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The Chartered Institute of Marketing Jersey Branch Awards 2012 Awards Brochure

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CIM 2011

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cim 2011

John Hewood

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he theme of the 2012 Chartered Institute of Marketing Gala Awards evening, Rule Britannia, captured the mood engendered during an exceptional year for Great Britain made particularly special by the Queen’s Diamond Jubilee and subsequently the Olympic and Paralympic Games.

It is most unlikely anyone among us will experience another British monarch reigning for 60 years. Similarly, as 64 years elapsed between this year’s Games and London’s previous hosting, most of us will probably not see another British Olympics. So, I hope you agree it was a good idea to have extended the wonderful atmosphere generated by those events. Appropriately for this audience Rule Britannia is something of a copywriter’s conundrum. Anyone who read Lynne Truss’s seminal work, Eats Shoots and Leaves (and that probably covers everyone who writes copy for a living) will recall its subtitle is The Zero Tolerance Approach to Punctuation. What has this to do with the theme?

The Awards

2012

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JT Partner Sponsors

Delta The Beach Gallery Sponsors 2012

Jersey Post 4insight Hotel de France Rivoli Jewellers

Well, when James Thomson wrote his poem in the early 18th century he titled it Rule, Britannia – note the comma – and when Thomas Arne set it to music in 1740 he added more punctuation to make it Rule, Britannia! Today both comma and exclamation mark are usually omitted. Further, when the audience in the Royal Albert Hall roars out the song at the traditional Last Night of the Proms they sing, “Britannia rules the waves” whereas it was ‘rule’ – with no ‘s’ - in Thomson’s original. As first written, “Rule, Britannia! Britannia rule the waves” was an exhortation, a command no less stirring than Henry V’s “Cry God for Harry, England, and Saint George!” As it is rendered today - minus a comma and an exclamation mark, but with an addition ‘s’ - it is little more than a statement of fact, a modest celebration possibly, of Britain’s one time naval supremacy. The same phrase, give or take one letter and some punctuation, but two very different meanings. For us let it be a reminder. The difference between getting precisely the desired result and being successful and arriving at a slightly different sense and missing the target may be very small indeed. We may not achieve perfection, but the search for it leads to improved standards; the pursuit of excellence is a continuing mission. John Henwood MBE President Chartered Institute of Marketing Jersey Branch

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Contents

The Judging................................................................................................. Join Us........................................................................................................ A look back..................................................................................................... Thanks........................................................................................................

Student Marketer of the Year

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cim 2011

Welcome to the 2012 Chartered Institute of Marketing Jersey Branch Awards Brochure

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he CIM Awards are coveted by many as the most prestigious of Jersey’s annual award ceremonies and our Awards dinner brings together the largest gathering of marketing and business professionals in Jersey to celebrate marketing excellence by local marketers.

This year our guests enjoyed a fabulous evening of entertainment at our 16th annual Awards event which was themed to celebrate a year that has put the GREAT back in to Britain taking inspiration from a year in which we celebrated the Queen’s Diamond Jubilee and hosted the Olympic and Paralympic games – so Rule Britannia was our theme. Year after year the CIM Awards witness outstanding contributions to the marketing profession, contributions which have lead directly to the results and achievements of the local organisations for which our marketers work. So again in 2012 we were delighted to be recognising the work of Jersey based marketing professionals with our coveted awards. My thanks go to each of our sponsors; firstly our headline sponsor JT, who has returned as sponsor again for a second year. To the team at Delta Production Services for their continued support and the fabulous Rule Britannia experience on the night. To The Beach Communication for all our on-screen and themed communications. And to our individual Award category sponsors, to Jersey Post for their continued support again this year and to our new award sponsor 4insight, thank you so much for your kind support we are delighted that you have chosen to partner with the CIM. The CIM Jersey Branch events committee has worked tirelessly to bring you this year’s Awards event and my thanks go to each and every one of them. We hope that you enjoy reading about this year’s fabulous event. Steve Cartwright Chairman Chartered Institute of Marketing Jersey Branch 5


CIM 2011

Judges

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Nicola Clark

Ed Kemp

Richard Holmes

Nicola is Head of Features at Marketing Magazine. Prior to this she was a reporter at Media and Marketing Europe, where she covered pan-european marketing. She has written on marketing trends for titles including WGSN, Reuters, The Guardian, The Observer and Vision.

