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Bookseller’s card wins top prize in IDM Business Performance Awards

Bookseller’s card wins top prize in IDM Business Performance Awards
A new loyalty programme created by EHS Brann Discovery for UK book retailer Waterstone’s, has won the top prize in the 2009 Institute of Direct Marketing Business Performance Awards.

Runner up, and Silver award winner for BPA Diamond award, was VisitScotland’s Climbing the Ladder programme by Union Direct, while Bronze was awarded to The Swinton Mystery Tipper campaign from Swinton Taxi Division and agency Red C.

The winners were announced at Kensington’s Royal Garden Hotel and were presented by former Olympic athlete, Sally Gunnell OBE. Fourteen prizes were given in total: three in the BPA’s top tier of awards, the Diamonds, which recognise the strategic contribution made by the winning programmes to overall business performance; and a further eleven individual category awards. Collectively known as the BPA Facets, the category awards celebrate excellence in a specific marketing discipline under the headings of Direct, Data and Digital.

THE DIAMOND WINNERS

IDM BPA Diamond winner
Client: Waterstone’s
Agency: EHS Brann Discovery
Campaign: Waterstone’s Loyalty Card

Silver award winner
Client: VisitScotland
Agency: Union Direct
Campaign: Climbing the ladder

Bronze award winner
Client: Swinton Taxi Division
Agency: Red C
Campaign: The Swinton Mystery Tipper

Highly commended
Client: Citi International Personal Bank
Agency: OTM London
Campaign: Minimum Relationship Balance

Client: Dennis Publishing
Agency: Adestra Ltd
Campaign: Launch of new digital magazine, iGIZMO

Client: Everest
Agency: Data Lateral, Drayton Bird, Equimedia, Maher Bird Associates, Mindshare and The Leaflet Company
Campaign: n/a

The judges commended Waterstone’s winning entry not only for the significant uplift in revenue it generated in the face of the current economic conditions, but also that the programme far exceeded all new member recruitment targets, reaching a current total of 2.8million active cardholders to date.

Although top-placed agency EHS Brann Discovery has had previous successes in the BPAs, this is the first time that client Waterstone’s has appeared amongst the winners. IDM managing director, Derek Holder, commented: “It is very pleasing that this year’s BPA winners were not from the traditional sectors and the increase in the use of digital channels was notable across all entries.”

In fact, digital marketing this year provided five out of the eleven BPA Facet categories, the winners of which are as follows:

THE FACET WINNERS

1. DIRECT categories

Direct Acquisition winner
Client: World Vision
Agency: Meteorite

Direct Acquisition runner up
Client: Association for International Cancer Research
Agency: DMS

Direct Retention winner
Client: VisitScotland
Agency: Union Direct

Direct Retention runner up
Client: BAA Airports
Agency: Delaney Lund Knox Warren

Direct Creative winner
Client: British Gas
Agency: OgilvyOne

Direct Creative runner-up
Client: Sky
Agency: Digital and Direct

2. DATA categories

Data Customer Insight winner
Client: Kimberly-Clark Limited
Agency: LMG – Groupe Aeroplan

Data Customer Insight runner up
Client: Thomas Cook Financial Services
Agency: JaywingDMG/InboxDMG

Data Targeting winner
Client: EDF Energy
Agency: CACI Limited

Data Targeting runner up
Client: Furniture Village
Agency: Royal Mail

Best New Data Product/Service winner
Client: DQM Group
Agency: n/a

Best New Data Product/Service runner up
Client: Shop Direct Group
Agency: Entire Direct Marketing

3. DIGITAL categories

Digital Innovation winner
Client: Friends of the Earth
Agency: CHI & Partners

Digital Innovation runner up
Client: TalkTalk
Agency: CHI & Partners

Best Use of Email Marketing winner
Client: toptable.com
Agency: Emailcenter UK Limited

Best Use of Email Marketing joint runner up
Client: Dennis Publishing
Agency: Adestra Ltd

Best Use of Email Marketing joint runner up
Client: Littlewoods Direct
Agency: Entire Direct Marketing

Best Use of Search Engine Marketing winner
Client: Radisson Edwardian
Agency: Greenlight

Best Use of Search Engine Marketing runner up
Client: Virgin Media
Agency: Manning Gottlieb OMD

Best Use of Online Display Advertising winner
Client: Republic
Agency: AWA

Best Use of Online Display Advertising runner up
Client: Virgin Media
Agency: Manning Gottlieb OMD

Best Use of Mobile Marketing winner
Client: Reebok International
Agency: Inside Mobile

Best Use of Mobile Marketing runner up
(no runner up prize awarded)

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