Congratulations to everyone who was part of The IPM COGS Awards 2016, on behalf myself and the Board of Directors we hope you enjoyed the event in the beautiful surroundings of the St Pancras Renaissance Hotel.

Over the past 6 years, we have seen a superior level of entries across all sectors including handling, risk, print and staffing and 2016 saw the advent of some of the finest industry work seen by the COGS so far. The work we have recognised in The IPM COGS Awards 2016 is a great reflection of the standards we seek to achieve and promote within our industry. A key part of our mission is to listen and support our Members to ensure we have the capabilities in place to help them to achieve their goals as well as improving our own processes across Awards and all other functions.

Our elite panel of industry judges had tough decisions selecting this year’s Winners across 14 different categories, in addition to the Company of the Year and Grand Prix.We looked for entries that reflected and delivered across every aspect of the criteria, achieving outstanding business results – this was no mean feat!

We were delighted to announce that HighCo MRM had scooped the prestigious Grand Prix for their outstanding work on the Run up to Sport Relief Campaign 2016 for Comic Relief and the accolade of Company of the Year 2016 going to Mando.

Without the commitment, high standards, and incredible skills of the companies represented in this year’s Awards Book, the campaigns and activities we celebrate would not be

as great as they are. Thank you to the teams behind all the entries we received this year for making our job so incredible.

I hope you enjoy and take inspiration from all the Winner entries and we look forward to welcoming you all again in 2017. Finally, we need to express our sincere thanks and appreciation to our panel Judges and Chairmen, our sponsors Edge Loyalty, Snipp! Interactive and POD Staffing for their support; and the IPM Awards team, headed up by Richard Pink.

With thanks,

Carey TrevillIPM Managing Director

THE IPM COGS AWARDS 2016

IPM COGS 2016 Grand Prix

Entry: Run up to Sport Relief Campaign 2016 for Comic Relief

Company: HighCo MRM

In November 2013, HighCo MRM was awarded a five year Fulfilment Contract by Comic Relief, which covered Sport Relief 2016. Although the Sport Relief main events were to take place over 18th to 20th March 2016, work commenced on the project more than a year in advance, in February 2015.

HighCo MRM was tasked with:

• Managing a complex data brief

• Sourcing and purchasing print for personalised fundraising kit items

• Receiving components, putting together and despatching sponsorship/ fundraising kits (run, swim and cycle) to registered participants – there were 67 kit type variants

• Despatching other schools/early years/youth fundraising kits (unsolicited), including goody bags. Receiving, compiling and personalising group/team sponsorship applications to venue specific events (allowing linking of team members and/or groups)

• Providing a flexible hosting solution allowing peak time additional bandwidth for the Let’s Play Darts and Great British Bake Off elements of the campaign

• Supporting Sainsbury’s sponsored UK wide flagship events

• Developing a full ecommerce shop and Content Management System to allowthe client to make changes to orders/prioritise items

•Fulfilling orders within 24 hours

• Receiving and compiling components for advertising events (flyers/ banners/leaflets)

•Creating eight different event support pack types (varying from one to 17 pallets) for 450 despatches to events over a four week period, often to ‘non-addresses’ (such as parks)

• Despatching medals and ‘mini miler’ kits to schools

• Setting up systems to process and despatch eBay orders daily (pin badges/ trolley tokens) allowing for vastly different data and processes

• Receiving and processing donation forms, including accurate gift aid calculations

HighCo MRM went massively beyond the bare outlines of the brief, solving a range of problems that the unique nature of Sports Relief created – for example, liaising with haulage firms to work out how to get event support items delivered at the right time to non-standard locations such as school sports fields.

Another challenge was when one item for a multi-item pack (the Mini Miler kit) was only delivered one hour before the kits had to be despatched – this was achieved by pre-packing all the items which had arrived so when the final piece turned up, it could be added in within the hour, still achieving the deadline.

All told, HighCo MRM managed and completed an incredibly complex mailing brief, involving 160k + different ‘kits’ containing a total of 1.1M individual items, with 100% of packs despatched on time.

