A few words from Jonathan Deacon

2010 Canmol Marketing Awards

A few words from Dr Jonathan Deacon, who hosted the awards ceremony last week for the Canmol 2010 Wales Marketing Awards. Jonathan is the Chairman for the Wales board of the Chartered Institute of Marketing.

“Jonathan Deacon said: “It was great to see such diverse campaigns making the shortlist this year, from the launch of a cheese maturation turned trampoline company in west Wales to the opening of the biggest retail development in 2009. With budgets starting from as little as £200, Canmol truly captured innovative marketers from across Wales.

“It was a very difficult task selecting the winners from a wealth of excellent campaigns, however five entries stood out in particular for their creative, innovative and strategic thinking, as well as their ability to achieve brilliant results. The winners tonight really are the best in the business and deserve recognition”

“Brand/68 and Sport Wales captured the judges’ imaginations with their ‘Play to Learn’ initiative, which used interactive materials to engage young children in sport. And, Atlantic Trampolines demonstrated entrepreneurial thinking and strategic marketing when they launched their trampoline company through eBay, which also led them to winning a Canmol Award.”

In many entries there remains an over-emphasis on marketing communication rather than an integrated marketing strategy. The judges are not just looking for marcoms, they want more. For example Sue Cole, Newport Business School said:

“In business today it is important to be able to make the most of your resources and capabilities. Looking creatively at the bare bones of an existing business that could be developed into a new persona took Atlantic Trampolines into a whole new world. Staff knowledge is key and here experience of eBay and researching a niche which was not currently serviced was the starting point. Insight into the challenges of competitors opened up the market opportunity. From there the ability to offer value to the customer is the key, and that is, simply, basic, good reliable service: being Better, Faster and Cheaper that will help bounce the revenue forward.”

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