Initiative and Adidas took home top honors last night as the winners of the Digiday Marketing and Advertising Awards Europe were announced at an awards gala in London. Initiative was named Agency of the Year and Adidas secured Brand of the year after a public vote that received over 2,500 submissions.

Global sport and lifestyle giant Adidas took home Brand of the Year almost one year to the date after launching their namesake e-commerce app, which has been downloaded over 1.5 million times. The brand was seemingly ubiquitous this year, in part due to its continuation of highly successful partnerships with ambassadors like Stella McCartney and Lionel Messi.

Initiative — the culturally-driven global communications agency whose clients include Boeing, Yum! Brands and Lego — took home the award for Agency of the Year after going up against Mediacom, 360i, Infectious Media and the7stars in the public vote.  

Also taking top honors in the program, which recognizes the companies, campaigns and technology modernizing European marketing and advertising, was global advertising company Havas. The agency walked away from the evening with three wins including Best Brand/Influencer Collaboration, Best Experiential Marketing Campaign and Best Retail Technology.

See the full list of winners below.

Winners in Content Marketing

Best Brand/Influencer Collaboration
Havas Media Group & Dubai Tourism – Imagine Dragons

Best Experiential Marketing Campaign
Havas Media Group & Braintree – Tour de Tech

Best Agency/Client Collaboration
The Hook & Lionsgate – Jigsaw

Best Use of Native Advertising
CLICKON Media & General Tires – “Anywhere is Possible”

Best Product Launch
24sata – miss7

Best Branded Content Series
Arena Media & Gas Natural Fenosa – “En Tu Cabeza – Cinergía”

Best Social Good Campaign
LADbible Group in partnership with AMV BBDO – Trash Isles

Best Use of Social
RT – #1917Live: What if Twitter existed 100 years ago?

Best Interactive Content Piece/Series
Refinery29 – Refinery29 UK Money Diary Facebook Group

Best Branding Consumer Campaign
RAPP UK – Whatever You

Best Branding B2B Campaign
RS Components – For the inspired

Best Use of Real-time Streaming Video
Media Chain – Panasonic UK ‘Preparation is Everything’ LIVE Quiz

Best Direct Response Campaign
Nano Interactive – Sandals holidays take off with Nano Interactive

Best Use of Video
WSJ. Custom Studios & Star Alliance – Connecting Cultures

Best Use of Mobile
Rakuten Viber – Taste the Feeling of Coca-Cola & Viber

Most Innovative Use of Content
Boiler Room & Google – Pixel Records

Most Effective/Measurable Campaign
VG Partnerstudio & Thon Hotels – ThonTester

Winners in Platforms

Best Brand Platform
Beano Studios

Best Data Management Platform
1plusX – 1plusX predictive DMP

Best Mobile Marketing Platform
Appsumer – Unified Ad Analytics

Best Marketing Analytics/Attribution Platform
Forward3D – Product Propensity to Purchase

Best Content Marketing Management Platform
Genero

Best Marketing Automation Platform
The Trade Desk

Best Sales Automation Tools & Platform
Savings United – ABC Descuentos

Best Influencer Marketing Platform
Whalar

Best Social Advertising Platform
Smartly.io

Best Retail Technology
Havas Media Group, DBi, Ecselis & Kia – Lead Generation

Winners in Grand Prix

Best In-house Content/Brand Studio
The Hook Group – The Hook Labs

Best Video Advertising Agency or Partner
LADbible Group – Joyride

Content Marketing Team of the Year
RS Components

Agency of the Year
Initiative

Brand of the Year
Adidas

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