2006 WINNER
Derek Benton of LexisNexis Martindale-Hubbell with David Wallace of Shepherd & Wedderburn
Another outstanding campaign from this Scottish law firm, Shepherd & Wedderburn (how many times have they won this category?). Well thought through and beautifully executed.
A bold, innovative and humorous campaign - with a clear and reinforced message - using seven highly creative direct mail pieces, daily emails to over 8000 senior executives and a web space. Good use of the electronic medium.
Excellent measurement stats - click thrus, subscriptions etc (although they don't show how many appointments/how much work is generated - it may be too early to tell) and good client testimonials. Raising their own profile and improving the profile of the legal profession generally.
Just goes to show that you don't have to be the largest firm to do the best marketing!
RUNNER UP
Not terribly original but a well executed and 'on strategy' thought leadership exercise for the energy group. Nice memory chip giveaway.
Clearly a phenomenal commercial success - the only submission that mentioned what work was actually generated (WDA/Dti) and very effective at raising profile, positioning the firm as leaders in the field, reaching VIPs/clients, initiating discussions at a high level of Government and clients and getting Deloitte experts onto Government think tank.
Great Google search campaign and good stats. Clear outline of the team involved and the only submission to show the budget. Good publicity and nice report with a DM programme. Solid.
3RD PLACE
Unusual to focus on gatekeeper PAs but nonetheless this is a creative approach to client relationship development from Ernst & Young. It involved people beyond the usual partner/senior assistant level - thus being time efficient and promoting a real sense of team work and internal involvement amongst support staff (and supporting the MPF initiative of the unsung heroes campaign). It was also an initiative that extended into a campaign of ongoing activities with ongoing support from internal and external PAs.
Whilst some aims were shown they weren't crystal clear and although the stats on nominations, acceptances and attendance were good and testimonials were positive it is unclear what real results were achieved - but then again, it's almost impossible on a long term relationship development programme of this sort.
Nice range of events and activities and clear plans for how it might develop going forward - newsletters, steering group etc. Also a spin off group within the Investment Management Group showing that the idea was promoted into other areas of the firm.