Best video, best editor, best ‘always on’ strategy – Cedar does it again at CMA awards
Tesco, Eurostar and British Airways were the big winners at the 2019 Content Marketing Awards as Cedar picked up a total of nine awards – including three golds.
Newly-crowned Editor of the Year Charlotte Jones joined Cedar in 2017. Her main task: revamping and rethinking the mammoth Real Food recipe site.
Charlotte transformed our editorial and digital output, focusing on broader themes and video. She was the first person – across all of Tesco’s agencies – to successfully pitch content for Instagram TV. Audience growth for the website has been phenomenal – reaching 21.7 million users and 78.5 million page views annually*, making it the third biggest food content website in the UK.
It’s been a spectacular month for Charlotte as was also named among The Grocer’s Top New Talent for 2019.
There was also a first for Cedar when the Eurostar team triumphed in the best single video category. The Valentine’s Day Love Train film jettisoned the usual romantic clichés with a humorous and heartwarming experiment where nine Parisians and nine Londoners went speed dating in a specially-commissioned Eurostar carriage.
British Airways has been a perennial winner at the CMAs and this year took home the gold award for Always On Strategy.
This was a special year for BA as it celebrated its 100th anniversary. The Cedar team swung into action across all the airlines’ channels. There were celebrities (Phoebe Waller-Bridge, Sophie Turner from Game of Thrones), sports stars (the England rugby team trying their hand at afternoon tea), nostalgia, innovation (with a ‘pitch on a plane’ concept) – and a massive poll of Executive Club members to find the best of British travel.
One standout from a spectacular group of results: BA passengers that have read Cedar content have a Net Promoter Score 14 points higher than those who haven’t.
This is the third year in a row that Cedar has won Gold for Content Strategy, following success in 2018 for Mandarin Oriental and 2017 for BA.
There were more awards for Cedar on the night – three Silvers and three Bronzes from 21 shortlisted entries. BA Media picked up Silver in the Best Monetised Content while Tesco picked up Silvers in Best Consumer and in Editor of the Year for Lauren Rose-Smith.
Bronze awards went to BA The Club in Best Membership, BA100 in the Travel section and Kris Short in the Designer of the Year category for his work on Mandarin Oriental.
* Google Analytics
“Huge congratulations to all my Cedar colleagues who have proved, yet again, that they are the best in the business. The CMAs have grown enormously in recent years to reflect the changing nature of our industry, attracting entries from all over the world from a whole variety of agencies. These awards are the highest honour in our business and the continuing success of our people, across a wide variety of disciplines, is something we are all extremely proud of.”
2019 CMA Awards
Always On Strategy – BA 100, British Airways
Single Video – The Love Train, Eurostar
Editor of the Year – Charlotte Jones, Tesco
Monetised Content – BA Media, British Airways
Editor of the Year – Lauren Rose-Smith, Tesco
Consumer – Tesco
Membership – BA The Club – British Airways
Designer of the Year – Kris Short, Mandarin Oriental
Travel – BA100, British Airways