Mindshare, which is part of WPP, is a global media agency network helping clients to make collaborative and adaptive decisions across their paid, owned and earned marketing in real-time. For their innovative ideas and creative execution, Mindshare Egypt took home both a prestigious Emerald and Cristal award for their work on an important national energy account at this year’s International Cristal Festival.
The win is particularly special because Mindshare Egypt is the only media agency in Egypt to ever win a global Cristal award, being recognized not only within the Middle East, but among peers stretching across the globe. “Mindshare is known for being an adaptable agency which innovates to address issues in an ever-changing world,” says Mindshare Egypt Managing Director Riham El Sawy. “We are incredibly proud to receive the Emerald and Cristal award for our team’s creative work on such a vital account.”
The agency was recognized for their groundbreaking work on a huge national energy conservation initiative after a three-month campaign that aimed to minimize the negative impact of humans on the environment by reducing energy waste. The initiative was led by the Ministry of Petroleum, Minster of Electricity, and a selection of key international oil companies such as BG, Shell, Dana Gas, Gas De France (GDF Suez), IPR, and Apache. “We have selected Mindshare Egypt for this important account because of the agency’s long good reputation and experience, and because we believed that it could raise visibility and help create the needed public awareness around the importance of energy conservation, a pressing issue for Egypt and the Egyptians at the time being,” says Sherine Nehad, Shell Egypt Media Relations Manager, on behalf of the Egyptian Initiative for Energy Conservation consortium. “We are proud to be part of a winning team for such prestigious award!”
This year’s Cristal Festival took place between December 16th and 19th, 2014 and was broken up into Brand Entertainment and Content Summit, which highlighted advertising creativity, brand entertainment, and sports marketing, and the Marketing Innovation and Data Forum, which focused on innovation, data, new technologies, and the digital realm. The festival brings together the world’s brightest minds in media and marketing and awards agencies for only the most effective and forward-thinking campaigns.