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The Construction Marketing Awards 2013 Winners Announced! Businesses from across the size scale celebrated with 250 guests at the glittering Construction Marketing Awards Gala Dinner last night (Dec 5) at the Radisson Blu, Portman hotel in London. Lafarge Tarmac were the big winners last night, with three wins and two high commendations, the judges praised every piece of each of their marketing strategies saying, “Lafarge are an example to all marketers, their approach to strategy and tactics is robust and rigorous, and delivers exceptional return on investment”. Other winners included large companies like Murphy and Jewson as well as smaller companies such as Alive and Safehinge. With the number of entries growing year on year, it is clear to see that despite budgets being cut, marketing plays a vital role in the construction industry. As the standard of entries keeps increasing, the judges’ job of picking a winner gets more difficult each year. Ian Exall, Chair of Judges – Head of Marketing, Aqualisa; CIMCIG Chair said “Our winners have demonstrated that clear objective setting, diligent planning and relevant execution delivers results. So yet again we have been presented with some excellent work and some fantastic case studies where companies within our industry are using the profession of marketing to lead the business to more profitable times”. The event was organised by Competitive Advantage specialists in providing marketing and sales services for the construction sector, and Chart Lane, the strategic consultancy focussed on construction, property, and economic development.
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Winners Announced!
www.cmawards.co.uk
Thanks to our Judges!
Thanks to our Sponsors and Supporters
The Construction Marketing Awards are organised by:
The 2013 winners are…
Strategic Planning and Management
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EH Smith - MRA MarketingLafarge TarmacReynaers at Home
Shortlist:
Strategic Planning and Management
And the winner is…
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Congratulations!
The EH Smith plan clearly identified and researched a strategic opportunity for the business by focusing on a more profitable group and their specific needs. The plan required some big changes to how the business operated, but the results have clearly had the desired impact.
Sustainability as a Marketing Strategy
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Shortlist:
Carillion – CIB CommunicationsJewson
Sustainability as a Marketing Strategy
And the winner is…
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Congratulations!
This excellent campaign run in tough times, was an exemplar for gathering information on customers. The judges loved the originality, and the way that the strategy let Carillion take and hold the high ground on sustainability. The level of engagement with industry influencers was fabulous!
Highly Commended!
Jewson’s strategy was so well thought though. They have shown that sustainability is key throughout the whole Jewson lot.
Best Campaign Under £25,000
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Shortlist:Brandon Hire - AliveClugston Group – Shrewdd MarketingDesign & Display Ltd – Harris AssociatesISGRICS – Royal Institution of Chartered Surveyors
Highly Commended!
Clugston took a unique and innovative tack. They positioned themselves in a different light and they certainly succeeded.
Best Campaign Under £25,000
And the winner is…
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Congratulations!
Judges said ISG’s “We build...” campaign was exceptionally well planned, and created especially for their audience using the results from their customer perception study. It resulted in a significant increase in profits and even a need to relocate the office to meet demand.”
Best Campaign Over £25,000
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Shortlist:JELD-WEN - JaywingLafarge TarmacMinster Roofing and RooflineNHBC
Best Campaign Over £25,000
And the winner is…
Congratulations!
So Lafarge Tarmac get on the road. They are tonight’s most shortlisted entrant – will we see them again? The Lafarge Tubs campaign was really well researched and targeted. The results delivered an extremely impressive ROI which was well above expectations.
Best Product Launch
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Shortlist:Howarth Timber Group – Harris AssociatesJELD-WEN - JaywingKnaufLafarge TarmacSafehinge – ThinkFrog MarketingSWISSPACER – MRA Marketing
Highly Commended!
Lafarge produced a superb campaign. The judges thought their continuous excellence is an example to all. Give it up, for the boys from the blacktop!
Best Product Launch
And the winner is…
Congratulations!
Safehinge were very creative, and funny at the same time! They conducted robust testing with their target audience and they adjusted their product accordingly, simple but very, very effective.
Best use of Press and Public Relations
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Shortlist:Lafarge TarmacPolypipe – Refresh PRSustainable Building Solutions -Willoughby Public RelationsTata Steel and British Constructional Steelwork Association
Highly Commended!
The judges felt that Sustainable Building Solutions had taken a strong strategic approach, using the PR tools well, exceeding objectives to produce an excellent return on investment.
Highly Commended!
Press and PR activity has played a major part in the marketing drive to halt a four-year market share decline, undertaken by this Joint Venture. 26 supplements have been placed in key media titles with a massive total reach in print of 400,000!
Best use of Press and Public Relations
And the winner is…
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Congratulations!
They exceeded stretching targets, generating excellent coverage helping Polypipe’s overall performance. This was a great, well structured, campaign. Judges said it pushed all the buttons!
Best use of a Website
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Shortlist:Tata Steel and British Constructional Steelwork AssociationDoor-Stop – MRA MarketingCarillion – CIB CommunicationsContour CasingsJELD-WEN
Highly Commended!
So, Jeld-Wen get the Highly Commended. Judges loved this very innovative, well designed website. It only narrowly missed out on being the winner.
Best use of a Website
And the winner is…
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Congratulations!
Door-Stop get the gong! This really is an ecommerce business, and they’re performance is excellent. They gain great results from their very innovative website. Judges just said - “Excellent”!
