Standard Chartered Bank has won Marketing Achievement of the Year at the 2007 Chartered Institute of Marketing Awards for the success of the Jersey marathon.The award was presented at a black tie Gala Dinner attended by almost 600 of the Island’s marketing and creative leaders.
The Awards were held at the Hotel de France on Friday 2nd November and presented by celebrity TV presenter, Lucy Alexander.They aim to recognise Jersey’s marketing expertise and reward those who demonstrate a measurable success in their campaigns.
The night of glamour and entertainment kicked off with an exciting performance from Pulse, winners of BBC’s DanceX competition.The guest speaker this year was Helen Marriott, the Managing Director of Kudo Communications and co-founder of ‘One Life Live’ – an event designed to appeal to a generation of stressed out individuals who want to change the path of their lives. Helen’s visit was sponsored by PR firm Direct Input.
The Jersey event is the second largest CIM ball in the world.The Chairman of the Jersey CIM branch, Beverley Le Cuirot said: “I am continuously impressed by the standard of entries we receive for these awards.The quality of the campaigns short-listed should really put Jersey on the map as a centre of marketing excellence.
“This wonderful annual event is only made possible thanks to the hard work of our committee members.I’d like to take this opportunity to thank them and our sponsors Jersey Telecom, Delta, the Beach Communications and Bromley Sanders.”
The nominees short-listed for this year’s nine award categories were selected by a panel of four judges including Beverley Le Cuirot, Chairman of the Jersey CIM branch and Director of Marketing at Jersey Finance; Nicola Davies, Chief Executive of Mourant; Mike Cavers, Creative Director of Chemistry Communications, and Adeline Hampton, Senior Manager, Partnerships BMI.
The 2007 award winners were:
Student Marketer of the Year
The first award of the night went to Louise Ashworth who works as a Brand and Communications Manager at HSBC International. Louise is currently studying for the CIM Professional Postgraduate Diploma in Marketing. She was put forward for the award by her colleagues at HSBC who were impressed by her dedication to studying for the professional qualification.On winning the award, Louise said: “I’m absolutely shocked as I had no idea I had been nominated for the award.I’m extremely happy but it really is a complete surprise! It will definitely be a further incentive to work as hard as possible to obtain this qualification.”
Best Use of Brand
The award went to the Royal Yacht Hotel who saw off competition from Jersey Dairy and Vistra Trust. The hotel, which reopened on 4th July 2007, took a year and £35 million to redevelop. Even while the hotel was under construction, the brand was being built. The success was such that when the hotel opened, more than 100 individual events, from meetings to conferences and birthday parties were already booked.The brand was built using teaser advertising and press launches which resulted in considerable local and international media coverage. Interest was directed to the hotel’s website and in the month before opening, it peaked with 26,000 unique visitors. Marketing Manager Dara Lutes (pictured left) said: “I think that the judges chose us because we faced the challenge of having no product, but we still managed to get people interested. We began brand building so far in advance that people knew the names of each bar and restaurant and understood what the atmosphere and character of each one, even when the hotel was just a large hole in the ground.”
Best Use of New Media
This award was won by a campaign with a very strong public safety message. Fighting off stiff opposition from Durrell, Ashburton and the Grand Jersey, the Jersey Road Safety Panel won this category with their campaign “A crash is not an accident”, designed by Advertising International. With a dedicated website at http://www.crash.je/ which is filled with interesting facts figures and tips, as well as posters in prominent sites around the island, the Road Safety Panel aimed to address statistics such as 14 deaths on Jersey’s roads since 2003. They also put together a short promotional film starring actor Sean Arnold, and the website gives drivers the chance to see just how good they really are, with a multiple choice style test.“We are absolutely delighted to win this award; anything which puts community safety first is brilliant. We hoped we might have a chance of winning, but we would like to thank Advertising International for the excellent way they marketed our campaign”, said Trevor Frain, who is the Jersey Fire Service representative on the Panel.
Best Use of Traditional Media
Jersey Telecom beat off stiff competition from Bontour, Durrell, Easy Insurance, Jersey Post and Royal Bank of Scotland International to win the award for this category. Their campaign focused on differentiating themselves from their main competitors by highlighting their key USP’s which add value to the service they offer. The award was collected by Head of Marketing, David Vieira and Catherine Small from marketing Communications. She said:“We are absolutely thrilled to win this award and we hope it demonstrates that traditional media can be creative and innovative and how it can bring a fresh approach to a marketing campaign. As a business, Jersey Telecom embraces the marketing concept and this award reinforces our ability to adapt our approach to whatever the competition throws our way.”
