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Best of Welsh marketers honoured at Canmol awards
Marketing professionals from around Wales gathered at Cardiff’s Tiger Tiger last night (09 October) for the Canmol Awards, The Chartered Institute of Marketing’s first ever Welsh marketing awards sponsored by the University of Wales, Newport.
The evening’s winners included Visit Wales, Amlwch Leisure Centre (Anglesey), Torfaen Borough Council, Corus Colors (Flintshire) and Control Techniques (Powys.) Each were presented with a trophy and will receive a day’s free training and overnight accommodation at Moor Hall, The Institute’s UK headquarters.
Launched back in July, Canmol was created by The Chartered Institute of Marketing to celebrate and promote excellence in the marketing industry in Wales and to recognise the crème de la crème of marketing practitioners.
Fifteen marketing experts* judged the entries under the Chairmanship of Jonathan Deacon, Newport Business School and Chair of the Wales Board of The Institute, and with no categories or boundries, the judges were looking for innovative marketers demonstrating integrated campaigns and brilliant results.
Jonathan Deacon said: “We were extremely impressed with the standard of entries for the first ever Canmol awards. There was a real buzz around the awards and an immense sense of pride from the 15 shortlisted companies who were deservedly proud of their achievements. But, five companies and organisations stood out in particular for their fantastic and up-to-date use of marketing.”
Richard Houdmont, Director for Wales of The Chartered Institute of Marketing, commented: “We created the Canmol Awards to recognise and praise the marketing professionals who have worked hard to achieve excellent results. We are delighted that the first year of Canmol was such a success. The winners demonstrated integrated marketing skills and innovative ways of keeping up with their competitiors, and have certainly set a benchmark for next year’s awards. We hope that these awards will help raise the professional standards in marketing throughout Wales.”
The winners:
Torfaen Borough Council’s ability to create a fictional character Dan Can and turn it into a successful and influential marketing campaign to encoruage recycling impressed the judges. Dan Can was used throughout all marketing activity from comic strips and slogans to an actual custom made costume, visiting schools and local communities. The campaign related to both children and adults and proved a real success with 42 per cent of Torfaen now recycling, making it the most successful recycling borough in South Wales.
Corus Colors, manufacturers of Colorcoat® pre-finished steel for roof and wall cladding systems stood out for its up-to-date and sophisticated use of integrated marketing, with its campaign for Confidex Sustain® , the world’s first CarbonNeutral building envelope. The campaign aimed to reinforce Corus Colors as the market leader and raise awareness about Confidex Sustain® with its target audience, which they achieved using an integrated marketing campaign including a formal launch, online micro-site, web banners, print, pr, advertising, seminars and joint activity with key supply chain partners.
Amlwch Leisure Centre created a successful marketing campaign on a tight budget of just £140 to promote activities. Amlwch Leisure Centre gained support from local businesses in the form of sponsorship, securing not only much needed financial support, but building on important community relations. The Centre’s staff engaged with the local community by visiting schools to talk about keeping fit and the importance of exercise creating an influential yet cost effective campaign.
Visit Wales created its ‘1,000 Things’ campaign to celebrate all of the things that Wales has to offer and to further establish Wales as a tourism destination in an online capacity. The interactive website www.wales1000things.com asked visitors to Wales to submit pictures and videos of their experiences in Wales via links to youtube and flickr and in doing so the visitors help ‘sell’ Wales to prospective holiday makers. The website succeeds in making Wales appear fun and fashionable to both potential and past visitors with 1872 pictures uploaded since its launch in March 2007.
Emerson Control Techniques, a leading supplier of AC, DC and servo drives for industry, used extensive research to launch the product its new product Commander SK, a general-purpose drive by conducting quantitative and qualitative research among its current and potential customers. This enabled the company to understand customers’ preferences and plan a creative strategic campaign using direct marketing and PR, to target them directly. The campaign led to high sales of the Commander SK product, an improved corporate reputation and enhanced brand recognition of Control Techniques.
The headline sponsor of the event was the University of Wales, Newport. Other sponsors included Stills Design, Zenith Print & Packaging, Imaginet and Cazbah Ltd, with support from Inka, Brazil and Hilton Hotel.
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