Blue Flame Agency Crowned Global Innovation Winner In Diageo's Marketing Brilliance Awards

Blue Flame Agency has today been crowned a global winner in Diageo's Marketing Brilliance Awards, at an awards ceremony held at the Langham Hotel in London. Blue Flame Agency won in the category of Innovation for the CIROC Ultra Premium Flavors Launch.

The awards recognize Diageo's continued move to encompass new aspects of innovation, digital, bought, owned and earned media in its brand campaigns. The winners represented work for brands that included CIROC Ultra Premium, Johnnie Walker, Guinness and Captain Morgan from around the world. The vast majority of winners showcased campaigns that allowed consumers to join-in, share, comment and create with these world-leading brands.

To further support the quality credentials of the CIROC Vodka brand and its new flavor extensions, Blue Flame created The "Smooth Off" campaign, bringing significant attention to the smooth nature of the brand portfolio. To keep the brand fresh and to grow affinity amongst the marketplace, the campaign, directed by renowned award winning Dave Meyers, was more comedic in nature, on-trend and viral-ready.

The "Smooth Off' long form was complemented by additional "Smooth Talk" vignettes, allowing Combs to engage with consumers-both male and female-about the "Rules of Smooth." The campaign featured a social responsibility-focused spot to reinforce the brand's commitment to responsible spirits consumption.

"Winning the Award for Global Innovation means a great deal to us, we are delighted to be among great company", said Dia Simms, Executive Vice President of Blue Flame Agency. "Blue Flame Agency's focus is based on category creating initiatives for our core consumer. We appreciate the recognition and will continue to target what's new, what's hot and what's next."

Andy Fennell, Diageo Chief Marketing Officer, commented, "All the marketing recognized fundamentally changes the nature of our engagement with consumers through our brands. What has been particularly interesting to see this year is how creatively the agencies have worked with us to deliver new levels of consumer participation in our campaigns. The best work has included a mix of all elements of traditional and new media platforms. Our agencies have truly shown their skill and dexterity in developing innovative work that continues to build our brands. I am delighted to be able to recognize and celebrate their creative ideas and achievements."

The final winners as announced at the ceremony yesterday were the following:

Category: Responsible Drinking Campaign

- Winning agency: Taylor PR, USA

- Campaign: Captain Morgan 'First Mate Fund and One Million Pose Programme' - North America (USA)

Category: Promotions & Events

- Winning agency partner: Isobar, Ireland and DDB, UK

- Campaign: Budweiser 'Budweiser Ice Cold Index' - Ireland (Europe)

Category: Design & Gifting

- Winning agency: Design Bridge, UK

- Campaign: Mahiki Coconut Rum 'Pack(s) Design of Mahiki Coconut Rum' - GB (Europe)

Category: Bought

- Winning agency: King James, South Africa

- Campaign: 'Johnnie Walker, Haile TVC' - South Africa (Africa)

Category: Owned

- Winning agencies: BBH, China. Ogilvy One, China. Ogilvy PR, China

- Campaign: 'Johnnie Walker, YULU campaign' - China (Asia Pacific)


Category: Earned

- Winning agency: TBA Plc, UK

- Campaign: 'Guinness, The Match' - Nigeria (Africa)

Category: Earned

- Winning agency: Mindshare, Mexico

- Campaign: Johnnie Walker 'Caminando Con Gigantes' - Mexico (LAC)

Category: Innovation

- Winning ag