Effectiveness 08 - Marketing Week

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Effectiveness 08 - Marketing Week

MW_091008_p042 6/10/08 11:40 am Page 42


05 MWEA_BOTN_judges_p5_AA:Layout 1 3/10/08 15:41 Page 43THE PANEL OF JUDGES1 2 3 4 567 8 9 10 11 1213 14 15 16 17Stuart SmithEditor, Marketing WeekChair of Judges1Lance BatchelorCEOTesco Telecoms7Sarah GilchriestPublisherMarketing Week13 Camillo PaneGeneral managerReckitt Benckiser Healthcare UK2Alan BishopChief executiveCOI8Martin HaywardDirector of strategy and futuresAurora House14 Dianne ThompsonCEOCamelot3Baroness Peta BuscombeChief executiveThe Advertising Association9Kate HoweManaging directorNitro London15 Nadhim ZahawiCEOYouGov4Rita CliftonChairmanInterbrand10 Mike HughesDirector generalISBA16 Sonoo SinghDeputy editorMarketing Week5Tim Davie11 Andrew MarsdenDirector of marketing and comms PresidentBBC Media CentreMarketing Society17 Caroline ParryNews editorMarketing Week6Roisin DonnellyCorporate marketing directorProctor & Gamble UK12 Nicola MendelsohnChairman and partnerKarmaramaThe 10th Annual Marketing Week Effectiveness Awards 43


MW_091008_p044 6/10/08 11:42 am Page 44SPONSOR YOUGOVTim BrittonChief Executive UK50 Featherstone StreetLondonEC1Y 8RTT +44(0)20 7012 6000F +44(0)20 7012 6001E info@yougov.comW www.yougov.co.ukDirectorsNadhim Zahawi -Group Chief Executive OfficerTim Britton - Chief Executive UKStephan Shakespeare -Chief Innovation OfficerAlan Newman - Chief Financial OfficerYouGov is an international, full service research company primarilyusing online panels to provide quantitative and qualitative researchacross a range of specialisms. These include consumer markets,financial services, technology and telecoms and media. YouGov’s fullservice offering spans added value consultancy, syndicated andproduct offers, omnibus and field and tab services.YouGov is considered the pioneer of online market research. Throughpanel management expertise, flexibility and an innovative approachto recruitment, YouGov operates a quality panel of over 200,000 UKmembers representing all ages, socio-economic groups and otherdemographic types, with excellent response rates. YouGov alsospecialises in growing and maintaining dedicated panels of specialistconsumer and professional audiences.Based on its record, YouGov has been acclaimed as the UK’s mostaccurate opinion pollster and dominates Britain’s media polling.YouGov is one of the most quoted agencies in Britain and has a welldocumentedand published track record illustrating the success of itssurvey methods and quality of its client service work.Clients include:The CarphoneWarehouse, ASDA, News International,Costa, the Financial Services Authority,Scottish Widows, 118 118 andconfused.comTurnover in 2007 £7.9 million (UK)Established 2000Trade Memberships/AffiliationsMRS, ESOMAROmnibusRRConsulting44 The 10th Annual Marketing Week Effectiveness Awards


07 MWEA_BOTN_grand prix_p7_AA:Layout 1 3/10/08 16:03 Page 45GRAND PRIXWINNERiPlayerBBCThe BBC’s iPlayer has been credited by rival mediabrands, such as Virgin Media, with hugely boostingthe market for video-on-demand.ISP companies, including Tiscali, BT andCarphone Warehouse, have expressed concernthat the impact of hundreds of thousands ofconsumers watching BBC programmes on theiPlayer is placing an intolerable strain on theirnetworks – such is its success.Within three weeks of its official launch, the BBCreported that over 3.5 million programmes hadbeen streamed. The BBC originally planned for only500,000 users within the first six months of thedownload service. The iPlayer accounted for 5% ofall UK traffic – approximately 5 million page viewsper day – by June this year.The iPlayer allows UK viewers who have internetconnections to play television programmes from thepast seven days and watch them, free of charge,over the web. TV programmes can bedownloaded, stored on viewers’computers for up toWithin three weeks of itslaunch, over 3.5 millionprogrammes had beenstreamed30 days and watched as often as required duringthat time.Apple iPhone, iPod touch and Nintendo Wiiusers have access to a beta version of the BBCiPlayer homepage and can stream TV and radioprogrammes as long as they are connected to anetwork.The BBC hopes that providing high qualityprogrammes over the internet legally, easily and forno cost will discourage piracy and illegaldownloading. The product has been awarded aBafta for “Interactive Innovation Service/Platform”.The 10th Annual Marketing Week Effectiveness Awards 45


11 MWEA_BOTN_MARKETER_p11_TW:Layout 1 3/10/08 16:19 Page 49MARKETER OF THE YEARWINNERJill McDonaldMcDonald’s RestaurantsJill McDonald became senior vice-president andchief marketing officer of McDonald’s Restaurants,Northern Europe in May 2006 after a 16-yearcareer with British Airways. At BA she rose throughthe ranks from brand manager to become head ofglobal marketing.The stories about childhood obesity andunhealthy eating that have recently preoccupied themedia could have put the head of a fast-food chainon the defensive, but McDonald decided to meetthe bad press head on. She set about dispellingwhat she says are untruths about the quality ofMcDonald’s food and how it is made.“In the past two years we’ve followed a strategyof talking to our detractors as well as ourcustomers,” she says. Her intention was “to be moreopen and transparent about the brand”, adding:“There are a lot of myths, but 70% of Britishconsumers and 80% of British families eat with useach year.”McDonald takes her own young sons to eat atMcDonald’s twice a week. “It is a myth that eatingburgers and chips is not good for you,” she says.“There’s no such foodas good food and badfood. It’s about havinga balanced diet”“There’s no such food as good food and bad food.It’s all about having a balanced diet.” Jill appointeda Le Gavroche-trained head of food to her teamand introduced a healthier, fresher menu includingfruit and vegetables and chicken wraps. Therestaurants have been given a makeover with harshlighting and white plastic seats giving way to asubtler décor. Last December alone 88 millionMcDonald’s meals were served in the UK, 10million more than in 2006.The 10th Annual Marketing Week Effectiveness Awards 49


MW_091008_p050 6/10/08 11:51 am Page 50SPONSOR KONICA MINOLTA BUSINESS SOLUTIONS (UK) LTDHarminder RamanayMarketing Director - IT ChannelOld Bridge HouseThe HytheStainesMiddlesexTW18 3JQUnited KingdomT (01784) 442255F (01784) 461641E info konicaminolta.co.ukW www.konicaminolta.co.uk/printerDirectorsMark Lloyd - Director- IT Channel, KonicaMinolta Business Solutions (UK) Ltd,Harminder Ramanay – Marketing Director -IT Channel, Konica Minolta BusinessSolutions (UK) LtdKonica Minolta Business Solutions (UK) Ltd, is an innovativedeveloper, manufacturer, and supplier of document printing solutionsthrough its IT channel. The product line includes colour andmonochrome laser printers, associated supplies and accessories forgeneral office; electronic publishing, graphic design, advancedimaging and home office applications. Konica Minolta distributesproducts through a global network of e-commerce, reseller, anddistribution partners. The IT Channel division distributes productsthrough a network of e-commerce, reseller, retail and distributionpartners.Our participation in these awards derives from the principle that wewould like to re-educate the market that our primary focus is nowprinting solutions. Since 2006, Konica Minolta has moved itsproficiency towards a new market which is the printing arena.Enduring with its award winning imaging technology, which KonicaMinolta Business Solutions (UK) Ltd is so highly recognised for, thecompany is shifting the print industry with it’s high quality, highdefinition colour and black and white printers.We would like to make the Konica Minolta brand noticeable to ourclients and suppliers by bringing our brand to the forefront of theirdaily activity, nonetheless making us an obvious choice when offeringor talking about printing solutions. Therefore we believe ourparticipation in such an event will allow our company to develop keymarket awareness.Turnover £150+ MillionEstablished 200350 The 10th Annual Marketing Week Effectiveness Awards


13 MWEA_BOTN_AGENCY_p13_AA:Layout 1 3/10/08 16:23 Page 51AGENCY OF THE YEARWINNERWCRSSHORTLISTAGENCYAGENCYAGENCYAGENCYAGENCYAGENCYAGENCYAbbott MeadVickers.BBDOBigmouthmediaElvisEqui=MediaFrank PRMediaComPartners AndrewsAldridgeWCRS had previously set up sister agencies ineach of the core disciplines outside advertising,each with its own identity, but under the same roof.This set of agencies is collectively known as TheEngine Group. Earlier this year, Engine acquired theaward-winning direct agency Partners AndrewsAldridge.Since regaining its independence with amanagement buy-out, WCRS has been thrivingand, during the past year, has added someimportant names to its client list.Having outgrown its previous offices, the agencymoved to 60 Great Portland Street. The newpremises now house WCRS and the whole ofEngine's twelve specialist agencies.WCRS repositioned Littlewoods as a moderninternet fashion retailer, which is on course to hit its2011 sales target by the end of this year. The 118118 twins have been hugely successful with over70% of the market.Their role as supplier of telephone numbers isbeing developed into the provision of generalinformation under the strapline “Ask us anything”.WCRS has been thrivingand has added someimportant names to itsclient listChurchill insurance saw improved sales results,following the Challenge Churchill campaign, whichproved you can teach an old dog new tricks. TheSee, Speak, Surf campaign for Sky has added over1.4 million new customers.WCRS has also won several major accounts,including Bacardi, The Department for Children,Schools and Families, The Carbon Trust, Holland &Barrett and GlaxoSmithKline's new weight-loss drug,Alli – due for launch at the end of 2008. WCRS’sturnover is up 31% year-on-year, revenue is up 14%and operating profit is up 38%.The 10th Annual Marketing Week Effectiveness Awards 51


