Leeds Playhouse were among the winners at the Chartered Institute of Marketing (CIM)’s prestigious Marketing Excellence Awards last week, scooping the Best Brand Building Campaign SME accolade for the 2018 rebrand, and high commendation for the Every Third Minute Festival in the Best Use of PR category.
In 2018 West Yorkshire Playhouse embarked on a rebrand of the theatre, launching at the same time as works began on site for a transformative Capital Redevelopment project.
Stakeholders and senior management believed the redevelopment provided the perfect opportunity to change the name of the theatre back to Leeds Playhouse. Not only would this mark a new chapter in the theatre’s 50 year history, embrace its role at the heart of the cultural life within Leeds City Region, and echo the original name of the Playhouse which first opened in 1970, it also was the ideal opportunity to reflect the organisation’s core values.
Working internally with staff from all departments to define the key brand drivers, the organisation produced a series of diverse and striking assets which would articulate the brand via a number of different platforms to a variety of audiences.
As a result, some 750 people attended the All of Us launch event at the Playhouse, while more than £100k has been raised in public donations to realise the remaining capital needed for the redevelopment project.
Discussing the campaign, Leeds Playhouse Executive Director, Robin Hawkes said: “To be credited with these two prestigious accolades from the CIM is a significant achievement for Leeds Playhouse. Our aim was that our recent rebrand would rearticulate the ambition and values of the theatre, within both Leeds City Region and the theatre industry nationally. Our Every Third Minute festival aimed to create a shift in understanding of work with people living with dementia, and external comms played a critical part in realising this. Delivering these two campaigns successfully involved the whole of our organisation, and we are also grateful for invaluable work from our partners Anita Morris and Reggie London in relation to the rebrand. I am particularly proud of what we have achieved, and how this awards reflects the vision and dedication of our Marketing & Comms team.”
Held at London’s Grosvenor House Hotel and hosted by CIM, the world’s leading professional marketing body, the Marketing Excellence Awards highlighted the importance of the customer journey in marketing, with consumer experience, and innovative ways to improve it, at the forefront of this year’s winning campaigns.
Further star campaigns included ‘Robinsons Fruit Creations’ by Britvic and Southeastern’s ‘Hidden Gems 2018’ campaign. Jersey Dairy and Fox Networks Group were also amongst the winners on the night, whilst NatWest picked up the Best Corporate Social Responsibility award for their ‘MoneySense’ programme.
Discussing the night, Chris Daly, chief executive of CIM, said: “There has never been a better time to be a professional marketer! Marketers are an organisation’s customer champions. By working collectively across the business and driving a memorable customer experience we can advise on solutions and create the propositions that will drive business forward even in these uncertain times.
“The awards clearly show that marketing is up to the task. The competition this year was so strong that to be considered as a finalist for one of the awards available tonight meant showcasing great talent, innovation and an ability to deliver tangible results.
“Well done to everyone who was shortlisted or won an award. I would like to thank our judges and sponsors, including our founding partner The Marketing Trust who, all combined, have helped make these awards possible.”
The CIM Marketing Excellence Awards have been running for a decade, recognising and rewarding brilliance in the field of marketing, celebrating the finest minds within the profession.