CIPR PRide Awards 2009 North West Results

Corporate and Business Communications

Gold    

• Cameron Wells Communications, Raising Navman Wireless's Profile
  This agency utilised a wide range of tactics to enhance awareness and to facilitate the growth of Navman Wireless’s products. Prior to engaging Cameron Wells, the client had no profile in the media. With a clear strategy, the agency was able to catapult the client to new heights across all media channels. Navman Wireless is now the voice of authority on vehicle tracking and fleet management, and this is testament to the creative approach employed by Cameron Wells.
  
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Silver  

• IAS B2B Marketing, Best green foot forward

Finalists   

• Brazen PR, Chicago Town - Takaway voted tastier
• Co-operative Financial Services, An annual report with a difference
• IAS B2B Marketing, On a tight lease
• Kellogg's, Making Kellogg's as famous for its Employer Credentials as it is for Brands

Not-for-Profit

Gold    

• Impact Media PR, Be not part of it in 2009
  This is a well targeted and implemented strategy, which delivered short and medium term tangible benefits for the client. The evaluation was particularly strong, as it linked measurement of media and PR outputs, with securing support in kind and driving up visitor numbers.
  
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Silver    

• Keep Britain Tidy, "BANDS REUNITED" - Bouncing elastic bands back to Royal Mail

Finalists  

• de Winter Marketing, Spreading the Love for Newlove FM
• Frontier Public Relations, Think ahead stroke group - How a charity found its voice
• NHS Halton & St Helens, Get Checked Cancer Campaign
• Stockport Metropolitan Borough Council, Kill The Chill - Battling the Stigma

Internal Communications

Gold 

• Manchester Airports Group, Vision and Strategy Campaign
  Manchester Airports Group’s challenge was to sell the organisation’s vision and strategy to become the world’s airport of choice to its staff, against the backdrop of low employee engagement. With a diverse workforce of over 2,500 employees, the group was able to capture people’s imagination by creating ‘The Big Picture’ concept, which was a simple yet effective illustration of the Group’s strategy and vision. By using innovative channels to cascade its message, including a strategy lunch for senior managers in a vacant aircraft hanger, the group was able to increase their employees understanding and vision of the organisation.
  
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Silver    

• IAS B2B Marketing, Profile, Pitching and People

Finalists  

• Cumbria County Council, Six Aims
• Greater Manchester Police, Putting People First
• Greater Manchester Police, 'Worth the Risk?' Driver Standards Campaign
• Lancashire Constabulary, The Policing Pledge & Chocolate

Crisis Communications

Gold    

• National Grid plc, National Grid's Christmas Gas Crisis
  By proactively dealing with the crisis that faced them, National Grid managed to successfully turn a difficult situation into a positive news story. At a time of intense pressure, the team remained organised and creative through its actions. The judges felt that one of the most impressive things was the openness and honesty up front, allowing the public to fully understand the implications of the situation.
  
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Silver  

• The Scout Association, Scout Coach Crash

Finalists   

• Stockport Metropolitan Borough Council, Maintaining Investor Confidence in a Crisis

Measurement and Evaluation

Gold    

• Weber Shandwick, Aldi – Don't Change Your Lifestyle: Change Your Supermarket
  An imaginative and thorough use of evaluation laid the basis for this targeted and powerful campaign. The use of evaluation halfway through the campaign, to re-adjust the focus and direction of PR activity, was impressive and enabled Aldi to successfully attract ‘premium discounters’.
  
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Silver    

• IPB Communications, Plymouth City Council's Housing Transfer Consultation

Finalists

• Communique Public Relations Ltd, Stop the Charge

Community Relations

Gold

• BJL Group, Be Cotsafe
  This is a powerful campaign, aimed at both awareness and behavioural change. Deploying a range of channels, including regional TV and Mothercare, the campaign reached a high proportion of the target demographic, with 88% clearly understanding the message. The use of real life stories as the narrative to communicate key messages ensured resonance with the target audience. The most powerful metric, however, remains reduced infant mortality.
  
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Silver  

• Stockport Metropolitan Borough Council, Kill The Chill

Finalists

• Creative Concern, Wythenshawe Real LivesCumbria County Council, Appleby Horse Fair
• Stockport Metropolitan Borough Council, Active Stockport

Public Affairs

Gold  

• Manchester Airports Group, Campaign against the introduction of Aviation Duty
  This in-house team overcame huge political opposition, across all political parties, to convince the government to reconsider its reform of Aviation Duty. The use of independent economic analysts, and the segmentation of different audiences, made this a sophisticated and powerful campaign.
  
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Silver  

• Manchester City Council, Pushing Pedlars to Parliament's Door

Finalists   

• Staniforth, Staniforth Ltd and Smokefree Northwest

Public Sector

Gold    

• BJL Group, Strengthen to Change
  This was a courageous and innovative campaign that brought a taboo subject into the open. Targeting the perpetrators, as well as the victims, of domestic violence took skill and sensitivity. The imaginative campaign used events, peer pressure and public debate to create positive images of male strength.
  The strength of the campaign meant that it not only survived a potential crisis, but used the incident to fuel further debate.
  