MW_091008_p052 6/10/08 11:53 am Page 52SPONSOR EMR SPECIALIST MARKETING RECRUITMENTTim GilbertManaging Director (UK)322 High HolbornLondonWC1V 7PBUKT +44 (0)20 7823 1300F +44 (0)20 7930 1596E london@emrrecruitment.comW www.emrrecruitment.comDirectorsTim Gilbert – Managing Director (UK)Alex Raubitschek –Managing Director (International Offices)Simon Bassett – Director (UK)Key Company Recruiting SectorsFinancial ServicesFMCGConsumerRetailInvestor RelationsExecutiveCreativeOver the last fourteen years, EMR has become the leading recruiter ofmarketing professionals at all levels.As a brand our core values have been central to our success. Ourcommitment to acting with integrity, honesty and providingoutstanding service has provided the benchmark for the rest of themarketing recruitment industry. Our business is built on long termrelationships with clients and candidates, many of which are leadingorganisations and influential marketers within the industry.The performance of our business in 2008 has been exceptional inspite of the challenging market conditions; our business continues togrow at home and internationally with new offices opening inFrankfurt, Dubai, Sydney and Hong Kong. As the market shifts we areworking harder than ever before to deliver value for our clients andcandidates.Following on from the success of last year’s association with theawards our decision to sponsor the Marketing Week EffectivenessAwards for a second year was an easy one. Our company is andalways has been focused on the long term goals of our candidatesand clients.As we enter the final months of the 2008 “rollercoaster” we haveseen some of the most innovative marketing in years. Because of thepressures placed on marketing teams to deliver more for less you aredelivering more than ever before; a credit to the profession as awhole and cements my belief that its strength lies in its ability toadapt, change and innovate in rapidly changing circumstances andenvironments.Finally I would like to wish all the nominees the very best of luck andhope that all who attend tonight enjoy what is set to be a fantasticevening.Established 199452 The 10th Annual Marketing Week Effectiveness Awards


15 MWEA_BOTN_RISING_STARS_p15_TW:Layout 1 3/10/08 16:25 Page 53RISING STARCOMMENDEDRichard BrysonIntelligent MarketingWINNERCarol SmithAndrex, Kimberly-ClarkRichard Bryson, board director atintegrated marketing agency IntelligentMarketing, helped the company becomeone of the fastest growing UK promotionalagencies. He also led the development ofthe agency’s “5i” approach – involvement,intelligence, ideas, implementation andimpact – which has been successfullyapplied to clients including HSBC, Tchibo,Lufthansa and Diageo.SHORTLISTRISING STAR Asanka De SilvaCOMPANY CharteredbrandsRISING STAR Emma ColquhounCOMPANY United BiscuitsRISING STAR Maureen McDonaghCOMPANY News InternationalCarol Smith joined Kimberly-Clark’s graduateconsumer marketing programme straight fromStrathclyde University, five years ago. She became abrand manager for Andrex in 2004 and is nowKimberly-Clark’s UK and Ireland marketing manager.During her tenure with Andrex, Smith furtherdeveloped the popular Labrador puppy campaignand can boast that one in ten households owns atoy Andrex puppy.She worked closely with retailers to grab theattention of each one’s specific consumerdemographic quickly and effectively. “Consumersspend only 32 seconds in the toilet tissue aisle,” shesaid, “and this needs to be disrupted by gondolafeatures, colour and added-value promotions.”Smith was not afraid of trying new marketingmethods: “In 2006 we launched a huge £1mposter campaign, which was quite a big departurefor Andrex as we had always previously advertisedon TV,” she said. “Combined with the launch of ourpuppy website, this signified a much moreinteractive and modern approach for Andrex.”Smith believes that innovation is the key toSmith oversaw the launchof Andrex Quilts, and leda tie-up with Comic Relief,which was advertised on23 million packscreating growth in a saturated market. Since 2000Andrex has introduced new premium productsincluding Andrex Moist, Quilts, and Puppies on aRoll. This segment has seen double-digit growthover recent years. Smith oversaw the launch of theAndrex Quilts range, and led a tie-up with ComicRelief, which was advertised on 23 million packs.Andrex has a 33.5% share of the toilet tissuecategory, up from 27% in 2001 and brand value isup from £312m in 2006 to £320m in 2007.The 10th Annual Marketing Week Effectiveness Awards 53


MW_091008_p054 6/10/08 2:55 pm Page 54SPONSOR RECKITT BENCKISERBrendan CollinsSVP Regional Director, N. EuropeReckitt Benckiser UK LimitedDelta 1200Delta Business ParkSwindon SN5 7XZDansom LaneHullHU8 7DST 01482 326151W www.reckittbenckiser.comDisciplines Marketer and manufacturerhousehold, health & personal care brands.Established Reckitt & Colman andBenckiser were both established in the 19thcentury and became Reckitt Benckiser in2000.Reckitt Benckiser markets and manufactures some of the most famousbrands in the UK, and across the world. It is a world leader inhousehold and personal care, with brands such as Finish, Air Wick,Dettol, Vanish, Harpic, Veet, Cillit Bang, and Clearasil. Globalhealthcare powerbrands such as Nurofen, Strepsils and Gaviscon, aswell as other local favourites also make it the fastest growing OTChealthcare company and the undisputed number one in the UK,responsible for some of our most trusted day to day remedies. ReckittBenckiser products are to be found in just about every kitchencupboard or bathroom cabinet in the UK.Today it is the global number one or two in the majority of its fastgrowing categories, driven by an exceptional rate of innovation –with 40% of 2007 sales coming from products launched over the lastthree years. The company’s success lies in bringing the best and mosteffective products to market - and then supporting them with a level ofmarketing support unequalled across the sectors in which it operates.Reckitt Benckiser plc is a world leader in household, health andpersonal care. The company is truly global, with 23,000 people in60 operating countries, more than 40 manufacturing facilitiesworldwide and sales in 180 countries. Reckitt Benckiser is a FTSE top25 company and since 2000 net revenues have doubled and themarket cap has quadrupled.54 The 10th Annual Marketing Week Effectiveness Awards


17 MWEA_BOTN_BRAND_INNOV_p17_AA:Layout 1 3/10/08 16:28 Page 55BRAND INNOVATOR OF THE YEARWINNERAirbladeDysonSHORTLISTBRAND iPhoneCOMPANY AppleBRAND iPlayerCOMPANY BBCBRAND ZopaThe Dyson Airblade hand dryer works in just tenseconds by scraping water from hands like awindscreen wiper. Inventor James Dyson has alwaysbeen annoyed that other hand dryers were soinefficient. “You put your hands under them, rubthem a bit, then give up and wipe your hands onyour trousers," he says.His company is all about developing newtechnology to solve everyday problems, such ashand dryers that can take as long as 44 seconds todry your hands because their motors can't createenough airflow to remove water from them effectively.What’s more, they don’t filter the bacteria from the air.After three years of development, Dysonengineers came up with the Airblade, the fastesthand dryer, powered by the unique Dyson digitalmotor. A HEPA filter purifies the air before blowing itonto hands, so it’s also hygienic. It also uses up to80% less energy than warm-air hand dryers, so itcosts less to run and can lower the customer’scarbon footprint.The extensive research which went into theAirblade included consultations with NSFInternational, the consulting body on workplacehygiene, which certified it as compliant with its strictprotocols.It uses up to 80% lessenergy than warm-airhand dryers, so it costs lessto run and can lower thecustomer’s carbonfootprintThe 10th Annual Marketing Week Effectiveness Awards 55


MW_091008_p056 6/10/08 11:56 am Page 56SPONSOR MAD.CO.UKBranwell JohnsonEditorCentaur Media plcSt Giles House50 Poland StreetLondonW1F 7AXT 020 7970 4789F 020 7970 6722E branwell.johnson@centaur.co.ukW www.mad.co.ukEstablished 1995Mad.co.uk is an online only information service providing essentialnews, analysis, insight and briefing information to key players in themarketing, advertising and design industries. We hold a hugenetwork of archived material spanning over 12 years from leadingindustry publications, including Marketing Week, Design Week,Precision Marketing, Creative Review and New Media Age.Mad.co.uk has a unique place in today’s specialist media landscapebecause we understand that while you need highly analytical opinionand exclusive interviews with regards to your specialism, you alsoneed an authoritative ‘big picture’ take on your industry.We don't just publish the news; we'll give you an insight into how itmight impact your department, business or industry through analysisand comment from thought-leaders. We also publish a selection ofweekly email newsletters such as DM Weekly and TechnologyWeekly which have a large following in the marketing, advertisingand design community.Mad.co.uk is also renowned for its jobs site – aggregating jobs fromacross the marketing, new media and design portfolio so thatjobseekers can source the full range of opportunities in one place.56 The 10th Annual Marketing Week Effectiveness Awards


19 MWEA_BOTN_BESTMEDIA_p19_tpw:Layout 1 3/10/08 16:29 Page 57BEST USE OF MEDIAWINNERLucozade SportGlaxoSmithKline, Nutritional HealthcareSHORTLISTBRANDCOMPANYBRANDCOMPANYBRANDCOMPANYPlant This LetterHonda Lawn & GardenReaching The Hard ToReachBookstartX-Factor SponsorshipThe CarphoneWarehouseSports and energy drinks have benefited fromincreased consumer interest in the link between dietand health, and the tendency to adopt healthierlifestyles including some form of exercise. As theUK’s leading Sports Nutrition brand, and with aheritage of fuelling elite performance andencouraging grass roots participation, LucozadeSport is ideally placed to support GlaxoSmithKline,Nutritional Healthcare’s mission to “help peopleenjoy active lives”.The main audience focus is segmented into twoidentifiable sets: “Competitive Warriors” and“Sports Participants”. Competitive Warriors arepeople who take sport very seriously, are verycompetitive and will actively seek out advantagesagainst their competitors. Sports Participants arepeople who like playing sport but are not ascompetitively driven.GSK’s activity is wide and varied but all activityis focused into one or more of the threecommunications tasks: “Before” – getting involvedLucozade Sport isideally placed to“help people enjoyactive lives”with preparation so the product would beconsumed before sport; “Fuel” – giving the productfunctionality and scientific credentials to raisecredibility; and “Edge” – proven to make the smallbut meaningful difference in sport.In terms of direct competition, Red Bull spendsapproximately twice as much as Lucozade Sport,Powerade approximately half as much andGatorade has no detectable expenditure. LucozadeSport has delivered an incremental £15m to thebottom line over the period January 1 2007 to theend of April 2008.The 10th Annual Marketing Week Effectiveness Awards 57


