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North East

Marketing Awards 2018 Main Partner:

Winners Guide

18th October 2018 The Biscuit Factory, Newcastle upon Tyne


Congratulations to all the winners of the North East Marketing Awards 2018 On 18th October 2018 the North East marketing sector came together to celebrate the achievements and successes of hard working teams and individuals from across our region. Judges had a very difficult job selecting only one winner in each category, with an exceptionally high calibre of nominees across all categories. All the entrants should be very proud of the impressive work they have achieved - all of which was very clearly reflected in the high quailty of the submissions. The evening was hosted by BBC Radio Presenter Anna Foster with after dinner entertainment from ‘That Mind Reader Guy’ Kennedy. The following pages outline the winners, along with an explanation of the award categories and why, in the opinion of the judges, each of the winners was chosen. These awards could not take place without the support of our fantastic sponsors, so thank you to:

2018 Judges Joanna Berry

Durham University Business School

Jon Cowan Utilitywise

Helen Curran Nuby

Joanne Dolezal

Marketing & Digital Consultant

Kirsten Donkin PD Ports

Julie Drummond

Drummond Central

Adam Dunlop

Northumbria University

Dr Raffaele Filieri

Robert Jefferson

Dr David Norris

Chris Kent

Sasha O'Neill

Andrea Kew

Michael Owen

Paul Lancaster

Geoff Phillips

Elaine Magnani

Martin Pout

Rachael Laschke

Martin Stout

Natasha McDonough

Veronica Swindale

Rob McInally

Fiona Urquhart

Virgin Money

Nigel Wright Recruitment Sage Plc

Plan Digital UK Hay & Kilner

North East Times NECC

Newcastle University

The North of England P&I Association

Julie Gibbins

Neil McLoram


Gill Gilthorpe

Consultant for Square One Law

Brewin Dolphin

Ammar Mirza

Asian Business Connexions

Emma Greenwood

Russ Morrow

Craig Harrison

Charlie Nettle

British Engines

Department for International Trade

Paul Hart

Cargo Creative

Evanta, A Gartner Company AV Dawson

Tom Nightingale

Baker Hughes, a GE Company Board Member of CIM North East

Teesside Univeristy Bellway Homes Always Wear Red Canvas Marketing Watson Woodhouse Solicitors North East Times NESMA

ADD Strategy Ltd

Abigail Donaldson J Barbour & Sons

Lisa Wood Atom Bank

Beth Wyatt

Northern Print Solutions

Natalia Yannopoulou Newcastle University Business School

Judging Process Each nomination submitted to the North East Marketing Awards was judged against the following: • the merit of the nomination • the extent to which the nomination met the awards criteria This judging took place in two stages: STAGE ONE Following the nomination deadline, all the entries for each category were reviewed on the basis of the award criteria for the respective category and a list of finalists was selected. The finalists in each category were then invited to attend a judging day to meet with a panel of judges. STAGE TWO The judging day took place on Thursday 6th September at the Brewin Dolphin office, Newcastle. Each finalist met with a panel of judges to discuss the submitted nomination and provide further insight into their entry. Following the interviews, the judging panels debated the merits of the finalists for their category until a decision was reached.

Results at a Glance RISING STAR OF THE YEAR


Bethanie Dennis, Silverbean Chantal Taylor, Castlegate Shopping Centre Lauren Watson, Crystallised Lisa Orme, intu Metrocentre Natalie Devonshire, Harvey & Hugo Nicola Irving, GT3 Architects (formally at Pearson Engineering) Thea Van der Velde, Drummond Central

Tom Shanks, Blueline Group - WINNER Will Larkin, The Twist Group


Finalists: David Pritchard, Sintons - WINNER Jennifer Brown, Harvey & Hugo Nic Yates, Silverbean Rebecca Lovell, Quantum (Clinigen) Shane Parkins, Workwear Express Tom Etherington, Evolved Search


Finalists: Caroline Darnbrook, Darlington Building Society - WINNER Chris Lucarelli, Cal Partners Natalie Bell, Para-Sols Victoria Thompson, Premier Tech Aqua UK


