MRM Worldwide Wins Best ‘Earned’ Agency in Diageo’s Global Marketing Brilliance Awards

Innovative Approach to Social Strategy Tapped Consumer Passion for Crown Royal

LONDON--()--MRM Worldwide, one of the top-five digital and direct agencies of the McCann Worldgroup, has been crowned yesterday a global winner in Diageo’s Marketing Brilliance Awards, at an awards ceremony held at the Renaissance Chancery Court Hotel in London, UK. MRM Worldwide’s New York office won in the category of Best ‘Earned’ Agency for their exceptional work on the “Crown Royal Society” of the Crown Royal Facebook recruitment program.

Diageo’s global brands demand high standards of marketing excellence and vision from each of its creative agencies. The global competition set out to find those agencies that had delivered marketing brilliance throughout 2010, in terms of thinking, execution and client service. The awards represented the work done by a number of world leading agencies across some of the most recognized global beverage alcohol brands including Crown Royal, Johnnie Walker, Smirnoff, Guinness and Talisker.

“We are honored to be crowned a winner in Diageo’s prestigious Marketing Brilliance Awards,” said Marc Landsberg, CEO of MRM Worldwide. “This recognition underscores our commitment to delivering brilliant creativity that solves real business needs.”

Working with Diageo, MRM was able to showcase the fanatical passion Crown Royal drinkers have for the purple bag, and demonstrate how earned media can play an important role in driving sales.

To spark consumer engagement and capture advocacy for the beloved whiskey brand, MRM created the “Crown Royal Society” of the Crown Royal Facebook recruitment program to provide a platform for fans to express their passion for the purple bag and make their stories officially a part of Crown Royal’s heritage.

“We were able to evolve the ‘Society of the Crown’ campaign into a social CRM program with multiple platforms for expression and advocacy that significantly increase consumer interaction for Crown Royal,” said Doug Speidel, SVP, Group Creative Director.

The new Facebook page served as hub for visitors to submit and vote for stories, pictures, and ideas for how they use the iconic Crown Royal purple bag. Participation was encouraged by the chance to win weekly prizes of exclusive Crown Royal merchandise, including a pool table, as well as the opportunity for inclusion in The Official purple bag Book, a compilation of the top fan submissions. With nearly 200,000 total fans by the end of the campaign, MRM far surpassed the original campaign goal of increasing the base by 25-50,000 fans by promoting meaningful conversations between them.

Andy Fennell, Diageo Chief Marketing Officer, commented, “We are thrilled to recognise some of the best work of 2010, all has required real consumer insight, translating into great execution delivered with flair, agility and above all relevance in today’s world. The relationship we have with our agencies is imperative to achieving consistent marketing excellence across our business. All of the finalists reviewed were of a high calibre and the winners particularly stood out from the rest. We look forward to more of their creative and bold ideas in the future.”

Diageo’s Marketing Brilliance Awards recognised agencies in all of the regions where Diageo operates. Global winners were selected after reviewing all of the winners by each region at a recent Global Marketing Leadership meeting.

For more information on the Marketing Brilliance Awards and a complete list of winning agencies please contact: Edelman at + 44 (0) 203 047 2364.

Notes to Editors:

About Diageo

Diageo is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits beer and wine. These brands include Johnnie Walker, Crown Royal, JεB, Windsor, Buchanan’s and Bushmills whiskies, Smirnoff Cîroc and Ketel One vodkas, Baileys, Captain Morgan, Jose Cuervo, Tanqueray and Guinness.

Diageo is a global company, trading in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at Diageo.com. For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit www.DRINKiQ.com.

Celebrating life, every day, everywhere

About MRM Worldwide

MRM Worldwide is a global scale top-five digital and direct agency. We design, create, execute, manage and measure interactions between consumers and brands, which accelerate sales and ROI while igniting passion and loyalty for brands. MRM’s suite of offerings includes brand leadership, strategic services, relationship marketing, design, measurement and analytics, platforms/applications, mobile, SEO/SEM, and offshore production asset and distribution. The agency has 33 offices in 31 countries and counts Johnson & Johnson, General Mills, US ARMY, Intel, Verizon, General Motors, Wells Fargo, Kraft and Nestlé among its clients. For more information, please visit www.mrmworldwide.com.

Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=6659086&lang=en

Contacts

Edelman
Erin Hankinson, + 44 (0) 203 047 2364
erin.hankinson@edelman.com
or
MRM Worldwide
Marla Aaron, 646-865-6107
Marla.Aaron@mrmworldwide.com
or
Weber Shandwick
Amy Driscoll, 212-445-8327
Adriscoll@webershandwick.com

Release Summary

MRM Worldwide, has been crowned a global winner in Diageo’s Marketing Brilliance Awards, at an awards ceremony held at the Renaissance Chancery Court Hotel in London, UK.

Contacts

Edelman
Erin Hankinson, + 44 (0) 203 047 2364
erin.hankinson@edelman.com
or
MRM Worldwide
Marla Aaron, 646-865-6107
Marla.Aaron@mrmworldwide.com
or
Weber Shandwick
Amy Driscoll, 212-445-8327
Adriscoll@webershandwick.com