UK agencies collected 15 awards in the IMC European Awards 2017, with two Gold, three Silver and 10 Bronze trophies being shared by seven British agencies.

Gold awards went to TracyLocke for its ‘Dolce by Ferrero Rocher’ campaign in the Event Marketing category, and to Toucan for its ‘Peperami Stunt Animal in the Angry Birds Movie’ campaign in the Sponsorship/Joint Effort/Tie-in category.

Three Silver awards were handed out. TracyLocke won for the ‘Dolce by Ferrero Rocher’ in Brand Building, ignis won for ‘Jameson #BeOriginal360’ in Branded Content and RPM won for ‘Only One Captain Morgan’ in the Innovative Idea or Concept category.

Ten Bronze trophies were awarded. TLC Marketing won two awards for its campaigns ‘Relish Rewards’ (B2B, Loyalty Marketing) and ‘Giant Chip Fork’ (B2B, Direct 1:1) each. Two went to ignis for ‘Jameson #BeOriginal360’ (Digital Communications, Innovative Idea or Concept). Haygarth also received two awards for its ‘Clarins Urban Oasis’ campaign (Event Marketing, Innovative Idea or Concept). Two agencies took a bronze each – TracyLocke for ‘Dolce by Ferrero Rocher’ and Brand & Deliver Marketing for ‘Join the Radeon Rebellion’.

John Sylvester, IPM Chairman, says: “The exceptional work awarded to U.K. agencies this year shows the breadth and creative scope of our talent here. At the IPM we will continue to support this important European award programme.” The IPM are Members of EACA and a key representative of the IMC Council.

Overall, 85 winners have been selected in this year’s IMC European Awards for Integrated Marketing Communications, representing 32 agencies from 7 countries. The country with the most awards in 2017 was Czech Republic with 21 trophies.

For a full list of British trophy winners click here.

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Integrated agency Once Upon A Time (OUAT) has today acquired brand activation and shopper marketing agency Toucan, for an undisclosed sum.

Toucan has provided award winning shopper and promotional marketing campaigns for clients since 1991 and joins the OUAT stable as the fifth acquisition after MJ Media in September.

The acquisition of Toucan further supports OUAT’s strategy to offer independent, fully integrated solutions for clients, which include media, advertising, digital, shopper marketing and production.

The directors believe that Toucan’s strategic approach to delivering brand activations and promotional and shopper campaigns will further enhance the group’s offerings to clients. Toucan’s clients include Peperami, Allied Bakeries, Ocean Spray and Unilever.

OUAT CEO Joe Garton comments: “Toucan has a great heritage in strategic shopper marketing and Brand Activation which will enhance our current offering. Increasingly, clients seek a combination of digital (Screen) and shopper (in-store) solutions and Toucan’s skills in these areas are exceptional and will add greatly to fulfill our clients’ demands.”

Toucan Founding Director, Mike Benns, adds: “The culture of OUAT is perfectly aligned to that of Toucan which makes joining the group extremely exciting. We have been working together for some time now so this formalises what already is a great partnership and brings a wide range of marketing services under one roof.”

Toucan is a member of UK marketing industry trade body The Institute of Promotional Marketing and a multi-IPM Award winner.

OUAT was founded in 2014 by Joe Garton and Diane Charlton, who were the founders of Chemistry, one of the largest independent marketing agencies in the UK, which they sold to Publicis Group for £14.5m in 2011.

The picture shows (left to right): Gary Rapps, Founding Director, Toucan; Joe Garton, CEO, OUAT; Rob Ward, Strategy Director, OUAT; Mike Benns, Founding Director, Toucan.

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LSI Netherlands BV – owner of the Peperami brand – and agencies TLC Marketing and Sense were crowned the big winners at The IPM Awards 2017, taking home the trophies for Brand Owner of the Year, Agency of the Year and the coveted Grand Prix Award respectively.

This year’s winners, which were announced at the IPM’s black-tie Awards Gala on Wednesday June 7 at the London Hilton Park Lane, showcased and celebrated the very best in creativity and effectiveness in the promotional marketing industry.

The evening commenced with opening addresses from Lord Black of Brentwood, President of the IPM, and John Sylvester, the IPM’s chairman and Chairman of Sodexo Benefits & Reward Services UK, while the host for the event was Strictly Come Dancing star, Claudia Winkleman.

LSI was named as Brand Owner of the Year, after collecting two Gold and two Silver trophies for its campaign linking Peperami mascot, the Animal, with the Angry Birds movie.

TLC took the Agency of the Year accolade, having picked up four Gold awards and a Silver for a range of different campaigns.

The Grand Prix went to ‘real world’ agency Sense for its #H2O activation, part of the ‘Discomfort Future’ campaign on behalf of The Economist. This saw potential subscribers offered free coffee apparently made from recycled water from a portable toilet, to highlight the issue of water scarcity around the world. It won two Golds and was selected by the IPM awards judges as the best of the best.

The picture above shows Sense collecting their award from Lord Black (left) and the evening’s host, Claudia Winkleman (right).

Other agencies celebrating multiple trophies at the IPM Awards 2017 included The Circle Agency, ZEAL Creative, Toucan and Brand & Deliver. Behaviour change experts 23red managed to pick up Gold, Silver and Bronze in the Not for Profit, Charities and Public Sector category, the second time the agency has achieved this impressive feat.