All planned deadlines and mailing dates were achieved without exception for the entire campaign, despite ever-moving dates.

Finally, the company produced an extensive de-brief document identifying ways to improve for next time…

IPM Company of the Year 2016

Mando, which has had its most profitable year since the company launched 40 years ago, has expanded well outside its traditional fixed fee roots, and works with a variety of different brands over a massive range of different campaigns, providing entire solutions to service all the needs of its clients. The last year saw it surpassing the previous year’s profits by 290% massively beating the targets set by parent company WPP, through covering 300 promotions in over 40 countries.

In addition to its core promotional risk management service, it now acts as a promotional consultancy, handles prizing and partner sourcing, advises on security checks and validation, manages handling and fulfilment, offers digital services and has recently launched a new prepaid Card company, primed to introduce an interesting new cashback model.

This year’s clients have included McDonald’s, Coca-Cola, French supermarket chain E.Leclerc, Disney, Ferrero, L’Oréal and many others. The company has expanded in Asia, South Africa, Germany, Poland, Ireland, Italy, Spain, France, Turkey and the UK and now covers over 40 countries worldwide, exploring consumer tastes and cultural tendencies to ensure brands are protected, no matter what part of the world they are promoting in.

Highlights have included E.Leclerc’s ‘Very big E.Leclerc game’ celebrating its 80th birthday with its largest promotion to date – 80,000,000 scratch cards were distributed, giving consumers a chance to win €500 each time they spent over €25 in any of its 584 stores.

Mando delivered pre-promotional planning including consumer trends analysis, performance and redemption rates, security checks, printing and delivery, partner sourcing and all technical aspects and took on the entire financial risk.

For McDonald’s, Mando had a fundamental role in guaranteeing the success and smooth running of the McDonald’s Monopoly promotion in the UK, Australia, Ireland and Spain. Mando put in place high-security measures to help with application management and verification of applications received, while covering high sum cash prizes.

Additionally, it set up and audited handling houses across Europe to ensure the smooth running of the promotion and that all services run to the high standards expected.

The client said: “You have been fundamental in the smooth running of our promotions and our long-standing relationship has been founded on trust, reliance, and transparency. You took care of all the fulfilment and handling of our promotions, regularly ensuring security and discretion to the highest of standard thus guaranteeing a successful customer journey.”Mando has evolved far from being just a risk management company, developing a range of logistical and technical solutions and forcing the competition to enhance their current offerings to the benefit of clients and consumers.

Company: Mando

Industry Category: Coupons

Entry: Guardian Digital-to-Print SamplingCompany: i-movo Limited

Even though printed newspaper sales are declining, ‘online-only’ publishing is not economically viable and it is essential to get target readers ‘into the habit’ of daily readership of the print edition. Guardian News & Media (GNM) wanted to switch from using paper vouchers to digital, to get better and quicker redemption data, speed up campaigns and appeal to readers who consume news online but might be attracted to the richness of the print edition. i-movo provided Secure Digital Vouchers (SDV) featuring unique voucher codes for multiple use (once daily) in over 65,000 UK retailers. Results are withheld at the request of the client; however, GNM confirms it was commercially successful, 100% reliable and delivered levels of compliance at participating retailers. Rob Rattley, Head of Newspaper Sales & Revenue, GNM, says: “i-movo is now a permanent fixture in our marketing repertoire as a result.”

Valassis Ltd

Caring Everyday Coupon Gallery

Category Sponsor:

Industry Category: Print Management

Entry: Cath Kidston Christmas Cracker (VIP) MailingCompany: Snap Print Management Limited

This campaign revolutionised the way Cath Kidston conduct their promotional activity and delivered beyond all expectations, creating a personal connection between the high-street retailer and target audience with its unique, creative and simple call for action – a Christmas cracker which revealed a 20% discount voucher hidden inside. Online traffic to the CK ecommerce site increased by 15% during the December period, while 28% of CK's VIP customers shopped as a result of the mailing. Sales increased by 12% throughout the month of December with transaction value up 6%. Messaging invited VIPs to spend more time with CK, and care was taken to make them feel valued. At the same time, the campaign’s ‘green’ credentials (it met stringent Royal Mail Sustainable mail criteria) were highlighted throughout.. The client says: “The mailings have exceeded our expectation, generating high response rates with particularly high average transaction value during the promotional period.”

