MIAMI, FL: General Electric and the Ad Council were among the big winners at the 4A's Partner Awards, which seek to recognise innovative collaborations that also produce groundbreaking marketing programs.

This was the second year of the 4A's (American Association of Advertising Agencies) Partner Awards, which are open to any type of campaign and marketing tie-up, and are split across small, medium and large agencies. (For more details about the Awards, read Warc's exclusive report: Building multi-modal marketing partnerships for the digital age.)

Recognition came for General Electric, OMD, Giant Spoon and Panopoly in the Creative Partnership: Large Agency category, with these diverse players having worked together on "The Message", a science-fiction podcast series.

This effort brought GE's healthcare technology to life in new ways, and also collected the Most Innovative Partnership prize at a ceremony held in Miami during the 4A's Transformation 2016 conference.

Elsewhere, the Ad Council, Upworthy and R/GA claimed two honours – in the form of the Partnership of the Year and the Diversity Partnership: Large Agency prize – for "Love Has No Labels".

This campaign centred around an online video that used an X-ray wall to show the bonds between people are the same no matter their gender, abilities or sexual orientation.

The other winners were:

  • Brand Partnership: Large Agency (1): Domino's/CP+B – "Domino's DXP" involved building the ultimate pizza delivery vehicle, complete with built-in warming oven.
  • Brand Partnership: Large Agency (1): VML/LEGOLAND Florida Resort/Travelex: "LEGOLAND Dollars" listed this currency on foreign exchange boards in 48 locations to grab the attention of international travellers. 
  • Creative Partnership: Mid-Sized Agency: Target/Vogue/Shazam/Haworth Media/Mother New York – "TargetStyle, In Vogue" transformed a print media buy by reimagining iconic Vogue covers with Target products.
  • Cause Partnership: Large Agency: Federation for Internet Alerts (FIA)/Conversant/GroupM/AppNexus/Rocket Fuel/xAd/AOL/Turn/33Across – "Amber Could Have Been Saved" revolutionised the speed and geographical accuracy of AMBER Alerts, assisting in the rescue and return of children and saving lives with tornado warnings.
  • Health and Wellness Partnership: Large Agency: Harrison and Star/Stephen C. Krieger, M.D./Corinne Goldsmith Dickinson Center for MS at Mount Sinai – "The Topographical Model of MS" used gaming technology to advance a new scientific theory in MS by creating customised maps of damage in the central nervous system.
  • Media Partnership: Large Agency: PepsiCo/BBDO New York/OMD/The Content Collective/Fox Studios/TBG/PMK*BNC – "Pepsi + Empire Integration" embedded Pepsi into the TV show "Empire" in a way that sought to erase the lines between brand and entertainment.
  • Pro Bono Partnership: Large Agency: Champions Against Bullying/Deutsch/Twitter – "The NiceBot" delivered positive messages on the social-media site every 36 seconds, eventually reaching every Twitter user.
  • Technology Partnership: Large Agency: Royal Caribbean International/MullenLowe/Mediahub/Tool of North America/Coastal Media Group/Cemusa/Intersection/Periscope – "Come Seek Live" deployed livestreaming and outdoor media to show people in New York City what they could be enjoying on a cruise.
"Unique partnerships like the ones we see in this show empower agencies and brands to discover truly creative solutions to marketplace challenges. This year's entries are a testament to the innovation that happens through partnerships," said Alison Fahey, Chief Marketing Officer at the 4A's.

Data sourced from 4A's; additional content by Warc staff