Ed is the co-founder of Westworth Kemp Events (WKE) which now runs the UK’s largest mass-participation sports and music festivals, RugbyRocks. The brand was born in 2010 and now comprises three festivals in London, Yorkshire and Edinburgh bringing the best in sports and entertainment to thousands of young sportsmen and women.

Richard joined the Specsavers Board in 2007 as Marketing Director, responsible for the development of the global brand and for marketing and PR activities in all countries. He previously worked for Boots where he held a number of marketing roles over ten years, including being responsible for the launch of their Advantage Card programme, and the launch of boots.com.

WKE was founded in 2009 and brought The X-Factor to Twickenham Stadium to promote Harlequins ‘Big Game’ which helped to increase footfall from 55,000 in 2008 to a sell-out 82,000 crowd in 2009. Prior to founding WKE, Ed worked for five years as a journalist at Marketing magazine where he was News Editor and covered Sports Sponsorship.

Before this, he worked for thirteen years for consumer goods giant, Unilever, based in London, Paris and Milan focusing on fast moving consumer goods.

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Best Brand Campaign

Submitting Agency Orchid Communication

Winner: Longueville Manor: ‘The Stuff of Dreams’ Submissions in this category were extremely varied and judges were looking for evidence of a successful launch, extension or revitalisation of a brand into new or existing markets or market segments, to the long-term commercial benefit of the brand owner. The judges considered whether the campaign had clear and differentiated brand values, had a clear customer proposition, used marketing resources effectively with excellent design and a clear measurement of success. The judges selected Longueville Manor as a winner for their campaign “The Stuff of Dreams”. The campaign was seen as a good example of a brand extension with a clear campaign. The judges felt that it moved Longueville Manor away from an aloofness to broaden its appeal to a wider cross section of people but without changing brand values – in essence, upmarket but inclusive. There was a consistent product proposition which was demonstrated by strong visuals and measurable success in terms of sales of its gift card.

Award Sponsored by 4insight SHORTLISTED Longueville Manor Orchid Communication Sinels Side On

Sure The Partnership Hawksford Liquid.

Mourant Ozannes Orchid Communications. JT Group.

Lavender Villa The Refinery HSBC Group.

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Winner: Comsure: ‘Comsure’ Small Business Marketing

Submitting Agency The Refinery

There were strong entries into this category with entrants being asked to demonstrate marketing success without the resources of a specific in-house marketing function. The judges were looking for clear evidence of the use of relevant communication channels, originality, well executed implementation and consistency of message. The judges chose Comsure as the winner because of their focus on cost effective PR. In particular, they demonstrated an awareness of the reach of social media and an innovative approach. This is a unique business model and Comsure have been able to harness new technology in a growing market. This was done by investment in a website to create new touch points to extend market reach. They demonstrated an impressive establishment in new markets with a professional and thorough execution and a unified brand proposition.

SHORTLISTED Comsure The Refinery

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Affinity The Potting Shed

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IN ASSOCIATION WITH cim 2011

Do you have time to inspire? THE CIM MARKETING SHADOW SCHEME 2011-2012

The CIM Marketing Shadow Scheme provides Sixth Form students in Jersey the opportunity to experience ‘marketing in action’ by partnering with a professional marketer for a shadow placement. Do you have time to inspire?

