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AIM Awards Look Back: Marketing Team of the Year

By: The AIM Awards Team | Posted on: 11 May 2016

The All Ireland Marketing Awards, organised by the Marketing Institute of Ireland, is an event which calls on companies to nominate their best teams, individuals and achievements, for recognition on a national scale. It aims to promote excellence and best practice in all areas of marketing.

Teams which bring together a range of complementary skills and leverage these successfully can often point to extraordinary results. This Marketing Team of the Year award goes to a collective who can demonstrate how theybcreated an inordinately high level of business performance, encompassing both strategic perspective and tactical implementation skills.

This is the 10th year of the All Ireland Marketing Awards. For our lookback article series, we refresh our memory on category winners down through the years. The focus of this article is the Marketing Team Award winners from 2007, our inaugural year of the AIM Awards right up to 2015 winners.

 

2007

Presented by Mark Henry, Tourism Ireland to Deirdre Ashe and the VIVAS Health Team

2007 winner VIVAS Health is an entrepreneurial company capitalised by Irish Institutional Investors, with a vision to innovate, educate and invest in better private healthcare to improve better quality and length of life in Ireland. The VIVAS Health marketing team has driven the success of this challenger brand in shaking up an inert market. The team have delivered results in the face of adversity by quickly establishing a highly differentiated brand, supported by a comprehensive communications strategy, resulting in the acquisition of 6% market share through a combination of direct and indirect channels, after just 30 months in the market.

 

2008

Presented by Denise Airlie, Brightwater to Aoife Mahon and Martin O'Leary, RaboDirect

The 2008 Team winner was RaboDirect. RaboDirect is an online bank, Ireland’s first internet-only bank, and part of the AAA- rated Dutch Co-operative Rabobank Group. Since its launch in May 2005, it has recruited over 50,000 customers. As a challenger brand, it seeks to empower customers to take control of their finances through innovative products. The bank operates with a marketing team of just three people, who must work efficiently and effectively, individually and as a team, to ensure that key goals are met. The team believes that their ability to react quickly to opportunities and implement campaigns at a short notice is a big advantage.

 

2009

Presented by Simon Ferguson, Sales Online to Damian Devaney and the O2 Ireland Team

In 2009, 02 Ireland, was the leading provider of mobile services and a wholly owned subsidiary of Telefónica. It has offices in Dublin, Cork and Galway as well as a customer Care Centre I Limerick. After a tough year in 2007, the marketing team set about creating a turnaround. Starting with a major research and segmentation project, the team delivered the 02 experience to the youth market. It concluded the 02 music venue deal, the first and largest naming rights sponsorship in Ireland. The post pay market got 02 Clear, which removed contract commitments. The result of these three major initiatives was a standout year for the marketing team and the whole business.

 

2010

Presented by Joe Collum, Glanbia Consumer Foods to Vanessa Hartley, Aviva Health Insurance

In 2010, Aviva Health Insurance Ireland were the fastest growing health insurer in Europe, resulting in almost 250,000 customers. The marketing team was challenged to deliver two re-brands within a single year, and implement the 'Road to Health' strategic plan. The product suite was re-engineered, and the purchase process was streamlined, creating a better customer experience. Communications activity greatly increased brand awareness, evidenced by consumer tracking. The resulting steep uplift in Business and market share equated to Aviva out performing the market by 3:1.

 
2011

Presented by Vanessa Hartley, Aviva to Jonnie Cahill and the 02 Team

Market saturation and declining consumer confidence were the major challenges faced 2011 winners, the 02 marketing team. This made retention the team’s number one priority, in particular giving the customer reasons to remain with 02. The team decided that emotional loyalty as opposed to more functional comparisons would be key. The team reorganised itself around loyalty of team members. The flat structure of the team facilitated engagement and responsibility and steps were taken to embed external partners within the 02 team. The key goal of increasing retention was not only met, but brought to a record level.

2012

Presented by Next Generation to Jonnie Cahill and the 02 Ireland Team

2012 winners, the 02 marketing team had faced  ayear of several new competitors, heightened price competition, and recession driven erratic customer behaviour. The team accepted the challenge and adopted the mantra ‘transform to win’, whilst embracing a new lower cost operating culture. The team was reorganised and greater autonomy led to greater efficiencies in processes. With training and budget cut, marketing staff volunteered to deliver free classes for colleagues throughout the company to boost morale. A whole new line of business was opened up through the launch of the 02 money card. A greater focus was put on business intelligence, and assets such as The 02 and Irish Rugby were leveraged to make a clearer contribution to the bottom line.

 
2013

Presented by Fintan Lonergan, 02 Media to Nicky Doran and Bord Gáis Energy Team

The Bord Gáis Energy marketing team won in 2013, after facing a reduced budget and more intense competition. They needed to refocus its efforts in order to meet demanding commercial and brand objectives. The team delivered an exceptional year, reducing customer churn by leveraging brand assets and introducing a series of initiatives such as a new loyalty programme, a major new partnership with Tesco and a sponsorship activation as well as product redesign.

 

2014

Presented by Fintan Lonergan, 02 Media to April Redmond and Kerry Foods Team

The marketing team at Kerry Foods in 2014 focused on turning a challenging market place environment into an opportunity. Through a motivational team programme, Kerry positioned its branded business to compete effectively and to drive sustainable longer-term growth. When market conditions were putting pressure on marketing ROI, the task of creating a consumer-centric marketing organisation was a challenge. Focussing on learning and development, Kerry’s energised and passionate team was in a position to meet the imminent needs of the business, and future-proof its brands for sustainable longer term growth through the deployment of an inspiring category and brand strategy across the commercial business.

 

2015

Presented by Conor Phillips, IBM to Ray Kelly, Musgrave SuperValu

2015 winner SuperValu’s core brand value is commitment to quality food and local community while also offering the best value for money to its customers. This is the driver of the marketing team who are ‘believers’ in the brand. The commitment has led to the development of the challenging initiatives that have delivered a very successful year of dramatic results, with SuperValu being named Ireland’s most reputable Irish brand and 52,000 new customers acquired. The marketing team’s passion and personality, and its distinctive culture are intrinsic to its commercial success and “Real Food, Real People” is not just a strapline, but a living reality.

 

The Marketing Team of the Year Award 2016 is sponsored by IBM.

 

The 2016 finalists are:

AIB
eir
Glanbia Consumer Foods
Heineken Ireland
McDonald's

The judges will look for evidence of the impact that teamwork had on performance, focusing on team organisation, clear definition of roles, allocation of tasks, generation and sharing of ideas, team motivation, a culture of support, open communications, problem solving and measurement methods.

Teams are successful when each individual invests their own talents, energy and time into the same united goal. The quality of the team entries is a testament to the level of marketing professionalism in Ireland.

The winner will be revealed on the 19th May at the AIM Awards night at the DoubleTree by Hilton hotel. 

We wish all of our finalists the very best of luck.