EXCELLENCE IN REBRANDING HONOURED AT 2011 TRANSFORM AWARDS
Financial services group PwC and digital technology firm Rovi were the big winners at tonight’s annual Transform Awards, the UK’s only dedicated celebration of rebranding, repositioning and brand transformation.
At a gala dinner at The Grange St Paul’s Hotel in London, the two firms were declared joint winners of the top prize, the Grand Prix for Excellence in Rebranding, in recognition of their recent global rebranding projects.
In a ceremony hosted by former director of communications and strategy to Tony Blair, Alastair Campbell, PwC won a further two gold awards – for best rebrand in the financial services sector and for best global rebrand (across multiple continents) – while Rovi was the night’s most garlanded company, winning gold awards for best creative strategy, best brand consolidation and best rebrand in the technology sector as well as four other silver and bronze awards.
Judged by a panel of branding experts, communications practitioners and academics, the awards programme also saw gongs handed out for best overall visual identity (Labormed); best copy style or tone of voice (Balfour Beatty WorkPlace); best implementation of a rebrand (BDO); greatest likely business impact of a rebrand (UKTV); and best rebrand from the public sector (BPost).
The Transform Awards were established in 2010 by Communicate magazine, the UK’s leading magazine for corporate communications and stakeholder relations. The event is complemented by the annual Transform conference.
Communicate’s publisher Andrew Thomas said "We have seen a 60% increase in the number of entries this year, fabulous growth in difficult times. This highlights the importance of the Transform Awards. They are important because whilst still recognising the importance of creativity they also benchmark execution, outcome, and, perhaps most importantly, the strategic input of Europe's branding consultancies and in-house expertise. It is my belief that Europe leads the way in these fields."
The full list of winners:
|
Category |
Award |
Winner |
|
Grand Prix for excellence in rebranding |
Rovi |
|
|
PwC |
||
|
Best overall visual identity |
Gold |
Labormed
|
|
Silver |
Balfour Beatty WorkPlace |
|
|
Bronze |
Imaqliq |
|
|
Bronze |
Royal Opera House
|
|
|
Best brand architecture solution |
Gold |
Invensys
|
|
Silver |
Glasgow Life
|
|
|
Bronze |
Rovi
|
|
|
Best use of copy style/tone of voice |
Gold |
Balfour Beatty WorkPlace
|
|
Silver |
LV= |
|
|
Best external stakeholder relations during a rebrand |
Gold |
Glasgow Life
|
|
Best internal communication of a rebrand |
Gold |
Hermes
|
|
Silver |
Allianz Insurance |
|
|
Silver |
BDO |
|
|
Bronze |
KC |
|
|
Best implementation of a rebrand |
Gold |
BDO
|
|
Silver |
Rovi
|
|
|
Bronze |
EEF |
|
|
Best creative strategy |
Gold |
Rovi |
|
Silver |
McDonald’s |
|
|
Bronze |
Balfour Beatty WorkPlace |
|
|
Best brand evolution |
Gold |
BDO |
|
Silver |
Bpost |
|
|
Bronze |
Porter Novelli |
|
|
Best integration of brand and business strategy |
Gold |
Labormed |
|
Gold |
McDonald’s |
|
|
Silver |
Zurich Financial Services |
|
|
Bronze |
Hays |
|
|
Greatest likely business impact of a rebrand |
Gold |
UKTV |
|
Silver |
Rovi |
|
|
Bronze |
Lombard |
|
|
Best corporate rebrand following a merger or acquisition |
Gold |
Blizoo |
|
Silver |
Age UK |
|
|
Bronze |
Randstad Education |
|
|
Best corporate rebrand to reflect changed mission/values/positioning |
Gold |
Imaqliq |
|
Silver |
BDO |
|
|
Bronze |
Hays |
|
|
Bronze |
Bpost |
|
|
Best corporate rebrand for a spinoff/new company |
Silver |
Exova |
|
Best brand consolidation |
Gold |
Rovi |
|
Best rebrand of a digital property |
Gold |
Ocean Sky |
|
Silver |
Legal & General |
|
|
Bronze |
Age UK |
|
|
Best rebrand from the public sector |
Gold |
Bpost |
|
Best rebrand from a not-for-profit organisation |
Gold |
Anthony Nolan |
|
Silver |
BRAC |
|
|
Silver |
Rugby Romania |
|
|
Bronze |
Home Heat Helpline |
|
|
Bronze |
Crimestoppers |
|
|
Best rebrand of a region |
Gold |
Trentino Marketing SpA |
|
Silver |
Glasgow Life |
|
|
Bronze |
Invest in Cornwall |
|
|
BY SECTOR |
||
|
Technology |
Gold |
Rovi |
|
Telecoms |
Gold |
COLT |
|
Financial services |
Gold |
Allianz Insurance |
|
Online retail |
Gold |
eMAG |
|
Marketing services |
Gold |
Porter Novelli |
|
Manufacturing |
Gold |
EEF |
|
Facilities management |
Gold |
Balfour Beatty WorkPlace |
|
Professional services |
Gold |
PwC |
|
Travel |
Gold |
P&O |
|
Luxury Goods |
Gold |
Titoni |
|
Media |
Gold |
UKTV |
|
BY REGION |
||
|
Benelux |
Gold |
bpost |
|
CEE |
Gold |
Blizoo |
|
Russia & Commonwealth of Independent States |
Gold |
Imaqliq |
|
Best multi-country rebrand (two or more countries) |
Gold |
Imaqliq |
|
Silver/Bronze |
Ageas |
|
|
Best global rebrand (multi-continent) |
Gold |
PwC |
|
Silver |
Zurich Financial Services |
|
|
Silver |
Hays |
|
|
Bronze |
Rovi |
