2008 WINNER
From left: Graham Munday of WSP Environment and Energy with Guy Phillips of LexisNexis InterAction
This campaign stood out from other high quality entries because it embodies the essence of classic marketing – identify a need (in this case driven by changes in legislation), position yourself to satisfy it, then ‘own’ the solution … and measure the results in terms of hard revenues.
WSP Environment and Energy say that they have generated £2.5m to date and a pipeline of a further £5m in opportunities - impressive.
And along the way the firm created market and thought leadership for itself in the niche by clarifying and demystifying the issues using the tried and tested route of seminars as the ‘engine room’ for creating awareness and leads, all supported by online advertising, a webinar, printed collateral and PR. Nothing revolutionary there; but a demonstration that ‘good honest marketing’ implemented robustly deservedly wins.
2ND PLACE
Heidrick & Struggle's campaign, and nearly a winner, slightly undermined by timing perhaps, as the full fruits of the Executive Search firm’s efforts to position it’s Alternative & Renewable Energy Practice have yet to be fully realised in terms of fees.
The well executed research provided the theme and talking points for a high profile summit, decision maker breakfast and awards dinner and spawned the targeting of hard copy materials, PR and online communications.
Whilst the firm has recouped the cost of its initial research 20 times over, the judges would love to see the traceable new assignments generated from the initiative a year from now.
3RD PLACE & EUROPEAN WINNERS 2008
From left: Ian White of A&L Goodbody with Guy Phillips of LexisNexis InterAction
This was a bold and ambitious strategy by a firm that has both drive and vision.
Through a multi-faceted marketing campaign A&L Goodbody has succeeded in creating an integrated all island full service legal presence – a value proposition that sets the firm apart from others.
It’s a tale of internal co-operation, client and stakeholder engagement on both sides of the border, and a focus on getting its message out in a structured and systematic way.
There’s more to be done, but an increase in the Belfast office staff at the time of the award entry from 10 to 20 in the first year is an early indicator of success.