Best marketing campaign

For a marketing campaign that is innovative, well articulated, clear in its aims and objectives – and has achieved high levels of commercial success.

2003 WINNER

Neil Gerard, left, Anne Blackman and Steve John of DLA

DLA took a specific area of the law, one that whilst of increasing importance is hard to generate huge interest in – regulation. The firm teamed up with leading researchers at the London School of Economics and produced an impressive research document that contributed to the knowledge of regulation in business.

Exclusive coverage with the Financial Times was secured and they went on to prepare an experts pack on regulation to generate further coverage in a much broader range of broadcast and print media.

The coverage and leads generated were measured carefully.

RUNNER UP

Runner up is Shepperd + Wedderburn in Edinburgh. Most marketers groan when it comes to Christmas card time - despite its huge value in maintaining the good will of existing clients.

Yet this was a highly innovative - and tasteful - e-campaign maintaining 12 (working) days of Christmas dialogue - offering a daily e-present comprising an interesting fact, a legal tip and a chance to win Red Letter day prizes.

As well as exceeding its targets for generating new subscribers to its e-letters, the firm received a huge amount of positive feedback and valuable information about its target audience. Its low cost and extension to a staff campaign were the icing on the (Christmas) cake!

3RD PLACE

For third place this year we selected Taylor Vinters' Cambridge based food industry campaign. Whilst sector based marketing initiatives have been around for a while, we were impressed with the continuity and growing success of this initiative over the past four years. It has generated an impressive array of support amongst the business community, the quasi-government bodies and the key players in the industry.

2003 FINALISTS

Runner up

Third place

Shortlisted

2003 SPONSOR

With a history spanning more than 135 years and a database of over one million lawyers and law firms in over 170 countries, the Martindale-Hubbell International Legal Network is the world’s largest international legal resource. Lawyers worldwide use MHI as the definitive source for biographies of leading lawyers, and profiles of law firms, including specialisations.