Rising Star

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 agencys 5i approach involvement, intelligence, ideas, implementation and impact which has been successfully applied to clients including HSBC, Tchibo, Lufthansa and Diageo.

Commended: Richard Bryson Intelligent Marketing

richard%20brysonRichard 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%20smithCarol 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.

Shortlist

RISING STAR Asanka De Silva
COMPANY Charteredbrands
RISING STAR Emma Colquhoun
COMPANY United Biscuits
RISING STAR Maureen McDonagh
COMPANY News International

Sponsored by EMR

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As a brand our core values have been central to our success. Our commitment to acting with integrity, honesty and providing outstanding service has provided the benchmark for the rest of the marketing recruitment industry. Our business is built on long term relationships with clients and candidates, many of which are leading organisations and influential marketers within the industry.

The performance of our business in 2008 has been exceptional in spite of the challenging market conditions; our business continues to grow at home and internationally with new offices opening in Frankfurt, Dubai, Sydney and Hong Kong. As the market shifts we are working harder than ever before to deliver value for our clients and candidates.

Following on from the success of last year’s association with the awards our decision to sponsor the Marketing Week Effectiveness Awards for a second year was an easy one. Our company is and always has been focused on the long term goals of our candidates and clients.

As we enter the final months of the 2008 “rollercoaster” we have seen some of the most innovative marketing in years. Because of the pressures placed on marketing teams to deliver more for less you are delivering more than ever before; a credit to the profession as a whole and cements my belief that its strength lies in its ability to adapt, change and innovate in rapidly changing circumstances and environments.

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.

Tim Gilbert
Managing Director (UK)
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T +44 (0)20 7823 1300
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