The time is fast approaching to the 2017 Insurance Marketing & PR Awards, where the highly-anticipated winners of each category will be revealed. As in previous years, we are proud to support this event as Headline Sponsor. So much of the hard work that goes into creating successful brands and marketing campaigns, as well as the reputational equity that good press relations brings, goes unnoticed. These awards are therefore the perfect opportunity to showcase them.
As Jim Collins says in his now seminal book Good to Great: Why Some Companies Make the Leap... and Others Don't; “while you can buy your way to growth, you absolutely cannot buy your way to greatness.” And, in a nutshell, that is what these awards are about and why we support them. The best campaigns will always be those that make the right emotional connection with their audiences in a manner that makes the buyer aspire to become a client or customer. It’s not luck or happenchance, rather the results of a well thought-through strategic plan being properly executed.
This year we have chosen to put our name against the B2B Marketing Campaign of the Year. The majority of the work we do is in this space and, if marketing to consumers to buy services and products is tough, then doing the same to sophisticated, expert buyers is doubly tough, especially in what are some crowded spaces of competition. We therefore applaud every company or person that submitted an entry for consideration, congratulate all those that have been shortlisted and cannot wait to hear all the great stories on the day and raise a toast to the winners.
Good luck everyone and see you on 9th!