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June 13, 2007
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Experiential agency makes big impact at ISP awards




Live marketing agency Closer and its sister agency Billington Cartmell, part of the BCL Group, had a highly successful night at the recent Institute of Sales Promotion (ISP) awards held in London.

Between them, they scooped the prestigious agency of the year award, took gold in the automotive and beverage categories, silver in foods, trial & awareness and experiential marketing off-site, and bronze in healthcare & wellbeing, trial & awareness and experiential marketing off-site.

Particularly impressive was the fact that the awards covered campaigns for a variety of high-profile brands, from Mazda to Ribena (GSK), Peparami (Unilever) and Pot Noodle (Unilever). What’s more, the Mazda and Pot Noodle campaigns had an experiential focus, showing the growing popularity of the discipline among major companies and brands.

 

 

Silver service: Closer's Pot Noodle Fuel of Britain campaign

 

So what was the secret behind Closer’s success?

“Each campaign had a very strong creative platform that both inspired and excited the consumer, which made a lasting impression and, therefore, had a massive impact on brand perception and sales,” answered Belinda Chambers, a director at the agency.

And what does the success mean for live marketing and events?
 
"Certainly live marketing is growing massively,” said Chambers. “Marketers have realised that bringing the brand into direct contact with consumers is more than just a way of encouraging trial. It is one of the very best ways for a brand to make a memorable impression. Experiential is now an accountable, measurable activity that has moved from the marketing fringes to the very heart of many integrated campaigns."

Here’s a summary of the BCL Group’s successes by category followed by campaign:


Agency Of The Year:  Billington Cartmell
 
Creative Direction Award:  Beri Cheetham, creative director, BCL Group
 
Automotive – GOLD:  Operation Renesis, Mazda
 
Beverages – GOLD:  Ribena 95% Chance to Win, GSK
 
Foods – SILVER:  Peperami Fanimal, Unilever
 
Trial & Awareness – SILVER:  Peperami Fanimal, Unilever
 
Experiential Marketing Off-site
– SILVER (CLOSER):  Pot Noodle Fuel of Britain, Unilever
 
Healthcare & Wellbeing – BRONZE:  Persil/Comfort Happy Feet, Unilever
 
Trial & Awareness – BRONZE:  Ribena 95% Chance to Win, GSK
 
Experiential Marketing Off-site – BRONZE (CLOSER):  Operation Renesis, Mazda


What do you think of this $type?
 


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