NEMA Winners Guide 2019

EchoAM

North East

Marketing Awards

2019

Main Partner:

Winners Guide

10th October 2019

The Discovery Museum, Newcastle upon Tyne

www.northeastmarketingawards.co.uk


Introduction

Congratulations to all the

winners of the

North East Marketing Awards

2019

On 10th October 2019 the North East marketing sector

came together to celebrate the achievements and

successes of hard working teams and individuals from

across our region.

Judges had a very difficult job selecting only one winner

in each category, with an exceptionally high calibre of

nominees across all categories. All the entrants should be

very proud of the impressive work they have achieved - all

of which was very clearly reflected in the high quailty of

the submissions.

The evening was hosted by impressionist and comedian

Cal Halbert with after dinner entertainment from 'David

Brent'. The following pages outline the winners, along with

an explanation of the award categories and why, in the

opinion of the judges, each of the winners was chosen.

These awards could not take place without the support of

our fantastic sponsors, so thank you to:


Andrea Kew

Sage Plc

Ann English

Creative Consultant &

Business Coach

Andrew Jackson

Fentimans

Ben Debnam

Nigel Wright Recruitment

Charlie Nettle

AV Dawson and Chair of CIM

North East

Chris Kent

Nigel Wright Recruitment

Chris Lucarelli

Cal Partners

Dan Appleby

Drummond Central

Darren Warneford

Esh Group

David Pritchard

Sintons LLP

Deborah Mullinder

The Doer

Emma Greenwood

British Engines

Elaine Magnani

Hay & Kilner

Erica Tucker

Nigel Wright Recruitment

Fiona Urquhart

Durham University

2019 Judges

Geoff Phillips

Canvas Marketing

Helen Curran

Nuby UK

Helen Rogers

Hays Travel for Business

Herb Kim

Thinking Digital Conference &

TEDxManchester

Joanna Berry

Durham University Business

School & Former Chair of CIM

Joanne Dolezal

Dolezal Consulting

Julie Gibbins

Volvo Car UK

Justine Joisce

DKS Straightforward

Kerry Leng

Nexus

Kirsten Donkin

PD Ports

Laura Carrick

Shared Interest

Lisa van Heereveld

Newcastle Start Up Week

Michelle Gettins

IAM Property

Natalia Yannopoulou

Newcastle University

Neil McPherson

Parker Hannifin Manufacturing

Nicola Hughes

Adderstone Group

Nicola Irving

GT3 Architects

Nicole de Vega

Poptop

Robert Jefferson

Virgin Money

Rob McInally

The North of England P&I

Association

Sarah Glendinning

CBI

Sarah O'Mahoney

Bradley O'Mahoney

Sasha O'Neill

Bellway Homes

Steve Imray

Northern Print Solutions

Tom Nightingale

Baker Hughes, a GE Company &

board member of CIM North East

Tina Snowball

Strategic Brand, Marketing &

Communications Consultant

Veronica Swindale

nesma and Vice Chair of CIM

North East Regional Board


Judging Process

Each nomination submitted to the North East Marketing Awards was judged against the

following:

• the merit of the nomination

• the extent to which the nomination met the awards criteria

This judging took place in two stages:

STAGE ONE

Following the nomination deadline, all the entries for each category were reviewed on the

basis of the award criteria for the respective category and a list of finalists was selected. The

finalists in each category were then invited to attend a judging day to meet with a panel

of judges.

STAGE TWO

The judging day took place on Thursday 5th September at the Brewin Dolphin office,

Newcastle. Each finalist met with a panel of judges to discuss the submitted nomination and

provide further insight into their entry. Following the interviews, the judging panels debated

the merits of the finalists for their category until a decision was reached.


