That’s what I call great marketing

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Last night we played host to an inspiring evening where we heard advice from five distinguished marketing leaders on award-winning marketing, just in time to enter our Awards for Excellence.

Chaired by Peter Markey, chief marketing officer, RSA the line-up included Fiona McAnena, brand director, Bupa, Chris MacLeod, director of group marketing, TFL, Sarah Speake, strategic marketing director, Google and Ian Armstrong, global communications director, Jaguar. This was the perfect opportunity for our members to learn from the best in time to enter our Awards for Excellence this year.

The speakers gave us their top tips from flawless execution to powerful storytelling on how to achieve great marketing and write a winning entry paper. For those of you unable to attend last night, below we’ve summarised a snapshot of the advice. So what are you waiting for? Start writing those award winning entries today…

  • Have clear success metrics.
  • Be a great storyteller with an element of surprise.
  • It is marketing not marcomms.
  • Have flawless execution.
  • Be honest and straightforward.
  • Make it magical.
  • Have a clear and clarified positioning.
  • Quoting Sir Terry Leahy, ‘If you listen to your customers they’ll give you your strategy’.
  • If it’s not good enough to win an award – don’t enter.
  • Give it some senior sponsorship.
  • Be collaborative with other agencies.
  • Learn from The Marketing Society’s Six Steps to Better Marketing.

Our members awarded the evening a feedback score of 4.3 out of 5. One commented that the evening had a “super variety of entertaining and informative speakers. Spot on length of each session in pleasant environment”. While another thought it was a “fabulous event with great speakers and a good vibe.”

Keep an eye on The Marketing Society blog for more Awards for Excellence news and tips

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Posted: January 18th, 2012 | Author: will.armstrong | Filed under: Features | Tags: , , , , , , , , , , | Leave a Comment »

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