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21 MWEA_BOTN_GREEN_CAMP_p21_AA:Layout 1 3/10/08 16:32 Page 59GREEN CAMPAIGN OF THE YEARCOMMENDEDThe Co-operativeFood Ethical PolicyThe Co-operative GroupWINNERDo a Good Turn campaignArielProcter & GambleThe Co-operative tackled the ethical issuesits members care about, including:stocking Fairtrade, own-brand hot drinks;free-range eggs; higher-welfare freshchicken; and own-label eco cleaningproducts, as well as increasing sales4.6% year on year and winning theQueen’s Award for Enterprise (SustainableDevelopment).The Ariel “Turn To 30 Degrees” campaign is aninnovation that helps save energy and reducesgreenhouse emissions. Ariel has been a majorbrand with a dominant share in the crowdedlaundry market since its launch, but in recent yearsfaced challenges in maintaining market leadershipwith own-brands becoming more widespread.The decision to put environmental sustainability atthe heart of the Ariel brand has been influential inrevitalising the brand and driving emotionalengagement and loyalty in an otherwise low-interestcategory.It has delivered not only consistent behaviouralchange and volume sales uplift, but alsowidespread stakeholder and industry accolades forputting energy-saving on the mainstream agenda.The Ariel Turn To 30 Degrees campaign, testlaunchedin 2006 and then rolled out as the Do AGood Turn campaign in 2007, was one of the firstP&G brands in the UK to capitalise on amainstream environmental awakening.Before the start of the Ariel Turn To 30 Degreescampaign, only 2% of wash loads in the UK werewashed at 30 degrees. Today that figure stands at17%. Ariel’s Turn To 30 Degrees wave 2successfully changed customer perceptions.Since Ariel’s [Turn to 30Degrees] campaign, 48%of women link Ariel withwashing at 30 degreesThe 10th Annual Marketing Week Effectiveness Awards 59


MW_091008_p060 6/10/08 12:07 pm Page 60SPONSOR E-REWARDS MARKET RESEARCHWith opinion panels in the UK, France, Germany, Netherlands,Belgium, US, and Canada, e-Rewards Market Research offers the firstand largest "by-invitation-only" online market research panel, servingover 700 research firms and their clients worldwide.Jonathan SumnerManaging Directore-Rewards EuropeThe Johnson Building77 Hatton GardenLondonEC1N 8JST 0800 358 4848F 020 7153 0199E ask@e-rewards.comW www.e-rewardsresearch.co.ukDirectorsHal BrierleyCraig StevensJonathan SumnerDisciplinesOnline Business Access PanelsOnline Consumer Access PanelsSurvey Programming & HostingEstablished 1999Member of Trade Association/Professional bodiesARF, CASRO, ESOMAR, MRA, PBIRG, BIGBy employing a host of proven panel management techniques,e-Rewards enables researchers to access highly responsive, validatedindividuals to participate in market research surveys.Reasons why e-Rewards is the quality choice for online sampleinclude:• "By-invitation-only" recruitment method for higher quality panellists.e-Rewards recruits pre-validated panellists from many trustedglobally recognised brands such as Air France/KLM, bmi,British Airways, Virgin Atlantic, AIRMILES, Hilton HHonors ® ,and Hertz ®• Superior targeting capability for business and consumer research.With over 40 business profile dimensions and 300+ consumerpanel segmentation variables, e-Rewards is able to target thepanellists that market researchers need.• Ensuring panel integrity through ongoing respondent verification.e-Rewards stays a step ahead of potential “undesirablerespondents” by using best-practice techniques, such as doubleblindscreening and closely monitoring panellist honesty.• Highly responsive panellists that yield fast, quality results.By employing proven panel management techniques, e-Rewardsachieves industry-leading response rates of 12-25% and retentionrates of approximately 85%.Whether it’s a consumer or business research sample, e-Rewards isthe online quality leader and committed to excellence.e-Rewards is delighted to be sponsoring the Marketing WeekCampaign of the Year award.60 The 10th Annual Marketing Week Effectiveness Awards


23 MWEA_BOTN_CAMP_OF_YEAR_p23_TW:Layout 1 3/10/08 16:34 Page 61CAMPAIGN OF THE YEARCOMMENDEDHelping ProtectBabies TogetherPampers / UnicefProcter & GambleWINNERTobacco Control: Get UnhookedDepartment of Health/COIProcter & Gamble’s corporate socialresponsibility programme Live, Learn &Thrive supports the health, education anddevelopment of children in developingcountries in conjunction with Unicef. Thecampaign has delivered a 6% growth insales of Pampers nappies.SHORTLISTCAMPAIGN Sports EdgeBRAND Lucozade SportCOMPANY GlaxoSmithKlineCAMPAIGN Truly Radley DeeplyBRAND RadleyCOMPANY Radley & CoCAMPAIGN The Big Food FightBRAND Channel 4COMPANY Channel 4Smokers and non-smokers alike have long beenused to the graphic “hearts and lungs” depictions ofthe damage done to the human body by smoking acigarette, so the NHS needed a new twist to grabtheir attention. The marketing message that followed– you’re hooked – with images of people literallybeing hooked through the mouth had an immediateeffect, with many people calling for both the TV andbillboard ads to be banned.Smoking kills almost 90,000 people in Englandevery year, and costs the NHS more than £1.5bn.The “Get Unhooked” campaign used a carrot-andstickapproach, confronting smokers with thecontroversial message that they were effectivelyaddicts, but then reassuring them that there washelp available through the NHS. The graphicimagery was used, on TV, interactive TV, in thepress, on posters, through ambient, directmarketing, and in GPs’ surgeries and online.It was one of the most well-known campaigns of2007, with 90% awareness among smokers. It alsogenerated 774 complaints, more than any othercampaign, and huge coverage in the national press.Negative feedback wasoutweighed by the positiveresponse from smokers –1.3 million people contactedthe helpline and websiteHowever, negative feedback was outweighed bythe positive response from smokers – the AdvertisingStandards Authority said the posters were likely to“frighten and distress children”, but the Departmentof Health said the campaign had been “highlyeffective”, claiming over 1.3 million people hadcontacted an anti-smoking helpline and websiteduring the campaign – double the responsegenerated in 2006. Using the Government’sestimate of the “cost of a human life”, the potentialsaving to the NHS is £1.8bn, far outweighing thecost of the campaign (£7.1m).The 10th Annual Marketing Week Effectiveness Awards 61


25 MWEA_BOTN_NEWPRODUCT_p25_tpw:Layout 1 3/10/08 16:36 Page 63NEW PRODUCT OF THE YEARWINNERiPlayerBBCSHORTLISTBRAND Barclaycard OnePulseCOMPANY BarclaycardBRAND Birds Eye Omega 3Fish FingersCOMPANY Birds Eye Iglo GroupBRAND Heinz Snap PotsCOMPANY HJ HeinzBRAND Hovis Seed SensationsCOMPANY HovisBRAND McCain Rustic OvenChipsCOMPANY McCain FoodsBRAND Nurofen ExpressCOMPANY Reckitt BenckiserBRAND The Warners ListCOMPANY Warner BrosBBC iPlayer allows viewers in the UK who haveinternet connection to play television programmesfrom the past seven days and watch them, free ofcharge, on the website. TV programmes can bedownloaded, stored on viewers’ computers for upto 30 days and watched as often as requiredduring that time.As long as viewers have the latest version ofFlash installed on their computers they can streamprogrammes straight from the BBC iPlayer website.Apple iPhone, iPod touch and Nintendo Wii usershave access to a beta version of the BBC iPlayerhomepage and can stream TV and radioprogrammes as long as they are connected toa network.A parental guidance lock can be set on the siteto discourage younger viewers from watchingprogrammes with content their parents consider tobe unsuitable.The BBC hopes that providing high-qualityprogrammes over the internet legally, easily and forno cost will dis courage piracy and illegalApple iPhone, iPod touchand Nintendo Wii usershave access to the BBCiPlayer homepage andcan stream TV and radioprogrammes as long asthey are connected to anetworkdownloading. All programme files are checked forviruses before being made available fordownloading and have a digital signature addedso that the files cannot be tampered with beforebeing downloaded.The 10th Annual Marketing Week Effectiveness Awards 63


MW_091008_p062 6/10/08 12:10 pm Page 62SPONSOR Z-CARD ®Lander DavidsonHead of SalesZ-CARD ® Ltd3rd Floor7-11 St Johns HillLondonSW11 1TNT 020 7924 5147E info-uk@zcard.comW www.zcard.co.ukDirectors Liz Love, David Johns, Jo LloydDisciplines Leading PocketMedia ®Agency providing concise messages intargeted and retainable formats.Z-CARD ® is the leading PocketMedia ® agency in the world. Wespecialise in providing simple but effective communication solutionsfor our clients. Our PocketMedia ® solutions provide targeted, andconcise information in an engaging format which customers keep andmost importantly remember.Our company has grown from providing one innovative product, theZ-CARD ® , into an agency which offers a complete range ofassociated services. We can deliver full PocketMedia ® campaignsfrom the creative concepts through to managing the distribution ofyour campaign in high traffic sites such as stations and airports. Wealso offer bespoke products and solutions, so as to engage yourcustomers using creative and memorable formats.Our online catalogue provides access to the widest range ofinnovative folded paper products available anywhere.With 85 offices across Europe and the world we can handle local orinternational campaigns with equal assurance of quality and value formoney. Our clients include 80 of the top 100 world brands and weare proud to be working currently with companies including: Apple,British Airways, COI, Google, Guinness, Nikon, Porsche, Visa etc.Established 199262 The 10th Annual Marketing Week Effectiveness Awards


