Gold for Skout at the North West CIPR PRide Awards

Posted on 7th November 2017 by Fiona

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If you catch a member of the Skout team with a big smile on their face, it’s probably nothing to do with the fact we’ve currently got a big box of Family Circle biscuits in the office (although that alone is a good enough reason to smile), and everything to do with the fact that we won gold in the Integrated Campaign category at the recent North West CIPR PRide Awards.

The awards which took place at a glitzy ceremony at The Principal Hotel in Manchester, recognise the outstanding work being delivered by B2B PR and consumer agencies and in-house teams in the region.

We were shortlisted in the Integrated Campaign category and won gold for the Procurement 2020 campaign we delivered on behalf of our client Wax Digital.

Procurement 2020 was a campaign designed to help raise awareness of our client as a leading procurement technology brand and its customers as leading the way in the adoption of innovative technology. Our key objectives were to develop content to form the basis of a variety of content assets; generate media coverage for awareness; and to support Wax Digital’s marketing campaign lead generation.

We used market research to identify how innovative procurement professionals consider themselves to be and conducted a series of interviews with market analysts, Wax’s tech experts and global Chief Procurement Officers to understand their views on the future of procurement technology.

The research and interviews enabled us to create thought leadership reports, press collaterals and content assets to resonate with our target audiences, invite social media engagement and generate some great PR results.

It also enabled us to create a series of personas of ‘innovative procurement professionals’ around which Wax built an online quiz so that procurement professionals could identify how innovative they were. The results of our interviews were used to create four key visions for the future of how procurement is likely to evolve by 2020.

Our truly integrated campaign helped our client successfully achieve its marketing objectives, generated some compelling coverage with our target media and significantly boasted social media activity.

This is our second gold at the CIPR awards, and we’ve won three silvers too.

A great night was had by all at the awards ceremony and congratulations to all the other winners too.


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