Q&A POPAI POPAI Party We chat with Phil Day about the upcoming POPAI awards.
What was the inspiration behind launching the awards? The POPAI Awards were launched as a direct response to calls from the industry. The British P‐O‐P Awards had been running independently of POPAI for a number of years. However, the existing awards process was far from perfect. Entrants were required to physically ship their entered displays down to London to be judged, often requiring huge investment to produce additional one‐off units. In addition, little merit was given to supporting case studies. By 2006, the number of companies entering the Awards was a measly total of just 20. The nominations process was also a cause for complaint, with many nominated companies often failing to win an Award. Whilst this model worked for many other industries, it was not embraced by the P‐O‐P industry. The inaugural POPAI Awards were launched in 2007. In that time, the number of entries we have received has grown year‐on‐year – in 2013 we received entries from 63 different companies – and now form an integral part of POPAI UK & Ireland’s commitment to supporting and recognising best practice within our industry.
How many years have they been running? The POPAI Awards have been running since 2007 and remains the benchmark by which best practice in P‐O‐P display and retail marketing is measured.
Have there been any changes over the years? Yes, the individual award categories have evolved over the years to reflect the changing nature of the retail marketing industry. In 2009, we first launched the Environmental Award category, later to become the Sustainability Award in response to the emerging focus on environmental best practice and greater corporate social responsibility. There was also a new Short Run category introduced. 2009 was also the year that the flagship Display of the Year category was split into two to specifically acknowledge both temporary and permanent standout British and Irish P‐O‐P with their own Gold, Silver and Bronze awards. Meanwhile, in 2011, we launched a new Flagship & Store category. For 2012, we launched a new Multichannel and Campaign category to reflect the growing number of truly multi‐channel campaigns being executed by retailers and brands.
Is there anything new for 2013? The awards are proud to have a new corporate sponsor, Mood Media. There is also a new Pharmacy category and the reintroduction of the Student Design Awards as part of the awards ceremony, recognising the best in emerging creative talent within UK universities.
What can we expect in the future from the
POPAI Awards? The POPAI Awards continue to get bigger and better each year. Our aim moving forward is to continue raising its stature as the premium event for retail and brand marketers and their supply partners, representing the pinnacle of achievement for industry practitioners. We also seek to capitalise on the growing wider interest in the awards amongst POPAI non‐member companies so that it remains truly inclusive and representative of best practice excellence within the industry. As an organisation, we also have no doubt that the continued evolution of our high streets and retail landscape, together with changing attitudes in shopper behaviour, will see the awards themselves continuing to evolve as we stay in step with changes and remain reflective of the industry we represent.
Contact POPAI
+44 (0)1455 271 856
www.popai.co.uk
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