Changes to the way the Promax UK awards are judged have brought an end to the BBC's dominance of the design and branding ceremony.
Last year's prize-giving saw two BBC departments win more than 30 awards between them, causing uproar amongst the design community who in turn called for changes to the judging process ( Broadcast15 November 2002). Changes were approved and, in stark contrast, this year's Gold awards were shared out equally amongst the creative services departments of some of the country's major broadcasters. Discovery Networks Europe and Channel 4 Television both picked up four Gold awards each while Cartoon Network won three Gold awards and Film Four and MTV picked up two apiece. The BBC still did well on the night, winning four Gold awards (BBC Wales also won a further three), but failed to win even half as many in total as last year.
The dominance of the Corporation in 2002 prompted the judging committee into making significant changes to the way the winners are chosen. This year the judging panels were given a better mix of personnel with senior designers voting alongside senior executives. In previous years senior management made up the majority of the judges. The awards were also divided up so that different gongs were handed out to originated promos and clip based promos. In previous years both promo types were lumped into the same genre categories. Many amongst the organizing committee and entrants feel that the changes have helped to make judging of the awards more open.
The Promax UK awards were resented by Johnny Vegas at London's Grosvenor House on Saturday night (1 November 2003). A full list of winners is below
1. Best Children's Promotion - originated
GOLD: Where Your Head's AtBBC
SILVER: Nickeldown Crew 2Nickelodeon UK
2. Best Children's Promotion - clip based
GOLD: Three Times a LadyCartoon Network Europe
SILVER: Bill and Ben (CBeebies)BBC
3. Best Drama Promotion - originated
GOLD: ER Launch PromoE4
SILVER: Street Heat - RingsITV
4. Best Drama Promotion - clip based
GOLD: Thursday 12th ITV
SILVER: AliasFive
5. Best Film Promotion - originated
GOLD: Terminator NightFive
SILVER: Passenger 57Turner Entertainment
6. Best Film Promotion - clip based
GOLD: Bruce Lee NightFive
SILVER: SirensBSkyB
7. Best Entertainment or Comedy Promotion - originated
GOLD: Dirty Sanchez - SickMTV UK
SILVER: The Big ImpressionBBC
8. Best Entertainment or Comedy Promotion - clip based
GOLD: Osbournes 3 - The HandMTV UK
SILVER: 2 Guys and a Girl Triple BillFlextech Television
9. Best Leisure & Lifestyle Promotion - originated
GOLD: Late Night PokerDiscovery Networks Europe
SILVER: Playtex MoonwalkDiscovery Networks
10. Best Leisure & Lifestyle Promotion - clip based
GOLD: New Year GenericDiscovery Networks
SILVER: Wife SwapChannel 4 Television
11. Best Factual or Factual Entertainment Promotion - originated
GOLD: Hitting HomeBBC
SILVER: UK History - WaterlooBBC
12. Best Factual or Factual Entertainment Promotion - clip based
GOLD: The Man Who Jumped Through the EarthBBC Wales
SILVER: Winston's WarChannel 4 Television
13. Best Sports Promotion - originated
GOLD: Five LiveBBC
SILVER: Serious About Sports - GolfBSkyB
14. Best Sports Promotion - Clip based
GOLD: Wales v New ZealandBBC Wales
SILVER: Sportscene - MascotsBBC Scotland
15. Best News & Current Affairs Promotion - originated
GOLD: War on Iraq - PenChannel 4 Television
SILVER: War on Iraq (Smallpox)Channel 4 Television
16. Best News & Current Affairs Promotion - clip based
SILVER: Dispatches - GazaChannel 4 Television
17. Best Rundown or Themed Promotion
GOLD: Property MondayDiscovery Networks Europe
SILVER: The Matrix NightFive
18. Best Direct Response Promotion
GOLD: FilmFour Weekly launchFilmFour
SILVER: Lapdance Island/Pilot ShowE4
19. Best Corporate Promotion
GOLD: FilmFour Weekly launchFilmFour
SILVER: CasillaCartoon Network Europe
20. Best On Air Website or Interactive Promotion
GOLD: Tom & Jerry MouseCartoon Network Europe
SILVER: Ideas Factory4creative
21. Best Sponsor's Credits
GOLD: Hagen-DazsBSkyB
SILVER: Gillette - SpaceBSkyB
22. Best On-Air Branding
GOLD: CasillasCartoon Network Europe
SILVER: Xmas IdsCartoon Network Europe
23. Best Design in Promotion
SILVER: Ideas Factory4creative
GOLD: Passenger 57Turner Entertainment
24. Best Long Form Promotion
GOLD: The PresentatorsNickelodeon UK
SILVER: PhobiasJam Creative Ltd
25. Best Promotion Campaign Idea
GOLD: Six Feet UnderChannel 4 Television
SILVER: Big Brother 4Channel 4 Television
26. Innovation in Production
SILVER: Monstrous Bosses/Loveable RoguesBBC
27. Best Low Budget Idea
GOLD: Wales v CanadaBBC Wales
SILVER: Cuddly SnuffBSkyB
28. Best Print and Poster Idea
GOLD: Who Killed Julius Caesar? - X-RayFive
SILVER: Scuzz Launch CampaignBSkyB
29. Best Script or Copy
GOLD: Big Brother Legal and Compliant E4
SILVER: The League of Gentleman BBC
30. Best Voice Over
GOLD: Street PsychicFlextech
SILVER: Who Wants To Be A MillionaireITV
31. Best Direction
GOLD: Five LiveBBC
SILVER: Street Heat - RingITV
32. Best Use of Humour in Promotion
GOLD: Turbo TuesdayDiscovery Networks Europe
SILVER: Terminator NightFive
33. Most Creative Idea in Under 20 Seconds
GOLD: Six feet under - CoffinChannel 4 Television
SILVER: The Matrix StingFive
34. Most Creative Idea in Under 40 Seconds
GOLD: War on Iraq - SmallpoxChannel 4 Television
SILVER: Dying for DrugsChannel 4 Television
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