Playprint Ltd

Expert Probability Scratchard

Industry Category: Risk Management

Entry: The Very Big E.Leclerc GameCompany: Mando

PIMS-SCA Ltd

‘Your Nutella, Your Way’ Free Personalised

Label Campaign

Category Sponsor:

Industry Category: Digital

Entry: Guardian Digital-to-Print SamplingCompany: i-movo Limited

Fotorama, part of the Sodexo family

Weightwatchers Campaign

Category Sponsor:

Even though printed newspaper sales are declining, ‘online-only’ publishing is not economically viable and it is essential to get target readers ‘into the habit’ of daily readership of the print edition. Guardian News & Media (GNM) wanted to switch from using paper vouchers to digital, to get better and quicker redemption data, speed up campaigns and appeal to readers who consume news online but might be attracted to the richness of the print edition. i-movo provided Secure Digital Vouchers (SDV) featuring unique voucher codes for multiple use (once daily) in over 65,000 UK retailers. Results are withheld at the request of the client; however, GNM confirms it was commercially successful, 100% reliable and delivered levels of compliance at participating retailers. Rob Rattley, Head of Newspaper Sales & Revenue, GNM, says: “i-movo is now a permanent fixture in our marketing repertoire as a result.”

French supermarket chain E.Leclerc aimed to run its biggest ever sales promotion, with the objective of driving a 7% uplift in spend. With millions engaging, concerns included the scale of the marketing spend and the campaign, the potential for over-redemption and damage to brand image. Mando’s Fixed Fee package included accurate redemption estimates which meant E.Leclerc could appropriately budget for the campaign, ensuring minimum risk. The Mando team helped throughout with regular redemption and performance updates, plus organising the secure printing and distribution of millions of scratchcards. Mando also managed the customer service line and dealt with all issues to ensure consumers were happy. The campaign yielded an 8% increase in overall spend, making it the client’s most successful promotion to date. Mando’s risk management service allowed E.Leclerc to smoothly run its largest promotion ever and hit all sales targets without any extra cost to the brand.

Industry Category: Digital

Entry: JUICEBURST: On Pack Juice MachineCompany: Blippar

Category Sponsor:

Industry Category: Promotional Merchandise

Entry: The Magic BowCompany: ASL

Tomato Source Limited

Telefónica O2 Priority Star Wars Campaign

Valassis Ltd

Caring Everyday Coupon Gallery

Relatively unknown drinks brand JUICEBURST wanted to become a major challenger and disruptor, and overhauled its packaging and communications to grab and retain 18-24 year old consumers’ attention. JUICEBURST wanted to enhance the experience of consuming the product by bringing the bottle to life with mobile, social and interactive fun to draw the target audience in multiple times. Augmented Reality company Blippar transformed the bottle into an interactive playground. Once Blipped (scanned), the bottle became a fruit machine where consumers could ply to match fruits and win prizes. The 3D game was accompanied by slow motion video content showing the moment when a piece of fruit burst. Finally, users could share via social channels and encourage peers to interact with the AR game. The campaign delivered nearly 300,000 unique users, 115% over target. Average dwell time per user was 63.4 seconds.

Coca-Cola Satis Dagitim, Coca-Cola’s distributor in Turkey, wanted a low cost promotional idea that would create a memorable Coke experience. ASL was challenged to develop something that either had high perceived value or was simply innovative because ‘something magical’ happened. The result was The Magic Bow, a label which, when pulled at the right points, transformed into a perfect ribbon gift bow. Although it delivered both high perceived value and innovation, it was also cost-effective to make, easy for retailers to display (they just had to put one bottle with the bow made up wherever they sold the product) and easy for consumers to understand. The Magic Bow promotion was launched for Christmas 2014 in Turkey; it generated massive social media comment and delivered a significant increase in sales for Coca-Cola. Sales increased by 6.1% and due to the success in Turkey, 33 additional countries implemented the program during 2015.

