Marketecture creative scoops silver at the roses

Marketecture was awarded Silver at last night’s (5^th May 2011) Roses Advertising Awards ceremony at the Ramada Jarvis Piccadilly.

The agency took away the highest accolade in the ‘Trade Advert’ category for its ‘Meet the Team’ campaign on behalf of domain name management, online brand protection and security company, NetNames.

“Winning one of the industry’s most coveted regional awards is a particular coup and just goes to show that being bold in B2B can pay-off,” says Marketecture’s Director of Business Development and lead Account Director for NetNames, Stuart Crow. “The client took a major leap of faith by ignoring the text book ‘solution/benefit’ model and now we’re both reaping the rewards.”

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,” says Stuart.

“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 Silver success comes on the back of its nomination for ‘Best Product Launch’ at The Drum Marketing Awards later this month and its 2010 B2B Marketing Awards victory.