North Highland is proud to announce it was named a finalist for both the "Professional Service Marketing" category and "Marketer of the Year" category at the prestigious Chartered Institute for Marketing Excellence Awards last night.
The award nominations followed the successful rebranding of North Highland's London based consulting business Qedis, to North Highland in 2013.
Over a period of nine months, the marketing team brought the UK business under one name and launched an integrated marketing campaign that successfully educated, engaged and excited clients, employees and future employees by taking traditional marketing tactics and giving them an unexpected twist.
The campaign was delivered through a series of imaginative events, social media competitions and interactive media. This included an internal "wedding day" for employees to celebrate "the joining of two brands" and a launch event on the tallest outdoor terrace in Europe, with unusual features such as a champagne sorbet reception, a live ice sculpting show, silhouette cutters, magicians and play doh giveaways to reinforce North Highland as 'breaking the consulting mould'.
The outcome was that virtually all employees were retained when the rebrand was complete and nearly 300 new recruits showed interest in North Highland. Even more impressively, the rebrand launch party led to direct sales which showed an immediate return on investment of nearly 75%.
Leading the rebrand was North Highland's UK marketing lead, Gemma Ruggiero. A rising star within the company, her creativity and flair for the quirky meant she was a finalist for "Marketer of the Year".
Tony Doocey, UK Market Lead said "For any company, getting a rebrand right is crucial. We didn't just want to inform our clients of the change of name - we wanted to engage them so they realised they would still get the same great service and expertise but with even more on top - such as a global network of consultants at their fingertips.
"As a challenger brand known for bringing big ideas and excellent execution to clients, we needed a joined up campaign that reflected our culture and made us stand out from crowd. Gemma's creativity and lateral thinking was spot on and helped deliver outstanding marketing results for the company.
"We'd like to thank Gemma and the team for their hard work; we are very proud of you! We'd also like to congratulate all the winners on the night."
The Awards are hosted by The Chartered Institute for Marketing and is the leading international professional marketing body. CIM maintains, develops and sets the marketing industry standards.