Why is the Performance Marketing Awards such an important event in the industry calendar year?
Katy Gwilliam: These awards are hugely important for us as they are an opportunity to celebrate our best work with clients and colleagues while sharing successful campaigns with the industry. They offer teams and individuals an opportunity to demonstrate their capabilities and promote collaboration – a core value for iProspect.
From your experiences, what qualities make an award-winning campaign?
KG: The best campaigns are those that have real-world impact and can show this in the results. It’s not simply about improving CPCs or generating clicks; it’s about driving overall business performance and improving the consumer experience to make something better. For instance, our campaign for Marcus by Goldman Sachs helped the bank to prompt the UK savings market out of inertia, while in the case of our Mira Showers ‘bathroom bacteria’ campaign, we used evergreen content to provide advice on how to avoid a genuine risk to human health.
Tell us about winning the Best Content Marketing Campaign, Best Finance Campaign and the Most Effective Agency awards
KG: Winning these awards makes all the hard work worthwhile! They are a fantastic recognition of the expertise and innovation poured into each campaign by iProspect’s teams. To be named the Most Effective Agency by one of the industry’s most prestigious awards bodies is a huge accolade of which the whole agency can be proud. Winning Best Finance Campaign was a testament to the impact made so soon into our newly formed partnership with Goldman Sachs, while getting the Best Content Marketing Campaign for our work with Mira Showers demonstrated what is possible when you combine content, SEO, PR and data.
What challenges did you face in your campaign and how did you overcome them?
KG: In the case of Mira Showers, one of the biggest challenges was creating unique content that resonated with a national audience. The campaign required many hours of research, planning and external input, meaning patience and perseverance were vital for success. Despite the challenges, the iProspect team was prepared to go the extra mile for its client and there were so many instances where Mira’s trust in the team was demonstrated.
For Goldman Sachs, there were ambitious targets to hit in a relatively short period of time. Through an integrated multichannel approach, the team not only met these targets but actually exceeded them after only 10 days, all while helping to reignite public interest in the savings market.
Has anything changed for your company since winning the award?
KG: Since winning these awards, we have delivered our best-ever client satisfaction scores. This has sparked new business success as we’ve won and onboarded a number of new clients this year. We’ve also had outstanding results for awards overall, with 22 wins and six Highly Commended entries. It’s been a year of evolution, action and success for iProspect as we’ve innovated and implemented in equal measure, delighted our clients and stayed true to our promise of delivering transformative business outcomes.