Magazine article Marketing

Agency of the Year 2007: Field Marketing Agency of the Year - Cosine

Magazine article Marketing

Agency of the Year 2007: Field Marketing Agency of the Year - Cosine

Article excerpt

The agency wins the title for the second year in a row, thanks to its insight and profiling expertise.

To win Agency of the Year in any category is impressive; to triumph two years in a row is extraordinary. But Cosine has done it, excelling in the field marketing category again in 2007.

It has been a good year in terms of growth. Turnover has almost doubled since 2005, up from pounds 8.5m to an expected pounds 16.9m for 2007. The agency won new business from Wrigley and increased work with existing clients including TV Licensing. It has also built a strong experiential marketing business, with multi-brand experience work for companies including Baxters and Dairy Crest.

When Allied Bakeries relaunched its Kingsmill brand, Cosine worked with the company's in-house sales team to deliver its biggest tactical campaign. More than 900 staff were trained, an additional 112,000 loaves ordered and more than 380,000 consumers engaged in stores. Live data was refreshed three times a day and made available online to allow the supply chain to respond to in-store demands. Sales rose by an average of 30% per retailer, generating a 7% increase in market share for Kingsmill.

Sainsbury's is Cosine's busiest client. In 2007 the agency worked on three campaigns for the supermarket. The biggest was its Taste festival - the biggest ever sampling activity in a UK supermarket. It was a push to grow Sainsbury's' Taste the Difference sales and target non-Sainsbury's shoppers.

Cosine worked with Sainsbury's teams to ensure integrated activity comprising in-store promotions and sampling, new sampling stands and point of sale materials, TV ads featuring Jamie Oliver, ads in the Mail on Sunday and on local radio, alongside customer booklets and advertorials in Sainsbury's Magazine. It also impressed our judges by working with the supermarket's training division to include Oliver on the development DVD for tactical samplers.

Using the 'Try something new today' tagline as a hook, 7m samples were delivered to 4m customers in 21,000 sampling days over a four-week period. About 170 products were used during the roadshow. Taste the Difference sales increased overall by 12.8% year on year.

'With Sainsbury's, Cosine has broadened its services base and pushed into experiential. …

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