Marketing

Articles from December 12

Marketing Agency of the Year 2012: Ad Agency of the Year - BBH
The agency has regained the crown it was once so used to wearing, after a stand-out 12 months in which its creativity was matched by the returns delivered for its clients, writes Alex Brownsell. Remarkably, for an agency with such a prestigious...
Marketing Agency of the Year 2012: Ad Agency of the Year - Best of the Rest
Abbott Mead Vickers BBDO came within a whisker of snatching the top prize from BBH. Abbott Mead Vickers BBDO came within a whisker of snatching the top prize from BBH - proof once more that the 'big beasts' of UK advertising remain at its forefront....
Marketing Agency of the Year 2012: Agency of the Year - Judges
CHARLIE CARPENTER, MANAGING DIRECTOR, CREATIVEBRIEF Carpenter joined creativebrief in 2004 and was promoted to managing director last year. Clients include Heineken and RBS. NICK FENNELL, MANAGING DIRECTOR, ARCHWAY MANAGEMENT Fennell was...
Marketing Agency of the Year 2012: Branding Agency of the Year - Best of the Rest
The Brand Union scored highly for effectiveness, with the judges wowed by its results for the rebrand of Paddy O's Granola, sales of which doubled in 2012, plus work on Heineken's Kaiser brand, which led to purchase intention increasing by 10.3%. ...
Marketing Agency of the Year 2012: Branding Agency of the Year - FutureBrand
The winning agency reaped the rewards of years of preparation around the London 2012 Games and was able to top off that achievement with a string of new client signings, writes Rachel Barnes. Like the Olympians we saw in action this summer, FutureBrand...
Marketing Agency of the Year 2012: Contact Centre Agency of the Year - Best of the Rest
During the past 12 months, Arvato has secured several clients in the public and private sector, including Universal Music, Slough Borough Council and Valero's Texaco brand, as well as growing existing relationships with long-standing customers including...
Marketing Agency of the Year 2012: Contact Centre Agency of the Year - Firstsource
The agency has posted outstanding growth figures, while expanding its operations and getting its staff trained for the steady shift toward online customer service via webchat, writes Kim Benjamin. Firstsource has been named Marketing's Contact Centre...
Marketing Agency of the Year 2012: Content Marketing Agency of the Year - Best of the Rest
There is no doubt that the past 12 months have been bursting with achievements for Cedar, which continues to turn out best-in-class creative content. The judges praised Cedar as an agency that oozes quality creative. 'The traditional values around...
Marketing Agency of the Year 2012: Content Marketing Agency of the Year - Sunday
The winning shop has shown a genuine commitment to producing work across marketing channels, giving it an enviable record of client retention and an ability to sign up top brands. Hats off to Sunday, which has regained its crown as Marketing's Content...
Marketing Agency of the Year 2012: Digital Agency of the Year - Best of the Rest
In June this year AKQA started a new chapter in its history, when WPP agreed to acquire it. The deal sent shockwaves through the industry as the highly awarded agency came off the market. What has come to define AKQA is technological innovation,...
Marketing Agency of the Year 2012: Digital Agency of the Year - LBi
This year's winner refuses to slow down the pace of its creative innovation or its global expansion, as a result of achieving strong organic growth and a host of new clients, writes Sarah Shearman. The crowning of LBi as Marketing's Digital Agency...
Marketing Agency of the Year 2012: Direct Agency of the Year - Best of the Rest
LIDA was a serious competitor for this year's top award, with the judges ruling that it 'came very close' to winning, narrowly missing out on retaining its title from last year. After the massive O2 win at the end of 2011, LIDA halted new-business...
Marketing Agency of the Year 2012: Direct Agency of the Year - OgilvyOne
A combination of 18 new clients accounting for fees of more than pounds 36m, eye-catching campaigns and strong sales metrics made for a memorable past year for OgilvyOne, writes Matthew Chapman. OgilvyOne has been named Marketing's Direct Agency...
Marketing Agency of the Year 2012: Experiential Agency of the Year - Best of the Rest
Ignite, a high-flying independent experiential agency, was commended by the judges for its strong performance. The agency increased its gross profitability and opened its first overseas office in Miami, while launching a London-focused website Ignite...
Marketing Agency of the Year 2012: Experiential Agency of the Year - Sense
This year's winner had a stellar 12 months. It has produced impressive work linked to the Olympics and the Jubilee, while also netting 14 high-profile new clients, writes Loulla-Mae Eleftheriou-Smith. Independent agency Sense won over this year's...
Marketing Agency of the Year 2012: Field Marketing Agency of the Year - Best of the Rest
Cosine, the winner in 2010, impressed judges with the number of new faces added to its senior management team in the past 12 months, including Chris Olivier, the company's group chief executive. Judges also commented on the agency's level of innovation,...
Marketing Agency of the Year 2012: Field Marketing Agency of the Year - REL Field Marketing
The agency has been generating impressive growth figures after attracting a host of fresh clients, impressed by its effective work and robust measurement methodologies, writes Kim Benjamin. In a closely fought battle, REL Field Marketing emerged...
Marketing Agency of the Year 2012: Insight Agency of the Year - Best of the Rest
Brainjuicer, which has been the winner in this category for the past two years, continued to impress the judges. They said that very few agencies are able to match the agency's 'high level of innovative thinking and creativity, resulting in an impressive...
Marketing Agency of the Year 2012: Insight Agency of the Year - Millward Brown
The agency's strong record on the use of insight to improve sales and its investment in creativity and innovation meant the judges' decision was a unanimous one, writes Kim Benjamin. Millward Brown has been named Marketing's Insight Agency of the...
