Saab wins gold for business performance
Released 16 May 2001: Saab was last night awarded the gold trophy at the Institute of Direct Marketing (IDM)/Experian Business Performance Award ceremony.
The accolade—the profession's only award to recognise direct marketing's strategic contribution to business performance and competitive advantage—was presented to Saab and agency Lowe Live at the IDM's annual Gala Dinner at the Kensington Garden Hotel, London.
This is the first time that the gold award has gone to the automotive sector. This year's silver prizes were awarded to The Scottish Friendly Society and agency WWAV Rapp Collins Scotland, and to Kimberly-Clark and agency RMI. BUPA was accorded highly commended status.
Professor Derek Holder, Managing Director of the IDM, explains, "The judges were impressed with how Saab used a direct call to action to lead the campaign. Their winning campaign was a terrific exercise in integration—in terms of online and offline marketing, right through to the dealers."
The campaign, which offered prospects a weekend's use of Saab cars to encourage sales, was awarded the gold trophy also because Saab was able to keep a firm hold of its position in a receding market as a result.
For more information on the IDM/Experian Business Performance Award, visit www.theidm.com/bpa or contact Sara Hillman on +44 (0)20 8614 0200 or e-mail karensmith@theidm.com.
Notes to editors
Media contact
For more information, contact Ruth Stone, PR Manager at the IDM, on +44 (0)20 8614 0216 (direct), +44 (0)7788 417109 (mobile) or e-mail ruth@orchidpr.co.uk.
About the IDM/Experian Business Performance Award
The IDM/Experian Business Performance Award recognises everything that direct marketing is about: technical application, creativity and innovation. But, above all, it rewards the total business achievement of direct marketing. Its aim is to capture and commemorate the work that is building businesses and thus changing the face of direct marketing.
About the IDM
The IDM is the fastest-growing marketing institute in Europe, with almost 6,000 individual members. In the fourteen years since it was founded, the IDM's agenda has evolved to reflect the extraordinary revolution in business practices brought about by the growth of new media and technologies. The IDM is a not-for-profit organisation, an educational trust and a registered charity, and it offers courses and qualifications spanning every aspect of business and technology. To find out more, visit www.theidm.com.
About Experian
Experian is an information solutions company. It helps organisations to use information to reach new customers and to build, nurture and maximise lasting customer relationships. Its business is built on the simple premise that commercial success is about getting closer to customers: the more an organisation understands its customers, the more able it is to respond to their very individual needs and circumstances. To find out more, visit www.experian.com.
