Marketing Excellence Awards

Chartered Brands

Charteredbrands is one of the most exciting companies to come out of Scotland in recent years. The firm has made a name for itself by buying up under-performing brands and then rejuvenating them. Its recent successes include this year’s shortlisted entry Pomegreat. Among the company’s six directors is Glen Gribbon, a marketer with classic brand training. Starting his career in 1990, he has worked with BP Oil, Mars and Colgate Palmolive. In 1998, he became international sales manager (for southern Europe, Central Asia and duty free) for JBB, before becoming marketing manager for liqueurs and new products for the company in 2000.

Following one of Scotland’s biggest ever MBOs, he became marketing director of Kyndal Spirits in 2001, and continued in the role when the company became Whyte & Mackay Ltd. He left the drinks industry in 2004 and joined Buildstore, a self-build company. In 2005, he joined Charteredbrands as brand realisation director, and saw the company win four awards at last year’s Marketing Excellence Awards Scotland.

He is also vice chairman of The Marketing Society Scotland and chairman of the MSS Conference 2007.

Huw Pennell

Maxxium UK

Stirling-based Maxxium UK was formed in 1999 and now employs more than 220 people. As the local sales, marketing and distribution point for The Edrington Group, Rémy-Cointreau, Beam Global Spirits & Wine and V&S Absolut Spirits, Maxxium’s clients include The Famous Grouse, Absolute, Jim Beam and Remy Martin.

Huw Pennell joined Maxxium at its inception in 1999, but he started his marketing career as a graduate trainee at the Milk Marketing Board, signaling his future career with his first marketing campaign ‘milk in pubs’. He moved into the drinks industry at the peak of the ’80s cocktail boom, first at Allied-Domecq, then at Scottish & Newcastle and finally Remy-Cointreau.

From there he joined Maxxium, and after two years became the company’s first marketing director in 2001. He was promoted to managing director in 2006. With responsibility for a team of 30 with a combined local consumer and trade marketing budget of over £45million, he has overseen a number of marketing initiatives and brand developments including this year’s shortlisted entries in the marketing achievement, promotional, sponsorship and event categories.

Scott Taylor

Glasgow City Marketing

In the last few years, city marketing has become the buzzword in Scotland. With millions of pounds being attracted to Scotland by VisitScotland, each individual city had to make itself attractive after the separate tourist boards were abolished in 2004.

Scott Taylor has emerged as one of the experts in that field. The ambitious Glasgow: Scotland With Style campaign has seen hundreds of thousands of tourists descend on Glasgow and led to the city being named by dozens of influential surveys as a must-visit destination.

Taylor has made the hospitality industry his career. A graduate of Strathclyde University, he has been general manager of three Glasgow city centre hotels and worked as a brand manager for Forte Hotels. He joined Greater Glasgow & Clyde Valley Tourist Board in 1998 as a director for its convention bureau and later became director of marketing. He took over as acting chief executive in July 2004 and oversaw the integration of the board into the new Visit Scotland structure.

At the same time, he set up the Glasgow City Marketing Bureau, to ensure the city maintained a separate strategic accountability and responsibility. The limited company has since won a raft of awards for its marketing of the city.

Mike Lloyd

Johnson Sustainable Seafoods

No Catch... Just Cod has been a surprise hit in the Scottish food industry. Organic cod did not exist as a retail product category until May 2006, when Johnson Sustainable Seafoods launched. Using the premise of “a happy fish is a tasty fish”, the company has used PR for its ethical, organic and sustainable sales pitch.

Mike Lloyd has been sales and marketing director of the brand since its launch. He joined the company from Halliday & Lloyd, his own luxury food company set up in 2001. Prior to that he was sales and development manager for Scottish Quality Salmon where he was in charge of developing the Scottish salmon farming industry.

Using innovative pink packaging and an aggressive PR campaign, he has leveraged distribution of the brand – more than 500 UK stores now stock the product. The distribution drive continues across Europe this year.

