Universal Media (UM) added yet another prestigious accolade to its portfolio on Thursday, February 7, as it received the 'Highly Commended' award for 'Best Use of Print Media' at the GMR Effectiveness in Marketing Awards (GEMAS) ceremony.

UM was recognized for its innovative media campaign designed for the launch of Acer's Aspire Gemstone concept.

In promoting Acer's exclusive gemstone finish laptop, UM developed an endorsement concept which delivered to the public thousands of light-weighted and almost equally-sized natural stones via a daily newspaper. The challenge was in completing the overall mission of transporting, packaging and fixing over 60,000 gems to the front page of a leading newspaper. All in less than one day.

The GEMAS award came to highlight the overwhelming outcome which caused an impressive number of hits to Acer's local websites to check on the new product and an increased footfall in shops and stands where Acer is present.

Aman Khan, Acer's Regional Marketing and Communications Manager, commended the creativity and dedication of the team which contributed to the most successful one-day campaign to ever hit the print media in the region.

'We are very proud of the GEMAS win for our creative campaign. The award is also a tribute to the creative insights and innovative efforts of the UM team which will definitely motivate them to plan even more progressive media solutions'.

Speaking on behalf of the team, Tala Amhaz, who leads the account at UM, said 'It is a great honor for us to compete with the industry's leading talents for such a prestigious award. We continually strive to raise the bar in terms of creative ideas and to maintain that rise to service our clients and sustain the trust in the work that we do'.

Hundreds of marketing, media and advertising executives attended the exclusive GEMAS awards ceremony which was held at the Al Joharah Ballroom in Madinat Jumeirah to honor the creatively hot, fresh and trendy talents in the regional media and communications industry.

Leading powdered beverage brand, Tang, was recently recognized at the prestigious GMR Effectiveness in Marketing Awards (GEMAS) 2008 for not one but two categories in marketing excellence in the GCC region.

Held at Joharah Ballroom, Madinat Jumeirah on February 7th 2008, TANG received a Commendable Award for Best Brand Re-launch and Best Use of TV. The recognitions speak volumes about the strategic focus, innovation and relevance of Tang's marketing initiatives in the region.

One of the flagship brands of KRAFT Foods, TANG beat other competitive brands to be nominated for the fiercely coveted marketing categories.

Speaking at the Awards, Ahmad Yahya, Marketing Director GCC, KRAFT Foods said, 'This is indeed a proud occasion for all of us at KRAFT Foods. To be recognized for our marketing efforts in an important, growth-oriented region such as the GCC is an encouragement for us to continue to spearhead strategic and innovative marketing programmes that are relevant to our consumers.'

'With TANG having had a series of successful new flavor launches and one main product re-launch in the recent years, special thanks go out to our in-house marketing team, as well as to our creative and media partners. Their passion, dedication and understanding of the GCC consumer climate will undoubtedly ensure that more Powerbrands are born from KRAFT Foods,' he added.

The Best Use of TV recognition was in relation of developing and sponsoring Tang Quiz the Whiz Show on Asianet TV. The program is unique in the region as it involves mothers & their children in teams competing against each other. The program ran for 13 weeks and the winning child-mother team received the Grand prize of a laptop and golden pendant.

The recognition for Best Brand Re-launch resulted from the brand's immediate action upon consumer feedback. Based on findings from extensive consumer research, the brand's equity was moved closer to fruits by using only 100% Natural flavors, the product was enhanced with vitamins A, B and C and the brand's packaging was modernized with a new exciting look.

Tang has in the past also won a host of other Awards and recognitions including the Campaign Middle East Media and Marketing awards such as Best Use of Sponsorship for its Cook with a Mother campaign on MBC1 and Best Use of TV for its Dial-a-Chef Campaign.

This year's much anticipated GMR Effectiveness in Marketing Awards (GEMAS) saw leaders from the marketing world gather at a lavish awards ceremony to recognize industry excellence in the region.

The ceremony took place on February 7th at Joharah Ballroom, Madinat Jumeirah, under the new custodianship of Mediaquest Corp. who bought out GEMAS founder - GBC - earlier this year.

The GEMAS 2008 comprised of 12 categories in which either companies, agencies or brand guardians were able to make nominations. Categories embraced the different marketing functions deployed by companies in the Gulf, from print, broadcast and online advertising to PR and sales promotions.

Those walking away with awards included Barclay's Bank, Clorox, Rani, Vimto, Barbican, Splashtastic, and Emirates Driving School.

The GEMAS was launched in 2004 by 'Gulf Marketing Review', and has since managed to establish a good reputation for their objectivity, integrity and impartiality.

Mediaquest concluded a buy out of prestigious GBC brands including Gulf Marketing Review, GMR-Online, Al Tasweeq Al Arabi and RaceWeek in January of this year.

The company is known for their established stable of publications comprising Communicate, Trends, Saneou Al Hadath and Shaheen. The group also includes Medialeader, the media representation division and data management division, 'Quest Communications'.