Webgains have been unveiled as the co-sponsor of the 8th annual Performance Marketing Awards, in association with PerformanceIN.
The partnership will see the two combine to play host on April 29, when the performance marketing industry descends on the Grosvenor House Hotel, for a night to recognise and reward truly outstanding work within the performance space.
We spoke with Stephen Kerin, managing director, Webgains UK about the importance of the Awards, Webgains' involvement in 2014 and his tips for successful networking on the night.
How important are events such as this to the performance marketing industry?
Stephen Kerin: Having been shortlisted 8 times last year and not won, it felt pretty darn important. In all seriousness, the PMAs represent an opportunity to showcase industry developments and to acknowledge the innovation that goes on. They also afford smaller brands that are running some highly creative campaigns a level of visibility that would otherwise be unavailable. Crucially, I think the PMAs do a great deal to showcase the industry as a whole to the outside. As was confirmed by the latest OPM study, the industry is now worth a significant sum of money and so industry specific developments have a meaningful wider impact. For all of these reasons and more, events like this are genuinely important. And of course, it’s good to try out Wednesday hangovers.
How have you seen the awards change over the years?
SK: The number of people in attendance has increased significantly over the years and at the same time the number of award categories has ballooned. I think the latter is particularly interesting as it represents an expansion of the PMAs’ scope, reflecting the broadening in our idea of what performance marketing can and should look like. It’s also important to note that the PMAs now have a real value and gravitas attached to them. In terms of brand image and the way clients consider prospective partners, winning an award can in some instances, translate to revenue.
Why was it important for Webgains to be involved with the Performance Marketing Awards in 2014?
SK: The Webgains story has greatly accelerated of late, our image is changing both internally and externally, and it very much felt like the right time to take this step. As we approach the €30m mark we’re keen to reframe our position in the industry. The ethos of the PMAs and their championing of excellence are qualities which resonate with us and we felt it was appropriate for us to associate ourselves with a meaningful event like this one. Whenever we attend events we include some of our more junior account managers, adding to their experience; if they can be afforded a real sense of ownership of that event, even better. We also like dressing up and having a party, and I don’t think there’s a better event for that.
What are your predictions for the type of entries we may see at the Awards in April?
SK: As mentioned, the remit of the awards is much wider than it once was and I think this will be reflected in the entries this this year. I’d expect some great innovations where multichannel offerings are concerned and possibly greater integration of social technologies. I suspect the attribution word will make an appearance more than once too.
What are your best networking tips for people to use on the night?
SK: Remember to charge your phone, and not just so you can find your way home in the small hours – photos make a great addition to the Twitter conversation and you can also use them as an icebreaker. If you’re not a natural networker, you might want to ‘hunt in packs’ so to speak. That you should remember your business cards goes without saying.
What are the networking faux pas to avoid?
SK: Loitering, never loiter. And don’t throw bread rolls at the competition.
You can confirm your place at this year's Performance Marketing Awards and save on the price of a table, by taking advantage of our Earlybird table offer which is running for a limited time. For more information head across to the website.
If you want to showcase your brand at the Performance Marketing Awards there are still limited sponsorship opportunities available. For more information please email firstname.lastname@example.org.