John Sylvester, Chairman of the IPM, said: “The IPM Awards celebrate outstanding promotional marketing from the very best UK agencies and underscore our commitment to supporting best practice, creativity, effectiveness and innovation. Our Awards are open to everyone in the marketing industry and this year it was great to see both some familiar faces and some newcomers amongst the winners and the audience.”

This year, winners of Gold, Silver and Bronze IPM Awards all qualify for entry into the IMC European Awards, and the IPM will be contacting agencies shortly to explain how to take advantage of this. John Sylvester observes: “The UK produces world-class promotional marketing campaigns, and we want as many of our winners as possible to enter the IMCs so we can underline our leadership in this vitally important sector of the marketing and advertising industry.”

Sponsors for the IPM Awards 2017 included headline sponsor Sodexo, Westfield Shoppingtowns, Sykes, Emirat, Whistl, Granby Marketing Services, Promotional Handling, i-movo, POD Staffing, Peazie and Pictures Experience.

A full list of this year’s winner can be found on the IPM website.

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Independent integrated marketing agency Toucan has appointed Kevin Frost, formerly Group Creative Director at Momentum London, as Creative Partner.

Frost has over 25 years experience within network and boutique agencies including Arc/Leo Burnett, FCB, LoweOpen and, most recently, Momentum London.

He was one of the founding partners of MullenLowe Open (formerly LoweOpen) where he was responsible for building the creative department and winning new clients such as Morrisons and SC Johnson. During his time at FCB, he established and built the shopper proposition across the Beiersdorf business within the UK and Northern Europe, along with launching the new look Lloyds Pharmacy European network and roll out.

At Momentum, he creatively led one of the agency’s largest clients, Sony Mobile, and helped to define its global expression in the marketplace along with its creative positioning and approach for all new worldwide product launches.

His background has been in multi-discipline agencies and he has worked across most sectors with key focus in the retail and shopper arena.

Gary Rapps, Managing Director of Toucan, commented ‘We have been aware of Kevin’s creative reputation for some time and are absolutely delighted that he has now decided to join us. I have no doubt that the experience he brings, balanced with our own 25 year history, will mark the start of another exciting agency chapter. Kevin is sure to play a fundamental role in helping both Toucan and its clients achieve their ambitions over the coming years and I personally can’t wait to get started.’

Frost said: ‘I truly believe we are in such times that clients are asking for a more personalised, nimble relationship with their agencies. One where we can work in partnership with the senior team on a day to day basis, adding true value to their business and understanding the challenges they face both commercially and creatively. Smaller independent agencies are structured to be able to provide this which is why I know Toucan is the perfect fit for me and the way I love to work.’

Frost officially joins the agency today, May 3rd 2016, to work across its whole client portfolio including Weight Watchers, Peperami, Nestlé, Bahlsen, Fruit Bowl and Bestway.

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Weight Watchers (UK) Limited, the world’s leading provider of weight management services, has launched an industry-first cross-category promotion in the UK, created by integrated marketing agency Toucan.

The activity is designed to encourage consumers to make healthy choices at their local supermarkets by rewarding purchase of all of the 175 Weight Watchers food products across more than 20 different categories, including yogurts, ready meals, breads, and many other foods. It is the first promotion the company has ever run across all its products.

Claims are submitted by uploading receipts showing qualifying purchases via Web, email or text. Consumers will be entered for the chance to win exciting fitness prizes. The total prize pool is worth £1 million, including active holiday breaks, Fitbit activity trackers, hula hoops and a host of other fun fitness equipment.

Matthew Davis, Head of Commercial, Weight Watchers, says: “It is great that we are able to encourage people to be healthier and more active through this campaign. Delivering such a strong cross-category promotion, backed up with extensive media and membership messaging, enables us to differentiate ourselves from competitors while collecting insights that will inform future marketing activities and encourage consumer loyalty.”

Toucan’s cross-category campaign for Weight Watchers has been delivered in partnership with Snipp Interactive Inc. (“Snipp”), an international provider of marketing promotions, rebates and loyalty solutions. Snipp’s incentive-marketing technology, which enables brands and retailers to increase customer engagement, drive purchase, and encourage loyalty is being utilised to manage the online and mobile channels, purchase validation process and redemption mechanism.

“With so many products across so many categories, Toucan identified that Weight Watchers faced a real challenge in how to run a cross-category proof of purchase promotion,” said Adam Doran, Managing Director, Snipp Interactive UK. “Having discounted traditional methods such as printing codes on pack due to high costs and complexity, they approached us to see if we could provide a solution.  Using our mobile receipt validation technology, with one photo of one receipt, we are able to validate purchase of all Weight Watchers products in all retailers.”

Nina McCoy, Senior Account Director at Toucan, adds: “Shoppers are constantly searching for the best offers with desirable incentives for purchasing. Promotional campaigns are effective conversion tools when they tap into consumer lifestyles. With this UK-industry first, Weight Watchers is showcasing its holistic health approach, expanding its target audience, and effectively raising brand awareness.”

The promotion runs from March 1^st to April 29^th 2016 in the United Kingdom. More information can be found at www.myWWrewards.co.uk.

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