Best Digital Campaign
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Shortlist:Isover, Saint-Gobain – indigoRiver CreativeP C Henderson LtdRIW Ltd – CIB CommunicationsWeber, Saint Gobain – indigoRiver Creative
Highly Commended!
PC Henderson’s neat campaign really impressed the judges – they felt it would really open some doors!
Highly Commended!
This was a really creative and innovative campaign that mixed video with animation on a dedicated microsite, backed up by direct communications online and in print. Really excellent!
Best Digital Campaign
And the winner is…
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This was a remarkable digital campaign, successfully promoting a highly innovative loyalty scheme and achieving high levels of customer engagement. Amazing!
Congratulations!
Best Social Media Campaign
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Shortlist:British Gypsum – Tangerine B2BKnauf Insulation – CIB CommunicationsLafarge Tarmac
Best Social Media Campaign
And the winner is…
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Congratulations!
This was a brave and successful campaign. Lafarge Tarmac researched their audience, knew who they were talking to, and adjusted their strategy accordingly. This exceptionally well structured campaign targeting a really diverse range of consumers - very well done!
Best Mobile Campaign
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Shortlist:Lafarge TarmacP C Henderson Ltd
Best Mobile Campaign
And the winner is…
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Congratulations!
A hat-trick for Lafarge Tarmac! This was a fun and irreverent programme which gave the company a fresh, ‘tongue-in-cheek’ voice to speak directly to its customers, in their own language, on their home turf. Respect!
Best Use of Events and Live Marketing
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Shortlist:CBG’s OPCNCelotex – CFAEverglade Windows – Balls 2 MarketingHowarth Timber Group – Harris AssociatesNICEIC
Best Use of Events and Live Marketing
And the winner is…
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Congratulations!
A nice, simple, back to marketing basics campaign. They researched the target audience and adapted their event to meet audience needs. Most compellingly they found a new channel to market for a highly traditional audience.
Best Use of Direct Marketing
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Shortlist:Certsure – Cogent ElliottRICS – Royal Institution of Chartered Surveyors
Best Use of Direct Marketing
And the winner is…
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Congratulations!
This campaign generated a big increase in response with a big decrease in cost! Very good! The data sophistication was excellent - an extremely good campaign in a tough economic climate.
Best Use of Advertising
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Shortlist:RICS – Royal Institution of Chartered SurveyorsWeber, Saint Gobain – indigoRiver CreativeWestco Flow Control Ltd – MarketectureCelotex – CFAMurphy – MGA
Highly Commended!
Continues to benchmark the standard of quality in advertising, they have carried on their momentum even in the tough times. And even with a change of ownership they still managed to keep the standard high
Best Use of Advertising
And the winner is…
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Congratulations!
A great campaign, displaying fantastic expertise, and amazing strategic and innovative thinking. They set and achieved a big, hairy, audacious goal, adding millions to the bottom line!
Best Branding and Positioning
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Shortlist:AluK (GB) – The Think TankLafarge TarmacPolypipe Building Products – Rare Creative GroupReynaers at Home – Mobas/Iceni
Highly Commended!
It’s them again! They found a gap in the market, researched it till it begged for mercy, tested, tested, and tested some more, and the results were amazing returns on their branding investment. Top class!
Best Branding and Positioning
And the winner is…
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Congratulations!
Reynaers were very brave with this branding. They used specific targeting and took a very different route to similar businesses in the market, with spectacular results!
Best Professional Services Marketing Campaign
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Shortlist:Consumer Credit Solutions – MRA MarketingBuild Check Ltd – Balls 2 MarketingDexter Moren AssociatesGroundforce
Best Professional Services Marketing Campaign
And the winner is…
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Congratulations!
The judges loved the quality of strategic thinking, and thought this an excellent joined-up campaign with clear objectives, excellent results and a practical, focused approach that was just brilliant!
Agency of the Year
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Shortlist: AliveCFACIB CommunicationsRare Creative GroupRidgemount PRSaentys
Highly Commended!
So, last year’s winners miss out on top spot, but CFA are still doing great work for a growing number of clients. They win them, and they keep them!
Agency of the Year
And the winner is…
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Congratulations!
Alive are new to the CMA scene, but really impressed with simply massive growth. They are totally client orientated, and focus on top class delivery, on brief, and on the money, every time! Refreshing!
Marketing Team of the Year
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Shortlist:CelotexCertsurePolypipe Building ProductsTata Steel and the British Constructional Steelwork Association
Highly Commended!
Challenge brings out the best and the challenge of creating a strategy for a newly merged organisation is one of the biggest. Certsure took it on, and won!
Marketing Team of the Year
And the winner is…
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Congratulations!
Polypipe set a fabulous example. Robust research delivered well-targeted and expertly executed campaigns with fabulous return on investment measured so even the accountants could see. Fantastic!
Young Marketer of the Year
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Katie Neal Sophie Seddon
Joanne Sim
Shortlist:
Highly Commended! Sophie Seddon
Sophie rebranded the business in such a small space of time, working amazingly well and effectively, coordinating all details to produce a really successful rebrand. Very, very good.
Young Marketer of the Year
And the winner is…
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Katie Neal!Congratulations!
Katie’s superb work has taken the business to a much higher level. It is 7th fastest growing company in 2012, and the business just keeps growing and growing. She has applied what she has learnt academically to the business and has gone above and beyond the call of duty!
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