# Cause related marketing competition winner announced

- Link: https://fundraising.co.uk/2004/01/19/cause-related-marketing-competition-winner-announced/
- Published: 2004-01-19T00:00:00+00:00
- Author: Howard Lake

Promotional marketing agency Toucan has won the third annual Institute of Sales 
Promotion (ISP) cause related marketing competition.

Toucan, based in Merton, London, was presented with a framed Wallace and Gromit
still signed by creator and animator Nick Park and is now working with this year’s
charity Wallace & Gromit’s Children’s Foundation (W&GCF) and CRM-specialist agency
Louis Kennedy Partnership to develop the campaign for market.

The judging panel for the competition was chaired by Edwin Mutton, Director-General
of the ISP, and was made up of promotional marketers and charity fundraising experts.
The full panel were Grant Morgan of Louis Kennedy Partnership; Laura Stephens of
GlaxoSmithKline; Sarah Guthrie of Cystic Fybrosis, Robinia Bishop of Nestle; Richard
Pink of Kelloggs; Jeremy Coleman of COI Communications; Sean Clarke of Aardman, 
Nicola Masters of W&GCF and Gavin Coopey of Cancer Research.

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Mutton said: “The competition was set up as a method for sales promotion agencies
to gain experience of cause related marketing (CRM), with the added incentive of
winning the chance to start their CRM experience with a live brief for a large charity.
The ISP supports this competition as an educational tool, benefiting both the charity
partner and the agencies.”

Fewer than 50% of sales promotion agencies are believed to have experience of any
CRM activities, even though research by Business in the Community has demonstrated
its effectiveness in driving consumer behaviour.

The competition was designed to address this lack, by encouraging greater interest
and understanding in cause related marketing amongst sales promotion agencies. The
2003 competition challenged agencies to raise money and increase exposure for a 
worthy cause by devising a CRM campaign for the nominated charity.

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