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| BAU wins award for B2B communication  BAU, the World´s Leading Trade Fair for Architecture, Materials, Systems has won Germany´s top award for business-to-business (B2B) communication – for the second time in a row. The 'GWA Profi Award', presented at the beginning of June, was won for the marketing campaign for BAU 2011.The 'GWA Profi Award', from the GWA (Gesamtverband Kommunikations-agenturen – German Association of Communications Agencies), is regarded as a kind of Oscar for the German-speaking advertising industry. This award for BAU is also in recognition of the work of the creative agency wob München. For BAU 2005 wob developed a brand new advertising campaign, featuring futuristic animal motifs. The campaign sought to reflect the BAU slogan 'The Future of Building', and underpin BAU´s claim to be an innovations engine and source of new ideas and impetus for the sector. It was an early expression of BAU´s focus on themes like sustainable, energy-efficient, environmentally-conscious and resource-efficient building. For BAU 2007, and for BAU 2009, the imagery was further developed, shifting from the world of animals to the world of plants. In the campaign for BAU 2011, too, the exhibition management kept to this recipe for success, in close cooperation with wob. The two main motifs – a 'dandelion clock' and a chestnut – also won over the GWA jury, whose members constituted a Who´s Who of the German communication industry. They awarded the campaign first place in the 'Services' category. In their comments, the jury said that the motifs had "convincingly visualised" the slogan of 'The Future of Building', had worked very well aesthetically, were not overdone and had concentrated on the core message. The "consistent brand management", i.e. the fact that BAU and wob had pursued the campaign since 2005, continuously developing it over the years, had also been a factor in the judges´ decision. Winning this award is the fourth accolade in succession for BAU and wob München. When the new motifs for the communication campaign for BAU 2005 were presented for the first time, they immediately attracted an Econ Award for the best exhibition communication from Econ publishers of Berlin. Two years after that BAU won another Econ Award, this time for the campaign for BAU 2007. The 2007 campaign also made it for the first time into the final selection for the GWA Award. In 2009 BAU and wob then won the coveted GWA award, and now they are delighted to be collecting it again for the second time in succession. In the campaign for BAU 2013, the idea behind the multiple-award-winning series is being continued, again in close cooperation between the BAU team and wob. The motifs this time are orchids and mushrooms. BAU 2013, the World's Leading Trade Fair for Architecture, Materials, Systems, takes place from 14 to 19 January 2013 at the New Munich Trade Fair Centre. write your comments about the article :: © 2011 Construction News :: home page |