Communications teams often work to set the record straight, often by going on the record with reporters or recording a bit of digital content. Occasionally, a brand takes it one step further and defines itself in part by being a record breaker. It’s little surprise then, that Guinness World Records, which began life as a marketing tool for the beer manufacturer and produced in part by a London-based data agency, recognises record-breaking brands in its pages, both print and digital.

This year, Guinness World Records will partner with the Festival of Media – which runs over three events in March, April and October – to create an award category at the Festival of Media Awards. The new ‘Record-breaking brand award’ will recognise record-breaking media campaigns. The partnership follows a year that Guinness named 'The year of record breaking' for global brands.

Alistair Richards, global president of Guinness World Records, says, "We are proud to have worked with the world’s leading brands to capture the power of record-breaking for their businesses. With Festival of Media, and its global award series, we are pleased to recognize our record holders who use Guinness World Records achievements in ever-more creative, innovative media campaigns. All those on the shortlist are deserving of the accolade, but it is up to the industry to determine which campaign will walk away with the award.” 

The award will be distributed at each event from a different pool of shortlisted candidates for each region. The first will be distributed on 18 March in Singapore. The shortlist includes P&G, Asia Pacific Breweries, Konica Minolta, Philips and other regional and international brands. But the reasons they are shortlisted is unique among communications awards ranging from “Most people hand-washing fabric simultaneously” to “Farthest beer bottle slide” to “Largest online photo album of handwritten notes.”

The intention is to recognise brands that make record-breaking a priority in their communications as a way of exemplifying their brand personality, building reputation or demonstrating brand values. Perhaps in future, there will be a Guinness record for most comms-based records broken? Until then, the public can vote of the Asia-Pacific shortlist until 6 March.