Genesis to the fore as best of north's advertising industry celebrate PANI Awards

Team Genesis showcasing their PANI Awards 2017 Grand Prix trophy. Pictured (from left) are Phil Crothers, Darren Lyttle, Tara West, Helen Blakley and Stephen Bogan

MULTI-award winning full service agency Genesis dominated this year's Publicity Association of Northern Ireland (PANI) Awards, scooping a whopping 22 awards including ‘Grand Prix’ for the HSENI Farm Safety campaign.

The biggest names in the advertising industry in the north came together with media-owners at the Culloden to celebrate the remarkable successes in the development and implementation of creative, innovative and impactful advertising campaigns over the past 3 years.

Hosted by Irish comedian and The Blame Game star Neil Delamere, it was a night to remember for Belfast-based Genesis, whose 22 awards included five gold and the evening’s top prize the Grand Prix.

Marketing and creative advertising agency RLA scooped an equally impressive five gold, spanning the press, magazines and outdoor sections of the awards ceremony for its work with Belfast International Airport and Recruit NI.

ICAN’s work with West Coast Cooler proved impressive among the judging panel, picking up gold in both Best Outdoor Innovation and Best Mixed Media Campaign categories.

Shopper marketing agency mxb took home the top prize in the Best Magazine Campaign category, while brand engagement agency Mammoth won gold for Best Use of Digital Advertising and Social Media.

For its work with radio, ASG & Partners took home gold in both the Best Use of Radio and Best Radio Campaign categories, while Holywood-based advertising agency Ardmore Advertising won gold for the Most Outstanding Use of Radio as a Sound Medium.

Recognising the crucial role of media-owners, PANI Chair Siobhan Lavery presented two category awards for Media Owner Initiative. Mirror Media Northern Ireland won gold for ‘Belfast Loves’ by Belfast Live, as did Q Radio for ‘Proud to be Local’.

PANI Awards chair Nuala Meenehan said: “There are already numerous local campaigns to rival those on the international stage, and the standard of entries and award-winning campaigns by our local agencies and media owners has certainly proved this.

“The level of creativity and impactful campaign execution showcased at the awards gala was astonishing. A massive well done to Genesis, whose work with HSENI proves that a simple idea that is well executed with a creative team can achieve astonishing results and have great impact.”

Judging panel chair Billy Mawhinney from London added: “We can safely say that the standard of work and creativity within the industry in Northern Ireland has risen over the past few years. So much so that some of the work that took home this year’s top prizes in their respective categories could compete at advertising industry awards ceremonies globally.

Gold winners from the 2017 PANI Awards (full details at are:


Best Creative Use of the Medium – RLA

Best Full-Colour Display Advert – RLA

Best Public Sector Campaign – No gold awarded


Best Magazine Advertisement – RLA

Best Magazine Campaign – mxb


Best Digital Campaign – Genesis

Best Use of Social Media – Mammoth


Best Use of Radio – ASG & Partners

Best Radio Campaign – ASG & Partners

Most Outstanding Use of Radio as a Sound Medium – Ardmore Advertising


Best Use of Outdoor – RLA

Best Outdoor Innovation – ICAN

Best Multi-Format Campaign – RLA


Best Advert Under £25k – Genesis

Best Advert Between £25k-75k – Genesis

Best Advert Over £75k – Genesis


Media Owner Initiative (Category One) – Mirror Media Northern Ireland

Media Owner Initiative (Category Two) – Q Radio


Outdoor, TV and Press – Genesis

Radio, Digital and Magazine – HNH Digital Ltd

Best Mixed Media Campaign – ICAN

Grand Prix – Genesis

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