CATEGORY 22: Agency of the year
SPONSORED BY
WINNER: Base One
ase One believes that its role is not importance with revenue increasing by 68 per
B
only continually to evolve its business cent in the last year.Base One Search is being
to help its clients meet the challenges launched as an independent business division
of a changing B2B environment,but also to during 2007.
anticipate such changes and be ahead of
Staff are key
demand.It has restructured its business and
Any agency is only as good as its staff.Base
developed and recruited its staff to help B2B
One recruited six new employees in the last
marketers address some of their biggest
financial year and only one person left the
challenges.These are
•
company;average length of employment is now
Branding development and internal branding
•
3.8 years.The agency is part of the IPA
Integrated communications
•
Continuous Profession Development (CPD)
Interactive communications
•
program which ensures everyone receives the
Search marketing.
support and training they need to develop.
The 2006/7 financial year showed
Socialising is encouraged at Base One – the
‘INTELLIGENT MESSAGING’ CAMPAIGN FOR RACKSPACE
significant financial progress for Base One.
whole agency spend a weekend together at a
Gross profit levels now stand at £2 million,an
luxury spa/sports hotel in Mallorca as a reward
increase of 15 per cent on the previous year.The
for their hard work – and employees are also
agency now employs 36 people,15 more than
part of a profit-sharing scheme.
five years ago and it is preparing to move into
Staff loyalty brings stability in relationships
new,larger premises.
and brand representation,so clients keep the
Broad client base same teams as long as they remain with the
Base One welcomed 12 new clients during the agency.John Williams,marketing director at
last year and lost two;six of its ten largest British Gas Business,says,“I am delighted to
clients have worked with the agency for more consider Base One as a natural extension to the
than five years.During this year Base One marketing capability of British Gas Business.
created the new brand Equiom (formerly Anglo Its staff supply invaluable creative and
Irish Trust) and repositioned existing brands for strategic expertise and are always willing to go
companies such as LBM and ISIS Equity the extra mile when I need them to.”
Partners.It developed new communication
Guiding principles
strategies for brands like Standard & Poors
Base One’s MDs are active in the B2B arena.
CREATIVE FOR BRITISH GAS BUSINESS CAMPAIGN
and the Chartered Institute of Marketing,built
Richard Bush is a member of the B2B
a global website for JLT,and handled digital
Committee for the Institute of Direct
marketing across Europe for Symantec.
Marketing (IDM) and has played a significant
More importantly,75 per cent of new
role in the development of the new IDM B2B
business came from referrals from existing
Diploma.John Stanton has had his first year as
clients.Fabio Torlini,marketing director of
chairman of the Association of Business to
Rackspace,says,“Base One has been
Business Agencies (ABBA).
invaluable over the last 12 months.As our
Base One has also continued to drive the
business has expanded,we have been able to
development of the B2B Hub and have
rely on them not only to create the many
published the second book in the series.In
innovative campaigns which have helped us in
addition,agency staff contribute widely to the
our growth,but also to guide us in the
B2B press,speak at industry events and serve
responsible development of our brand.They
regularly as judges for leading events.
clearly believe in what they do and put 100 per
Base One is not the biggest B2B agency but
cent effort into their work with us.”
it is dedicated to its sector,its clients,its staff
No business can afford to stand still and
and its ideas,and that dedication is fuelling its
POWWOWNOW CAMPAIGN BY BASE ONE CALLED ‘FACE TO FACE’
Base One is developing an online division,Base
success.As Andrew Pearce,managing director
One Interactive which in turn is developing
of Powwownow,says,“I have always believed
interactive work for brands such as Saab,
that selling to businesses is a unique and often
Symantec and LBM.Search engine
difficult challenge,yet it is one that Base One
optimisation (SEO) has also grown in
rises to time and time again.I can rely on them
to come through with ideas and strategies that
are both original and practical,and I know they
will work with us to make sure everything goes
to plan.I know of no other agency with Base
One’s breadth of capability or genuine
determination to help their clients succeed.”
38
For more information on the winners, go to
www.b2bm.biz/awards
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