Adweek Honors 2019's Best Marketing Collaborations

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 [kickout id="17" label="xbox Controller image"] Winner: Xbox, for its groundbreaking work promoting its Adaptive Controller Finalists: Pearle Vision Balanced Health Botanicals THE SCIENTIA/ARTE AWARD [kickout id="14" label="Cisco Webex"] 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 [kickout id="7" label="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 [kickout id="15" label="Chobani Team"] Winner: The Chobani Demand Team, for its “Fill Up Their Plate” initiative Finalists: Procter & Gamble North America SAP Square THE ALLIANCE AWARD [kickout id="8" label="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 [kickout id="9" label="ATT Mr. Mercedes Series"] Winner: AT&T Creative Services, for the Mr. Mercedes Series Finalists: Dell Technologies AT&T Creative Services BEST TEAM EFFORT ON A DIGITAL CAMPAIGN [kickout id="5" label="Hot Wheels"] Winner: Mattel Hot Wheels Team, for the YouTube miniseries Hot Wheels City Finalists: Sprout Social Marketing AT&T Creative Services BEST TEAM EFFORT USING VIDEO [kickout id="13" label="Xbox controller"] Winner: Xbox, for its work promoting its Adaptive Controller Finalists: Mattel Hot Wheels Team Walgreens AT&T BEST TEAM EFFORT USING INFLUENCER PROGRAMS AND PARTNERSHIPS [kickout id="18" label="Hulu"] Winner: Hulu Live Marketing, for its "Hulu Sellouts" sports campaign Finalists: Cricket Wireless PepsiCo Beverages North America Team Warner Media Entertainment Marketing and Jellysmack BEST TEAM EFFORT USING DATA INSIGHTS AND ANALYTICS [kickout id="10" label="Pepsico"] Winner: PepsiCo Beverages North America’s Mountain Dew Team, for harnessing third-party tech and data sources to turn gamers on to Mountain Dew Amp Game Fuel Finalists: AT&T Corporate Brand Marketing Cheap Caribbean Brand Marketing BEST TEAM EFFORT USING SOCIAL [kickout id="6" label="TNT Claws"] Winner: Warner Media, for its work on Season 2 of the TNT show Claws Finalists: Walgreens PepsiCo Beverages North America's Mountain Dew Team AT&T Creative Services BEST TEAM EFFORT FOR REBRANDING [kickout id="21" label="Pearl Vision "] Winner: Pearle Vision, for using the doctor-patient relationship to reintroduce itself to the market Finalists: C-Span Xandr Marketing Mailchimp Marketing BEST TEAM EFFORT ON BRAND PURPOSE [kickout id="11" label="Walgreens Feel More Like You"] Winner: Walgreens & WPP Marketing, for the "Feel More Like You" initiative Finalists: Team McCann Sperry Brand Marketing Rogers & Cowan Music & Experiential BEST TEAM EFFORT FOCUSED ON DIRECT-TO-CONSUMER EXPERIENCE [kickout id="19" label="Iris Nova"] Winner: Iris Nova, for using text-message interaction to sell its expanding range of beverage brands Finalists: Team Nurx Marketing Digital Trends Commerce BEST TEAM EFFORT ON A 30- or 60- SECOND COMMERCIAL [kickout id="1" label="AT&T 5G"] Winner: AT&T Corporate Brand Marketing, for updating the successful “It Can Wait” campaign with the theme of a 5G future Finalists: PepsiCo Beverages North America's Mountain Dew Team AT&T Creative Services Xbox BEST PHARMA / HEALTHCARE TEAM [kickout id="12" label="Walgreens Greater than AIDS"] Winner: Walgreens, for “We Are Greater Than AIDS,” an ambitious campaign to reduce the number of undiagnosed HIV cases by offering free testing and encouraging everyone to “know your status” Finalists: Kaiser Permanente Rx Mosaic Walgreens BEST ENTERTAINMENT TEAM [kickout id="4" label="RuPaul"] Winner: Team Viacom, for its content marketing surrounding the 10th season of RuPaul’s Drag Race Finalists: AT&T's Hello Lab Team MTV's Brand Marketing Team BEST LUXURY / FASHION TEAM [kickout id="23" label="Calvin Klein"] Finalist and Winner: Calvin Klein Consumer Marketing, for the “My Calvins” house at Coachella earlier this year BEST CPG TEAM Winner: Walker and Company's Bevel Marketing Team, for harnessing the popularity of the Essence Festival to raise awareness of its brand with men of color Finalists: Poo-Pourri Procter & Gamble North America Chobani BEST TECHNOLOGY / ELECTRONICS TEAM [kickout id="16" label="xbox image"] Winner: Xbox, for its creative work on the Adaptive Controller Finalists: Visible Dell Technologies Ticketmaster BEST FOOD / RESTAURANTS TEAM [kickout id="3" label="Chipotle"] Finalist and Winner: Chipotle, for its unofficial promotion built around the Men’s Professional Basketball Championship BEST RETAIL TEAM Finalist and Winner: Stitch Fix Marketing Team, for its red-carpet promotion timed to Oscars night BEST FINANCIAL SERVICES TEAM https://www.instagram.com/p/BztvnKHhtnm/?utm_source=ig_web_copy_link Winner: Octagon Mastercard, for its “Tap-and-Go at the Ballgame” karaoke booth Finalists: Octagon Mastercard Grant Thornton BEST TRAVEL / HOSPITALITY TEAM [kickout id="20" label="Marriott"] Winner: Cummins&Partners and Marriott, for its work revitalizing the Sheraton brand Finalist: Visit Seattle Marketing BEST BEVERAGE / SPIRITS TEAM [kickout id="2" label="Ab InBev"] Winner: AB InBev’s Brand Management Team, for its unforgettable marketing built on the “Dilly Dilly!” tagline Finalists: AB InBev PepsiCo Beverages North America's Mountain Dew Team Patrón Tequila Marketing Team

Awards & Honors

Adweek Honors 2019's Best Marketing Collaborations With Constellation Awards

Brandweek wraps with inaugural honors for team-driven marketing

Robert Klara

About

Subscriptions

Events

Publications

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

Robert Klara