Finalists: Drummond Central – Zinsser - WINNER Mediaworks – Flogas NGI Solutions – Hadrian’s Cavalry O Communications – Husqvarna Group Silverbean – HelloFresh Valentine’s Day Three Motion – Ouseburn Trust Visualsoft Ltd – The Lakes Distillery



Berwick Rangers Football Club – Pound Per Point Castlegate Shopping Centre – Turn Back Tide

Darlington Building Society – Darly the Train - WINNER Orange Bus – Sahara Force India Rocket X – Pink Casino Womble Bond Dickinson (UK) LLP - Close Encounters



Communicator – Co-op ‘Select a Cause’

Drummond Central – Ouseburn Farm - WINNER

Mediaworks – St Oswald’s Hospice, Great North Snowdogs NCFE – End-point assessment (EPA) campaign North Tyneside Council – Contours New Year offer North East Local Enterprise Partnership – ‘Live, Work and Stay’ O Communications – Seven Stories, ‘Life Changing Stories’ University of Sunderland - Master Your Future



Evolved Search– Select Car Leasing campaign Evolved Search – Mattress Online bounces back

Flow Digital – Business Rescue Expert intu Eldon Square – Grey’s Quarter Nigel Wright Recruitment – Linking Leads O Communications – NWG ‘Innovation Festival’

University of Sunderland - WINNER

Workwear Express – ‘Workwear’ Visualsoft – Carpet Runners #AnyLength



Adderstone Group – Jesmond Exchange hedgehog lab – Innovate Now Northumbria University - #TakeOnTomorrow Prospect Path Sunderland BID - Sunderland Business Improvement District

Universal Wolf - WINNER

Womble Bond Dickinson (UK) LLP - Combination Brand Recreation



Better. – Active Chartered Financial Planners

Drummond Central – Money Guru - WINNER Narrative – FutureMe Precept – Forfusion


Finalists: Communicator – SMARTSend™ - WINNER

Formica Group – The Washroom Optimised campaign O Communications – McCulloch ROB Robotic Lawn Mowers TT Electronics Space Team – New Space Electronics


Finalists: Deloitte - WINNER

Heritage Healthcare Franchising Limited Lookers Mincoffs Solicitors Nigel Wright Recruitment North East Local Enterprise Partnership Sintons LLP University of Sunderland Workwear Express


Finalists Better.

Cal Partners - WINNER Harvey & Hugo Horizon Works Flow Digital Narrative O Communications


Finalists: Drummond Central - WINNER iProspect Mediaworks Silverbean Visualsoft Evolved Search

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Rising RisingStar Starof ofthe theYear Year

Tom Tom Shanks, Shanks, Blueline Blueline Group Group The judges were very impressed by all the nominees in this category, they all showed incredible talent and enthusiasm for their roles so congratulations to all of the finalists – the future of Marketing is in good hands! However one person did stand out above the others, and that was Tom Shanks from Blueline Group. Tom is the perfect blend of strategic thinker and tactical marketer. He has pioneered creative solutions for his business and showed how these ideas were effectively used to result in profits. He showed a great passion for their business, with a clear vision for the future. Tom has a very bright future ahead of him and we look forward to following his success.

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Marketer of the Year

David Pritchard, Sintons The winner of Marketer of the Year, David Pritchard, came across as a real change agent within their organisation. The judges were all very impressed with his passion & expertise, commercial awareness and most crucially his customer focus. David showed a thorough understanding of all areas of marketing and has executed effective, winning campaigns with a clear ROI. His enthusiasm for his brand and his team shone through. He is clearly a person who delivers results, puts the customer first, and has a grasp of the commercials. A rare thing that made him stand out.

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Marketing Director of the Year

Caroline Darnbrook – Darlington Building Society Caroline Darnbrook impressed the judges with strong evidence of financial achievement, along with excellent segmentation application and sound research. She showed strong leadership skills indicated by her achievement in successfully turning around the fate of their organisation. Caroline put community engagement at the heart of their campaigns and this has been devolved throughout the team and embedded in the marketing strategy. Caroline is a leader who values her team and builds a positive work environment which encourages development and engagement across the business.

