Marketecture creative makes the Roses cut

Marketecture has reached the final round of the 2011 Roses Advertising Awards. The agency’s nomination in the ‘Trade Advert’ category is for its ‘Meet the Team’ campaign conducted on behalf of domain name management, online brand protection and security company, NetNames.

Part of the London listed NBT Group, NetNames is responsible for managing and protecting the online brand reputation of thousands of companies across the globe. Marketecture has worked with NetNames since April 2010 and also counts sister web hosting company NetBenefit in its client roster.

“The digital underworld is always one step ahead in terms of devising new tools and tricks to exploit and damage corporate brands online, so we wanted to hit the streets with a provocative creative proposition that put the threat firmly front of mind with NetNames’ target markets, including in-house and agency marketers,” said Marketecture Creative Director, Jon Hallowell.

“Our approach was to personify the dangers of companies not keeping complete control of their domain names in the form of Andrij and Buela – two highly dubious characters you definitely wouldn’t want your brand to be associated with. By injecting shock tactics with humour we hoped to hammer home the risks and engage marketers with an edgy take on serious but often overlooked issues, such as cybersquatting, counterfeiting and corporate logo or image misuse.”

Marketecture’s Roses shortlist success comes on the back of its nomination for ‘Best Product Launch’ at The Drum Marketing Awards in May and its 2010 B2B Marketing Awards victory.

“We’re certainly making our mark on the industry awards scene but to be nominated for a Roses is a particular coup for our creative team and we hope to be adding to our armory come May,” said Marketecture’s Managing Director, Michael Clark.

The Roses Advertising Awards winners will be announced at the Ramada Jarvis Piccadilly, Manchester, on the 5th May 2011.