MW_091008_p064 6/10/08 12:11 pm Page 64SPONSOR THE VALUE ENGINEERSOwen WilliamsManaging DirectorWendover House24 London End, BeaconsfieldBuckinghamshireHP9 2JHT +44 (0)1494 680009F +44 (0)1494 680999E info@thevalueengineers.comW www.thevalueengineers.comDirectors Anna Eggleton –Director of ClosenessGraham Harding –Founding Partner & Development DirectorGiles Lury – Director of BrandingKaty Mousinho – Deputy ManagingDirector & Director of InsightRichard Oldham – Director of InnovationIan Robertson – Financial DirectorPaul Walton – Founding Partner &ChairmanAlex Waters – Director of CapabilitiesOwen Williams – Managing Director &Director of StrategyThe Value Engineers is a leading strategic brand consultancydedicated to creating brand value. We provide senior marketingexecutives with strategic insight, intellectually rigorous processes andsmart solutions that allow them to out-think, out-manoeuvre and outperformtheir competition. And because truly great brands come fromwithin, we also help to inspire and embed the solutions into ourclients’ organisations, ensuring the capabilities and passion to deliverthrough to the market are in place.Our offer is organised into 6 competency areas:Branding - Visioning, Positioning, Development, ArchitectureStrategy - Business Planning, Growth Strategy, Portfolio Deploymentand War-gamingInsight - Positioning Development, Proposition Optimisation,Segmentation, TrendsInnovation - Innovation Strategy, Opportunity Platform Definition,Insights to Ideas, Concept CreationCapabilities - Marketing Training, Train the Trainer, AcademyDevelopment, MasterclassesCloseness - Consumer and Customer Closeness Programmes, SeniorManagement Engagement, Concept Embedding and DevelopmentWe are proud to sponsor the 'Revitalised Brand' award. As well asbeing present at the birth of many new brands over the years, wehave also breathed new life into many more established brands, toensure continued growth for our clients.Disciplines Branding, Capabilities,Closeness, Innovation, Insight, StrategyClients BP, BSkyB, Capgemini, Carlsberg,Diageo, Givaudan, Lloyds TSB, Sony, SonyEricsson, Unilever, VisaTurnover £6 millionEstablished 1986Membership of trade associations/professional bodies Our directorsare members of the Market ResearchSociety, the Institute of Directors and theMarketing Society64 The 10th Annual Marketing Week Effectiveness Awards


27 MWEA_BOTN_REVITALISED BRAND_p27_tr:Layout 1 3/10/08 16:39 Page 65REVITALISED BRANDCOMMENDEDDaveUKTVWINNERBirds EyeBirds Eye Iglo GroupIn a congested market, uktvG2 had nopersonality and no role in people’s lives,but, rebranded as Dave, it became thehome of witty banter where celebrities likeStephen Fry and Paul Merton help toattract new viewers and contribute to thechannel’s £5.4m profit.SHORTLISTBRANDCOMPANYBRANDCOMPANYHMV.comHMV GroupPremier InnPremier InnBRAND Littlewoods onlinecatalogueCOMPANY Littlewoods (ShopDirect Group)BRANDCOMPANYBarbourJ Barbour and SonsBirds Eye had already reassured consumers about thebenefits of freezing food and the quality ofingredients with the Truth campaign, which wentsome way to restoring confidence in the UK frozenfood sector but failed to increase sales.The Good Mood Food campaign built on thesuccess of the Truth campaign, reminding mums whyBirds Eye makes teatime great. The kids eat food theylove and mum is reassured that she is feeding herkids proper nutritious food. And because it is BirdsEye she knows there will be empty plates every time.The frozen food market has returned to growth forthe first time in over five years, up 3.1% in the 52weeks to January 2008. Fish fingers are up by 11%;chicken dippers by 6.7% and chicken grills obtainedtheir highest ever market share of 49.5%.Birds Eye also launched the Omega 3 fish finger,which delivered 8.9% incremental growth in justeight months.The Good Mood Foodcampaign built on thesuccess of the Truthcampaign, remindingmums why Birds Eyemakes teatime greatThe 10th Annual Marketing Week Effectiveness Awards 65


MW_091008_p066 6/10/08 12:13 pm Page 66SPONSOR ST IVES WEBSt Ives Web is a division of St Ives plc - the UK’s leading independentprint group - which provides book printing, financial print, POS,multimedia packaging, and magazine and commercial print acrossthe UK, Europe and the U.S.Michael TameGeneral Manager,St Ives Andover / PeteroroughSt Ives Web LtdSt Ives HouseLavington StLondonSE1 0NXT 020 7928 8844F 020 7902 6393E g.young@stivesweb.comW www.stivesweb.comDirectors Tony Ayles, Julian Hill, ChrisDavis, Keith Gregory, Steve EllisDisciplines Magazine and commercialweb-offset and sheet-fed print, as well asbook printing, financial print, POS andmultimedia packaging within GroupClients Incisive Media, Financial TimesGroup, Bauer Consumer Media, CondeNast, IPC, Centaur Holdings plc, JohnLewis Partnership, The EconomistTurnover £410m (Group)Established 1964St Ives Web operates across four major, fully coordinated, UK, weboffsetprinting sites, and also offers extensive sheet-fed facilities,together with state of the art mailing. We produce magazines,catalogues, brochures and specialist publications for the consumer,commercial and business markets from short-run sheet-fed of +1000copies to long-run web-offset of over a million.Servicing the marketing industry, we provide innovative, creative,print and project management solutions, and a 100% digitalworkflow for total flexibility and compatibility.To help our clients stand out from the crowd, we offer a variety ofprinting, folding, finishing and binding methods, including specialinks, UV varnishes, laminates, inserts and more.At St Ives Web, supplying quality printed products with a qualityservice is the key to our success - and to the success of our clients.And as a Division of St Ives plc, we offer the reassurance of ourfinancial strength, and the opportunity to draw on the Group's otherservices from one source.66 The 10th Annual Marketing Week Effectiveness Awards


29 MWEA_BOTN_MEDIA_OWNERS_p29_TW:Layout 1 3/10/08 16:41 Page 67MEDIA OWNERSCOMMENDEDCBBC: Connectingthe BBC with thenext generationBBCWINNERMaking The Economist a global must-readThe EconomistThe rebranded CBBC – the BBC’s digitalchannel and programming slot for children– regained social currency with children,meeting their expectations and increasingweekly reach by 12% year on year.SHORTLISTBRAND MetroCOMPANY Associated NewspapersBRAND StreetTalkCOMPANY JC Decaux UKThe Economist, along with the rest of the newspaperand magazine industry, was facing the challenge ofdeclining readership, but it also had the problem ofkeeping ahead in a market that was experiencinggrowing numbers of media channels, whosemantras were news “immediacy”.In response, The Economist repositioned as asupplementary rather than a substitute read. TheEconomist’s target archetypal reader is best describedin terms of a mindset, whether they reside inBirmingham, Boston or Bangalore. They are curiousand open-minded, ask “why” as well as “what” andthey thrive on knowledge and stimulation, craving thefreedom of ideas. Therefore The Economist’s newpositioning was “Global understanding: a must-readfor smart people around the world”.Before the global relaunch, growth averaged 5%per year; post-launch, growth accelerated to 10%.Over the three-year global campaign, TheEconomist’s worldwide circulation has increased by29% – a circulation increase of 297,180 to over1.3 million.In the UK, despite a declining news market, TheBefore the relaunch,growth averaged 5% peryear; post-launch, growthaccelerated to 10%...andworldwide circulation hasincreased by 29%Economist’s circulation increased 18% during thecampaign period. Within Europe circulation rose by14% and North America represents a huge marketopportunity. Despite competitive titles’ decliningcirculations (reducing by 6%), The Economist’s hasincreased by 43%. And its worldwide circulationhas doubled in ten years from 654,000 in 1997 tomore than 1.3 million in 2007.The 10th Annual Marketing Week Effectiveness Awards 67


MW_091008_p068 6/10/08 12:22 pm Page 68SPONSOR PRECISION MARKETINGEd TillotsonPublisher50 Poland StreetLondonW1F 7AXT 020 7970 4848F 020 7970 6711E Ed.Tillotson@centaur.co.ukW www.precisionmarketing.co.ukActing Editor David ReedSales Manager Kirsty ClarkPrecision Marketing is the monthly magazine for Direct and DigitalMarketing effectiveness.It is read by marketers across the consumer and business-to-businessspectrum as well as agency, media and supplier personnel.Acknowledged as the leading publication in its sector, PrecisionMarketing provides its readers with:● Exclusive news, analyses and authoritative features on directmarketing, e-marketing, database management and customerrelationship management;● Well informed comment from leading industry experts;● In-depth case studies and special reports;● Subscriber-only access to Precision Marketing archives onwww.precisionmarketing.co.uk;● Hundreds of direct and digital marketing jobs in print and online.Precision Marketing also runs the annual Response Awards, whichnext year will be presented at the London Hilton Hotel on Park Laneon the 28th of April 2009. Designed to reflect how successfulcompanies are building relationships with existing and potentialcustomers, they are the UK's only awards scheme to highlight thegrowth in data-driven and direct marketing.Established 198868 The 10th Annual Marketing Week Effectiveness Awards


31 MWEA_BOTN_PUBLIC_SECTOR_p31_TW:Layout 1 3/10/08 16:43 Page 69PUBLIC SECTORWINNERTobacco Control: Get UnhookedDepartment of Health/COISHORTLISTCAMPAIGN Cycling SafetyBRAND Transport for LondonCOMPANY Transport for LondonCAMPAIGN One Army RecruitingBRAND Army / COICOMPANY The British ArmyCAMPAIGN The Big Food FightBRAND Channel 4COMPANY Channel 4CAMPAIGN The WebFiling CampaignBRAND WebFilingCOMPANY Companies HouseCAMPAIGN Want Respect?Use a CondomCOMPANY Department for Children,Schools and FamiliesSmoking kills over 87,000 people in England everyyear, and costs the NHS alone more than £1.5bn.Nine million adults in England smoke and in recentyears there has been a distinct working-class bias tothe habit.Hardened smokers had become immune toTobacco Control’s traditional “hearts and lungsimagery” technique of persuading people to quit,so the new campaign used a carrot and stickapproach, confronting smokers with thecontroversial message that they were effectivelyaddicts but then reassuring them that there wasplenty of help available to them through the NHS.Graphic imagery of people being literallyhooked through the mouth was used in a TV ad, oninteractive TV, in the press, on posters, throughambient and direct marketing, through informationin GPs’ surgeries and online. The imagery wascoupled with the call to “get unhooked”.The result was one of the most famouscampaigns of 2007, with 90% awareness amongsmokers. It generated 774 complaints, more thanany other campaign, getting huge coverage in theGraphic imagery of peoplebeing literally hookedthrough the mouth wasused...the result was 90%awareness among smokersnational media. But negative feedback wasoutweighed by the positive response from smokers.Over 1.3 million people contacted the NHShelpline or website, double the response generatedin 2006. Using the Government’s estimate of the“cost of a human life” being roughly £681,000 (thiscomprised medical costs and loss of productivity/consumption of goods), and the estimate of 2,600premature deaths averted, it was calculated thecampaign will potentially save the NHS £1.8bn – farmore than the cost of the campaign (£7.1m).The 10th Annual Marketing Week Effectiveness Awards 69


