Landor Associates was crowned a global winner in Diageo’s Marketing Brilliance Awards, at an awards ceremony held at the Renaissance Chancery Court Hotel in London. The agency won in the category of Best ‘Innovation’ Agency for the “Smirnoff Mixed Drinks” program.

Landor Associates set out to design the Smirnoff Mixed drinks’ primary and secondary packaging with the strategic objective of capturing the essence of an elevated fermented malt beverage by clearly and deliciously communicating the mixed drink experience at home. This campaign implemented a strategy that highlighted the quality of the product and provided consumers with the guidance on how they can mix these drink formats. These elements together delivered a beautifully impactful outer carton and a premium pack that enhanced the Smirnoff brand range and clearly differentiated the product from other fermented malt beverages. The resulting advertising campaign, created by WPP sister company JWT, helped bringing the entire concept to life.

“My heart is racing with pride in winning this award for our work on the Smirnoff Mixed Drinks program,” said Richard Brandt, Executive Creative Director at Landor Associates. “It’s not every day you see your ideas come to life so beautifully in the marketplace and I’m thrilled Diageo is happy with the outcome. It’s what makes our relationship so worthwhile.”

Andy Fennell, Diageo Chief Marketing Officer, commented, “We are thrilled to recognise some of the best work of 2010, all has required real consumer insight, translating into great execution delivered with flair, agility and above all relevance in today’s world. The relationship we have with our agencies is imperative to achieving consistent marketing excellence across our business. All of the finalists reviewed were of a high calibre and the winners particularly stood out from the rest. We look forward to more of their creative and bold ideas in the future.”