I was looking at the Winners of B2B Marketing Magazine's awards. The categories are all very channel focused and include areas such as: 'Best Integrated Campaign; Best use of Direct Mail; Best use of Email; Best use of Search; Best PR Campaign; Best Live Initiative; Best use of Data; Best use of creative; Best Product launch; Best lead generation campaign; Best lead nurturing initiative and Best internal campaign. There was also, as you'd expect in these tough economic times, a 'Best limited budget campaign which was won by Cushman & Wakefield who spent £28,274 and generated in excess of £1.5 million worth of business and increased its database of occupiers by 35%!
I found the chairman of the judging panel's comments interesting:
'Many entries had one thing in common. Prudence. Or put another way, a lack of innovation. One was left with the distinct impression that some clients and agencies alike were responding to the downturn by keeping their heads down. Very few showed a willingness to adapt and innovate to find new ways to cut through. Consequently, whilst some entries stood out, much of what was seen lacked sizzle, was uninspiring, soberly treated and conservatively dressed. Under those circumstances one would think a focus would be given to measuring results. But it rarely was. Surprisingly few companies demonstrably put in place robust and consistent mechanisms that tracked and monitored success'
You can see the full list of winners here.
I found the chairman of the judging panel's comments interesting:
'Many entries had one thing in common. Prudence. Or put another way, a lack of innovation. One was left with the distinct impression that some clients and agencies alike were responding to the downturn by keeping their heads down. Very few showed a willingness to adapt and innovate to find new ways to cut through. Consequently, whilst some entries stood out, much of what was seen lacked sizzle, was uninspiring, soberly treated and conservatively dressed. Under those circumstances one would think a focus would be given to measuring results. But it rarely was. Surprisingly few companies demonstrably put in place robust and consistent mechanisms that tracked and monitored success'
You can see the full list of winners here.