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Integrated Campaign of the Year (Agency)

Drummond Central – Campaign: Zinsser The team at Drummond Central delivered a truly integrated campaign, which encompassed all relevant channels, but also its distribution channels and its employees. This meant that the campaign was fully bought in to by all those selling the products. The success of the campaign must also be attributed to the sheer creativity of the concept, which was born out of detailed audience research. The judges were delighted to learn more about this brand through the power of the creative and the channels used – it’s not a campaign any of them will forget in a hurry!

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Integrated Campaign of the Year (In-House)

Darlington Building Society – Campaign: Darly the Train This was a campaign with realistic targets and demonstrable results; delivered with enthusiasm, integrity and true to the values of the organisation. The Darly the Train campaign produced by Darlington Building Society showed both breadth and depth, appealing to a range of targets and having a definite sense of longevity. With excellent insight guiding the initial objective. The campaign took on a number of additional facets across all channels, but each remaining consistent with brand and tone. There was deep understanding of the local community, a focus on building for the future, and a hint of nostalgia to bring through themes of history and heritage. This campaign demonstrates what can be achieved when a strong initial idea is thoughtfully developed and delivered. It was clear that the team had a passion for it, and the numerous elements of giving something back, education, and corporate social responsibility shone through. This campaign captures the imagination, and with plans to keep it fresh in subsequent years, will almost guarantee a fantastic return on investment.

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Not for Profit Campaign of the Year

Drummond Central – Campaign: Ouseburn Farm The judges were delighted to have been able to meet so many incredible businesses and individuals that demonstrate the strategic importance of being a responsible and ethical business. All of the finalists were working hard towards a common goal that goes far beyond profits. The campaign for Ouseburn Farm delivered by the team at Drummond Central demonstrated a real and genuine agenda to make a difference in society. The passion and dedication for this campaign was clear to see in each and every individual who sat in front of the judging panel. This wasn’t about the development of a campaign or fulfilling a brief, it was a heartfelt desire to save a vital part of a local community. The team showed true ethical leadership, volunteering their abundance of marketing, PR and communications skills, free of charge, to ensure the local community didn’t lose a vital and much loved resource. Not only did they achieve their objective, but the campaign resulted in a now thriving facility, which has become a source of employment for many as well as a social venue for more people than ever before.

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Digital Campaign of the Year

University of Sunderland

Campaign: Reimagining the University Website The judges were very impressed by the best practice approach to this whole campaign which included extensive insight, analytics and research at the outset to drive impressive audience engagement. The Univeristy of Sunderland team showed real passion through their commitment to engage stakeholders, overcome multiple challenges and deliver a fabulous customer experience. Not only did the team innovate through use of video, content and personalization; they also adopted a strong commercial mindset to deliver excellent return in a highly competitive sector. This was a standout digital campaign developed by a very talented team in what was an exceptionally strong category.

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Brand Creation of the Year (In-House)

Universal Wolf

The judges were very impressed by all of the finalists – the calibre of the nominations was outstanding. However the brand that stood out most to the judges was Universal Wolf. Using a non-traditional approach in a very traditional industry they created a stand out solution which achieved strong internal buy in from employees across the business. Their focus and well thought-out planning process resulted in a strong brand which will surely stand the test of time for many years to come. This is a great example of a North East business realising it’s global potential.

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Brand Creation of the Year (Agency)

Drummond Central – Brand: Money Guru This was a very hard category to judge with four completely different brands from different sectors. The judges were impressed that all four were still working with their clients and continuing to develop their brands. The team at Drummond Central have created an established brand for Money Guru and were able to provide data which demonstrated a high return on investment. It was developed for a start up business and the judges were impressed by the close partnership they had developed with the client. The team also highlighted not only an intricate understanding of their client and audience, but also discussed at ease the clear ROI and success from the launch in the last year. This brand has the potential to become a global brand and it’s fantastic to see it developed by a Newcastle Agency.