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Silver    

• BJL Group, Be Cotsafe

Finalists

• Blackburn with Darwen Borough Council, Re:freshing Local Health and Wellbeing
• Weber Shandwick Ltd, The Big Drink Debate

Best campaign £10k and under

Gold  

• Weber Shandwick, Express Yourself
  

  Although the budget was tight, the creativity displayed through this campaign was impressive. The Weber Shandwick team employed a range of stunts, all on a distinct theme, to drive awareness of the exhibition among a broad range of potential visitors. The Return on Investment, particularly media coverage, is impressive, accompanied by utilisation of online media. The judges were particularly impressed by the ability of the team to secure pro bono support from others, making this low cost campaign possible.

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Silver 

• BJL Group, Be Cotsafe

Finalists

• JAMpr, The Velcro Brand Celebrity Art Challenge
• Merseytravel, John Peel Train Naming Event
• Osprey Communications, Launching Lakes Alive
• Spinoza Kennedy Vesey Communications PR, Ringing the Changes - The 2009 Futuresonic Festival

Consumer Relations

Gold

• Brazen PR, A Global Monopoly
  This was a truly global campaign that bucked the board games sales trend, achieving 5% growth when the market was down 2%. Synchronised events in cities all over the world led to a successful world record. Brazen clearly know their stuff when it comes to consumer relations, generating more than £3million worth of coverage for their client.
  
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Silver  

• Weber Shandwick Ltd, Aldi - Don't Change Your Lifestyle: Change Your Supermarket

Finalists  

• Peppermint PR, The Red Recession Dress for the Big Discount Store
• Tangerine Public Relations & Coaching, Atkins - Revival of a brand

Best Use of Media Relations

Gold

• Spinoza Kennedy Vesey Communications PR, Blackpool - J'aime La Tour
  The judges were very impressed that this campaign achieved overwhelming public awareness and made influencers think about the resort in a new way. By associating Blackpool with humour, charm and sophistication, this campaign achieved all its objectives and was linked to the emergence of a positive new brand identity for the resort.
  
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Silver

• Keep Britain Tidy, The brands lying in a gutter near you

Finalists

• Brazen PR, Silentnight - £1million bum
• IAS B2B Marketing, On a tight lease
• Liverpool City Council, European Capital of Culture 2008
• North West Regional Development Agency, NWDA Response to the Recession

Integrated Communications

Gold    

• Communique Public Relations, Stop the Charge
  This was a clear, integrated campaign, to oppose congestion charging in Greater Manchester. Using a wide variety of PR channels, including public affairs, media relations, advertising and digital, the campaign reached its target audience and secured a strong ‘No’ vote, on a cost per vote basis.  A powerful campaign leading to a clear victory.
  
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Silver    

• IAS B2B Marketing, When it comes to the crunch

Finalists  

• Bell Pottinger North, Save a Million Years of Life Cameron Wells Communications, Promoting Navman Wireless
• Stockport College, 'Outstanding' Campaign
• Stockport Metropolitan Borough Council, Kill The Chill - Battling the Social Stigma

Corporate Responsibility

Gold

• McCann Erickson Communications House Ltd, Rediscovering food and flavours
  Shire wanted to reach out to patients with chronic kidney disease, giving something back to this audience as part of the company’s commitment to improving patient quality of life. McCann’s developed a consumer-facing campaign by creating the Rediscovering Food and Flavours cookbook, specifically for people with kidney disease. The book included recipes from celebrity chef, Lawrence Lowe, who had a kidney transplant at the age of 35 and therefore is supportive of the Shire’s aims. The agency embarked on a creative media relations and social media campaign, which reached over 18 million consumers. Coupled with a stakeholder engagement programme, Shire was able to reach out to consumers and assist with their quality of life, which is a testament to the creativity and execution of McCann’s. A faultless campaign.
  
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Silver  

• Co-operative Financial Services, An ethical policy that leads the way

Best Use of Social Media

Gold  

• McCann Erickson Communications House Ltd, Things that make you go o!
  In a relatively new category for PRide, McCann Erickson has touched every aspect that the judges would expect to find. This is a campaign which genuinely sets standards for the industry and from which others can learn. The process began with structured research and proceeded through strong delivery, to excellent evaluation on a relatively modest budget.
  
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Silver 

• Co-operative Financial Services, 2 Young 2 Die

Finalists

• Spinoza Kennedy Vesey Communications PR, Blackpool - J'aime La Tour Staniforth, PR Media Blog
• Staniforth, Boarding the Web, on behalf of Chill Factor E

Best Use of Photography or Design

Gold

• Staniforth, Painting A Picture of Whole Body Health
  This campaign was built on outstanding use of photography to communicate messages about public health. The use of cricket player, Mark Ramprakash, added celebrity endorsement, but the creative genius was to use body paint in a way to create very striking visual images. The campaign is memorable and reaches the client’s core target publics.
  