MW_091008_p070 6/10/08 12:24 pm Page 7025 September 2008 £2.95 nma.co.ukBy Justin PearseThe digital media and marketing industry is in goodshape to withstand the economic downturn, withthe top 100 interactive agencies in the UK generatingrevenues of more than £600m last year.The nma Top 100 Interactive Agencies 2008guide, published today, found an industry growthrate of 14%, matching that of the previous yeardespite the overall economic decline.The Top 100 discovered the interactive industry tobe confident of its ability to withstand the economicconditions buffeting other sectors. The ability ofdigital marketing and advertising to drive brandingand boost return on investment were cited as factorsencouraging a continuing shift of budgets online.The figures tally with those released exclusivelyto nma by PricewaterhouseCoopers, which foundonline advertising was expected to weather theeconomic downturn with double-digit growth.continued on page 2 ›Sponsored bySPONSOR NEW MEDIA AGEAndy OakesPublisher50 Poland StreetLondonW1F 7AXInteractive marketing and media is here to stay but is your companymaking the most of it? The internet has changed the rules of marketingand it has changed customers and the techniques at your disposal toreach them. Marketers in the 21st century need to understand and beable to implement these changes in order to prosper.For over twelve years, New Media Age has been explaining howinteractive channels can be exploited and how they can worktogether with traditional methods. On a weekly basis we show howthe UK’s top brands are developing their online marketing strategy,we explore the hot topics and give valuable and usable advice.T 020 7970 4848F 020 7970 4865E andy.oakes@centaur.co.ukW www.nma.co.ukFor Advertising Please contactbal.bhogal@centaur.co.ukFor Editorial Please contactnmaeditorial@centaur.co.ukTo Subscribe Please go towww.nma.co.uk“NMA is my weekly hit. It gives me a sense of being on top of it all.You leave no digital stone unturned.”Georgina AtwellHead of Online , Dorling KindersleyThe new relaunched New Media Age brings you exclusive news,informed analysis, thought-provoking commentary and detailed, indepthfeatures, all drawing on our unrivalled experience in this areaand that of our big name columnists. All of this is aimed at answeringone fundamental question: how can interactive media improve mybusiness?Established 1995Industryready toweatherthe stormTop 100 shows onlineagencies defying theeconomic downturnafter a second yearof growth at 14%AMAZONOnline book giantdrops Etype to bringad sales in-housepage 3UNILEVERRachel Bristow saysnew media needs tobe more like offlinepage 18Onlinedisplayspecialp25PLUS: MySpace p4 • Adidas p4 • Barratt Homes p5 • Sky p6 • Setanta p9 • Bounty p1270 The 10th Annual Marketing Week Effectiveness Awards


33 MWEA_BOTN_CHARITY_p33_AA:Layout 1 3/10/08 16:47 Page 71CHARITIESWINNERGive a Few Bob campaignBy The Communications AgencyFor The Prostate Cancer Research FoundationSHORTLISTCAMPAIGN Brand AwarenessCOMPANY Macmillan Cancer SupportCAMPAIGN Home for LifeCOMPANY RSPCACAMPAIGN Junk MonkeysCOMPANY British Heart FoundationThe Prostate Cancer Research Foundation wasestablished to fund research, complementing theactivities of other prostate cancer charities, butstruggled to generate awareness.Although it is the most common cancer faced bymen, prostate cancer has traditionally received lessfunding and support than breast cancer, forexample. The Bob campaign, created by integratedagency The Communications Agency, aimed forblanket coverage – not just to the men over 40 mostlikely to be affected by the disease, but to thosewho care about men, such as their wives, sisters,mothers and colleagues.More publicity was generated on prostate cancerin one day than has ever been achieved. WHSmith agreed to put up posters and sell badges inevery one of their 700 high street and travel stores.The media coverage continued a year on as thecampaign generated huge amounts of free PR. Allthe creative resources and media space weredonated. £3m worth of media value was createdwith a budget of less than £50,000, at no cost tothe charity.An estimated 83% of the UK population saw thecampaign an average of four times and there wasa 228% increase in the charity’s donor base,including a rise in the number of regularly monthlydonors by 580%. Over £200,000 of donationswere made as a direct result of the campaign.Traffic to the charity’s website increased by 2000%.More publicity wasgenerated on prostatecancer in one day thanhas ever been achievedThe 10th Annual Marketing Week Effectiveness Awards 71


MW_091008_p072 6/10/08 3:14 pm Page 72SPONSOR CORPORATE EDGECorporate Edge is a leading brand and communications consultancyoperating across Europe, the Middle East and the US.Chris WoodChairmanLondon OfficeAvon HouseKensington VillageAvonmore RoadLondonW14 8TST 020 7013 4650E s.bates@corporateedge.comBahrain OfficeExhibition RoadPO Box 10013ManamaT +973 17 295 502E s.allen@corporateedge.comW www.corporateedge.com.We believe in the power of brands to inspire change and delivercompetitive advantage for an organisation. We develop brands thatsupport how an organisation communicates, how it thinks andinnovates, and how it behaves.We can help clients at any stage of the brand and communicationdevelopment process – from articulating vision, values and keymessages to developing and implementing brand identity andcommunication programmes.Over the last 30 years our creativity and strategic thinking has helpedensure the success of some of the world’s highest profile businesses,locations, charities and governments. Financial services is one of thesectors in which we have a strong track record, from conceiving Eggin 1998 through to rejuvenating the M&G brand in 2008.Clients include: Aviva, AXA, BAE Systems, Balfour Beatty, BGGroup, British Heart Foundation, Chiltern UK, COI, Diageo,Ecclesiastical, Egg, Gartmore, HSBC Guyerzeller, Hyundai,InterContinental Hotels Group, Kia Motors Europe, Kiln, Kuwait FinanceHouse, Land Securities, London Development Agency, M&GInvestments, New Zealand, Nokia, Pfizer, Sesame, St James’s Place,Shell, United Utilities, Visit Britain, Which?DisciplinesBrand researchBrand strategyInnovationNamingVisual identity and logo creationVerbal identityPrint and digital designBrand engagementBrand environmentsBrand experienceBrand managementBrand guardianship72 The 10th Annual Marketing Week Effectiveness Awards


35 MWEA_BOTN_FINANCIAL_p35_tr:Layout 1 3/10/08 16:48 Page 73FINANCIAL SERVICESWINNERLloyds TSB’s ‘For the journey’Lloyds TSB GroupSHORTLISTBRANDCOMPANYBRANDCOMPANYBRANDCOMPANYAirmiles Duo CreditCardLloyds TSB GroupBupaBupaIcesave Easy AccessCash ISALandsbankiBRAND Nationwide BuildingSocietyCOMPANY Nationwide BuildingSocietyLloyds TSB is the UK’s biggest retail bank with over12 million current account holders and in 2007 itschallenge was to stand out from its high streetbanking rivals.The brand objective was “Wherever you want toget to in life, Lloyds TSB can help you on your way”with “For the journey...” as the brand promise ofcommitment to long-term relationships withcustomers.The campaign achieved levels ofcommunications well beyond the norms for bankingand captured the popular imagination. The launchad had over 123,000 hits on YouTube, Lloyds TSBadvert appreciation societies are still going strongon Facebook and the remixed soundtrack made thetop 20.Lloyds TSB is now the number one provider ofcurrent accounts, credit cards and loans. Salesvolumes rose 17% overall and new business sharealso increased – current accounts (from 15% to16%), loans (from 15% to 17%), credit cards (from7% to 13%).Lloyds TSB advertappreciation societies arestill going strong onFacebook and theremixed soundtrack madethe top 20The 10th Annual Marketing Week Effectiveness Awards 73


MW_091008_p074 6/10/08 3:15 pm Page 74SPONSOR MEDIAZESTMediaZest is a creative digital media agency. We specialise inproviding innovative out-of-home marketing solutions to leading brandowners and media agencies, primarily in Retail.Geoff RobertonCEO19 Harcourt StreetMaryleboneLondonW1H 4HFT 020 7724 5680F 020 7723 8201E info@mediazest.comW www.mediazest.comDirectorsLance O’Neill –Non Executive ChairmanAndy Hawkins –Director of Sales & MarketingDisciplines Sales and Marketing,Digital POSTurnover £4 millionEstablished October 2004Our ideas and designs can be used in any public space – for POScampaigns, permanent displays, exhibitions, productlaunches...anywhere you want to stand out. We are experts inhelping our clients to increase sales, improve branding and storeaesthetics, target different audiences, reduce costs, improve POS,compliance or simply to inform the viewer. Often our aim is to achieveall of the above.We have the experience and resources to take you from creativeconcept to content, through system design to final installation…talk tous and see how we can sharpen up your image.Sponsoring the AwardWith our Retail focus, sponsoring this award was a natural fit forMediaZest. In 2008 alone, we have worked in the Retail space withbrands such as Barclays Bank, Carphone Warehouse, Chivas Regal,Footlocker, HMV, JD Sports, Kuoni, Motorola, Nike, O2, SonyEricsson and Vodafone. Although we have only existed for a 10th ofthe time of Marketing Week, we look forward to celebrating manymore birthdays with them!L’Oréal C&A Nike @ Footlocker74 The 10th Annual Marketing Week Effectiveness Awards


