Marketing at Retails Best and Brightest Take Home Display of the Year Award

Point of Purchase Advertising International (POPAI) has announced the winners of its 54th annual Outstanding Marketing at Retail Achievement (OMA) Awards Competition during GlobalShop 2012. Nearly 500 entrants from over 100 companies were adjudicated in 26 industry categories during this year's competition. Entries were judged on design, innovation, interactivity, and the proven ability to lift sales.

"Recognizing the most innovative and effective in-store media in each industry category is an important way to establish the ever changing standard of excellence in marketing at retail," said Richard Winter, POPAI President. "Each year the OMA Awards Competition receives a myriad of entries from around the world that demonstrate the impressive creativity and evolution of the marketing at retail medium. Winning an OMA is a great way for an organization to establish and communicate its understanding of the power and effectiveness of marketing at retail."

Display of the Year

The most prestigious award presented during POPAI's OMA Awards Competition, the Display of the Year, is awarded across three divisions based upon length of time in the store – temporary, semi-permanent, and permanent. Only those entries that win a gold OMA qualify for consideration in the Display of the Year.

The 2012 Display of the Year winners are:

  • Temporary – InnoMark Communication for Spirit Halloween Zombie Wasteland produced for Spirit Halloween.
  • Semi-Permanent- Ideal for 2011 Keepsake Premiere produced for Hallmark Cards, Inc.
  • Permanent- Meyers for Rockwell InterActive End Cap produced for Positec.

Creative Best of Show

The 2012 Creative Best of Show Award was also awarded during POPAI's annual awards celebration. The award is presented across three divisions based upon length of time in the store – temporary, semi-permanent, and permanent. The Creative Best of Show Award celebrates the creativity of merchandising design and execution separately from sales results, and engages the creative community through acknowledging excellence based solely on ideation, imagination, and forward thinking.

This year's Creative Best of Show winners are:

  • Temporary- Great Northern Corporation Consumer Packaging for Mountain Dew Ceiling Wave produced for Pepsi.
  • Semi-Permanent- Rapid Displays for Sephora GLO Window Banner Set produced for Sephora.
  • Permanent- Bish Creative Display for Makers Mark Giant Barrel and Bottle for Beam Inc.

Best Use of Budget

This year POPAI added a new award that recognized entries that had the greatest impact, while being very conscious of budget. To be eligible for the Best Use of Budget Award entries had to achieve Gold, Silver or Bronze in their division. In the Temporary Division the entry must cost under $25, for Semi-Permanent under $50 and for Permanent under $100.
This year's Creative Best of Show winners are:

  • Temporary- Menasha Packaging / The Integer Group for Kellogg's 2011 Holiday Toy Soldier Hutch Kit produced for Kellogg.
  • Semi-Permanent- RockTenn Merchandising Displays / Launch Creative Marketing for Orville Redenbacher's Pop-Up Bowl Pre-Pack produced for ConAgra Foods.
  • Permanent- United Displaycraft for Quaker IQO Beach Head Display produced for Pepsico Foodservice Group.

Competition Format

The competition was judged by a team of independent marketing at retail professionals representing a variety of relevant disciplines in a two-tiered adjudication process.
The first phase of the judging process is completed online. Judges review case history responses and evaluate entry responses to questions focusing on design, engineering, shopper engagement, retail experience, brand performance, and sales results.

The second phase of the judging process is completed on the OMA Show floor during GlobalShop. Judges are divided into teams with representation from all areas of the industry including brands, retailers, ad agencies, and producers/suppliers. These teams collectively evaluate the entries in each category, validating their online scores.