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Silver

• Amaze Public Relations, Olive Boyle Pizza (Sayers)

Finalists

• Brazen PR, Denise van Outen bares all for Bionsen
• Lancashire Police Authority, Typecast...we don't all act the same

Best Newspaper or Magazine

Gold 

• Stockport College, Flagship Newsletter
  The judges felt that this was an outstanding publication, produced on an incredibly low budget, that completely meets its objective of producing a modern, high quality publication for staff, students and others. The look and feel of the newsletter reflects a modern and high quality education provider, and it is easy to see why it has become one of the strongest cross-college communication methods.
  
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Silver 

• Wigan Council, Borough Life Magazine

Finalists

• North West Regional Development Agency, 315°- The NWDA Magazine Sellafield Ltd, Energize
• Wigan Council, One Wigan Employee Magazine

Best Publication

Gold

• Midas, Manchester - The Black Book
  This is a comprehensive, freshly designed, ring bound guide, that oozes confidence and caught the eye of the judges.  As a guide for consultants and potential investors it seemed second to none. It is rare to find examples that illustrate inward investment so effectively.
  
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Silver 

• Stockport Metropolitan Borough Council, Kill The Chill Talking Leaflet

Finalists

• IPB Communications, Turning Around - Annual Report
• Manchester Airports Group, "Airport Awareness"
• Staniforth, The New F-Word Report

Best Leaflet

Gold

• Midas, Bank of New York Mellon Case Study
  Strong photography, well organised material and powerful endorsement helped place this entry well ahead of all others. The use of orange and white on black heavy paper created a serious, yet modern, business feel.
  
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Best Website or Microsite

Gold 

• BAE Systems, Worklife Barrow
  A leading north west employer needed to throw out the net nationally to try and recruit suitably qualified people to Barrow. The response from BAE was to produce a first class website that explained and promoted the town as an excellent place to live, work and play. BAE deserved the increased applications it gained.
  
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Silver

• Weber Shandwick, Phil's Cooking Academy

Finalists

• Cheshire Fire and Rescue Service, Kidzone

Best Event

Gold 

• Brazen PR, Monopoly - UK National Championships
  The judges were impressed by Brazen’s ability to run regional and national events, from concept to complete delivery, within the budget. This event showed flair and good use of creativity to generate participation and meaty media uptake. Dovetailing a junior event with the main competition was an excellent way to engage the target family audience, and there was excellent use of media to achieve entries and buzz.
  
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Silver

• IPB Communications, Gorton Graduation

Finalists

• Impact Media PR, Y-3 Presents

Outstanding Young Communicator

Gold

• Spinoza Kennedy Vesey Communications PR, Heather Price
  Heather has been a key component in the delivery of a number of high profile campaigns that have produced real results for her clients and for the organisation she works for.  She works across a diverse range of different sectors and is a high valued member of the SKV team because of the contributions she makes, and impressed with the way in which she demonstrated how she is able to deal with challenges.  She also demonstrated a realistic understanding and awareness of social media, and the opportunities it can provide, as well as the wider issues facing the PR industry as a whole.
  
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Finalists

• IAS B2B Marketing, Victoria O'Toole
• JAMpr Ltd, Jaime Markey - Jaime's Insatiable Appetite for Jam
• University of Salford, Jamie Brown - An Issue of Trust
• Weber Shandwick Ltd, Andy Poole Account Director & Digital Strategist, Regions - Weber Shandwick

Outstanding Small Consultancy

Gold

• Cameron Wells Communications, Not Big, But Clever
  ‘Not Big, But Clever’ was the title of Cameron Wells Communications. Clever enough to win the Gold award. Their plan, on establishing the organisation in 2005, was to grow the business steadily and sustainably; win business through word of mouth; and be a great place to work. They put their success down to the recruitment of talented people with different skills.
  
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Silver

• JAMpr, Toast and Jam is the Recipe for Success

Finalists

• MTJ Associates, Small- It's the New BIG

Outstanding In-House Public Relations Team

Gold

• Cumbria County Council, Cumbria County Council Communications Team
  Great in-house communications teams, insists Cumbria County Council, are at the heart of their organisations, driving change and making a difference. “Here in Cumbria, our communication team are our heartbeat”. Everything they do seeks to make staff proud of the organisation for which they work; and the public proud of their council and their county. Among their key objectives are: to increase the proportion of staff who understand the council’s aims; and to increase the proportion of residents who feel able to influence decisions which effect them. Clearly a Golden approach.
  
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Silver

• Kellogg's, Kellogg's Communications: Corporate policeman to brand town crier

Finalists

• Allerdale Borough Council, Allerdale Borough Council's Communication and Marketing Team
• North West Regional Development Agency, Responding to the Recession

Outstanding Public Relations Consultancy

Gold 

• Brazen PR
  A creative standard bearer for North West PR, Brazen has earned a reputation for focusing on value and efficiency over eight years of steady growth. Which was reason enough to create a self-imposed revolution.
  Re-launching as “Brazen World”, they restructured the entire company. A highlight: introduction of a bonus scheme pledging £50,000 to staff.
  
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Silver

• IPB Communications, IPB Communications

Finalists

• IAS B2B Marketing
• Tangerine Public Relations & Coaching, Tangerine

Key Information The PRide Award dinners took place from October – December 2009 Contact Email : prideawards@cipr.co.uk Phone : +44 (0)20 7631 6900

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