37 MWEA_BOTN_RETAIL_p37_AA:Layout 1 3/10/08 16:49 Page 75RETAILCOMMENDEDMcDonald’s UKWINNERFresh Choice for YouMorrisonsMcDonald’s’ redesigned restaurants,responsible attitude towards children andpromotion of healthier options challengedcustomers' perceptions and helpedachieve the brand's highest sector share infive years.SHORTLISTBRANDCOMPANYBRANDCOMPANYBRANDCOMPANYBRANDCOMPANYArgosHome Retail GroupDomino’s PizzaDomino’s PizzaInternationalLittlewoods’ onlinecatalogueShop Direct GroupThe Co-operative FoodThe Co-operativeGroupMorrisons highlighted thefact that it makes morefresh foodin-store than any othersupermarketMorrisons enjoyed 36 years of unbroken sales andprofit growth after going public in 1967. However,after taking over Safeway in 2004, the brandevolved from regional to national grocer and itsmarket share dropped to 11.1%.Morrisons, Tesco, ASDA and Sainsbury’s accountfor over 65% of total UK grocery sales, with sharegrowing through new store openings and theacquisition of other grocery retailers.Morrisons was being held back by poorperceptions of its food quality and, in Safeway’sformer stronghold, the South of England, its namewas inaccurately perceived as a by-word for “pies”.The fight back began with Morrisons' MarketStreet campaign, which had, at its roots, thebrand's origin as a market stall. The essence of amarket is “the freshest food at the most competitiveprices”, and Morrisons highlighted the fact that itmakes and prepares more fresh food in-store thanany other supermarket.The message abruptly reversed Morrisons’ threeyearshare decline, with a subsequent increase from11.1% to 11.6%. Each 0.1% increase in share isworth £70m based on a grocery market of £70bn.Morrisons became the fastest-growing supermarketin the UK, with sales growth of 11.4%. Estimatedpayback of the campaign is £13 extra salesrevenue for every £1 invested, which contributed£21.4m of profit. Of the additional investment of£26m, £21.4m was paid back immediately, anROI of 82%.The 10th Annual Marketing Week Effectiveness Awards 75


MW_091008_p076 6/10/08 12:30 pm Page 76SPONSOR RJ DESIGN ASSOCIATESRJ Design Associates are one of the Midlands leading integratedmarketing communications agencies, serving an ever increasingnumber of companies throughout the UK.Rob WalkerManaging DirectorRange ViewLangham ParkLows LaneStanton-by-DaleDerbyshireDE7 4RJT 0115 944 5428W www.rj-da.co.ukDirectorsRob Walker -Managing DirectorLee Day -Company DirectorChris Reynolds -Creative DirectorLuke Sherwin -BtoB CommunicationsVanessa Burrows -PR & StrategyPaul Lebeter -Brand ManagementTheir range of services includes design, multimedia, marketingstrategy, pr, photography, printing and a variety of bespoke onlinetechnologies to help maximize their clients business growth potentialthrough well thought out marketing and design campaigns.2008 saw the move to prestigious purpose built premises and theopening of their new London and Southampton offices. They pridethemselves on their high quality of service and great relationships thatthey have built with their clients. Quality means everything to RJDesign Associates, which is reflected within the team and impressiveprint and finishing facilities. Their position within the UK have madethem ideally placed for both costs and ease of communicationswherever their clients are.Being passionate about their industry, the Marketing EffectivenessAwards provides RJ Design Associates with an opportunity to helprecognise the hard work that is applied by everyone involved.Disciplines Marketing, Design &CommunicationsClients 200+Turnover £1.8MEstablished 200076 The 10th Annual Marketing Week Effectiveness Awards


39 MWEA_BOTN_TRAVEL_p39_tpw:Layout 1 3/10/08 16:50 Page 77TRAVEL AND LEISUREWINNERSki RepublicFavre Sports GroupSHORTLISTBRAND London's Village LifeCOMPANY VisitLondonBRAND The launch of thePremier Inn brandCOMPANY Premier InnBRAND The Warners ListCOMPANY Warner BrosSki Republic has redefined the French ski marketand improved standards in quality and pricing. In agrowing industry worth over €6bn (£4.7bn) perseason, but which had been defined by poorcustomer service, old equipment and lack ofinnovation, Ski Republic developed a volume-basedbusiness model aimed at the mass market.Ski hire is driven by convenience; skiers simplygo to the nearest shop once they have arrived attheir chalet. Ski Republic used the web as their coredistribution channel for delivering smarter ski hire.By offering brand new equipment, a free helmetand insurance and a two-for-one promotional offer,before skiers arrived in their resorts, Ski Republicbecame the customer’s champion.Ski Republic created a revolution in customers’behaviour with online booking leaping from 5.5%to 23% and successfully broke the old-world cartelof ski hire.The violent reaction of some competitors, whoresponded to a perceived business threat with arsonand tyre slashing, had unintended consequences.The crimes were reported on primetime French TVSki Republic created arevolution in customers’behaviour with onlinebooking leaping from5.5% to 23% andsuccessfully broke the oldworldcartel of ski hirenews, increasing positive coverage for Ski Republic.Sales targets of 45% gross profit, set beforelaunch, were surpassed by 9.4%. Over four timesmore online sales have been generated for SkiRepublic than any other brand, and its launch alonegenerated a 20% gross profit increase for the FavreSports Group.The 10th Annual Marketing Week Effectiveness Awards 77


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41 MWEA_BOTN_TECHNOLOGY_p41_tr:Layout 1 3/10/08 16:51 Page 79TECHNOLOGY AND TELECOMSCOMMENDEDSky TVBroadband and TalkBSkyBWINNERThe O2 ArenaTelefonica O2 UKSky’s entry into the TV, broadband andphone market cut customer confusion withthe ‘triple play’ offer in the See Speak Surfcampaign, which gained the company a4.2% volume market share and £514m ofadditional revenue from new subscribers.SHORTLISTBRAND Virgin MediaCOMPANY Virgin MediaAlthough a mobile phone is now also a multimediadevice with broadband and TV streaming, themobile market is no longer newand exciting.O2 elevated its brand by taking on the titlesponsorship of the former Millennium Dome inpartnership with AEG.O2 designed the venue to reflect its brand bycreating exclusive O2 customer spaces like the O2lounge with blue lights, carpets and seats.The O2 now boasts a 22,000-seat arena and amore intimate 2,000-seat hall named the IndigO2,a multiplex cinema and a major exhibition space.Jon Bon Jovi, The Rolling Stones, The Spice Girls,Take That, Barbra Streisand, Led Zeppelin andPrince have played in its short history to date.The PR alone has been valued at £61m. By theend of 2008, O2 has calculated a return oninvestment of 26:1, and within five years, an ROIof 80:1.O2 designed the venue toreflect its brand bycreating exclusive O2customer spaces like theO2 lounge with bluelights, carpets and seatsThe 10th Annual Marketing Week Effectiveness Awards 79


MW_091008_p080 6/10/08 2:26 pm Page 80SPONSOR PLATFORM-ABrendan CondonManaging Director,Platform-A InternationalShropshire House11-20 Capper StreetLondonWC1E 6JAT 020 7092 2000F 020 7092 2160E infouk@platform-a.comW www.platform-a.euDirectorsBrendan Condon -Managing Director, Platform-A InternationalMichael Steckler -Managing Director, Platform-A UKDisciplines● Display● Search● Affiliate● Mobile● VideoPlatform-A is AOL’s advertising business. It is the industry’s largestdigital advertising platform, offering the most comprehensive suite ofmarketing solutions, powered by the web’s best advertisingtechnologies.Platform-A includes AOL’s leading media properties – AOL.com, AIM,MapQuest, and its advertising partners such as Cartoon Network,Spectator and UK Parents Lounge, as well as Advertising.com’snetwork that reaches 9 out of 10 users in the UK and over 157million across Europe. (comScore August 2008).Platform-A includes the technology of Tacoda’s audience insights andbehavioural targeting; Quigo, a site- and content-targeting solution;ADTECH, an international digital ad-serving business; Third ScreenMedia, a mobile ad-serving network; and buy.at, an affiliatemarketing solution.Platform-A currently has operations in the United States and ninecountries across Europe; including Denmark, Finland, France,Germany, Netherlands, Norway, Spain, Sweden, the UK, as well asJapan, through a joint venture with Mitsui. Learn more atwww.platform-a.eu, the new home for AOL Properties,Advertising.com, buy.at, Quigo, Tacoda and Third Screen Media.80 The 10th Annual Marketing Week Effectiveness Awards


43 MWEA_BOTN_FMCG_p43_AA:Layout 1 3/10/08 16:53 Page 81FMCGWINNERAnchor Free Range ButterArla FoodsSHORTLISTCAMPAIGN Changing the TissueHabits of a NationBRAND KleenexCOMPANY Kimberly-ClarkCAMPAIGN It’s All GoodBRAND McCainCOMPANY McCain FoodsBRAND SnickersCOMPANY MarsBRAND Wrigley’s ExtraCOMPANY The Wrigley CompanyButter sales have declined over the past 40 years,thanks to the reduced popularity of home baking,and this has been exacerbated by low-fat diets andthe increasing use of more convenient dairyspreads. Anchor reasserted itself as a brand leader,giving consumers a clear reason to choose thebrand over own-label or butter substitutes bypositioning the brand as “free-range butter”.Anchor cows graze outside all year round and,unlike most cows, are never crowded into concretefloored sheds. Free-range cows give free-rangemilk, which makes the butter distinctive.TV, press and poster advertising, new packdesign, online activity and a cross-promotionin-store with free-range eggs all carry the free-rangemessage to the target audience of “naturalproviders”, who won’t compromise wholesome,authentic food for the sake of convenience.A loyalty reward scheme allowed consumers toclaim goodies, such as a cow kite or mini baking kit.“The free-range butter” idea has helped turn Anchorinto a million-pound brand for the very first time.Although the global dairy crisis resulted in an[Despite] the global dairycrisis in 2007... therewas little defection tocheaper own-labeloptionsaverage 32% price increase across all Anchorproducts in 2007, there was little defection tocheaper own-label options.Brand consideration levels were maintained at44%. Anchor products contributed £25.2m of profitto the business in total. After marketing spend hasbeen taken into account, this equates to £17.5mprofit.The 10th Annual Marketing Week Effectiveness Awards 81


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45 MWEA_CC_BESTBRAND_P45_AA:Layout 1 3/10/08 16:54 Page 83Research carried out byCONSUMER CHOICE BEST BRANDWINNERMicrosoftSHORTLISTBRAND AmazonBRAND BBCBRAND GoogleBRAND TescoMultinational computer technology corporation,Microsoft was founded in April 1975 by Bill Gatesand Paul Allen. Its current best-selling products arethe Microsoft Windows operating system and theMicrosoft Office suite of productivity software.In 1980, Microsoft formed a partnership withIBM which allowed it to bundle Microsoft'soperating system with IBM computers, with Microsoftreceiving a royalty payment for every sale.Five years later, Microsoft wrote OS/2, a newoperating system, at IBM’s request, but continued tosell their own competing version of it. The Microsoftversion eventually overshadowed OS/2 in terms ofsales, and when Microsoft launched severalversions of Microsoft Windows in the Nineties, itcaptured over 90% market share of the world'spersonal computers.The company is hugely successful. Its globalannual revenue in 2007 was $51.12bn(£28.67bn) and the corporation employs nearly79,000 people in 102 countries. It develops,manufactures, licenses and supports a wide rangeof software products for computing devices.When Microsoftlaunched several versionsof Microsoft Windows inthe Nineties, it capturedover 90% market share ofthe world’s personalcomputersThe 10th Annual Marketing Week Effectiveness Awards 83