You Give: n The opportunity to be ‘shadowed’ for up to five days, allowing your shadow placement access to as much of your role and marketing insight as possible

You Get: n n

Up to 5 hours CPD – Your reward for supporting the Marketing Shadow Scheme The opportunity to meet prospective marketers of the future

Get involved – the success of the Shadow Scheme is down to us. Go online to The Awards website www.cimawardsjersey.com and sign-up for 2011-2012. To find out more, contact Christopher Journeaux on 07797 736595 or email cimjersey@gmail.com

A ShADow SCheMe SPonSoreD bY

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Best Creative Execution

Winner: JT Group ‘My Cool Bolt-On‘ This award was open to organisations that made especially creative use of media or media channels to engage with their target segments. The standard in this category was extremely high with some innovative entries. The judges concentrated on the relevance of the media, appropriate and creative channel selection and the range of media used. JT Group was declared the winner for their My Cool Bolt On Campaign. This was described by the judges as a stand out, memorable campaign. The play on words and the number of fun executions were judged to be very strong. It was a likeable campaign, with a ‘cheesiness factor’, which was able to reduce churn in JT Group’s marketplace by a measurable amount. The entry demonstrated ad recognition and showed how using the right distribution channels added to their success.

SHORTLISTED JT Group Mourant Ozannes Orchid Communications.

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EVENT SPONSORS

Quiksilver The Observatory. RBC Wealth Management

Jersey Tourism Deutsche Bank The Potting Shed

Jersey Heritage Orchid Communications

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Winner: Jersey Post ‘Come Rain or Shine, Delivering for You’

Best Use of PR

Submitting Agency Orchid Communication

The judges were looking for a campaign or event, internal or external, which showed the integrated use of public relations techniques, to achieve its objectives. In particular, the judges wanted to see evidence of originality and creativity in execution with demonstrable success against clear objectives. This was a strong category with many excellent entries. The judges chose Jersey Post as the winner of this category because of the strength of the ‘Come Rain or Shine, Delivering for you’ campaign. The judges felt that this campaign was starting from an almost impossible negative position. By focussing on staff engagement and with a genuine intent to convey the message about postal delivery to the public of Jersey, the campaign was centred on a powerful message. Jersey Post selected its target audience carefully and did not confuse its messages. The key to this campaign was to lead through on the true strengths of the organisation.

SHORTLISTED Jersey Post Orchid Communications

Jersey Arts Trust The Observatory.

JT Group.

Hawksford Liquid.

Deutsche Bank.

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Winner: Lavender Villa Homecare ‘Lavender Villa Homecare’ Marketing Achievement on a Small Budget

Submitting Agency The Refinery

Marketing does not always have to be about big budgets and the judges were looking for a campaign that demonstrated how marketing excellence, carefully applied, could drive business improvement. The maximum budget for these entries was £5,000 and entries had to show originality and creativity together with a demonstrable return. Lavender Villa Homecare was chosen by the judges as the winner in this category. The entry demonstrated that the organisation was fully aware of its market and the drivers for its market. It set out clear and defined measurable Key Performance Indicators and showed extensive evidence of the use of the marketing mix. There was a well thought out strategy designed to give long term growth to the business. Lavender Villa measured customer satisfaction and focused on this for word of mouth referrals. They created a relationship with their customer by building trust through clear and honest communication.

Award Sponsored by Jersey Post SHORTLISTED Lavender Villa Homecare The Refinery

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EVENT SPONSORS

Quiksilver The Observatory.

Voisins 175th Anniversary.

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Winner: Jersey Heritage ‘The 7,000 Members Challenge’ Best Integrated Marketing Campaign

Submitting Agency Orchid Communication

This award is about demonstrating a coordinated approach to marketing to add value to the business. The judges were looking for clear objective setting, use of relevant communication channels, a consistency and originality of message and effective measurement of success. Jersey Heritage was the winners in this category with their ‘The 7,000 Members Challenge’ campaign. The organisation built on the success of 2011 and showed clear evidence of their objectives. In particular they were looking to create a new market of younger people and there was significant evidence in their entry of the research and feedback undertaken to hone their product and offering. The judges felt that Jersey Heritage really understood what their customers wanted. There was a demonstration of building momentum from earlier success and clear disciplined thinking. The results of the campaign have been staggeringly successful and this organisation continues to show marketing campaigns that are exceptionally creative, reflect customer needs and fulfil their initial objectives.

