PMS_AWARDS_p031 22/4/08 17:13 Page 31
PrecisionMarketing Response Awards in association with the International Direct Marketing Fair 31
Sponsored by
DM Futures – Young Account Team/Individual
JOINT WINNER
Jamie Pettigrew
Account manager
Archibald Ingall Stretton
Jamie started his career at Archibald Ingall Stret-
ton in the summer of 2006, working on the Barnar-
dos and Skoda accounts. His ambition and tenacity,
combined with his bright and passionate attitude,
meant he was quickly promoted to account
manager.
Jamie’s contribution to the award-winning
launch campaign for the Skoda Roomster was
widely acknowledged, as he demonstrated his
understanding of traditional direct marketing
channels and online media. His participation from
concept to implementation and analysis was invalu-
able and the competency he proved during this cam-
paign influenced the decision for him to manage the
integrated direct and digital campaign for the
launch of the Skoda Fabia.
The launch of the Skoda Fabia came at a crucial
time for the brand as it introduced its new posi-
tioning and embarked on a major shift in its com-
munications.
Jamie’s ability to grasp the new positioning and
communicate the requirements to the creative team
allowed the agency to strengthen its relationship Joint winners: Jamie Pettigrew (left) and Laura Fitzherbert ( right)
with Skoda at a time when the client’s expectations
were extremely high. The campaign was Skoda’s
most successful launch to date.
Jamie has also been a crucial player in helping working on Honda’s Dealer Marketing Centre. THIRD
Skoda move from being a relative beginner in the Laura played a key role in helping to set up
Joanna Cotton
digital environment to producing highly successful Honda’s new Dealer Marketing Centre, which pro-
and award-winning online campaigns. He gained vides Honda’s network of 200 dealers with access to
Campaign manager
the trust of his clients at Skoda at a time when they centrally produced marketing assets, information
Craik Jones
were increasing their digital spend and managed and services through a Web portal and dedicated
them through the very basics such as digital account team. Having joined Craik Jones as a graduate, Joanna’s
processes, cost structures, and resource require- She now controls the myriad processes which capacity for learning and eagerness saw her pro-
ments through to implementing new technologies determine the successful maintenance of the Cen- moted to the position of campaign manager in just
to maximise digital output. tre. Laura was instrumental in the initial develop- 18 months.
Recently, Jamie has progressed on to Archibald ment of these processes and is always on the Having impressed her clients and her colleagues
Ingall Stretton’s O2 account and has just returned look-out for ways to improve the service. in the agency with her project management skills,
to the agency from spending a month ‘client-side’ Her contribution to Honda’s Warm Technology she was put in charge of the Christmas campaign
working with the O2 brand team. He is now man- campaign was also highly acknowledged for its suc- for the agency’s biggest retail client. This is a proj-
aging the launch of O2’s Broadband product. cess in generating over 27,000 new leads. Her tire- ect that would normally be led by a much more
less dedication to the client has built up an efficient experienced account manager, but Joanna’s ‘unflap-
JOINT WINNER
and effective working relationship through which pability’ convinced everyone involved that she
Laura Fitzherbert
her clients at Honda are now happy for her to rec- could handle the task.
ommend plans safe in the knowledge that she Joanna successfully led the team on the complex
Account manager
understands their objectives and has chosen the Christmas campaign, building strong relationships
Hicklin Slade & Partners
most appropriate solutions. with the client’s partner agencies, category teams
Laura has been described by her agency col- and third party suppliers. She also played an inte-
Laura joined Hicklin Slade in early 2005 as an leagues as a ‘master in time management’, seem- gral role in the success of the campaign, which
account executive and has steadily progressed up ingly able to bend space and time in a world of delivered incremental sales of over £15.5m against
the ranks to account manager, picking up her IDM stressed-out workaholics. a forecast of £9m. Under Joanna’s leadership the
diploma – with a credit – along the way. She has also taken on the role of coordinator of Christmas campaign turned out to be the most suc-
Since joining the agency, she has been working the Hicklin Slade & Partners’ social club and organ- cessful direct marketing campaign Craik Jones has
on the Honda UK and Game Conservancy & Wildlife ises regular events for the agency’s staff. In this ever delivered for the client. Joanna’s dedication to
Trust accounts. She now project manages the role, Laura has demonstrated her coordination her role and aptitude for creative understanding
prospect and customer relationship management skills, creativity and delicate budget balancing means she is respected and valued equally by
activity, as well as leading the three-person team ability. clients and creative teams alike.
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