The FMBE awards – my personal top100 (56-51)

55 Headcount, Loyalty Management UK (2006, Retail Training)

LMUK, operators of the Nectar programme approached Headcount to deliver 3 waves of marketing activity in 400 Sainsbury’s stores.

This was a clear lesson in how training staff makes a difference to consumer behaviour leading to a 16 per cent increase in swipes. Control stores, where staff were not trained, proved the efficacy of Headcount’s work beyond any doubt as they fared less well.

It wasn’t glamorous. It wasn’t headline stuff at Campaign. It was quiet, brilliant work.

When we started the Field Marketing Awards one objective was to unveil the brand successes that are driven by sheer professionalism. With entries like this, we are rewarded.

54 PD3, O2 (2010, Brand Strategy)

Who in the experiential space wouldn’t love the challenge? Make O2’s Priority scheme resonate with music fans at the 13 Live Nation venues with some permanent brand fixtures and fittings and some unique gig per gig content. A lovely challenge, a vital cog role in a big brand’s ambitious strategy and a chance to big up the already bigged up – such as Lady Gaga and Dizzee Rascal. The result of the brand and PD3’s efforts, 500,000 new O2 Priority subscribers in 2009.

53 Jack Morton, The Army (2010 Immersive Event – mass consumer)

It is hard to capture here what made this event so immersive. Data was the webbing that bound the customer journey together, from engagement whilst queuing through to the exit poll. The event was a series of connected pods with physical and virtual reality tests to complete.

This was good, but the magic was in the communications, the superb soldiers who manned the event and the immaculate organisation by both agency and client.

52 The Marketing ARM, State Farm (2009, International)

Selling insurance to an ethnic group, using live brand experience? This was an eye-opener that we first heard about following success at the Ex-Awards in Chicago, and we found that they had underrated it. A much less challenging campaign from Fuse had won their Grand Prix.

State Farm actvated their baseball sponsorship in Hispanic communities with a baseball tour featuring Hispanic greats of the game to meet and a hall of fame roadshow. 19,500 leads were generated.

51 CPM, Alma Finlay Burrows (Braun Oral B), (2010, Brand Ambassador)

Alma’s  success, heading a Boots training team for the brand, was in step with CPM’s greater emphasis on in highly skilled marketing and selling and her entry set a new standard in this category.

In ‘brand ambassador’ we are looking for someone who has become the face of the brand by delivering passion, results and an ongoing individual and team improvement. It is a lot to attribute to one individual. Alma is the face of the brand with an “Ask Alma” column in the Boots EBC magazine… “Alma’s personal influemce is a key factor in oir success in Boots” said Daniel Jalalpour from Braun Male Grooming. “Braun is now the clear leader in the category and  without a doubt Alma and her team have been key to this success”, said Sam Knight, brand manager Female Grooming.

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