THE winner of this year's Hong Kong Management Association (HKMA) Award for Marketing Excellence is Nestle Dairy Farm, for its Hi-Calcium milk campaign, the HKMA announced yesterday.
The Pheasant and Jasmine rooms at the Mandarin Oriental were packed with marketing and advertising professionals who had gathered to attend the presentation ceremony for what is becoming an increasingly prestigious award among the business community.
Immediate runner-up for the prize was Taipan Bread and Cakes, a bakery company that had launched a revolutionary, refrigerated moon cake into a very complimentary marketplace.
Bronze award winner was Hongkong Telecom CSL, for its 1010 digital mobile phone network campaign.
In the competition for best overall campaign, the three other finalists, each of which was awarded a Certificate of Merit, were: Crown Motors, which revolutionised the way cars are sold in Hong Kong by introducing a Driveaway Deal; Ocean Park, for its new Kids' World theme park; and Lane Crawford for its new store, Lane Crawford Express.
Event co-sponsors TVB led the judging of the Television Awards, in which representatives of both Nestle Dairy Farm and Lane Crawford - honoured for its energetic Lane Crawford Express commercials - also took trophies.