Results at a Glance

RISING STAR OF THE YEAR (IN HOUSE)

FINALISTS:

Sophie Riordan, Pearson Engineering

Calvin Bateson, YMCA Newcastle

Anthony McDermott, St Benedict's Hospice - WINNER

Laura Denning, M I Dickson

Steph Fairless, Fentimans

RISING STAR OF THE YEAR (AGENCY)

FINALISTS:

Matthew Soakell, Mabo

Sharifah Alrabah, AGY47

Will Larkin, The Twist Group

Robyn Hamilton, Carat

Danielle Sephton, Venture Stream

Alice Fairweather, Digital Allies

Jessica Flavell, AGY47

MARKETER OF THE YEAR

FINALISTS:

Lauren Hindhaugh, Blumilk

Jonathan Alcock, Parkdean Resorts

Emma Campbell, Lanchester Wines

Katie Beaumont, SK Chilled Foods

Alex Evans, Drummond Central

Rachel Skeoch, Hyperdrive Innovation

MARKETING DIRECTOR OF THE YEAR

FINALISTS:

John Hudson, Hudson Procurement Group

Neil Whittaker, Learning Curve Group

Gavin Lowther, Visualsoft

Paul Wilkinson, J Barbour & Sons

Shout Digital

Campaign: Great Exhibition of the North

Mabo

Campaign: New Cakes

INTEGRATED CAMPAIGN OF THE YEAR (IN-HOUSE)

FINALISTS:

Darlington Building Society

Campaign: Story Writing Competition

Rocket X

Campaign: Pink Casino

Formica

Campaign: Aria

J Barbour & Sons

Campaign: Christmas Campaign – Maybe Just

Maybe…

Northumberland County Council

Campaign: Discover our Land

Nexus

Campaign: Spice Girls Concert

INTEGRATED CAMPAIGN OF THE YEAR (AGENCY)

FINALISTS:

Carat

Campaign: Gunwharf Quays

Drummond Central

Campaign: Tyne and Wear Metro – Part of

everyday life

Carat

Campaign: Land Securities

Narrative

Campaign: BSW Timber

AGY47

Campaign: Newcastle Building Society

NGI Solutions

Campaign: #BeAGameChanger

Drummond Central

Campaign: bet365 - Global Sportsbook Campaign

DIGITAL CAMPAIGN OF THE YEAR

FINALISTS:

iProspect

Campaign: Spire Healthcare: Digital Health Campaign

Narrative

Campaign: Hello Future (NCOP)

Venture Stream

Campaign: Standout.co.uk

Digital Allies

Campaign: East Durham College

NOT FOR PROFIT CAMPAIGN OF THE YEAR

FINALISTS:

North East Autism Society

Campaign: World Autism Acceptance Week

Cleveland Fire Brigade

Campaign: ThumbsUP4CFB

Team Fostering

Campaign: 18th Birthday Campaign

Crystallised

Campaign: Cheeseburn Sculpture


Darlington College

Campaign: Driving Ambition

Foundation of Light

Campaign: Give a Quid for Mental Health

NCFE

Campaign: CACHE

BRAND CREATION OF THE YEAR

FINALISTS:

Narrative

Brand: Rebrand of County

Durham Housing Group to Believe

Digital Allies

Brand: Oasis Aquila Housing

PRODUCT LAUNCH OF THE YEAR

FINALISTS:

Fentimans

Product: Botanical Collective

Narrative

Product: IRO

NBS

Product: NBS Chorus

Formica Group

Product: Okuda x Younique

Newcastle Airport

Product: Newcastle Airport App

Clearly Drinks

Product: Upstream

DIGITAL MARKETING AGENCY OF THE YEAR

FINALISTS:

Venture Stream

Visualsoft

iProspect

Shout Digital

Digital Allies

Mabo

INTEGRATED MARKETING AGENCY OF THE YEAR

FINALISTS:

Drummond Central

Cravens

Carat

OUTSTANDING ACHIEVEMENT AWARD OF THE YEAR

Steve Parkin, Mayborn Group

IN-HOUSE MARKETING TEAM OF THE YEAR

FINALISTS:

Fentimans

Parkdean Resorts

Middlesbrough College

Heritage Healthcare Franchising

Jacksons Law Firm

Miller UK

NCFE

SMALL AGENCY OF THE YEAR (UNDER 20 EMPLOYEES)

FINALISTS

Crystallised

Surge Marketing Solutions

Narrative

Unwritten

Precept

The Unknown Creative

CX Marketing


Main Partner:

Rising Rising Star of Star the of Year the (In-house)

Year

Anthony Tom McDermott, Shanks, Blueline St Benedict's GroupHospice

The judges were very impressed with all the finalists for this category so congratulations to everyone!

The winning candidate was Anthony McDermott from St Benedict's Hospice who scored very highly across

all the criteria and has gone above and beyond to promote his organisation. He showed a huge amount

of energy, passion and determination to drive change and the create inspiring campaigns, expanding the

reach of his organisation.

Huge congratulations to Anthony!


Main Partner:

Rising Star of the Year (Agency)

Will Larkin, The Twist Group

Sponsored by:

Will Larkin from The Twist Group demonstrated understanding and abilities linked to the major skills and

attributes of a talented marketer. He spoke confidently, and with evidence about commercial aspects such

as revenue and profit, as well as creative executions and strategy.

He has stepped into a leading position within the company which shows maturity, commitment, ambition

and potential. He is invested in the future success of his company and is a real asset to the team.

Congratulations Will!


Main Partner:

Marketer of the Year

Jonathan Alcock, Parkdean Resorts

Sponsored by:

The judges felt it was a privilege to meet some of the most influential marketers in the region and some

of the talent they met blew them away. They don’t think we should be overly worried about marketing

becoming London-centric if we can grow and keep this talent in the North East!

However one nominee stood out as most outstanding in their opinion, this candidate was Jonathan Alcock

from Parkdean Resorts who was able to demonstrate the best traits of an all round marketer.

The delivery of customer excellence, based on sound research, planning, creativity and innovation,

teamwork and leadership is first class. The management of agile implementation in a growing market

through a time of change impressed us immensely.

Congratulations Jonathan!


Main Partner:

Marketing Director of the Year

Paul Wilkinson, J Barbour & Sons

Sponsored by:

All the judges agreed that the winner of this award was an outstanding candidate.

Paul Wilkinson from J Barbour & Sons impressed the judges and demonstrated how, across his tenure,

turnover of this global company has increased by 25% with significant growth to the bottom line. Paul has

grown the brand to be a leading lifestyle brand on the global stage. He has significantly grown & developed

a highly capable and successful marketing team.

The key to his success is sustaining the core business whilst innovating into new and interesting spaces.

Huge congratulations to Paul on these achievements!


Digital Campaign of the Year

Narrative

Campaign: Hello Future (NCOP)

The judges had a delightful time hearing the rich Digital Marketing Campaigns from around the North East.

They also had a difficult time in comparing and contrasting such diverse, and excellent work.

As many of the shortlist did, he team at Narrative ran a successful campaign, delivering very favourable

return on investment for their client through innovative execution coupled with great quality audience

insight. They were able to very clearly explain a fantastic depth of audience understanding, identifying a

number of segments through primary research and articulating the different drivers, media and messages

for these audiences.

They also had a very clear aim at the outset. These were a combination of short term KPIs such as increasing

awareness for the client and changing consumer behaviour. But also longer term aims that struck a chord

with the judges. These were centred firmly on leaving a legacy post campaign through establishing social

media channels, defining internal policies, and really importantly for us – training the client team to be

self-sufficient post campaign. Congratulations Narrative!


Integrated Campaign of the Year (In-House)

Nexus

Campaign: Spice Girls Concert

The winner of this award stood out to the judges for a number of reasons. The Spice Girls campaign from the

team at Nexus achieved record results in terms of customer satisfaction and engagement. It reached new

audiences and created long lasting customer interaction, social sharing and memories.

