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Turnkey

Tate counts on Turn Key for marketing campaign

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By The Drum Team, Editorial

May 11, 2009 | 3 min read

Marketing Communications agency Turn Key has been appointed by recruitment specialists Tate to conduct a year long integrated marketing campaign.

Leeds-based Turn Key won a competitive four-way pitch to implement the customer focused campaign it has named, ‘Count on Tate’.

In addition to developing the campaign concept, the agency has created a hub micro site www.countontate.co.uk, undertaken full brand development and has devised five direct mail executions which will be supported by three targeted industry guides positioning Tate as a voice of authority during the economic downturn.

The first DM piece will be a gingerbread zero to communicate the recruiters’ Watertight Guarantee which promises that if a Tate client is not happy with a Tate temp or the Tate service, then they do not have to pay.

The ‘Count on Tate’ campaign will also communicate that all clients are ‘more than just a number’ and shows the company as acknowledging the challenging economic climate rather than avoiding the issue.

Nik Entwistle, MD of Turn Key, said: “This is a great account win for Turn Key and enables us to provide a fully integrated service using a variety of disciplines. We worked very closely with Tate to identify the key messages of the campaign and developed a variety of creative ideas to communicate them. The gingerbread zero is a great example of this and will be used by Tate’s consultants as a mailer and talking point.

“Many businesses are burying their heads in the sand over the effects of the recession whereas Tate is tackling them head on and during the campaign will communicate its level of understanding to its audiences with our help.”

Turn Key first worked with Tate in May 2008 after winning a competitive pitch to run its ‘Distinctively Different’ campaign which positioned Tate as a different provider of office recruitment services. The campaign ran from June 2008 – March 2009 and incorporated online and offline activity plus specially developed games and events.

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