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National Geographic was named Promax Global Excellence Marketing Team of the Year while Amsterdam’s Dutch Toast, a former Agency of the Year winner and frequent FX and AMC collaborator, was honored as Promax Global Excellence Agency of the Year at a festive in-person celebration at City Winery New York. The Promax Global Excellence Awards honor the best entertainment marketing from around the world, including show and brand campaigns, idents, motion graphics, animation, main titles and more.
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Besides National Geographic, finalists for Global Excellence Marketing Team of the Year were CNN Worldwide, Hulu Originals & General Entertainment, Netflix, Paramount Creative EMEAA and TV 2 Denmark.
Joining Dutch Toast as finalists for Agency of the Year were Scandinavian production company New Land, Los Angeles-based Open Road, Rhubarb, UK-based Spaceman and New York-based Ultrabland.
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TV 2 Denmark was 2021’s Marketing Team of the Year, while Fig, which worked closely with CNN on its “Donkey & Elephant” campaign, was the 2021 Agency of the Year. In 2020, CNN Worldwide and Known won these honors.
Marketing Team of the Year National Geographic won gold for best total program package for its limited series, The Hot Zone: Anthrax, starring Daniel Dae Kim, Julianna Margulies, Tony Goldwyn, Noah Emmerich and Robert Sean Leonard.
Nat Geo also won golds in the categories of best motion graphics, best social media/mobile-based promotional digital video content and best program trailer. It swept the category of best social media content, taking gold, silver and bronze. Nat Geo also took gold and silver for key art: consumer or trade print ad: program; silver and bronze for key art: best photography and silver for key art: best poster campaign and key art: best logo design, among other awards.
Dutch Toast, in collaboration with FX, won gold in the category of best out-of-house program promo and silver in the category of best theatrical movie shown on television promo—drama for the below spot—“Line Up.”
Dutch Toast also took gold for best block of programming promo or campaign for its work on BBC Wonderstruck, in partnership with AMC Networks. The Wonderstruck campaign also earned gold as best out-of-house program campaign.
Other gold winners on Thursday night included Paris-based Gédéon, with its campaign for Belgian TV network Play and streaming service Go Play.
BET won gold for best brand design image promo, which the network produced in partnership with New York-based agency Sibling Rivalry:
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And France 3 scored gold for best program design promo for the below spot ahead of the World Skating Championships.
To see all of the winners, go here.
The Promax Global Excellence Award finalists and winners were determined via two rounds of judging. The first round, which determines the finalists, is conducted via online voting. This round included a diverse line-up of industry judges. Each entry is evaluated and scored based on overall creativity, originality of concept and message effectiveness.
The second round, in which a jury of industry peers selects the winners, was held via one in-person meeting in New York City and one virtual meeting.
Jury members in New York were Irene Ochoa, Lifetime on-air promotions director, A+E Networks; Chris Scarlata, vice president of design and brand creative, BET Networks; Pablo Pulido, vice president, brand creative, Warner Bros. Discovery; Joe Nichols, executive creative director, Northern Lights Agency; Vedia Ayvaz, senior vice president, entertainment marketing and design, Known; Michelle Bella, vice president, sports marketing, ESPN; Tim Hughes, founder, The Brief Doctor; Jacqui Busséy, vice president, creative, AMC Networks; Florian Sachisthal, head of creative, Vubiquity/Amdocs; Dillon Khan, vice president, creative services, Paramount Africa; and Sharita Petersen, vice president, brand creative, Paramount Global.
The virtual jury included Keith Grant, creative marketing lead, Hulu; Sergio Ortega, freelance consultant and creative director; Duncan Preston, head of global creative, Al Jazeera; Boris Felipe, A&E OAP director, A+E LatinAmerica Networks; David Carrizales, CCO and executive producer, Binalogue; Jacob Weinreich, chief marketing officer, TV 2 Denmark; Mark Shea, vice president, creative director, creative and brand marketing, Showtime; Bart Kraeima, creative director, Warner Bros. Discovery; Angela Guice, founder and executive producer, NuContext; and Olimpia Del Boccio, vice president, marketing, press and promotions, NBCUniversal Global Distribution.
Promax has opened its annual Promax Europe Awards for submissions with an entry deadline of February 23, 2023.