Point of Purchase Advertising International (POPAI) has announced the winners of its 52nd annual Outstanding Marketing at Retail Achievement (OMA) Awards Competition during GlobalShop 2010.

More than 450 entrants from over 100 companies were adjudicated in 26 industry categories during this year's competition. Entries were judged on design, innovation, interactivity, and the proven ability to lift sales.

"Recognizing the most innovative and effective point of purchase displays in each industry category is an important way to establish the ever changing standard of excellence in marketing at retail," said POPAI Board of Directors chair Leslie Nagy, director, Marketing Services & Licensing Pepsi North American Beverage.

"Each year the OMA Awards Competition receives myriad entries from around the world that demonstrate the impressive creativity and evolution of the marketing at retail medium. Winning an OMA is a great way for an organization to establish and communicate its understanding of the power and effectiveness of marketing at retail."

The most prestigious award presented during POPAI's OMA Awards Competition, the “Display Of The Year,” is awarded across four divisions—digital, temporary, semi-permanent, and permanent. Only those entries that win gold qualify for consideration in the Display of the Year.

The 2010 Display of the Year winners are:

Digital - Scala for Miele Inspirience Center produced for Scala.

Temporary - Artisan Complete for B Street Communications / Weston Bread Wonder+ Olympic Campaign produced for Weston Bakeries Limited.

Semi-Permanent - Mechtronics Corporation for Duracell MyGrid Launch Displays produced for Procter & Gamble Corporation.

Permanent - Rapid Displays for Sony Computer Best Buy PSP Endcap produced for Sony Computer Entertainment.


The 2010 Creative Best of Show Award was also awarded during POPAI's annual awards gala. The award is presented across three divisions based upon length of time in the store—temporary, semi-permanent, and permanent. The Creative Best Of Show Award celebrates the creativity of merchandising design and execution separately from sales results, and engages the creative community through acknowledging excellence based solely on ideation, imagination, and forward thinking.

This years Creative Best Of Show winners are:

Temporary - Rapid Displays for Bath & Body Works - Large Reindeer Window Display produced for Bath & Body Works.

Semi-Permanent - Retail Now for Display Premium Herbal Essences Hot Spot 2 produced for Procter & Gamble Corporation.

Permanent - Mechtronics Corporation for Duracell Staples Endcap produced for Procter & Gamble Corporation Canada.

The competition was judged by a team of independent marketing at retail professionals representing a variety of relevant disciplines in a two-tiered adjudication process.

The first phase of the judging process is completed online. Judges review case history responses and evaluate entry responses to questions focusing on design, engineering, shopper engagement, retail experience, brand performance, and sales results.

The second phase of the judging process is completed on the OMA Show floor during GlobalShop.

Judges are divided into teams with representation from all areas of the industry including brands, retailers, ad agencies, and producers/suppliers. These teams collectively evaluate the entries in each category, validating their online scores.

A complete list of winners can be viewed at www.popai.com/oma.


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