Adweek Honors 2019’s Best Marketing Collaborations With Constellation Awards

Brandweek wraps with inaugural honors for team-driven marketing

Adweek's Constellation awards honor the brilliant teams behind some of marketing's best ideas.
Sean T. Smith for Adweek

PALM SPRINGS, Calif.—Capping off the final night of programming at our annual Brandweek summit, Adweek honored the collaborative process between clients and agencies with the 2019 Constellation Awards.

This is the inaugural year of the Constellation Awards, created by Adweek’s editors to recognize the efforts of the teams—both brand and agency—behind the year’s most dynamic and successful marketing. Among the honorees were Microsoft, Mattel, AT&T and PepsiCo, along with their agency partners.

Over the years, CMOs chosen to receive our Brand Genius Awards invariably pointed out that marketing is a collaborative effort, and that no chief marketer can justifiably claim sole credit for any successful campaign. In response, Adweek designed the Constellation Awards to recognize the work of marketing team members who contribute essential ideas, but who seldom receive public recognition.

The night’s festivities were emceed by veteran marketing executive Bonin Bough, whose numerous claims to fame include serving as Mondelēz International’s chief media and ecommerce officer, as well as host of the reality TV series Cleveland Hustles.

The Constellation Awards salutes collaborative efforts in 24 categories, ranging from Best CPG Team to Best Team Effort on a Digital Campaign. (A full list of honorees appears below.) Among the more memorable efforts recognized this year was the work of Mattel’s Hot Wheels Team for Hot Wheels City, a stop-motion YouTube miniseries in which tiny heroes in tiny cars outsmart a slew of fearsome creatures trying to take over the city.

Distinguishing itself in the creative use of data insights and analytics was PepsiCo Beverages North America’s Mountain Dew team, for mining data sources to turn the gaming community on to Mountain Dew Amp Game Fuel.

The evening’s big winner, snaring a total of three awards, was team Xbox for its work promoting the Adaptive Controller. Introduced by Microsoft in September 2018, the controller features large ergonomic buttons that make it possible for people with a range of physical disabilities to compete. The Xbox team’s work—spearheaded by a video that starred everyday kids with disabilities—won millions of fans and returned sizable results: 42,000 social posts, 1.1 billion impressions and an estimated $35 million in earned media value.

The Constellation Awards closed out the final night of Brandweek, a four-day symposium held at the JW Marriott Desert Springs Resort & Spa that drew over 800 CMOs and other senior-level executives.


BRANDWEEK’S A-TEAM AWARD

Xbox

Winner: Xbox, for its groundbreaking work promoting its Adaptive Controller
Finalists:
Pearle Vision
Balanced Health Botanicals


THE SCIENTIA/ARTE AWARD

Cisco

Winner: Cisco Systems, for its “Work Smarter with Webex” campaign
Finalists:
WarnerMedia’s Marketplace Image
Univision Communications’ Multiplatform and Media Planning Strategy Team
Pearle Vision


THE EQUINOX AWARD

Courtesy of North Face

Winner: The North Face, for its “She Moves Mountains” campaign spotlighting women explorers
Finalists:
The Virgin Voyages Sales Crew
Xbox
AT&T Corporate Brand Marketing


THE SQUAD AWARD

Chobani

Winner: The Chobani Demand Team, for its “Fill Up Their Plate” initiative
Finalists:
Procter & Gamble North America
SAP
Square


THE ALLIANCE AWARD

JetBlue

Winner: JetBlue, for its collaboration with VH1 on the RuPaul’s Drag Race takeover of JFK Airport’s Terminal 5
Finalists:
AT&T
PepsiCo Beverages North America’s Mountain Dew Team
Dell Technologies Events


BEST TEAM EFFORT ON A PRINT CAMPAIGN

AT&T

Winner: AT&T Creative Services, for the Mr. Mercedes Series
Finalists:
Dell Technologies
AT&T Creative Services


BEST TEAM EFFORT ON A DIGITAL CAMPAIGN

Winner: Mattel Hot Wheels Team, for the YouTube miniseries Hot Wheels City
Finalists:
Sprout Social Marketing
AT&T Creative Services

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