Cause related marketing competition winner announced
Howard Lake | 19 January 2004 | News
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.
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.