Commended: Richard Bryson Intelligent Marketing
Richard Bryson, board director at integrated marketing agency Intelligent Marketing, helped the company become one of the fastest growing UK promotional agencies. He also led the development of the agency’s “5i” approach – involvement, intelligence, ideas, implementation and impact – which has been successfully applied to clients including HSBC, Tchibo, Lufthansa and Diageo.
Winner: Carol Smith Andrex, Kimberly-Clark
Carol Smith joined Kimberly-Clark’s graduate consumer marketing programme straight from Strathclyde University, five years ago. She became a brand manager for Andrex in 2004 and is now Kimberly-Clark’s UK and Ireland marketing manager. During her tenure with Andrex, Smith further developed the popular Labrador puppy campaign and can boast that one in ten households owns a toy Andrex puppy.
She worked closely with retailers to grab the attention of each one’s specific consumer demographic quickly and effectively. “Consumers spend only 32 seconds in the toilet tissue aisle,” she said, “and this needs to be disrupted by gondola features, colour and added-value promotions.”
Smith was not afraid of trying new marketing methods: “In 2006 we launched a huge £1m poster campaign, which was quite a big departure for Andrex as we had always previously advertised on TV,” she said. “Combined with the launch of our puppy website, this signified a much more interactive and modern approach for Andrex.”
Smith believes that innovation is the key to creating growth in a saturated market. Since 2000 Andrex has introduced new premium products including Andrex Moist, Quilts, and Puppies on a Roll. This segment has seen double-digit growth over recent years. Smith oversaw the launch of the Andrex Quilts range, and led a tie-up with Comic Relief, which was advertised on 23 million packs.
Andrex has a 33.5% share of the toilet tissue category, up from 27% in 2001 and brand value is up from £312m in 2006 to £320m in 2007.
RISING STAR Asanka De Silva
RISING STAR Emma Colquhoun
COMPANY United Biscuits
RISING STAR Maureen McDonagh
COMPANY News International
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Finally I would like to wish all the nominees the very best of luck and hope that all who attend tonight enjoy what is set to be a fantastic evening.
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