This year’s Newsworks Planning Awards attracted outstanding entries from agencies including MediaCom, OMD, the7stars, Carat and Starcom.
The Newsworks Planning Awards were established in 2013 to celebrate and champion the very best in news brand planning.
Announced today, the 2021 shortlist reflects a year like no other, with planning teams adapting to the backdrop of the pandemic – and responding with some of their best work to date.
This year’s wide-ranging nominations, which feature a sustainability element for the first time, salute powerful campaigns from a variety of agencies across a range of different brands.
An expert panel of leading marketers and agency professionals, chaired by Margaret Jobling, chief marketing officer at NatWest Group, whittled down the entries to a shortlist of 32.
Margaret Jobling said: “It’s been a pleasure to be part of the 2021 Newsworks Planning Awards. There were so many impressive entries across many disciplines showing the true power and effectiveness of news brands. The entries demonstrate how brilliant creative in the right context drives great outcomes. Congratulations to all those shortlisted.”
Jo Allan, Newsworks’ managing director, added: “This year’s award entries show how agencies and brands adapted and responded to a Covid world. The campaigns were creative, clever and delivered real impact. With such tough competition, the entries which have made the shortlist are standout examples of how advertisers can use news brands in innovative and imaginative ways to achieve brilliant results.”
The winners – including the Chair’s award – will be announced at a virtual ceremony at 4.30pm on Wednesday 28 April 2021.
Shortlist
Best newspaper campaign
Lavery Rowe Advertising – Parsley Box, Performance Brand Campaign
MediaCom – Lloyds Banking Group, Crossword Clues
MediaCom – Tesco, I’m a Celebrity get me to Tescoooo!
PHD – The British Heart Foundation, You’re Full of It
Best news brand campaign
Essence – BT, #DiscoverDisabilityFootball
OMD – Barclaycard, Card Smart Partnership
OMD – Levi’s, Your Voice Your Way
the7stars – Ancestry, Changing Minds in Changing Times
Wavemaker & MullenLowe – Wilkinson Sword, It doesn’t get closer than this
Best digital news brand campaign
Carat – Microsoft, Rise of the Virtual C-Suite
MediaCom – Lloyds Banking Group, By Your Side
Zenith – TikTok, How to teach old cats new tricks
Best topical campaign
Carat – Co-op Funeralcare, In Loving Memory
Havas Entertainment – Beats by Dre, Bring Back Fans. Not Racists
Manning Gottlieb OMD – Uber, Thank you from a #GratefulUK
MediaCom – eBay & Mail Metro Media, Individually Brilliant, Stronger as One
MediaCom – Tesco, Feeding Britain
Effectiveness award
Hearts & Science – UKTV Alibi, Understanding the psychology of crime with Femail & You Magazine
Lavery Rowe Advertising – Parsley Box, Performance Brand Campaign
Love Sugar Science – Butcher’s Pet Care, Creating Britain’s First Great Food Icon for Dogs!
MediaCom – Lloyds Banking Group, Crossword Clues
OMD – Barclaycard, Card Smart Partnership
OMD – Barclays, Barclays UK x OMD Reach Solutions
Best use of insight
MediaCom – eBay & Mail Metro Media, Individually Brilliant, Stronger as One
MediaCom – Lloyds Banking Group, Crossword Clues
Starcom – Lidl, relaunch the Funday Times in lockdown
Wavemaker & MullenLowe – Wilkinson Sword, It doesn’t get closer than this
Best content partnership
MediaCom – eBay & Mail Metro Media, Individually Brilliant, Stronger as One
MediaCom – Lloyds Banking Group, Crossword Clues
OMD – Levi’s, Your Voice Your Way
Carat – Co-op Funeralcare, In Loving Memory
the7stars – Ancestry UK, Changing Minds in Changing Times
Agency league
| Rank | Agency | Shortlisted |
| 1 | MediaCom | 10 |
| 2 | OMD | 5 |
| 3 | Carat | 3 |
| 4 | Lavery Rowe Advertising | 2 |
| = | the7stars | 2 |
| = | Wavemaker & MullenLowe | 2 |
| 5 | Essence | 1 |
| = | Havas Entertainment | 1 |
| = | Hearts & Science | 1 |
| = | Love Sugar Science | 1 |
| = | Manning Gottlieb OMD | 1 |
| = | PHD | 1 |
| = | Starcom | 1 |
| = | Zenith | 1 |