ASL

Lipton Bauble

Industry Category: Experiential & Event

Entry: New Balance Tennis – Wimbledon Activation 2015Company: Ambient Media Worldwide Ltd

Industry Category: Handling & Fulfillment

Entry: Kellogg’s Personalised Spoons Company: Prime Group

Highco MRM

IMATS for NYX Cosmetics

Independent Events

Road Respect –Spot Roadi

Category Sponsor:

Kellogg’s massively successful personalised spoon promotion ran in 2015, offering consumers across EMEA the opportunity to choose and own a spoon with their name and favourite Kellogg’s character on it. For 2016, Kellogg’s wanted reduced time between ordering and receiving spoons, a more streamlined fulfillment process, full transparency so its customer care team could manage consumer expectations, packaging design/management, spoon engraving/laser marking and individual international shipping handled by one UK-based company and full compliance with Kellogg’s IT requirements and food quality controls. This was massive, complex project: laser personalising, packing and delivering of one million unique spoons to homes in 30 European and Middle East countries. Customer expectations were significantly exceeded; spoons were delivered in 14 days on average, compared to the 90 it took in 2015. Product packaging was easier to assemble and lightweight, technology was integrated across all processes and invaluable insight data was provided to the client.

Following a successful activation in 2014, Ambient was again briefed by New Balance’s media agency to develop an experiential campaign which would create a positive association for its tennis shoes with The Wimbledon Championships, despite the brand not being able to run activity within the Wimbledon grounds, as space was already taken by other companies. Ambient negotiated an exclusive lease with a resident in a perfect location with a very large front garden to run the event in, a unique and highly visible space on the doorstep of the queue into Wimbledon. Ambient then created a multi-zone experience including trying on the shoes, a fast serve challenge and a reaction time test. Top male and female scores were displayed on a leaderboard and anyone in the top 5 won a pair of New Balance shoes. Engagements were +41% of target, Serve and Reflex Challenges +4% and Footwear trials +32.5%.

Industry Category: Handling & Fulfillment

Entry: Run Up to Sport Relief Campaign 2016 for Comic ReliefCompany: Highco MRM

Industry Category: Staffing

Entry: Maybelline London Fashion Week Company: POD Staffing

Kru Live

DHL at Rugby World Cup

Coalition Event Services

NFL International Series 2015

Category Sponsor:

Selby Marketing Services Ltd

Confused.com BRIAN The Robot

Maybelline’s London Fashion Weekend (LFW) sponsorship was designed to position it as more inspirational and more relevant to a UK audience, to help compete against chief UK rival Rimmel. Maybelline gave Pod Staffing a tough challenge: setting up a fully functioning pop-up shop overnight at LFW with staff who could: inspire the world’s most influential opinion leaders in beauty and fashion; get backstage to get models and professional makeup artists using Maybelline products; and sell products to 16,000 fashionistas. POD’s staff succeeded on all KPIs and delivered the personality and experience Maybelline demanded. They also made it a massive commercial success. The team sold over £15,000 worth of Maybelline products in just four days, more than the top performing Boots store in the country and completely unheard for a pop-up shop. Sales targets were tripled, over 20,000 consumer interactions were delivered and four days of makeover slots were fully booked.

Sport Relief is a biennial charity fund-raising campaign run by Comic Relief involving public participation in sponsored sports-related activities across the UK. The campaign is widely supported/endorsed by celebrities, UK brands (e.g. Sainsbury’s) and the media. HighCo MRM managed data, organised print for personalised fundraising kit, organised and sent sponsorship/fundraising kits to registered participants (67 kit type variants), schools/early years/youth fundraising kits and goody bags. It managed group/team sponsorship applications, matching them to venue specific events. It supported Let’s Play Darts and the Great British Bake Off activities, Sainsbury’s sponsored UK-wide flagship events, developed a full ecommerce shop and content platform for the client and fulfilled orders within 24 hours. It also received, put together and despatched flyers, banners and leaflets for advertising events. Added complexity was caused by the fact that many packages had to go to ‘non-addresses’ – parks, for example. £68.45m was raised by Sport Relief 2016.