46 MWEA_BOTN_CC_BEST_NEW_PROD_p46_AA:Layout 1 3/10/08 16:56 Page 84Research carried out byCONSUMER CHOICE BEST NEW PRODUCTWINNERSearch engineGoogleSHORTLISTPRODUCT Apple iPodPRODUCT FreeviewPRODUCT Sky+PRODUCT SMS (text messaging)Google’s mission is to organise the world'sinformation and make it universally accessible anduseful. It is now widely recognised as the world'slargest search engine – an easy-to-use, free servicethat returns relevant results in a fractionof a second.Users can find information in more than onehundred different languages, check stock quotes,find maps and news headlines, and search throughmore than two billion images.Google generates revenue by giving advertisersthe ability to provide cost-effective online advertisingthat is relevant to the information displayed on anygiven page. This makes the advertising useful to theuser, as well as to the advertiser placing it.Ads are always distinguished from the searchresults or other content on a page. Google hasproved that advertising can be effective withoutbeing flashy. Google does not accept pop-upadvertising, which interferes with the user’s ability tosee the content for which they are searching.By always placing the interests of theBy always placing theinterests of the user first,Google has built the mostloyal audience on thewebuser first, Google has built the most loyal audienceon the web. Its new products include Gmail,Google Desktop, andGoogle Maps.By removing every excess bit and byte from eachpage, and increasing the efficiency of the servingenvironment, Google has broken its own speedrecords time and again.84 The 10th Annual Marketing Week Effectiveness Awards


47 MWEA_BOTN_CC BEST CAMP_p47_AA:Layout 1 3/10/08 16:57 Page 85Research carried out byCONSUMER CHOICE BEST CAMPAIGNWINNERGold Blend coupleNescaféSHORTLISTCAMPAIGN GorillaBRAND Cadbury’sCAMPAIGN LaunderetteBRAND Levi’sCAMPAIGN Rossiter and CollinsBRAND CinzanoCAMPAIGN MartiansBRAND SmashThe Eighties coffee ad featuring the “Will they?Won’t they?” on-screen relationship of the NescaféGold Blend couple has been chosen as “the mostromantic TV ad of all time”.Antony Head and Sharon Maughan came toembody Nescafé’s premium instant-coffee productin a series of ads that featured sophisticated dinnerparty encounters.Two decades later, the nature of the flirtatiousrelationship created by ad agency McCannErickson has proven to have enduring appeal forromantics in the UK today. Some 2,000 membersof the public were polled in a survey speciallycommissioned in time for Valentine’s Day byUtalkMarketing.The Nescafé Gold Blend ad was voted the mostromantic of all time by more than a third (36%) ofpeople questioned, beating the “Last Rolo” and “Allbecause the lady loves Milk Tray” ads.The Nescafé Gold Blendad was voted the mostromantic of all time bymore than a third ofpeople questionedThe 10th Annual Marketing Week Effectiveness Awards 85


MW_091008_p086 6/10/08 3:17 pm Page 86SPONSOR MICHAEL PAGE MARKETINGOliver WatsonManaging DirectorVictoria HouseSouthampton RowLondonWC1B 4JBT 020 7831 2000F 020 7269 2545E marketing@michaelpage.comW www.michaelpage.co.uk/marketingDirectorsOliver Watson - Managing DirectorSteve BorerIsabel CuttsAnna ForanColin MonkDavid SayersSarah ScottPaul SykesMichael Page Marketing is one of the UK’s leading marketingrecruiters, offering specialist industry knowledge and nationalcoverage from 11 locations throughout the UK. Committed toproviding innovative recruitment solutions that are tailored for yourspecific business needs, we pride ourselves in our strength to deliverthrough strong, effective partnerships.Michael Page Marketing focuses on all areas of marketingrecruitment, providing marketing and related management staff, suchas brand marketing, market research, advertising, sales promotion,design, direct marketing and category management, from MarketingAssistant positions up to and including Marketing Director/GeneralManager level.Our dedicated teams of consultants are specialists in a number ofindustry sectors including:FMCGConsumer DurablesFinancial ServicesProfessional ServicesAgencyMedia & PublishingRetailPublic SectorNot-for-ProfitCharityHealthcareIT/TelcomsBusiness ServicesLeisure/TravelMichael Page Marketing is a division of Michael Page International,one of the world's leading specialist recruitment consultancies with166 offices in 28 countries worldwide.Disciplines MarketingEstablished 1976 (Marketing 1986)UK offices 11Specialisms See right86 The 10th Annual Marketing Week Effectiveness Awards


49 MWEA_BOTN_30TH_media_owner_p49_AA:Layout 1 3/10/08 16:59 Page 8730TH ANNIVERSARY BEST MEDIA OWNERWINNERRupert MurdochNews CorporationGlobal media tycoon Rupert Murdoch has, in hislate seventies, lost none of the flair and tenacity thathas characterised his long career. As his audaciousacquisition of the Wall Street Journal last yeardemonstrates.Beginning with newspapers and televisionstations in his native Australia, he and his companyNews Corporation have expanded into the UK, USand Asian media markets.In recent years has become a leading investor insatellite television, the film industry, the internet andmedia. In 1964, Murdoch launched The Australian,Australia's first national daily newspaper. Heexpanded to the UK in 1968, beating his rivalRobert Maxwell to secure The News of the Worldwhich was in steep decline. When The Sun cameon the market in 1969, Murdoch acquired andconverted it into a tabloid.By 2006 it had a daily circulation of three millioncopies. He acquired the Times and The SundayTimes in 1981. In 1986, Murdoch introducedIn 1986, Murdochintroduced electronicproduction processes...Today most papers areproduced using thesemethodselectronic production processes to his newspapersin Australia, the UK and the US, leading tosignificant job losses in the industry.In the UK, the bitter dispute at Wapping resultedin street battles, demonstrations and a great deal ofbad publicity for Murdoch.Today, most newspapers around the world areproduced using these methods.The 10th Annual Marketing Week Effectiveness Awards 87


MW_091008_p088 6/10/08 3:18 pm Page 88SPONSOR WITAN JARDINEDavid CocoracchioManaging Director of Marketing13 Southampton PlaceLondonWC1A 2ALT 020 7404 4004E salesandmarketing@witanjardine.co.ukW www.witanjardine.co.ukWitan Jardine is a specialist, niche recruitment consultancy. Ourunderlying principle is to provide a personal service, structured to suityour individual needs. We have established a reputation forproviding high quality, responsive and honest consultancy services toour clients and candidates alike.Established for 29 years, we focus on recruiting in London, Australia,Hong Kong and Singapore having recently joined forces withAmbition, the Australian Recruitment Group. We work with some ofthe most recognisable names within Professional Services, FinancialServices, Commerce and Media. We recruit high calibre candidateswith permanent, temporary, contract and interim opportunities in alllevels of marketing, financial services and accountancy..DirectorsAndy Winterburgh – Chief ExecutiveDavid Cocoracchio –Managing Director of MarketingMatthew Hill –Managing Director of Financial ServicesTracy Sinclair –Managing Director of AccountancyDisciplines Marketing, FinancialServices, AccountancyClients FTSE 100 companies to nicheSME businessesTurnover £25 millionEstablished 1979Professional bodies REC, IIP, RIB, FPR88 The 10th Annual Marketing Week Effectiveness Awards


51 MWEA_BOTN_30TH marketer_of_year_p51_TR:Layout 1 3/10/08 17:01 Page 8930TH ANNIVERSARY BEST MARKETERWINNERMartin GlennBirds Eye Iglo GroupSince Martin Glenn’s appointment as ceo inNovember 2006, Birds Eye Iglo has enjoyed awelcome reversal of fortunes. Sales of brandedproducts grew by 1.1%, following an averagedecline of 3.8% during the previous three years.New products, including a pollock-based fishfinger, which has been greeted with enthusiasm byenvironmental campaigners, have breathed new lifeinto what had become a tired brand.In the UK, Birds Eye Iglo’s biggest market, thefrozen food sector had suffered as consumersincreasingly turned to chilled foods because of whatGlenn insists is the mistaken perception that they arefresher. Glenn expects that Birds Eye Iglo’sapproach to conservation and sustainability willincrease investors’ appetite for the stock.The Group is committed to a 30% cut inmanufacturing CO2 emissions by 2020, a 15% cutin the amount of packaging used within four yearsand a 20% reduction in the volume of water used inproduction by 2020. One of the few marketerswho managed the transition into general management,Glenn was awarded the Prince of Wales AmbassadorAward in recognition of his work and was MarketingWeek’s Chief Executive of the Year in 2003.Glenn expects that BirdsEye Iglo’s approach toconservation andsustainability will increaseinvestors’ appetite for thestockThe 10th Annual Marketing Week Effectiveness Awards 89


