UK: Centre For Integrated Marketing Sponsors Annual Conference
Last Updated: 30 March 2004

The Centre for Integrated Marketing (CIM), the UK's leading research and development centre for business and marketing integration, announced significant awards, tools and research insights during its annual conference on March 25th, hosted by IBM UK and sponsored by the CIM.

The Integrated Marketer of the Year 2003 Award went to the NSPCC for FULL STOP and its Milestones communications innovation. Together these have helped the NSPCC become more effective in its mission, its communications and its donor marketing. (See below) The NSPCC is the second Integrated Marketer of the Year, following the multi-award-winning SEEBOARD Energy in 2002.

An Integrated Marketing Thought Leader award was given jointly to ISC/WRC and 23red. International Sportsworld Communicators re-launched the WRC brand in 2000. With its partner 23red it has steered the brand to almost a billion annual viewers. WRC demonstrates a blurring of categories, powerful branding and an exemplary strategic relationship with its agency, 23red.

According to ISC managing director, Simon Long: "We found that we could give 23red direct responsibility for developing our marketing strategy and programmes. They also act as brand guardians with our other partners, like TV and radio broadcasters, Sony and Accenture. Having said that, our whole board is marketing savvy, so we work in close partnership, and that is the key to success."

Professor Angus Jenkinson heads the CIM, based at the University of Luton. He said: "The WRC brand has achieved extraordinary development on a spend of just £1.5 million after three years. Key to this has been precision engineering in brand and experience design and superb mobilisation of partners."

Adam Wylie said: "On behalf of ISC, 23red and all the stakeholders who have done so much to develop the World Rally Championship, I’m delighted to accept this prestigious award for integration.  It means a great deal to be recognised outside of the motor sport community for our efforts and achievements."

Another Integrated Marketing Thought Leader award went to IBM UK for its innovations in marketing management. Professor Kevin Bishop, now Strategy and Marketing Director, IBM Business Consulting Services Europe, re-organised the Northern Region Integrated Marketing Communications (IMC) function to be customer not marcoms focused. He also chaired the CIM sponsored MNP Best Practice research group of senior marketers with the Centre. This research team, lead by the Centre for Integrated Marketing, developed Open Planning, the new CIM and industry-endorsed standard in integrated, media neutral marketing communications.

The Centre also announced the conferment of a Visiting Professorship by the University of Luton on Professor Bishop in recognition of his distinguished contribution to marketing thinking and his ongoing support of the Centre’s R&D programme.

According to Professor Bishop: "IBM has always valued deep insights that advance knowledge and I am delighted to have the opportunity to collaborate with the Centre in this vital area, which is important for IBM, our clients and UK industry."

Professor Jenkinson commented: "This will enable us to build on a proven research partnership that involves senior marketers in developing breakthrough insights and tools together."

The Centre released preliminary findings from How Integrated is the UK PLC?, its major study into UK integrated marketing practice. The Centre has already released its assessment that the UK industry could gain between £4 billion and £10 billion increased business performance through integration improvement. The current study into UK practice identified major gaps in performance by large UK companies.

Professor Jenkinson said: "They show that very significant improvement is possible in customer experience, in organisational alignment, and in the practice of marketing. Fortunately, integration leaders as well as new tools are showing the way.

"For example, less than 40% of companies can say that customers are really happy with them, and only 30% of them believe that customers feel that all their brand experiences come from one identity. These are business-damaging results."

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