Marketing Agency of the Year 2012: Media Agency of the Year - Best of the Rest
In an extremely tight race, Carat came close to overthrowing three-times winner PHD. It is early days in Carat's transformation process, but the judges felt the agency performed well for clients during a period of significant adjustment of the company....
Marketing Agency of the Year 2012: Media Agency of the Year - PHD
Marking a trio of back-to-back wins in this category, the agency has produced a plethora of inspired work, underpinned by an unstinting commitment to investing in staff, writes Nicola Kemp. Showing no sign of losing momentum, PHD has scooped the...
Marketing Agency of the Year 2012: PR Agency of the Year - Best of the Rest
Despite a difficult economic backdrop, Unity had a fantastic 2012. In the past financial year its income has grown by 32%, smashing its target of 15%. Profit margin was also strong at 28%, against an industry average of 14%. In the past 12 months,...
Marketing Agency of the Year 2012: PR Agency of the Year - John Doe
The winning agency has proved its vision of marrying brands with popular culture works to such an extent that, at only three years old, it has a host of major brands on its books, writes Kate Magee. John Doe is not even three years old, but it is...
Marketing Agency of the Year 2012: Promotional Marketing Agency of the Year - Best of the Rest
For an agency that is only six years old, Initials continues to improve and shine. For the second year running it was pipped at the post by Haygarth, but this should not take anything away from the fact that it has had an impressive year. At the...
Marketing Agency of the Year 2012: Promotional Marketing Agency of the Year - Haygarth
The agency went from strength to strength in 2012, cultivating significant new-business wins and devising ways to continuously evaluate the effectiveness of its campaigns, writes Stuart Derrick. Haygarth shows no sign of relinquishing the title...
Marketing Agency of the Year 2012: Sponsorship Agency of the Year - Best of the Rest
It has been another strong year for M&C Saatchi Sport & Entertainment, producing two standout documentaries, some eye-catching Olympics work, and creating a global frenzy with a campaign for Castrol, fronted by Portuguese football star Cristiano...
Marketing Agency of the Year 2012: Sponsorship Agency of the Year - Synergy
The winning agency had a storming year, with new-business wins and a raft of social-media-driven work for several Olympics sponsors fuelling its record surge in profits, writes John Reynolds. Synergy has been crowned Marketing's Sponsorship Agency...
Review of the Year: Adwatch 2012 - Creativity Drives the Viral Effect
The stand-out brands of TV advertising in an eventful year tended to be those that focused on shorter, clear, credible and consistent messages, with big budgets not always ruling the roost, writes Gail Kemp. This was a watershed year for British...
Review of the Year: Brands Bridge the Digital Divide
The days of the independent specialist may be numbered, but the assimilation of digital agencies into the mainstream shows their expertise has become an essential for brands. Consolidation continued apace this year in digital marketing, as ad networks...
Review of the Year: Brands Mine New Sources of Data
The rise of social-media platforms and development of Google analytics is transforming the market research discipline, leading agencies to stop asking, and start listening instead, writes Kim Benjamin. Could social media replace surveys as the primary...
Review of the Year: Brands Step Up Social Activity
The proliferation of social media has made the medium crucial to sports-sponsorship campaigns, with brands such as Coca-Cola, Visa and Standard Life embracing online, writes Kim Benjamin. In the run-up to, and during the Olympics, the use of social...
Review of the Year: Brands Take the Reins on Content
The shift from the use of the term 'customer publishing' to 'content marketing' reflects fast-moving change in the way in which people consume the material produced by brands, writes Kim Benjamin. In a year in which the customer-publishing industry...
Review of the Year: Celebrations Hone Competitive Edge
The experiential industry, which still faces a major challenge in demonstrating ROI to brands, has performed well this year despite adverse weather and a packed events calendar. The London 2012 Olympic and Paralympic Games, the Queen's Diamond Jubilee,...
Review of the Year: Creative Design at the Top Table
An array of brands, despite not being traditionally associated with the discipline, has adopted a design-led approach, writes Kim Benjamin. For the design industry, times are tough, budgets are tight and great briefs are harder to come by. Despite...
Review of the Year: Embracing Social Communication
Brands are exploring cloud technology to better connect with consumers, but that doesn't spell the end for traditional contact centres or preclude the adoption of new platforms, writes Kim Benjamin. Social media is fast becoming a recognised communsication...
Review of the Year: Quotes of the Year
From revealing insights to gaffes, some of the biggest names in marketing, and beyond, have had plenty to say about the reality of the industry and key events of the past 12 months. 'I think some marketers have lost touch with society. Most come...
Review of the Year: Top 10 - Marketing Mishap
Thanks to social media, marketing mishaps can now go viral with a single touch. Some of the world's biggest brands missed the mark in 2012, writes Nicola Kemp. - Lance Armstrong forces Nike U-turn It was one of the most inspiring stories of recent...
Review of the Year: Top Five - Marketing Moments of the Year
Nicola Kemp picks her highlights from an epic year of marketing Let us know what you think @MarketingUK. - Brand Britain's Olympic glory Reflecting on the Olympic Games, it is tempting to assume that its success was a foregone conclusion, but...
Review of the Year: Top Media Brands
The past year has been one of breathtaking highs and deep lows for some of the world's biggest media brands, writes Nicola Kemp. A year is a long time in media; the BBC's Olympic triumph seems a distant memory as the corporation continues to tear...

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