Tim Seager

S&N UK

Tim Seager, Scottish & Newcastle’s UK marketing director, needs little introduction as he won this award in 2004 after less than a year in his job. Fast forward to the present day, and Seager’s FMCG grounding has stood the company in good stead.

Seager joined S&N from a solid FMCG background of 15 years, including the obligatory tenure at Procter & Gamble. His first challenge at S&N was to implement a marketing excellence programme, streamlining the marketing department and insisting that its marketers do “fewer things better”.

The results saw S&N become more profitable than its three main competitors. The company also embarked on the biggest experiential sampling programme – the ‘biggest round’ – where it sent samplers to pubs and bars to encourage customers to try new products.

New product development has also been at the core of the company’s growth. Last year saw it introduce Foster’s Twist, Kronenbourg Cold Premier and Strongbow Sirrus, while the company also developed its sponsorship campaign of the Grand National by its John Smith’s brand.

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The Marketing Excellence Awards Scotland 2007

STRATEGIC EXCELLENCE CATEGORY

A. BRAND DEVELOPMENT

The Leith Agency

The Launch of Irn-Bru 32

Glasgow City Marketing Bureau

Glasgow - Scotland with Style

Johnson Sustainable Seafoods

NO CATCH...JUST COD

Story

Ardbeg 1965 Viral

B. INTERNATIONAL MARKETING

VisitScotland

How Insight Driven Marketing Activity Has put Edinburgh and Glasgow on the European City Break Map

C. INTERNAL MARKETING

No nominations/award

D. MARKETING CAPABILITIES

Scottish Enterprise

An Enterprise Approach to Developing Effective Marketing Processes

S & N UK

The Scottish and Newcastle Marketing Excellence Programme

E. CUSTOMER INSIGHT

Feather Brooksbank (Scotrail)

From Tiny Acorns Great Oaks May Grow...

The Bridge (The Big Plus)

Coping Strategies and Crunch Moments: How Customer Insights Proved To Be a Big Plus

WWAV Rapp Collins (Learndirect)

Insights for Change

S & N UK

Foster’s: Putting A Twist into Bottled Beer

VisitScotland

Re-Connecting with Scotland’s Oldest Tourist Market

1576

How Consumer Insight Gave the Sunday Post the Confidence to Play to Their Strengths

F. CAUSE RELATED AND NOT FOR PROFIT

1576

Achieving the Impossible: Getting Children in Scotland to Eat Oil-Rich Fish.

The Bridge (Erskine and Feather Brooksbank)

On The Offensive - How Marketing Helped Erskine Build Its Relevance

The Bridge (The Scottish National Blood Transfusion Service)

No Sweat. No Tears. Just Blood.

The Leith Agency (Scottish Executive)

A Journey towards a Healthier Scotland: The Story of the Scottish Smoking Ban.

Family (Cancer Research UK Scotland)

Smoke Free and Proud

The Union Advertising Agency (Scottish Executive)

The Power to Give the Gift of Life

G. BUSINESS START UP

One O’Clock Gun

The Imagination Workshop

charteredbrands

B2Brands: The Ugly Duckling Or The Beautiful Swan

H. MARKETING ACHIEVEMENT (SME)

Tayburn

Driving Category Growth - How A Bold New Identity and Design for Nairn’s took The Brand to New Heights

Johnson Sustainable Seafoods

NO CATCH...JUST COD

Maxxium UK

Demonstrating Marketing Excellence through Effective Process and Evolution.

