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.

2007 WINNER

The team at Browne Jacobson

An excellently executed and innovative campaign using a range of media focused on turning 'cold' contacts into clients. Using FMCG measurement disciplines and approaches, combined with innovative advertising and direct marketing tactics, this campaign had a great deal to commend it - particularly as the Marketing Director needed to 'sell' the brave and mould-breaking approach internally to convince those used to more traditional marketing approaches. The innovations included a 'teaser' mailing of a bottle of water with the theme of 'Clarity' from Browne Jacobson which would have certainly given the Partners some food for thought before agreeing to the approach.

2ND PLACE

This was a classy and comprehensive campaign that produced clear and tangible financial results. Based on thorough research, Maclay Murray & Spens' integrated promotional campaign to promote its added value knowledge based materials proved a winner with clients and prospective clients.

The campaign, using eye catching imagery and snappy catchlines, included a website revamp, Maclay Murray & Spens LLP quality PR, 48 sheet railway station advertising, quirky mailers "little knowledge is a dangerous thing", and the range of traditional marketing tactics, seminars, lunches etc to get the message across and create new business conversations. The judges were particularly impressed with the tangible results - 600 subscribers, 2,500 leads, 50,000 individual visits to the website and substantial fees generated. These are good reasons for the firm to celebrate the improved profile and the financial success of this initiative in terms of fees generated.

3RD PLACE

The objective was simple - to raise the brand and reputation of WSP Environmental to become leaders in environmental consultancy. The budget was low, £250,000 but the firm achieved impressive results through brand building recruitment advertisements, a campaign focussed on client's media and profile raising sponsorships. The result? An award of Environmental Advisor of the Year, the second most recognised brand in the sector (according to independent research), high profile speaking platforms and a 60% increase in fee income. A solid, successful campaign.

EUROPEAN WINNER 2007

John Hogg, Declan Moylan and Kevin Hoy

The logistics of moving from six buildings into one, preparing clients for the transition from traditional Georgian architecture to purpose-built modern offices and being amongst the first into Dublin’s redeveloped docklands area were the challenges faced by Mason Hayes+Curran. But they looked at it as an opportunity to explain how the firm had changed and expanded its range of services. To avoid the risk of offending client sensibilities about cost, advertising was not used and instead a detailed public relations campaign was developed that generated significant publicity. This was followed by a series of receptions and meetings – including those for local politicians, clients and staff. Since the move, fee income across all departments has increased by 20% and staff numbers have increased by 25%.

ROLL OF HONOUR

Click on each year to view previous winners

2006 - Shepherd & Wedderburn

2005 - Addleshaw Goddard

2004 - Pinsents

2003 - DLA

2002 - Addleshaw Booth & Co

OTHER SHORTLISTED FIRMS

2007 SPONSOR

M Consulting is a specialist marketing and communications agency, dedicated to the insurance, professional and financial services industries. We handle all aspects of marketing from business planning, branding, design, digital, PR and media, to online campaigns and product development. M Consulting focuses on improving returns on professional practice’s clients’ marketing investment.