Public Relations Campaign of the Year
This award saw strong campaigns from a diverse range of areas: Ashburton for its ‘Postcards from the Leading Edge’; Deutsche Bank for its 35th anniversary campaign; HSBC for its summer conference ‘Linking our Strengths’; Mourant for its ‘Step Up’ art competition; Standard Chartered Bank for the Standard Chartered Jersey Marathon 2006 and Sure Mobile for the Big Sure Party. Standard Chartered Bank triumphed for organising an event which achieved almost £70,000 worth of media coverage through its PR activity. Head of Corporate Affairs, Jenny Carnegie and Race Director, Helen Baker went up to receive the award. Jenny said: “We are over the moon. It was an amazing team effort and it brought the community together to raise money for Headway.We had over 250 volunteers and 2000 runners, many of whom had never been in a marathon before. We can’t thank Sara Durnford-Lloyd from Headway enough as she was a real support. We have already started thinking about the next one so keep 5th Oct 2008 free!”
Best Marketing Campaign on a Low Budget
All entries for this award must have a budget of less than £10,000. The judges were extremely impressed with the imaginative way in which the nominees communicated their messages without a large spend. The National Trust for Jersey triumphed over fierce competition from Durrell, Funky Puffin, Jersey Tourism and Jonathan le Maistre Tree Surgery. The National Trust for Jersey won for their Coastline Campaign and Plemont Appeal which aims to protect an important coastal area from development. Chairman of the Coastal Campaign, Mike Stentiford said: “We are really chuffed! We’re a small team and we’re bowled over by the level of support the campaign generated”. CEO of the National Trust for Jersey, Charles Alluto added: “We launched an online petition along with sponsored press advertising and had more than 10,000 signatures in four weeks together with more than £67,000 in donations. So many people made this possible especially our design agency, The Beach. This is an ongoing campaign and our next push is an art exhibition on 14th November at Greve de Lecq barracks with all the proceeds going to the Coastline Campaign.”
Best Agency of the Year
Advertising International (pictured left) won Agency of the Year, beating Image Group and last year’s winners Orchid Communications. Advertising International was involved in six projects which were short-listed at the awards and was also a driving force behind Creative Jersey – which brought the Island’s agencies together to show that their collective work was world-class. Managing Director Jon Allo said: “We and our clients are proud of the work we’ve achieved in the past 12 months and to get recognition from outside is great. This award is not just about one person but a team of people who work together to make the lives of their clients easier. Our aim has always been to achieve a level of creativity that matched that found anywhere else in the world. Creative Jersey was a unique experience which brought many agencies together and showed clients that they should believe in and trust local agencies. The standards demonstrated by local agencies show that people don’t have to go outside Jersey to get good work.”
Best Integrated Marketing Campaign
The penultimate award of the night went to Deutsche Bank for its 35th Anniversary campaign.The bank was up against the Jersey Road Safety panel, Standard Chartered Bank, The Royal Yacht and Bank of Scotland International. The award was collected by Head of Marketing, Jason Kearney, and Marketing Manager, Sari Cumming. She said: “We’re absolutely delighted. Our campaign was well rounded and focused towards the wide stakeholder group and it has been a real team effort, supported by our agencies. It is a fitting award to receive as part of our anniversary celebrations and it affirms Deutsche Bank’s commitment towards service delivery across the whole business.”
Marketing Achievement of the Year
Last of all came the showcase award of the evening, the Marketing Achievement of the Year Award. The shortlist for this one included Standard Chartered Bank for the Standard Chartered Jersey Marathon 2007, the Royal Yacht for Close Your Eyes and Imagine, Jersey Telecom for its Value Campaign, Jersey Road Safety Panel for A Crash is not an Accident, Jersey Dairy for its challenge to the multi-nationals in UK Retail, and Deutsche Bank for its 35th anniversary campaign. But for the second time, it was the team from Standard Chartered (left) to be recognised for the success of this year’s marathon. The team who went on stage to accept the award included representatives of many of the organisations involved, such as Mitch Couriard from the Island’s Honorary Police who had a key role to play in this year’s event. Immediately after coming off stage Standard Chartered’s CEO Alison McFadyen praised the community support which the marathon received: “The Standard Chartered Jersey Marathon is a real community event, and I would like to pay tribute to the whole Island for their support. We received such a fantastic response, and are absolutely blown away to receive this award. I would like to take this opportunity to thank everyone who was involved and in particular Headway and our co-sponsors”.