fitter and lowering energy costs. The Guardian challenged participants to tweak small, specific parts of their daily routines to make a collective difference.

Highly Commended – Global Radio for Ford SYNC
XFM, Spotify and NME worked together for the first time to launch Ford SYNC – a great achievement when there is not a physical product to sell. Instead, it is technology that is built into the car. XFM Presents with Ford SYNC curated live sessions that were far removed from traditional ‘sponsored gigs’. This was a fully fledged branded content partnership that delivered more than eleven hours of video and 60 hours of audio content across all platforms – including on-air, online and social to drive further awareness of the sessions.

Best Unfeatured Media Owner
Winner – AutoTrader
2014 has been a transitional year for AutoTrader. Once seen as a traditional print sales house, AutoTrader have reinvented themselves into a fully-fledged digital business with a platform-neutral approach, retaining and growing an engaged audience of over 11 million unique users across desktop, mobile and tablet devices. With over 206 million monthly searches, equating to 77 searches per second, the AutoTrader display sales team have harnessed their digital assets to innovate and develop valuable media partnerships. The sales team have won plaudits from senior members of agency land with their ability to be consultative and relevant, applying actionable insights, creative thinking and fantastic customer service.

Highly Commended – ESI Media
The ESI Media Digital Team, despite being small, sell across a breadth of digital properties: web newspapers, web broadcast and apps. They have a dedicated digital specialist sitting within each of their agency hubs to ensure digital is at the heart of all of their offerings to agencies. Their team includes new social media, data, insights and programmatic specialists and they pride themselves on the quality of their commercial solutions, their team spirit and the level of servicing they provide their clients.

Survey based winners:

Best Media Owner
Winner - AOL Advertising
There are two factors are at the heart of AOL’s success. They have been on an annual upward trajectory since 2011 and they have combined this with great consistency across the spring and autumn 2014 survey results. This is an excellent performance from AOL which suggests a strategic focus on service.

Most Improved Media Owner
Winner – Collective
Collective were again the only business featured on the autumn survey to post a double digit improvement in this category. They are definitely a company to watch with four survey-based award shortlists this year, only two years after winning the submission-based ‘Best Unfeatured Media Owner’ award.

Best at Innovation
Winner – Say Media
This is the second year in a row that Say Media have won this crucial category. To win two years back to back in such a highly contested category is a real achievement. Prolonged dedication to innovation is something Say Media deserve great credit for.

Most Improved at Innovation
Winner – Collective
Collective were the only business featured on the survey to post a double digit improvement in this category. We have been hugely impressed with their trajectory and it isn’t hard to imagine them continuing their winning streak in 2015.

Best Partner
Winner – Twitter
A good spring survey result was followed by a startlingly good autumn result by Twitter. This is the second year in a row that they have collected this award. If they put in a performance like the back half of 2014 again next year, it’s difficult to imagine anyone else preventing a hat-trick.

Most Improved at Partnership
Winner – Twitter
To follow winning the Best Partner award in 2013 with a Most Improved at Partnership award this year is extremely impressive. When you consider that Twitter was shortlisted for five of the six survey-based awards they qualify for, it’s clear the importance this commercial operation place on great service.

Best at Cross Media
Winner – Telegraph.co.uk
This is an unprecedented fourth year in a row that Telegraph.co.uk have walked away with this award. This is an amazing achievement of the highest order as this category was one of the closest this year.

Most Improved at Cross Media
Winner – ITV.com
ITV.com should be commended for showing an improvement in this category as they were the only Cross Media supplier to do so this year.

Last updated 27/11/2014


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