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| MAJOR
CHARITY WINS TOP MARKETING INDUSTRY AWARD |
06/04/04 |
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The
NSPCC has been named as the Integrated Marketer of the Year 2003 for its
Full Stop Campaign, which aims to end cruelty to children.
The award was presented by the Centre for Integrated Marketing (CFIM) whose
research focuses on the communications work of the UK’s top 500 brands and
their agencies.
The accolade recognises the integrated approach of the NSPCC’s staff and
external marketing agencies to communicating a clear vision and brand identity
for Full Stop.
The charity was also praised for its use of communications milestones throughout
the year, which focus all the NSPCC’s channels of communication on a single
campaign.
John Grounds, NSPCC director of communications, says: “Full Stop is more
than advertising language and slogans: it is a shared vision and a total
commitment by our staff and external partners to a new way of working together.
I am delighted that our collective efforts have been recognised.
“Integrated marketing is not just for sophisticated consumer marketing departments,
it is a technique we in the charity sector can definitely benefit from.
By taking this approach, we have been able to deliver clear and consistent
campaign messages that unite diverse audiences behind Full Stop.”
Professor Angus Jenkinson, director, CFIM said: “The Full Stop Campaign
is an excellent example of integrated marketing. Though many organisations
and their agencies may find these new ideas about team working will require
some adjustment to their current methods, our research shows that integration
is extremely effective and is clearly the direction for the future.”
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