We’ve made history!
Category: Awards
The agency celebrates its 20th year with an unprecedented third consecutive title as Marketing magazine’s Agency of the Year.
“Billington Cartmell demonstrated admirable clarity of thought as well as steely consistency of standards across its portfolio,” said the award judges. The judges also applauded the agency’s top-line business growth of 12%, “especially given the fact that it is already a sizeable player operating in a recession-hit market.”
Key work included the Juicy Little Ideas campaign for the GlaxoSmithKline juice drink range Ribena, which aimed to reconnect the ‘leaky bucket’ in its sales – parents who had lapsed from the brand. The campaign focused on occupying children during the summer holidays, a time when many parents are wary of relying on the TV for that purpose. The result was an activity-filled board game and website for families that helped the brand retain an extra 20% of purchasers in the three months after playing.
The FIFA World Cup was a key event in our year with two major campaigns, for Peperami and Carlsberg. The former launched the ‘Fanimal’, a rubber, double-entendre-shouting Peperami ‘Animal’ dressed in an unofficial England football shirt. Its impact was dramatic – 100,000 ‘Fanimals’ were snapped up and Peperami achieved its biggest volume sales to date, up by 117%.
Small budgets have also been used effectively: for the launch of Surf Capsules, the agency used a YouTube campaign to generate 37.3m views – 350% over target.
For the last word, the judges said: “All in all, for demonstrating clear thinking, consistency and a good measure of creativity for both its own business and those of its clients, Billington Cartmell deserves to win.”
Billington Cartmell’s Managing Director, Jason Nicholas, said: “To be named Agency of the Year in our 20th Anniversary and consecutively for the past 3 years is an amazing achievement that makes us very proud. We have built some remarkable client relationships and chalked up some enormously successful campaigns – but we have no intention of getting complacent or standing still. We’d like to say a big thank you to all our clients and employees for their contribution in making this happen.”
For any enquiries, please contact Victoria Nairn, Marketing Manager, on 020 7471 1954/ victoria_nairn@bcl.co.uk