Lloyds Bank and Adam & Eve/DDB have been named the winners of Channel 4’s annual Diversity in Marketing Award. They took the crown just a few weeks after Volvo pulled out of the competition. They claimed that Gray’s winning entry had not been approved, and as such passed up on £1m in free airtime.
In July, Channel 4 announced that Volvo UK and Valenstein & Fatt (Grey London) had won the £1million airtime prize for the Diversity in Advertising Award, with an ad campaign focussed on non-visible disability.
Marketing Week has reported that Lloyds’ entry, which was submitted by its creative agency adam&eveDDB, was a close second to Volvo in the original judging and was highly commended by the judges.
It is hoped that Lloyd’s Campaign which is focused around non-visible disability, is expected to launch in the first quarter of 2018.
Ros King, communications and innovation director at Lloyds Bank said: “Lloyds Banking Group is committed to addressing the increasing need within today’s society to support mental wellbeing. We are delighted to be recognised with the diversity in advertising award to help support this ambition,”.
Lloyd’s has a strong history of both inclusive and diverse advertising and this seems a good match.