RELATIONSHIP MARKETING AWARDS 1999: Best integrated programme

WINNER
Client
The Wrigley Company
Agency
TBP-Eurobrand
HIGHLY COMMENDED
Client
The History Channel
Agency
In-house
HIGHLY COMMENDED
Client
Ernst & Young
Agency
DMB&B Financial and Springboard Design

WINNER

Client

The Wrigley Company

Agency

TBP-Eurobrand

HIGHLY COMMENDED

Client

The History Channel

Agency

In-house

HIGHLY COMMENDED

Client

Ernst & Young

Agency

DMB&B Financial and Springboard Design



WINNER



By the end of this year, Wrigley expects half the UK’s dental practices

to have signed up for its Oral Healthcare in Action (OHA) programme.



Launched in January 1998, with the publication of a report, ’Oral Health

and Sugarfree Gum’, the programme cost the company about pounds 500,000

over the first 18 months.



By raising awareness of the role of saliva in dental health, it aims to

persuade the dental profession to recommend the benefits of chewing

sugarfree gum.



Elements in the programme include advertising in the trade press, a

patient education action pack, a quarterly magazine, leaflets and

posters. Orbit for Children, the UK’s first kids’ dental care gum, was

launched with an ad in the dental press with a sample attached.



OHA also sponsored a dental student handbook and the HEA oral health

team.



Research in May showed 73% of OHA dentists ’always’ or ’frequently’

recommend sugarfree gum to patients, up from 44% in an earlier tracking

study.





HIGHLY COMMENDED



’Photos for the Future’ was launched by The History Channel in March to

develop loyalty among existing viewers, and generate awareness.



The competition aimed to build an archive of personal photographs,

reflecting life in the 20th century. Successful entries could appear on

TV, in a book, at local exhibitions, on the internet, and in local

newspapers.



Promotion included PR, DM and TV ads. Some 6000 entered.





HIGHLY COMMENDED



Fast growing young businesses are the clients of tomorrow for

professional service providers, such as Ernst & Young.



The challenge is to identify them, and initiate a relationship early on.

Ernst & Young responded to this situation by launching a regional,

national and international competition to find the Entrepreneur of the

Year. Promotion has been mainly through PR.



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