The campaign resulted in a huge return on investment with a low spend. They have created a proven blueprint

for the future that creates endless possibilities and customer interaction, expanding the ‘experience’ with

low end cost.

This campaign demonstrated an excellent use of channels and had a consistent message which delighted

customers and resulted in a huge success for the business.

Congratulations to the team at Nexus!


Integrated Campaign of the Year (Agency)

Narrative

Campaign: BSW Timber

The judges were delighted to hear about so many incredible campaigns! They really were blown away by the

talent and creativity shown by all the finalists.

However there can only be one winner and the BSW Timber campaign by the team at Narrative met all

the criteria with full scores. The judges were presented with a considered, well researched and executed

campaign with strong branding and a clear vision.

The team demonstrated considered and measured media choices, covering all areas of the marketing mix.

Their choices have demonstrated a clear return on investment for their client and delivered real value and

cut through.

Congratulations Narrative!


Not for Profit Campaign of the Year

North East Autism Society

Campaign: World Autism Acceptance Week

It was a real honour for the judges to have been able to meet so many fantastic organisations and

individuals who demonstrate a real passion for their projects.

The judges described the winning campaign from North East Autusm Society as ‘creative & disruptive’. The

World Autism Acceptance Week has clearly had a long-term impact on the organisation that will continue

to positively improve lives. The execution and research was collaborative and integrative, making clever use

of offline and online methods.

The impact of the campaign is organisational and global and has made a mark that changes the game.

Congratulations North East Autism Society!


Brand Creation of the Year (Agency)

Brand Creation of the Year

Brand: Rebrand of County Durham Housing Group to Believe

Both of the brands presented in this category were excellent and demonstrated creativity and a thorough

understanding of their clients brief.

However Narrative's rebrand of County Durham Housing Group to Beleive stood out to the judges due to

their strong belief in the concept and their obvious passion for the brand. The implementation was very

comprehensive and wide ranging demonstrating an inclusive approach.

This agency have developed a strong relationship with their client, resulting in a brand which is unique,

flexible, creative and true to the brief.

Congratulations to Narrative for their third win of the night!


Product Launch of the Year

Fentimans

Product: Fentimans Botanical Collective

This was a very strong category and the judges very much enjoyed hearing about the various products and

the campaigns around them.

The winning company demonstrated a clear understanding of the market and their consumers. Fentimans

have embarked on a unique process of product testing and capturing European trends for their Fentimans

Botanical Collective which has had a positive impact on the drinks industry.

The teams enthusiasm, passion and knowledge for their product impressed all the judges.

Congratulations to the team at Fentimans!


In-House Marketing Team of the Year

Miller UK

The winning team at this organisation demonstrated unparalleled sector understanding. They know their

audiences and products inside and out, which clearly influences their strategic and tactical planning for all

marketing activity including new product development. The team at Miller UK proved that they understand

the value that they create for the business, providing clear evidence of return on investment for various

initiatives, campaigns and projects. Their work is well-considered and their pursuit of creativity in a

challenging B2B market is paying dividends.

The team spirit was clear, with pride and inclusivity coming across strongly in the submission and in

the interview. The team also demonstrated how effective marketing can influence and transform more

intangible areas of a business, including culture, showing the judges how the marketing team have helped

to change the mood and atmosphere.

Congratulations to the team at Miller UK!


Small Agency of the Year (Under 20 employees)

Crystallised

Sponsored by:

There were some fantastic talent amongst the finalists in this category and the judges felt that there were a

number of entries that would have been worthy winners.

However, one company stood out and has created a truly unique agency built on the owner’s experience

in the arts and culture sector. Crystallised are driven by a passion for helping others, be that clients, end

users, or the team, they have demonstrated resilience and ambition in a niche market and evidenced some

brave decisions to drive growth. The passion and the differentiation was complemented by tangible and well

thought out past and future business plans and a genuine and refreshing commitment to social responsibility

and social conscience in all work undertaken by the agency.

