We love it when a plan comes together—especially if it's a marketing plan. That's why, today we want to celebrate the success of a very good client of ours—Skipton Building Society.
The marketing team there, headed up by Lynne Cook has just landed a prestigious Marketing Week Masters Award, which is no mean feat in today's competitive, omni-channel world.
Winning the Insight and Market Research category, the award is for Skipton's Good Place work and is a vindication of making sure the groundwork is robust before starting out on the creative process.
A huge well done to Lynne and all the team at Skipton for thoroughly deserved recognition.
We especially love the Marketing Week Masters Awards as they're all about effectiveness, which is why we're doubly happy for our client.
The challenge for the marketing team at Skipton is never easy as its audience is effectively the accountants of its own executive management. So, with tailored insight, unique to Skipton, the team had to convince the company of the value of long-term brand investment.
That done, the Skipton marketing team had to bring the power of brand to life in a tangible way. Not only that, a measurement framework which included short, medium and long-term KPIs was implemented to give the board confidence that impactful branding would provide value for money.
You can see more details here, but, providing a 3:1 ROI and in beating the likes of Cadbury's, Tesco and even the British Army into first place, it's safe to say, we're over the moon for the team at Skipton.