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OgilvyOne’s Gnome Experiment picks ups the Grand Prix & 9 Gold at the DMAs 2012


• The Gnome experiment is the most successful DMA Grand Prix winner in its history
• OgilvyOne’s total awards tally – 10 gold, 7 silver & 6 bronze, more than any other agency
• Drinkaware, British Airways, AMEX & IBM campaigns also recognised
• All the DMA awards winners can be found here
OgilvyOne UK had its most successful year ever at the DMA Awards 2012, picking up the Grand Prix for its campaign for Kern & Sohn, 10 gold, 7 silver and 6 bronze - more awards than any other agency in the history of the DMAs.

As well as winning the Grand Prix, The Gnome Experiment – a campaign that demonstrates the precision of Kern & Sohn precision scales – picked up 9 Gold awards in categories such as; best creative solution; best website; best use of social media; best use of DM; best small budget; best brand building campaign and best B2B campaign. The campaign also won silver in the ‘best media strategy’ category.

OgilvyOne also won a Gold award for its campaign for Drinkaware in the ‘best online display advertising’ category, in addition to six Silver and six Bronze prizes for its clients, British Airways, AMEX and IBM.

Sam Williams-Thomas, CEO, OgilvyOne UK commented: “This really is the cherry on the cake for what has been a has been a stellar year for OgilvyOne, with us winning more awards than any other digital direct agency. Congratulations to all the teams involved.”

James Nester and Graham Jenks, the creatives behind the Kern & Sohn campaign, said: “We’re obviously very pleased to have won the Grand Prix for The Gnome Experiment. Eleven Awards in such different categories proves you don’t need a big budget, just a big plan.”

Wayne Hemingway, who chaired this year’s judging panel, said of the Grand Prix winner; “..nothing short of genius – this must be as close to perfect as a campaign gets.”

OgilvyOne’s campaign for Kern & Sohn has been the most awarded direct campaign in the UK this year, the only UK campaign to be recognized in the Direct category at the Cannes Lions picking up a silver, and a bronze in the Cyber Lions category.

OgilvyOne Worldwide
OgilvyOne Worldwide is the strongest, most experienced and most highly awarded one-to-one marketing network in the world, with over 100 offices in 40+ countries. It provides clients with a full range of direct, consulting and interactive services to deliver profitable customer relationships. The roster of clients is equally balanced between global clients including American Express, British Airways, IBM, Intercontinental Hotels Group, Kimberly-Clark, Nestlé and Unilever, UPS and leading clients in our local markets. OgilvyOne Worldwide is a unit of Ogilvy & Mather, a WPP company (NASDAQ: WPPGY), one of the world’s largest communications services groups. For more information, visit

OgilvyOne UK’s awards tally at the DMAs 2012

Grand Prix
Kern & Sohn

Kern & Sohn – Best use of social media for brand building
Kern & Sohn - Best use of new technology
Kern & Sohn – Best creative solution or innovation
Kern & Sohn – Best website or landing page
Kern & Sohn – Best use of DM
Kern & Sohn – Best small budget
Kern & Sohn – Best brand building campaign
Kern & Sohn – Best B2B campaign
Kern & Sohn – Best use of natural search and paid for
Drinkaware – Best online display advertising

Kern & Sohn – Best media strategy
Drinkaware – Public sector and charity
Drinkaware – Best use of new technology
BA Exec Club – Best design or art direction
BA – Best use of 2012 summer sport
BA – Best customer acquisition campaign
BA – Best travel and holidays

AMEX - Best use of social media for brand building
BA Mosaic – Best design or art direction
Drinkaware – Best DR advertising incl. inserts
Drinkaware – Best use of copy
IBM - Best brand building campaign
IBM – Best B2B campaign


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