Goldbrand Developments, which owns the Goldfish card, is the first winner of the coveted IDM/ICD Business Performance Awards.
The new awards showcase effective and innovative strategic business thinking.
Silver awards went to Tesco Clubcard and TSB for its guaranteed lending programme. Highly commended were Homebase for its Spend & Save card and Coca-Cola Schweppes Beverages for its packaged soft drinks vending project.
Finalists were Scottish Courage for its Beck’s Club X project, Britannia Building Society’s members’ loyalty bonus scheme, BT’s consumer quarterly mailing, Land Rover’s direct marketing activity for the Freelander launch, the launch of Sainsbury’s
Bank and the RAC’s customer recruitment and retention programme.
On the panel of judges were Helen Alexander, chief executive of the Economist Group; Trevor Hillard, managing director financial services at the Alliance & Leicester; David Jones, chief executive of Next; Graeme McCorkell, consultant and director of the Institute of Direct Marketing; Dorothea Roemer, vice president, Inter-Continental Hotels; Stuart Smith, editor, Marketing Week; Nigel Swabey, chief executive, Scotts of Stow; and Lionel Thain, chief executive of ICD Marketing Services Group.
The Awards, page 73