ANALYSIS: 1999 Awards set for high-calibre entrants - The Relationship Marketing Awards return for a second year to reward the best in one-to-one communications - now at the heart of every marketing sector and level

Cellnet, Renault, Bass, Tesco and British Airways were just a few of the high-profile companies to enter last year’s inaugural Marketing Relationship Marketing Awards. The first-year success was heralded as a tribute to the wider recognition of relationship marketing, and to the fact that clients wanted to see high-profile awards honouring best practice.

Cellnet, Renault, Bass, Tesco and British Airways were just a few

of the high-profile companies to enter last year’s inaugural Marketing

Relationship Marketing Awards. The first-year success was heralded as a

tribute to the wider recognition of relationship marketing, and to the

fact that clients wanted to see high-profile awards honouring best

practice.



Entries are now invited for this year’s awards, with an equally

high-calibre of submissions anticipated.



For relationship marketing is no longer a specialist discipline. It is a

concept that is being used increasingly by marketers to build brands and

businesses; a change that affects every sector and marketers at every

level. The Marketing Relationship Marketing Awards are designed to

reflect the fact that there is now a one-to-one focus at the heart of

all customer communications.



Last year’s overall winner was Cellnet, for its Genie web site, which

demonstrated the role the internet is playing in advancing the cause of

personalised communications.



Genie, which was also the winner of the Best Innovation Award, is a news

and information site for the mobile phone brand that offers users

tailored information via their phone or an e-mail address. Meanwhile,

the winner of the Best Use of New Media Award proved that size isn’t

everything. Bristol City FC delivered an added-value service to an

already loyal audience through a web site that offers a discussion

forum, online merchandising, and a ’seat view’ of the pitch.



This year’s categories are designed to cover all aspects of relationship

marketing, and to recognise those companies and agencies that lead the

way in communicating with the consumer. They have been split into two

groups, industry sectors and relationship methods (see box), while the

overall award will go to the category winner that best illustrates

excellence in relationship marketing.



The awards ceremony will be held in London’s Grosvenor House Hotel

Ballroom on November 30. The deadline for entries is September 30, and

an entry form can be found inside Marketing. For further information

contact Jo Gawith at Haymarket Events on 0171 413 4318.



AWARD CATEGORIES

Industry sectors

FMCG and drinks

Financial, insurance and professional services

Motor

Retail

Travel and leisure

Best use of relationship marketing

Customer magazine (business-to-business)

Customer magazine (consumer)

Loyalty scheme

Customer database

Live events

New media

Integrated programme

Business-to-business programme

Incentives

Innovation



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