Leo Burnett Melbourne's 'Reword' Wins Grand Prix at Jay Chiat Awards for Strategic Excellence

The 4A's, the leading trade association representing the advertising agency business, has revealed the winners of its 2017 Jay Chiat Awards for Strategic Excellence at the 4A's Strategy Festival in New York City. The Grand Prix, which is selected from the Gold winners, was awarded to Leo Burnett Melbourne for its strategy on the "Reword" campaign for Headspace.

Says Ilona Janashvili, director of integrated strategy, Leo Burnett Melbourne: "It is genuinely an honour to be acknowledged internationally for an initiative that we're all proud of. reword has made a tremendous difference affecting many children, in Australia and across communities globally. Cyberbullying is quickly becoming one of society's most serious problems, that's difficult to predict and impact behaviour to make a difference. reword is a tool that's changing online communication by interrupting and stopping cyberbullying behaviour before it happens. Whether you're someone that's experienced cyberbullying or a parent protecting their children, this is something that our agency is very passionate about."

For more than 20 years, the Jay Chiat Awards for Strategic Excellence has celebrated the best in strategic thinking and recognised advertising professionals who develop breakthrough insights and initiate creative campaigns that inspire both consumers and business around the globe. This year's judging panels were comprised of top agency and marketing leaders.

Says Marla Kaplowitz, president and CEO of the 4A's: "This year's award winners have made significant contributions to the discipline of strategic thinking across a variety of sectors, touching clients like Airbnb, L'Oréal Paris and Whirlpool. We're delighted to recognize these agencies for their outstanding achievements in strategizing how to take on both commercial and cultural challenges."

Says Mollie Rosen, executive vice president, agency relations and membership, of the 4A's: "Every year we recognize the best strategic thinking across marketing, media and advertising, in an effort to recognize that a campaign, product or service is only as good as the idea and purpose that propels it. This year's recipients are at the forefront of strategy, driving innovative thinking with a brilliant collection of campaigns, new products and services that run the gamut from global to regional, nonprofit to product creation."

View the full list of winners.