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New Channel Marketing Ambition and director at high flying agency


By Richard Draycott, Managing Director

March 6, 2013 | 3 min read

London marketing agency Ambition has strengthened its management team with the appointment of associate director Nicky Parker as the agency moves on to the next level of its development by formalising its Channel Marketing offer, which has been utilised in recent years by the agency’s clients including Canon and Blackberry.

Ambition, headed up by managing director Rebecca McKinlay, is now looking to bring its creative vision and impact to the Channel Marketing arena, an area often seen as being the domain of data-driven agencies. Moving forward the agency will further build upon its understanding of the intricate relationships between brands and their channels and how those relationships affect and influence the brand’s interaction with consumers. In recent years they have developed an innovative approach to channel marketing , both from a strategic perspective and in terms of campaign implementation.

The creative solutions that Ambition delivers to its Channel Marketing clients spans the full range of marketing disciplines - from effective sales incentive campaigns to advertising, experiential campaigns and full product launch toolkits. By strengthening its offering, Ambition believes they are able to answer the key client issue – how to ensure the channel is as engaged, motivated and cognisant about the brands/products they are selling as possible to help consumers make an informed choice.

Speaking of the development McKinlay said: “There is a clear correlation between what our clients know us for, what we are extremely good at and an under-serviced part of the marketing mix - Channel Marketing. We believe we can bring a new approach to this part of the marketing mix by truly understanding the relationships between brands, their channels and the end user. We can inform, incentivise and build brands by focusing on the channel partners and meeting their needs.

“Marketing investment needs to be accountable and evaluated. With sales and marketing teams ultimately working more closely in Channel Marketing, Ambition believes future brand spend will be prioritised towards activities such as sales uplifts, knowledge improvements, rate of sale increases, partner buy-in and engagement”.

Supporting the news Joanne Patterson, EMEA Marketing Director, at Exponential, said: "As a creative agency, Ambition applies the same strategic planning rigour to Channel Marketing, pushing the creative boundaries beyond the unexpected whilst demonstrating and delivering powerful marketing campaigns.”


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