Industry Category: Direct Marketing

Entry: Run Up to Sport Relief Campaign 2016 for Comic ReliefCompany: Highco MRM

Industry Category: Loyalty

Entry: Financial Times Subscription CardCompany: i-movo Limited

Hive

Heineken Star Rewards

Hive

Kenco Rewards Club

Category Sponsor:

Hive

Anchor Rewards Club

The FT wanted to switch subscribers from a paper voucher system to a digital voucher scheme, reducing overall costs and providing better reader behaviour insights as well as ensuring retailers get paid quicker and reducing fraud. Subscribers were sent an i-movo Secure Digital Voucher, unique to each customer and validated in real time, allowing the FT to track where, when and who redeem them. I-movo analysed the types of FT subscriber to design digital voucher schemes that suited the two main categories. The i-movo vouchers have increased subscriptions significantly, with much higher redemption and retention rates. Bad debt and fraud have been massively reduced. Peter Simpson, Director of Marketing Operations - Financial Times, says: “i-movo had taken the time to really understand all the nuances of this area of our business and have produced a solution to meet both our needs and those of the industry as a whole.”

Sport Relief is a biennial charity fund-raising campaign run by Comic Relief involving public participation in sponsored sports-related activities across the UK. The campaign is widely supported/endorsed by celebrities, UK brands (e.g. Sainsbury’s) and the media. HighCo MRM managed data, organised print for personalised fundraising kit, organised and sent sponsorship/fundraising kits to registered participants (67 kit type variants), schools/early years/youth fundraising kits and goody bags. It managed group/team sponsorship applications, matching them to venue specific events. It supported Let’s Play Darts and the Great British Bake Off activities, Sainsbury’s sponsored UK-wide flagship events, developed a full ecommerce shop and content platform for the client and fulfilled orders within 24 hours. It also received, put together and despatched flyers, banners and leaflets for advertising events. Added complexity was caused by the fact that many packages had to go to ‘non-addresses’ – parks, for example. £68.45m was raised by Sport Relief 2016.

Industry Category: Prize, Incentive & Reward

Entry: Malta Guinness – Get BookedCompany: The Black Tomato Agency

Industry Category: PR & Marketing

CommunicationsEntry: Lexis & Pizza Hut RestaurantsCompany: Lexis Agency

Category Sponsor:

The Black Tomato Agency

Stella Artois – Joie De Cidre

Category Sponsor:

Since launching in Nigeria in 1990, Malta Guinness has established itself as Nigeria’s number one non-alcoholic malt drink. The hugely popular Nigerian TV show ‘Malta Guinness: Game On’ pit six fashion designers and six football coaches head to head to win the Ultimate Malta Guinness Experience. The Black Tomato Agency created two different prizes (only one of which would be delivered) to resonate with the Nigerian TV audience and live beyond the TV show. The winner would get unique skills and unparalleled knowledge that they could share with their community back home, enriching those around them. Eventually, 26 year old football coach Olumide won the competition. Black Tomato negotiated deals with Charlton Athletic FC and the FA so he could come to the UK and get a coaching qualification, plus meet Charlton’s stars and interview the team’s CEO. Video content was created which could be used on the brand’s website.

The Black Tomato Agency

Visit Britain - #OMGB

Pizza Hut was rebranding with a £60m investment programme to make its restaurants more culturally relevant and contemporary and also to help find a buyer for the franchise. Lexis was challenged to create a series of PR moments over 24 months; one that was particularly effective linked the Pizza Hut in London’s Leicester Square with Leicester City FC’s amazing journey to win the Premier League. All 12 staff at the restaurant changed their names by Deed Poll to those of Leicester City’s stars, and that became the centrepiece for a massive PR push. Time from client sign off to execution was just eight days, including changing 12 people’s names legally. The activity generated 154 pieces of coverage all in 48 hours, contributing to a total of over of 600 million media impressions, with 100% brand mentions and 83% delivery of wide re-imaging programme messaging – fantastic results for just £6,380.