Leep Recycling

Our Boxes Mean Business

Charteredbrands

From The Toilet To The Back Bar

I. BUSINESS INNOVATION

Lloyds TSB

Lloyds TSB Scotland ICV Campaign

Johnson Sustainable Seafoods

NO CATCH...JUST COD

s1

Innovations 1

COMMUNICATION EXCELLENCE CATEGORY

A. DESIGN

The Edrington Group

Highland Park Singles Malt Scotch Whisky: Creating Packaging Worthy Of “The Best Spirit In The World”

Johnson Sustainable Seafoods

NO CATCH...JUST COD

Tayburn

Glenmorangie Christmas Gift Packaging

Elmwood

STV Rebrand

B. ADVERTISING

The Union Advertising Agency (SMG/Elmwood/Circuit Break)

Find STV in a New Place

Frame (Bulmers Original)

Following A Natural Instinct

The Leith Agency

IRN BRU 32, “Wakey, Wakey!”

The Leith Agency (Scottish Executive)

The Story of the Scottish Smoking Ban: Smoke-Free Scotland

Family

Overgate ‘The Joy of Shops’ Brand Campaign

C. DIRECT MARKETING

WWAV Rapp Collins Edinburgh

VisitScotland Spring 2006

Story UK (Scottish Southern Energy)

Stick with us

Story UK

Ardbeg 1965 Viral

Navigator Responsive Advertising (VisitScotland Dumfries and Galloway)

Something to Write Home About

D PROMOTIONAL

S & N UK

Multi-Brand Football ‘Free Bet’ Promotion

The Union Advertising Agency

Using Cutting Edge Marketing Techniques to Change a Nation’s Behaviour

Maxxium UK (ABSOLUT)

Disrupting Edinburgh by Unleashing the Raspberri

E. ON LINE

The Town House Company

On Line Marketing For the Town House Company

Miller Homes

www.mymillerstreet.co.uk

Scottish Enterprise

Careers Scotland

Bigmouth Media

Tesco.com Search Engine Marketing Campaign

s1

Scotland’s Internet Success Story

F. PR

Glasgow City Marketing Bureau

Glasgow: Scotland with Style

Consolidated

Clearing the Air for a Healthier Scotland

VisitScotland

Cracking the Code

charteredbrands (Pomegreat Brands)

Pomegreat - The Super Juice

G. MEDIA

Feather Brooksbank

Style Capital: Positioning The City Of Glasgow As A Style Brand

charteredbrands (Pomegreat Brands)

Pomebloodybrilliant

The Leith Agency (Coors Brewers)

Welcome To the Green Light District

MediaCom Scotland (AutoTrader)

Fuelling Growth

H. SPONSORSHIP

S & N UK

John Smith’s Grand National 2006

Maxxium UK Limited

Famous Grouse Rugby

Lloyds TSB

Lloyds TSB BAFTA Scotland Awards 2006

1576

CIS Scottish League Cup

I. EVENT

Matthews Marketing

Glasgow Mackintosh Festival 2006

Material

T In The Park

Maxxium UK

Recruiting 18-24 Year Olds To Jim Beam Through Grass Roots Music Events

The Union Advertising Agency (Historic Scotland)

Opening A Door To The Past

CHAMPIONS OF MARKETING EXCELLENCE

STUDENT MARKETER OF THE YEAR

Ahmad Salim (Glasgow Caledonian University)

Ioanna Anagnostou (University of Stirling)

Ainslie Harris (Robert Gordon University Aberdeen)

YOUNG MARKETER OF THE YEAR

Rebecca Ricketts (Newsquest)

Jo Springford (Apex Hotels)

Sarah Ronald (Bunnyfoot)

Asanka De Silva (charteredbrands)

MARKETER OF THE YEAR

Glen Gribbon (charteredbrands)

Mike Lloyd (Johnson Sustainable Seafoods)

Huw Pennell (Maxxium UK)

Tim Seager (S & N UK)

Scott Taylor (Glasgow City Marketing)

BRAND COMPANY OF THE YEAR

charteredbrands

VisitScotland

S & N UK

Johnson Sustainable Seafoods

Glasgow City Marketing

Maxxium UK

MARKETING SERVICES COMPANY OF THE YEAR

The Leith Agency

1576

Story UK

The Bridge

The Union Advertising Agency

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