It also received a highly commended for a digital campaign for Land Securities, which owns and runs shopping centres throughout the UK. It is the first time the agency has entered the awards.
The accolades follow successes for Good earlier this year in the Design Business Association’
The successes reflect Good’s versatility and energy, according to founding co-director Keith Forbes, who said: “These awards show our ability to work across a range of disciplines and to produce original, effective results that deliver a positive impact on our clients’ businesses.
“At the heart of our philosophy is the belief that the best results come from honing a single, brilliant idea whether that’s in internal communications, branding, packaging, digital or whatever approach is required.
“While it is pleasing to be recognised for excellence by industry experts, the real judges are our clients for whom our work is effective and consistently exceeds their expectations.”
The Marketing Design Awards, organised by Marketing magazine, are divided into 23 categories - 12 in the product sector and 11 for design use – with an overall Marketing Design Award presented to the best entry, selected by an independent jury.
Marks are awarded for understanding of brief, strategy, creative treatment, implementation and results. Supporting material, such as initial roughs, electronic media and samples are used to judge the work of shortlisted finalists.
Good’s ‘It Matters’ campaign for ScottishPower, recognised in the Energy and Utilities category, used tongue-in-cheek copy and a mixture of hard–hitting and light hearted visuals to emphasise the importance of health and safety messages.
It helped the energy company to reduce sickness absence by 22% and lost time accidents by 60% and to save £2.5million.
It was also successful in the Interactive and Digital category for devising a successful social media campaign for Buchanan Galleries, a shopping complex in the centre of Glasgow, owned by Land Securities.
Tasked with devising a social media marketing strategy to attract younger shoppers Good redesigned the Galleries’ website and used an innovative Twitter campaign to reposition the centre as a fashion-based shopping destination.
The centre’s estimated annual turnover rose 25% year-on-year with average spending on non-food items among target shoppers up by 58%.
Doug Wilson, Health & Safety Director of ScottishPower, said: “The impact of the ‘It Matters’ sub-brand and campaign on our health and safety initiatives was immediate and resounding. The extent to which we have educated what I know to be a
tough audience, is nothing short of remarkable.”
Sam Stewart, Scottish Regional Marketing Manager, Land Securities, said: “Embracing the effective use of social media has enhanced the impact of the overall campaign and changed perceptions for the better. More than that, it’s created efficiencies with my
overall marketing budget which allow me to maximise my spend elsewhere.”
The Marketing Design Awards are open to organisations of all sizes that can demonstrate how use of design has contributed to their marketing planning and implementation and impacted on their brand performance and business success.
Entries are sought from brand consultancies, independent designers, design consultancies, in-house design departments, advertising, public relations, sales promotion, direct marketing and other marketing services agencies, communications agencies, web design and development companies and manufacturers
# # #
Good’s founding partner, Keith Forbes, is a former creative business managing director of the year, a board member of the Design Business Association and has been quoted on lists of the most influential members of the media and marketing industries in Scotland.
With an annual turnover of £1.4m, Good specialises in design thinking, brand creation, positioning and strategic implementation, producing everything from logos and brand guidelines, literature, packaging to digital solutions with in-house specialist teams.
Clients include Marks & Spencer, Scottish Power, AEG, and Land Securities