The judges were impressed with their approach to building a business along with their inspirational attitude.

Congratulations Crystallised!


Digital Marketing Agency of the Year

Shout Digital

Firstly congrats to all the finalists in this category, the judges were very impressed by all the entries.

However they felt that one agency in particular was a clear winner. Shout Digital provided data and

evidence to score strongly across all the judging criteria with substantial new clients wins, market leading

client satisfaction and highly impressive commercial results that highlighted a very strong year on top of an

enviable track record over the past 10 years. Perhaps what stood out most strongly was their continuing

commitment to chasing excellence with honesty & integrity over purely focussing on business growth &

profit which was evidenced by their very strong record in client retention and NPS scoring.

They have had a number of new client wins and business is expending overseas, all of which is served from

their North East base by a talented team of 30 who are the product of their commitment to investing in

regional digital jobs and skills. Beyond being a successful digital marketing agency of the year, they have

created a company and culture that is “built to last”.

Congratulations Shout Digital!


Sponsored by:

Main Partner:

Integrated Marketing Agency of the Year

Drummond Central

This was another incredibly strong category – all the finalists demonstrated a high level of work not only

here in the North East but across the country.

The winning agency were able to demonstrate excellence across all aspects of an integrated marketing

agency. Drummond Central set themselves apart from their competitors with their incredible hardworking,

supportive and rewarding culture, world class creative and a host of international and North East clients.

They deliver added value to their clients through dedicated planning teams and their brand discovery

model.

They have a real self awareness for who they are and understand they are not for everyone, whether that

be employee or client. Aside from the brands they are transforming, this agency is a North East Success

story in itself that we all look forward to following for many years to come.

Congratulations to everyone at Drummond Central!


Main Partner:

Outstanding Achievement of the Year

Steve Parkin, Mayborn Group

Sponsored by:

The outstanding achievement award is chosen by a select committee and is awarded to an individual who

have shown significant achievement over a number of years and made an outstanding contribution to the

marketing profession or the company which they are part of.

This year the North East Marketing Awards were delighted to present the award to Steve Parkin for his

work at Mayborn Group. The business has gone from £20m to in excess of £140m and is consistently listed

as a UK 'superbrand'.

Steve joined the group in 1997 as Sales & Marketing Director and was promoted to CEO in 2010, during this

time the company has gone through brand aquisitions, at least two re-brands and created a leading baby

brand not only in the UK but also globally.

Huge congratulations to Steve!


North East Marketing Awards 2020

It's not too early to start thinking about which North East Marketing Awards categories

you would like to enter in 2020.

Have you got the best marketing team in the region?

Do you have a colleague who is exceeding expectations?

Have you gone above and beyond to ensure client satisfaction?

Have you started to see your business progress and grow over the year?

If the answer is “yes” to any of the above, then we want to hear from you!

Benefits of Entering

Increase your profile and attract new business

Sharpen the focus of your business and its activities

Benchmark yourself against other agencies & organisations

Motivate and reward staff

Entries will be accepted from March 2020, so keep your eyes

peeled for announcements!

Interested in becoming a sponsor?

There are a number of sponsorhsip opportunities available that ensure you are

positioned directly in front of your target audience. If you would like to join us and align

your branding with the North East's only Marketing Awards call Nicole Dixon on

0191 241 4523 or email nicole@echoevents.org to discuss the packages available.

If you have any queries please do not hesitate to contact the North East Marketing

Awards Team 0191 241 4523 or info@northeastmarketingawards.co.uk

The North East Marketing Awards are proudly organised by Echo Events & Association

Management, find out more at www.echoevents.org


Thank you to our Sponsors!

Main Partner:

Category Sponsors:

Supporting Sponsors:

Transportation Partner:

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