SYRACUSE, N.Y. — Eric Mower + Associates won four B2 Awards and an Award of Excellence for Best in Show from the Business Marketing Association (BMA) national competition. Winners were honored at a ceremony on June 1 in Chicago during the ANA/BMA16: Masters of Marketing Conference.
EMA’s work for Charlotte Pipe and Foundry won in the Video Production category and an Award of Excellence for Best in Show. Rather than rely on typical B2B marketing efforts, Charlotte Pipe and Foundry—a 115-year-old family-owned manufacturer—tapped into the power of personal narrative and emotion to showcase its history in a short documentary, “We Are Charlotte Pipe.” Working with EMA and Emmy and Sundance Film Festival-winning filmmaker Joris Debeij, the company released the documentary online.
The BMA’s prestigious award program recognizes and honors business-to-business marketers who exhibit excellence in innovative global brand strategy, customer marketing strategy, integrated internal and external marketing communications strategy, e-business and/or new media strategy, and successful new product and service introductions. Out of all entries submitted, only six will be named Top Award Winners, including Best in Show.
“Each of our campaigns recognized with a B2 Award expresses the human element and strikes emotion—whether it’s highlighting a great American story for Charlotte Pipe or putting a face to a brand like Domtar Paper. Making people the focus of our b-to-b campaigns resonates remarkably well,” said Chris Steenstra, managing partner, EMA Group B2B. “We’re incredibly proud of our client and agency teams for their great work.”
EMA also won the following B2 Awards:
Corporate Brand/Identity (Winner, tied): Domtar Paper, Elements
Elements is an expression of Domtar’s brand guidelines, created as an oversized magazine, that harmonizes all existing Domtar brand elements from across the organization to create consistency in the way Domtar communicates as a brand.
Print Advertising (Award of Excellence): NY NOW, the Market for Home, Lifestyle + Gift, winter 2016 market campaign
This campaign features high-fashion haute couture models juxtaposed against interesting products that would appear in the NY Now Show. This approach aligns with the high-fashion style of New York City that makes NY Now unique and differentiated from other home, lifestyle and gift shows around the country. The surprising interactions between the models and the products makes the ads striking and unusual.
Posters (Winner): Gorbel, Tether Track® Fall Protection Systems, Think Differently about Fall Protection
This campaign is designed to dramatize the danger of improper fall protection in manufacturing plants by using children in place of workers. This surprising approach triggers an emotional response that workers may not have otherwise noticed.