IDM Business Performance Award goes to Irish charity Concern
Released 19 June 2002: The gold prize for the IDM Business Performance Award 2002, sponsored by Custometrics cpd, was awarded last night to Irish charity Concern and agencies Tim Walker Creative and Targeting/Upward Brown Media.
Using direct marketing, Concern’s fundraising income grew by 76% and increased regular monthly donors from 8,000 to 95,000 in less than two years.
The silver prize went to Vauxhall Motors and TBWAGGT Direct, and the bronze to Pampers and Saatchi & Saatchi.
There were 13 finalists in total—an all-time high in the Award's five-year history—with three finalist places being awarded to Publicis Dialog Group for its work with Renault, Woolwich and Joshi’s Kitchen.
Presenting the awards, David Payne, Chairman of the IDM, said, “The BPA is an accolade that is not bestowed lightly. Entrants must demonstrate the strategic contribution which direct marketing has made to their business.”
“Our winner devised an incredibly ambitious plan and took a disciplined approach that has built a bedrock for future business. They devised an incredibly effective campaign that cut through a cluttered market. The resulting ROI impressed the judges to a virtually unanimous decision. Using direct strategies, Concern increased standing-order income dramatically from £200 to a staggering £11,000 a month.”
This is not the first time the Award has been won by a charity: the gold prize went to the NSPCC in 2000 for its Full Stop campaign.
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For more information contact Juliet Hilditch on 020 8614 0229 or email juliethilditch@theidm.com.
