2005 WINNER
Richard Oakes of Addleshaws with Sam Hemamda of Martindale-Hubbell
Although some might argue that this was not strictly a campaign, our winner was clearly part of a campaign that effectively dealt with a number of fundamental issues within professional practices – internal communications, cross-selling and the development of additional business (and greater satisfaction) amongst major clients. Whilst simple in concept, and sparing with the use of its resources, this campaign stood out as being innovative and highly effective – with measurable and stunning results.
They devoted two hours of a partners’ meeting to ‘speed dating’ whereby they created over 600 business development opportunities for the 120 partners in London, Leeds and Manchester – by combining strong knowledge of the firm’s key clients, its products and services and matching relationship partners with the relevant specialists throughout the firm.
To arrange 120 personalised itineraries in advance of the event – plus detailed briefing notes and a simple system to report action as well as a number of tools to support ongoing activity must have taken supreme research and logistical skills.
Foresight was also required to ensure the actions were followed through – a constant challenge in the professions – and to add a competitive element. So there were high value prizes – £25,000 prestige holidays, Bentley Continentals for a week and first class travel to Paris. And a new client relationship management database system was introduced to support the follow up work.
Simple. Innovative. Respectful of the use of partners’ time. Focused on the firm’s key clients. Real business development. Sustainable sales effort. Success. Congratulations!
RUNNER UP
Six years ago, Ernst & Young recognised the need to build stronger relationships with the non-executive director community of FTSE 350 companies. At the time, there was nothing in the market that focused on the needs of this important group of influencers.
Building strategic alliances with the Institute of Directors, the Confederation of British Industry and Cranfield University, a long term campaign was developed using all elements of the marketing mix: research, publications (The Independent Director handbook), media relations, webcasts, a dedicated web portal and a host of different types of events – breakfast briefings, technical workshops, lunches and dinners - with an impressive range of quality speakers.
Almost 90% coverage of priority accounts were covered with the programme and the campaign was successfully rolled out to other Ernst & Young offices. Enthusiastic client and partner testimonials show that the programme was successful for all participants. A first-class example of a text book marketing approach executed professionally with strong team work and commitment over a significant period of time.
3RD PLACE
Accenture's challenge was to recruit 2,000 experienced consultants. Urgently. March 2005 was designated "Accenture Careers Month" and the aim was to be the highest profile recruiter in London and the South East.
With just six weeks to prepare and implement a campaign using two creative agencies and two media agencies that included over 80 executions on indoor, outdoor, transport, off and on-line media as well as supersites near competitors offices. There were recruitment events from the London Eye to Gateshead. This campaign built on the corporate campaign that used Tiger Woods. The results were stunning – 56,000 visits to a microsite, 1,200 event attendees and over 3,000 applications in that month alone. A text book case campaign executed with urgency and style that far exceeded its ambitious objectives.