Magazine article Marketing

Sales Promotion Agency of the Year: Billington Cartmell

Magazine article Marketing

Sales Promotion Agency of the Year: Billington Cartmell

Article excerpt

The agency celebrates its 20th year with a third consecutive title as Marketing's Sales Promotion Agency of the Year, having achieved 12% growth despite tough UK market conditions.

Accolades all round for Billington Cartmell this year, both for winning its third successive Marketing Sales Promotion Agency of the Year award and, in its 20th year of business, building on last year's growth in the face of dire market conditions.

Its tally of 15 new business wins was down on last year, but nonetheless, impressive. Johnson & Johnson, Energizer, Ella's Kitchen, Royal Mail, Twinings, KFC and Comic Relief became clients, underpinning the agency's strong growth.

The judges praised Billington Cartmell's 'admirable clarity of thought as well as steely consistency of standard across its portfolio'. They also applauded the agency's top-line business growth of 12%, 'especially given the fact that it is already a sizeable player operating in a recession-hit market'.

Key campaigns included the Juicy Little Ideas campaign for GlaxoSmithKline juice-drink range Ribena, which aimed to reconnect with the 'leaky bucket' in their sales - parents who have lapsed from the brand.

The campaign focused on occupying children during the summer holidays, a time when many parents are wary of relying on the TV for that purpose. The result was an activity-filled board game and website for families that helped the brand retain an extra 20% of purchasers in the three months after playing.

A further campaign for GSK, for its Horlicks range of malted drinks, aimed to revitalise the brand and promote the 'evening unwind' with a pounds 1000 prize. The work pushed the brand into growth - 20.6% year on year.

The FIFA World Cup was a key event in Billington Cartmell's year, with two major campaigns, for Peperami and Carlsberg (see 'Focus on'). The former launched the 'Fanimal', a rubber, double-entendre-shouting Peperami 'Animal' dressed in an unofficial England football shirt.

The impact was dramatic - 100,000 'Fanimals' were snapped up and Peperami achieved its biggest volume sales to date, up by 117%.

Small budgets have also been used effectively: for the launch of Surf Capsules, the agency used a YouTube campaign to generate 37.3m views - 350% over target.

For the last word on Billington Cartmell's year, we return to the judges, who said: 'All in all, for demonstrating clear thinking, consistency and a good measure of creativity for both its own business and those of its clients, Billington Cartmell deserves to win.'

Focus on - Carlsberg

The World Cup proved a disappointment on both the pitch and high street, but Billington Cartmell's 'Team talk' campaign for Carlsberg reversed this trend by tapping into the 'manager within us all', offering consumers the chance to give the England team a piece of their mind. A highly co-ordinated campaign encompassing media from print to vehicle fleet and outdoor to on-pack, coupled with aggressive point-of-sale deals, achieved some of the lager brand's best results to date.

This activity contributed to the strongest sales period in Carlsberg UK's history, while Carlsberg Export broke the 1m hectolitres barrier. It also propelled Carlsberg into the number one take-home brand spot, and it was the only lager to increase its preference rating over the period - from 10% to 13%. …

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