Comment 3
The Judging Panel Sober marketing for sober times
The following practitioners participated in
the four separate judging sessions for the
B2B Marketing Awards 2009.
A
s ever, the winners of this year’s B2B
Marketing Awards shone for their
clarity, their obvious understanding
Justine Arthur
of the market they were in and their
Marketing and online experience manager,
BT Business
demonstrable success. These are smart
campaigns produced by smart thinkers who
Simon Banoub
Head of marketing, Opta Sportsdata
knew how to plan strategically, to engage
their target and deliver. They deserve their
Nina Bennett
Head of SME marketing communications,
winning status and we must further
Colt
congratulate them on crystallising the no-
Adrian Brady
doubt complex marketing solutions in a
MD, Eulogy
digestible and lucid way. Given the “The winning entries have
Catrina Clulow
multilayered complexity of working within
managed to crystallise the
Marketing communications manager,
the B2B domain, this in itself can be a
Panduit challenge. no-doubt complex
Andrew Colwell
The members of the various judging
marketing solutions in a
MD, French Colwell panels applied themselves selflessly to their
Gavin Drake
task over several long days. It is their
digestible and lucid way.
Marketing director, Quark professionalism that ensured all
Given the multilayered
Louise Green
submissions were scrutinised, discussed
International marketing manager, BvD
and vetted to the highest tolerances and it
complexity of working
Stephanie Henderson
is they who enabled the winners to be
within the B2B domain, this
Head of communications, MCA
selected in unanimous voting against very
Lisa Hutt tight criteria. The judges deserve thanks
in itself can be a challenge”
Senior director of European marketing
from everyone, to which I would add my
programmes, Salesforce
Peter Young
own for being meticulous, collaborative and
Marketing consultant, chairman of the
Adrian James
good-humoured throughout. It made my judging panel
Client services director, Bourne
task a painless and enjoyable one.
Pete Jakob
Congratulations to all who have come
Marketing transformation leader, IBM
through this judging process. demonstrably put in place robust and
Tony Larks
However, although competition – from a consistent mechanisms that tracked and
Marketing director, Trend Micro
numbers point of view – was greater this monitored success, or at least
Louise Lautin
year than ever, many entries had one thing demonstrated these in their awards entries.
Director for EMEA volume marketing,
Computer Associates
in common. Prudence. Or put another way, The judges were uniform in their
a lack of innovation. Perhaps this was a opinion that many of the entries failed to
Zina Manda
Director, Mardev
result of the prevailing business climate but take note of the very clear entry guidelines.
one was left with the distinct impression Overwriting, the main culprit, can occur as
Peter McEvoy
Corporate marketing manager,
that some clients and agencies alike were a sign of desperation or sometimes
Computerlinks
responding to a downturn by keeping their laziness. Less is most definitely more,
Andrew Millard
heads down. Very few showed a willingness especially when an entry is fighting for
Director, Citrix
to adapt and innovate in these tough recognition in a very large pool.
Debbie Robertson
economic times and to find new ways to cut Similarly, a surprising number of
Marketing & sales director, Easynet Connect
through. Consequently, whilst some entries entrants failed to take account of which
Zoe Sands
stood out, much of what was seen lacked category they were submitted for, hence
Digital marketing manager, Cisco
sizzle, was uninspiring, soberly treated and jury members found themselves reading the
Andrea St Hill
conservatively dressed. Under those same entry twice or more over against
Marketing director, Livingstone Partners LLP circumstances one would think a focus completely different criteria. If you’re
Mike West
would be given to measuring results, considering entering next year, please bear
Business development manager, Royal Mail perhaps even above all else. But it rarely this in mind – not only will your entries
Chris Wilson
was. Surprisingly few companies benefit, but the judges will thank you!
MD, Earnest
This publication was produced as a supplement MEDIA DEVELOPMENT MANAGER: David Lewis DESIGN: ICD, West Sussex
of B2B Marketing, November 2009. TEL: 020 7438 1376 info@icd.gb.com
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EDITOR: Joel Harrison
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