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Product Launch of the Year

Communicator – Product: SMARTSend™ This was another impressive category with four strong finalists. The Communicator team stood out to the judges and demonstrated a clear understanding of how to communicate a technical subject to a non-technical audience. Their product launch for SMARTSend™ showed it's strength in the creative and messaging used in the launch. The product was positioned correctly for their audience and their results were impressive with tangible outputs.

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In-House Marketing Team of the Year


The Lookers in-house team are an exemplar of a well-structured, innovative and motivated team, with strong leadership and strategic direction. Emerging from under an old brand and facing uncertainty, the team demonstrated the importance of marketing to the incoming leadership team, resulting in them taking the reins of this FTSE 250 brand – all out of the North East. They did this by taking the company on a journey and showing that marketing is more than “fluff”, creating a brand with values and purpose, and revolutionising the way that the organisation works by harnessing a data driven marketing approach to understand their customers and prospects better. Combined with the “North East grit” that they demonstrated through adversity, this team stood out to the judges as a strong and succesful in-house team.

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Agency of the Year (Under 20 employees)

Cal Partners

The finalists for this category all showed a high quality of work, demonstrating the breadth and skills of the agencies in our region. The judges saw a range of excellent pitches and the finalists demonstrated a mix of delivering a committed service and return on investment for their clients, excellent strategic thinking and brand positioning. Indeed, we saw some examples of extremely brave brand refreshes and repositioning resulting in some significant top line and bottom line growth for these agencies. One agency in particular stood out to the judges - Cal Partners. Their business’ progression was well thought out and carefully structured, showing evidence of strong growth year on year. Challenging the norm of marketing activities in a highly traditional sector, they showed effective and efficient deployment of limited client budgets and highly creative use of resources. Their commitment to the professional development of staff is admirable and the personal qualifications of the team reflect the desire to evidence professional credibility. A truly different and highly successful business, this agency is an impressive award winner.

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Agency of the Year (Over 20 employees)

Drummond Central

This was another incredibly strong category – all the finalists demonstrated a high level of work not only here in the North East but across the country. The winning agency - Drummond Central - are delivering world class campaigns, but have strong roots embedded in the North East. They are passionate about giving back to the local community through truly great projects. They have a focus on developing their people and creating a positive environment for their employees. They are great strorytellers, using innovative techniques and tailored solutions to help customers grow their brands. The Drummond Central team continue to go from strengh to strengh and we are all excited to see what the future holds.

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Outstanding Achievement Award

Phil Cronin – Tombola

The recipient of this this year's Outstanding Achievement Award is recognised for his work in creating a market leading brand from scratch. Phil Cronin founded Tombola in 2000 and has enjoyed enormous success during the last two decades. Competing in a crowded market, it consistently punches above its weight in terms of brand recognition and engagement, by offering a sense of fun and community to consumers. All the while, the business has stayed close to its roots, developing its organisation and most importantly, its marketing talent, here in the region. Its 300 employees based at the ‘high spec’ Sunderland Headquarters enjoy working within a unique and enviable culture, which continues to facilitate industry leading innovation and success. A true gem of the North East, we are delighted to present Phil Cronin with the very first North East Marketing Awards Outstanding Achievement Awards.

North East Marketing Awards 2019 It is not too early to start thinking about which North East Marketing Awards categories you would like to enter in 2019.

Have you got the best marketing team in the region? Do you have a colleague who is exceeding expectations? Have you gone above and beyond to ensure client satisfaction? Have you started to see your business progress and grow over the year? If the answer is “yes� to any of the above, then e want to hear from you!

Benefits of Entering

Increase your profile and attract new business Sharpen the focus of your business and its activities Benchmark yourself against other agencies & organisations Motivate and reward staff

Entries will be accepted from March 2019, so keep your eyes peeled for announcements!

Interested in becoming a sponsor?

There are a number of sponsorhsip opportunities available that ensure you are positioned directly in front of your target audience. If you would like to join us and align your branding with the North East's only Marketing Awards call Nicole Dixon on 0191 241 4523 or email to discuss the packages available. If you have any queries please do not hesitate to contact the North East Marketing Awards Team 0191 241 4523 or The North East Marketing Awards are proudly organised by Echo Events & Association Management, find out more at

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