Industry Category: Innovation

Entry: GQ MOTY 2015Company: The Flash Pack

Cross Border Activity Multi Territory

Entry: Canon EU Winter CampaignCompany: Sales-Promotion

Mando

‘Your Nutella, Your Way’ (Europe)

The Tomato Source Limited

Duracell Star Wars Cross Territory Campaign

Independent Events

Road Respect –Spot Roadi

Category Sponsor:

i-movo Limited

Guardian Digital-to-Print Sampling

GQ were looking for an innovative, photographic experience to capture their high profile, often celebrity, guests at The 18th GQ Men of the Year awards in September 2015. GQ wanted an interactive activity to produce stunning content that would entertain guests and could be live shared on social media to GQ’s engaged online following. GQ needed instant access to the content so editing had to be done on site within minutes. The Flash Pack launched its brand new 270° Bullet Rig photographic experience at the award show – 84 specialist digital cameras shooting simultaneously to capture the subject effectively frozen in a moment, creating a 3D effect, which at the time of the awards had almost never been seen before as social media content. An on site editor then added the final touches, meaning content was ready within two minutes of capture, rather than needing days of work in post production.

Canon wanted to drive sales in a highly competitive market in the Christmas season with a campaign running across 29 countries, featuring 230 promotional products and incorporating four promotion mechanics: cashback, credit, vouchers and sweepstakes. Objectives included engaging existing and potential consumers and collecting new consumer data for DM about future offers, new product launches and events. Primary offers would differ across each country, in an effort to drive the sales of key products in each region. Given this complexity, the claiming process had to be as simple as possible, through the use of clear communication and smart design. Sales-Promotions created multi-lingual email templates, claim forms, a customised consumer reporting platform, secondary claim forms (for subsequent claims), an online cashback/credit calculator and product suggestion pages. The success of the campaign was evident in the level of claims; for the UK alone, the volume of submissions was 104% higher than anticipated.

JudgesChairmen

Sarah BurnsSpark & Fuse

Marketing

Peter JonesPlayprint

Peter KerrHighco MRM

Liam HopkinsArc Worldwide

Richard PinkHead of Awards

Hina ParmarIPM Legal Advisory

Service

Thank you to all our Chairmen and Judges for this year’s COGS Awards, led by our Head of Awards, Richard Pink with entries verified by Hina Parmar (IPM Legal Advisory Service) and with thanks to the ASA for their support.

Peter Jones Playprint LimitedPeter Kerr Highco MRMSarah Burns Spark and Fuse Liam Hopkins Arc WorldwideMel Sheldon Highco MRM

Gareth Baldwin Corporate Innovations LtdPeter Tapnell TRODavid Ryan whynot! LimitedJohn Dick Ambient Media Time Rowell Local World

Adam Azor Jack MortonPenny Humphrey CathedralDavid Tymm i-movoJonathan Jackson Hive OnlineAlan Lewis Promotional Handling Ltd

Paul Berney mCordisDavid Gould Corporate RewardsSam Maltman Upon Cloud NineHayley Lawrence Brand and DeliverIan Priestman Blackjack Promotions

Julie O’Neill Whistl (Doordrop Media)Ben Gosset QuotientNeil Horton Ark-H-Handling LtdGary Sailsbury Juice Creative

Edgeloyalty.co.uk Podstaffing.co.uk

PROUD TO SUPPLYSTAFF FOR THE

IPM COGS AWARDS2016

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The Awards 2017

Launch 30th November 2016

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The Awards 2017

Launch 30th November 2016

Staffing PartnerSupporting Sponsor

Headline Sponsor

Partners

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The Awards 2017

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The Awards 2017

Launch 30th November 2016