Over 200 senior global and UK marketing leaders, agency heads, and industry influencers celebrated the very best of agency brand marketing at the 2014 Oystercatchers Awards held at London’s May Fair Hotel tonight.
The great and the good from today’s marketing world gathered to recognise and reward outstanding achievement in new business marketing by the UK’s creative industry.
Over 80 entries were judged by 23 CEOs and senior marketers from brands such as SSE, Microsoft, Tesco, Post Office, The Royal British Legion and Jaguar. The four categories judged were Best Agency RFI, Best Agency Website, Best Agency Film and Best Agency Credentials.
This year, five key criteria topped brand owners’ lists as they reviewed agency marketing materials: simplicity, innovation, relevance, intrigue, and, effectiveness.
We closed the event with a brand new award, Client of the Year, which Suki presented to The Royal British Legion for outstanding work in a truly landmark year which saw the charity take a brave and far-reaching journey, culminating in a new Live On positioning, and a massive boost to fundraising. Charles Byrne, the Royal British Legion’s Director of Fundraising stepped onto the stage to thunderous applause.
Oystercatchers’ Suki Thompson, CEO and co-founder believes that agency marketing is the catalyst to growth. “We want to celebrate the innovation, smart thinking and pure hard work behind campaigns created to engage clients.” She commented that the standard was higher than last year and demonstrated the importance agencies place on their own marketing efforts. “Warm congratulations to all our winners and thank you to everyone who took part. Collectively as an industry we have so much to be proud of.”
Comments from the jury:
Best agency RFI juror Ian Armstrong: Global Marketing Communications Director, Jaguar: “An RFI can be a dry subject and very functional. I look for something that stands out and gives me insight to the business and team who will work with me. It’s the shop window for the agency. The winning agencies grasped that concept and articulated their offering in an interesting and unique way that caught our eye.”
Best agency film juror Deborah Dolce: SVP Group Brand & Marketing Director, TJX Europe, “The best outcome of the agency film is to leave the viewer reaching for the phone/mouse to find out more. The standard fare is a combination of agency talking-heads and current work, so how to make it special, or different, or funny Editing, music and something that conveys agency culture are all key. But, we felt any decent film should have a story holding it together. The alternative is to be bold and create something that tells a potential client nothing at all but is so exciting and intriguing that they have to ring anyway!”
Best agency credentials juror: Philippa Snare, CMO, Microsoft: “Creds are so difficult these days to get right – we all have piles sitting on our desks. I look for simplicity – does it get to the point of what’s different quickly, does it stand out and enable me to keep it/share it or travel with it, does it add value?”
Best agency website juror: Andrew Mann, Customer Director – Food, Co-operative: “Making it easy and inspirational is everything an agency should do. The website is the agency shop window and should lay out how this is delivered.”
The jury in full:
Catherine Kehoe: Lloyds Banking Group Managing Director, Brand and Marketing
Charles Byrne: The Royal British Legion, Director of Fundraising
David Wood: Tesco, Group Managing Director
Deborah Dolce: TJX Europe, SVP, Group Brand & Marketing Director
Gill Barr: The Co-operative Group; OutgoingGroup Marketing Director
Ian Armstrong: Jaguar, Global Marketing Communications Director
Jenny Ashmore: SSE, Chief Marketing Officer
Peter Markey: Post Office, Chief Marketing Officer
Philippa Snare: Microsoft, Chief Marketing Officer
Rory O’Neill: Samsung Mobile Europe, Director of Marketing
Congratulations to all our winners and runners-up. We’re looking forward to seeing you at our next event, on 20th January 2015.