MW_091008_p090 6/10/08 2:50 pm Page 90ith the emergence of somany different mediachannels, it’s easy formessag es to become lost among themarketing hierarchies, especiallywhen so many people are involved inmanaging the brand.When I worked for Orange in1999, the agency hierarchy was clear:WCRS and Wolff Olins. WCRS didthe advertising and Wolff Olins tookcare of the brand. Other agencies satunderneath them, with commun -ications agencies taking directionfrom WCRS.What Orange did then was to get allthe different advertising elementslooking the same across all itschannels. TV looked the same as print,and both of them looked the same asthe posters and direct mail.When I went to mobile operator O2in 2003, the hierarchy was different.There was still an agency at the top ofthe tree – VCCP – but it wasn’t actinglike an ad agency. Advertising nolonger had the best spot at the toptable. In this case, VCCP had some ofthe best people, but they were the bestbecause of the clever ideas they had,rather than because they worked foran advertising agency.Between 2003 and now, marketershave been travelling along the samegeneral trajectory as the examples I’vegiven, trying to get their ideas into asmany media channels as possible.Unfortunately, those channels have nowmultiplied dramatically. There used tobe just TV, digital, and above- andbelow-the-line. Now the digital channelencompasses many things, includingmobile, email, social media andbroadcast sites such as YouTube.Even though there are all thesechannels, people are trying to do thesame thing as always: take a campaign,amplify its effects and activate it in allthe different areas.Instead of following the old hier arc -hical models in this new environment,we are trying to do something differentat Nokia. We no longer have advertisingat the top of the tree. We don’t have avery clear pyramid dictating who doeswhat – it’s much more a collective ofagencies, all of whom are equal andthe best idea wins.What that means is you can’t takea single campaign and put it into asmany different channels as possible.You’d have chaos because you cannotchase consumers down all their dif -ferent digital and non-digital avenues.As a consumer, you are probablyexposed to more than 1,000 differentmedia sources. These used to be prettysimple things, like posters and parkingtickets. But now they are increasinglyobscure and diverse. The multitude ofblogs alone means it has becomeimpossible to get ideas out there in acomplete – or 360˚ – fashion.This climate also makes thingsdifficult from an agency’s point of view.It’s tricky to manage any mediaappearing within the differentplatforms because you can never followthe consumer down every one of thosediverse channels.You also can’t spend your moneyproperly. If you were to try to createa genuinely 360˚ campaign, you couldpotentially spend many millions ofpounds because it wouldn’t be clearwhere to stop. The budget would befrittered away across all the differentareas, trying to create that elusive360˚ reach.With more channels than everalongside new agency structures andmodels, brands and their marketersneed to accept that 360˚ marketingis going to become increasinglydifficult to do. I think that marketingdirectors will stop doing so much360˚ planning and spending. Instead,they will start concentrating theirbudgets on smaller areas, withgreater effect.Companies should work on a reallycreative TV slot or a truly engagingdigital campaign, rather thansomething more general. This is wherethe future of marketing is going – youare going to have to do less, but better. ●OCTOBER 08 STRATEGIC THINKING FOR TODAY’S MARKETING PROFESSIONALISSUE34n a house in a little French village,a man lies dying. His son is askedto procure him his last request: aglass of Stella Artois. After whatseems an incredible journey throughthe countryside, the son finds the beer,only to give in to temptation and drinkit before reaching his father. He thenblames the betrayal on the priest performingthe last rites.This cinematic story – referencingclassic film Jean de Florette – is thebasis of one of Stella Artois’ mostfamous adverts. Andreas Hilger, marketingdirector at the brand’s owner,InBev UK, explains: “TheBelgian heritage andcraftsmanship ofStella Artois hasbeen stressed fromthe beginningacross all the marketsthe brandoperates in.”The beer’sadvertisingcampaigns,created by outgoingagency Lowefor the past 26years, have triedto associate thedrink with Europeanculture andgood taste. But therehas increasinglyappeared a credibilitygap between the brand’smarketing and the realityof its consumption.In markets such as the UK,where the brand’s strapline boasts thatit is ‘reassuringly expensive’, thedrink’s popularity and trade discountinghas made it widely available. As aresult, it has gained the nickname‘wifebeater’ among consumers becauseit is perceived as being drunk by abeer-loving, undesirable type of man.The brand’s image has become avictim of its own success.Tim Lindsay, president of adagency TBWA\ in the UK and Ireland,worked on the Stella Artois brand inthe 1980s while he was managingdirector at Lowe.He comments: “Stella built itsname on the ‘reassuringly expensive’campaign. Unfortunately, it then discountedthe product heavily throughboth on- and off-trade, failing to deliveron the brand promise.“This has led to ubiquity and bybecoming a plentiful, cheap, stronglager, it unwittingly became ‘wifebeater’– the beer of choice for angry menin white vests.”Now InBev is hoping to move awayfrom these negative associations. Thedrinks firm, in the process of buyingAmerican rival Anheuser-Busch,posted profits up 8.6% to €542m(£429m) in its second quarter this year,after a surprise 11% slump in the firstquarter due to rising raw materialprices. But Stella Artois volumes weredown 5.1% in Western Europe in thesecond quarter, with sales sliding in itsdominant British market.The company is banking on a newmarketing strategy that highlightsStella Artois’ natural ingredients andSPONSOR BRAND STRATEGYBrand Strategy is the leading monthly international marketing title forsenior executives. Each issue provides readers with the ideas, tools,case studies and research to help ensure that marketing is an effectiveand rigorous discipline.Ruth MortimerEditorSt Giles House50 Poland StreetLondonW1F 7AXT 020 7970 4000E ruth.mortimer@centaur.co.ukW www.brandstrategy.co.ukAdvertising Sales Please contactLiz Pavitt on 020 7970 6413Disciplines Marketing and businessjournalismEstablished 1996Recent case studies in Brand Strategy go behind the scenes at brandssuch as Orange, Stella Artois and Pepsi to ask what has made thesebrands successful. We look at the ideas, initiatives and insights theyare using to stay ahead of the competition and tackle any challengesin their businesses.Our recent profilees include the chief executive of Ryanair, MichaelO’Leary, the fashion designer and brand owner Orla Kiely and HP’schief marketing officer Michael Mendenhall. We examine how thesepersonalities have shaped their companies so our readers can learnfrom their experiences.You can find more than ideas in Brand Strategy, however. Our regularresearch section includes exclusive data from TNS and YouGov. Wealso run league tables of global brands with exclusive analysis fromBrand Finance because it is vital to see the impact of marketing on thebottom line.We are involved with the Marketing Week Effectiveness Awardsbecause we believe that, ultimately, a brand strategy should be abusiness strategy.Will HarrisMarketing directorNokia UKOne size no longer fits allWill Harris explains why thedays of ‘360˚ marketing’campaigns are overW‘‘Collective approachIf you were to try to create a genuinely360˚ campaign, you could potentiallyspend many millions of poundsbecause it wouldn’t be clear where tostop. The budget would be fritteredaway across all the different areas,trying to create that elusive 360˚ reachSpecialised campaignsOctober 2008 Issue 226DESIGN Orla Kiely on how her retro style has led to a £100m future 20CULTURE Can InBev turn around Artois and achieve a Stella performance? 34BUSINESS Exclusive analysis of the top global telecoms brands 52How today’sGeneration YChineseare decidingwhat brandsthe world willbuy tomorrowwww.brandstrategy.co.uk Forward thinking, forward moving, find the future226Catch a falling starIStella Artois’ cultured,concerns. How can it“Stella built its name on the ‘reassuringly expensive’campaign. Unfortunately, it then discounted the productheavily, failing to deliver on the brand promise”90 The 10th Annual Marketing Week Effectiveness Awards


53 MWEA_BOTN_30TH ceo_of_year_p53_TW:Layout 1 3/10/08 17:02 Page 9130TH ANNIVERSARY BEST CEOWINNERBart BechtReckitt BenckiserSince the merger in December 1999 of DutchbasedBenckiser and the UK’s Reckitt & Colman, thecombined company’s sales have increased by anaverage of 7% a year, and its share price has risenby 356% compared with a 13% decline in the FTSE100 index. Bart Becht, head of Benckiser, becamechief executive of Reckitt Benckiser after the mergerand is now one of the highest paid bosses in the UK.Last year’s results showed sales up 7% to £5.3bnand profits up 15% to £905m. Becht attributes hiscompany’s success to its innovative andentrepreneurial culture – up to 40% of Reckitt’s salescome from products that are less than three yearsold. Innovation is driven by insights into consumerhabits rather than by high R&D expenditure.Becht set a 7% target for sales growth in 2008and 10% for profit growth, which he intends to meetby continuing the push into consumer healthcare. In2005 Reckitt bought Boots’ OTC drugs unit, and inJanuary finalised its $2.3bn (£1.25bn) takeover ofAdams Respiratory Therapeutics, an Americanmaker of OTC drugs.Reckitt’s marketing spend is equivalent to 12% ofBecht attributes hiscompany’s success toits innovative andentrepreneurial culture –up to 40% of Rickitt’ssales come from productsthat are less thanthree years oldsales, but Becht does not plan any cuts. He admitsthat rising commodity prices will result in higherprices for consumers in some cases, though he doesnot think this will affect sales, since his firm’sproducts are necessities and represent a smallfraction of total household spending.The 10th Annual Marketing Week Effectiveness Awards 91


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55 MWEA_BOTN_CD_AND_BS_p55_AA:Layout 1 3/10/08 17:03 Page 93CONSUMER DURABLESCOMMENDEDLittle Dads campaignVauxhall Meriva and ZafiraGeneral MotorsBUSINESS SERVICES & UTILITIESCOMMENDEDBusiness Stream relaunchBusiness StreamA Scottish Water CompanyVauxhall’s challenge was to maintain share for Meriva and Zafira in adeclining market, and bundle two models in one advertising budget.The Little Dads campaign embedded the cars’ features in a portrait offamily life. Zafira not only increased volume in a slowing market from 7.97%in 2006 to 9.46% in 2007, but it did so with price increases, delivering£6.2m of extra revenue when other monocabs lost revenue.It did this while sharing an ad budget with Meriva, meaning only half thebudget, around £4m, was devoted to Zafira.Taking these two brands together as “Vauxhall Family Cars”, as the twocars share media space and budgets, Vauxhall is the most successful familycar brand in the UK in 2007 in volume share terms.Business Stream retained existing customers when the water supply marketwas opened up through rebranding, defining every detail of the brand andapplying this to every aspect of the company.A PR campaign and an internal launch to staff helped to raise awarenessamong key audiences.Prior to competition, customers were not differentiated between and wereall treated the same. Business Stream believes that every business shouldreceive a service that suits them.New customer-focused services are planned for the next twelve months,including online payment services to all customers; discount for customerspaying via Direct Debit; monthly electronic-statement billing for multi-sitecustomers, and closer working with commercial property developers to easethe process of new water connections for business customers.The unparalleled shift in brand awareness from 0% to 18% within 4 monthswas achieved on a promotional spend of only 0.2% of revenue.SHORTLISTBRANDCOMPANYBarclays Commercial BankBarclaysThe 10th Annual Marketing Week Effectiveness Awards 93

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