SHORTLISTED Jersey Heritage Orchid Communications Sure The Partnership.

Tassili at Grand Jersey Liquid Deutsche Bank The Potting Shed

Jersey Tourism.

HSBC

Voisins 175 Anniversary.

JT Group ‘Bolt On’.

JT Group ‘Jersey Live’.

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Winner: Hawksford ‘Thinking Beyond Tomorrow’ This is a new category for 2012 and the judges were impressed with the entries. In particular they were looking for campaigns that recognised Jersey as a centre of marketing excellence in the wider marketing arena with success being achieved outside of Jersey.

International Marketing Award

Submitting Agency Liquid

Hawksford won this first International Marketing Award with their ‘Thinking Beyond Tomorrow’ campaign. They provided evidence of strong use of relevant communication channels, a strong internal sell campaign, thorough research and a clear recognition of employees as part of the brand proposition.

SHORTLISTED Hawksford Liquid

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EVENT SPONSORS

RBC Wealth Management

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Winner: Shaun Rankin ‘SR’ Sustained Marketing Achievement Award

Submitting Agency The Refinery

Entrants in this award category had to demonstrate how continuous marketing investment over at least a 3 year period enabled their company or brand to respond to evolving market conditions and/or customer needs, for sustained shareholder value. This was a competitive category and judges were looking for evidence of clear market research, clear objectives over the period and implementation and evolution of the 7ps in the period. Shaun Rankin was the winner of this category. The entry had a concise demonstration of the long term plan and how the organisation made it happen. One of the key things was finding the right partnerships allied with clear and identified areas for commercial growth. The judges felt that this campaign had a clear vision that was achievable and had strong evidence of evolution of thinking within the organisation.

SHORTLISTED Shaun Rankin The Refinery

Jersey Post Orchid Communications

Longueville Manor Orchid Communications

Jersey Heritage Orchid Communication

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Judges Choice Award

Winner: Jersey Heritage This award was presented to the submission which, in the Judges opinion, represents the best example of marketing excellence from this years award entries.

Submitting Agency Orchid Communication

Judges’ Comment The Jersey Heritage campaign stood out amongst fierce competition because of the care, attention to detail and commitment shown by the team. The activity successfully gained maximum cut through on a tight budget, a testament to the team’s clarity of thinking and focus on their objectives.

CAMPAIGN IMAGES

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CIM Student Marketer of the Year

Miss Holly Clark KPMG Top Professional Diploma Student

Miss Jenna Le Couilliard Ogier Top Professional Certificate Student

Certificates are awarded to the local students with the highest overall grades in the CIM Professional Certificate and Diploma Qualifications. The Student Marketer of the Year award is presented to the student with the highest overall grades in the CIM Postgraduate Diploma.

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CIM 2011

Did you know.... Being a member of The Chartered Institute of Marketing will help you stand out from the crowd no matter where you are in your career. Whether it's through sharing knowledge, bringing the right people together or providing practical advice.

Join Us

As a member of The Chartered Institute of Marketing you’ll get regular opportunities to network with some of the most dynamic people in the industry.

Join the world’s leading marketing organisation The Chartered Institute of Marketing is the leading international professional marketing body with some 50,000 members worldwide.

At every stage of your career, the Chartered Institute of Marketing can help you progress – with advice, contacts and the right qualifications for the job. CIM Membership is recognised by employers all over the world.

First established in 1911 it defines the marketing standards that operate in the UK and is the global champion of best marketing practice. The Institute exists to develop the marketing profession, maintain professional standards and improve the skills of marketing practitioners, enabling them to deliver exceptional results for their organisations. It does this by providing membership, qualifications and training to marketing professionals around the world.

Marketing and sales qualifications are taught by some of the best minds in global marketing and driven by what’s happening in the industry: 95% of UK employers see qualifications from the Chartered Institute of Marketing as the marketing qualification to attain.

With over 100 years of experience, we can help you get the most out of marketing.

How you will benefit • The Marketer Our publication brings you innovative articles from leading experts from around the world • CIM Direct A huge selection of specialist marketing books • Cutting Edge Our weekly email bulletin of essential marketing news • Marketing resources Access to our online knowledge base • Membership grades Showing your commitment and credibility •Market interest and local groups - to share ideas and network

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• Consultants Directory Search or advertise • CPD and Chartered Marketer status • Career and Professional Development Centre Job vacancy service • Personal and professional legal advice and support • Exclusive rates on Professional Indemnity Insurance So why wait? Join the biggest professional marketing community in the world and access all the resources, skills and opportunities you need to develop your career. For more information on membership visit www.cimjersey.com

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Gallery

CIM Awards 2012: Winners and Guests | Photography: www.jerseypartybooth.com

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CIM 2011

Sponsors headline sponsors

production sponsors

JT is part of the JT Group, an innovative and progressive communications enabler, who provide world-class products and solutions to a diverse client base. Their product range encompasses all the products and services expected from a cutting edge provider with specialties in Gigabit Broadband – Fibreto-the-Home, Data Hosting & Co-Location, Fixed & Mobile technologies and Wholesale solutions that further support their place on the global business stage. www.jtglobal.com

Delta Production Services are pleased to be once again sponsoring the CIM Awards. At Delta our ethos is to work in conjunction with you, our clients and give as much help in planning your event as we possibly can. Our expertise of delivering the entire package for any style of event coupled with our broad expertise with your requirements, we can give your event the extra impact it needs. Our 12 year sponsorship of the CIM Awards has enabled us to reach most of our clients in one night ensuring you have the best party to celebrate your success and allows us an opportunity to say thanks to you for your support.. www.delta-av.com

The Beach sponsor the CIM awards for the eighth consecutive year, bringing the Rule Britannia concept to life for 2012. The Beach Communication is a progressive, independent brand strategy and design consultancy established in 2001, owned and managed by designers who actively promote the direct relationship with the client. Over the past eleven years, we have fused our extensive experience in new media and the traditional design and marketing disciplines and emerged as one of the leading and most formidable brand agencies in the Channel Islands with a portfolio of clients and successful outcomes that attributes to this.

support & award sponsors

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4insight provides clients with actionable strategic marketing recommendations built upon customer/business insights gained through Qualitative Marketing Research and Competitor Intelligence, exploring the emotional, in addition to rational. 4insight Directors have over 20 years high end marketing research experience. Providing local insight with well-grounded global experience, companies wishing to maximise their Jersey marketing can now source relevant, contextual research with local and/ or international scope.

Rivoli Jewellers were pleased to be this year’s Champagne sponsor. Established in Jersey for well over a quarter of a century, our family run business are ever conscious about how people perceive our business. Our good name and reputation is our most treasured possession. That’s why our service and merchandise has been designed carefully to meet the needs of everyone in our community. So whether you want to spend £20 or £50,000 you can be sure we will have something to suit not only your budget but also the occasion.

Our coffee and chocolates were supplied courtesy of The Hotel de France.

Gallery is happy to be able to provide production and print support for the awards. A marketing forward organisation, Gallery is happy to have won ‘Best Brand’ and ‘Marketing Excellence’ Awards at previous CIM Awards.

EVENT SPONSORS

The Jersey Post Group consists of a number of companies whose remit has significantly increased over the last two years. This is a result of the need to diversify into new businesses to help address the worldwide decline in use of traditional postal services and has lead to the creation of the Ship2me business.

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CIM Awards Programme 2013  

The official programme of the 2013 CIM Jersey Awards outlining winners and entrants for each award.

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