IPA (Institute of Practitioners in Advertising)’s Post

This week we had the BAM board meeting together with our board members and key partners. It was an exciting one as Fleur and I were so looking forward to share our strategic plan and 2024 activities. ⛰️ As Fleur said: “to move a mountain, you start with the first stones”. I think we’re moving quite some stones and we excited the group with the direction we are going… 1️⃣ The biggest marketing association in Belgium, fully centered around community. 🔗 2️⃣ BAM as absolute marketing curator. From overload of information and choices to guided content. 💡 3️⃣ Truly making marketers and businesses future fit with a new state of the art learning framework. 👩🏽🎓 4️⃣ Completely redeveloped membership packages delivering on maximum value. 🌱 5️⃣ An event and network agenda that’s just f*cking cool and relevant. 🥳 6️⃣ A strengthened regulate and advocacy pillar placing BAM at the center of the responsible marketing debate. 🏛️ The world of associations and organisations is fundamentally changing and in the spirit of our “Rethink” congress we rethought what it means to belong to an association and a community. —- Be part of this thrilling journey. We’re ready and looking forward to welcome you in 2024! 💛 —- Bright, Brave, Bold … BAM #marketing #meaningfulmarketing #community #Belgium #belong #purpose Koen Van Impe Burt Riské Dominique Vercraeye Annie Courbet Catherine De Geest Joke De Nul Joke Claessen Kathleen Peeters Alex Thore Steven Verbruggen Nathalie Erdmanis Anne-Clotilde Picot Ilse Van Dyck (she/her) Mieke Debeerst Karel Vinck Tim Colman Geoffroy Gillis Yannick de Bièvre Andy Serdons

Q: Is an awards strategy a waste of time (and 💰)? A: One agency’s continuing journey below (and a drum roll or 🥁🥁)... At the back end of last year, George Owen asked me to help guide his content agency ITCH as they embarked on their awards journey. We discussed his business objectives and then agreed I would support them over a year to do the following: 🕵🏻 Identify two client campaign stories that are equally creative AND effective (eg great work with great results) – and that align with the agency’s business objectives. 🔎 Plan out/recommend the most relevant (and winnable) awards/categories. ✍🏻 Write master entries. 🪈 Manage the pipeline of identified awards/provide entry copy + instructions for all awards on our list (based on master entry copy). The 💡 was to be VERY focused on just two stories and get as many shortlistings/wins as possible. Why? Aside from the obvious time and cost-savings as the wheel doesn’t need to be reinvented for continually new stories, this gives them the opportunity to repeatedly market those results-based stories through various channels. Continual reinforcement of the same messages eventually sticks with your target audience. If you’re agency-side, prospective clients may not remember your agency’s name, but they WILL remember the name of the shortlisted/winning brands. And they just might get in touch with you because of that. We’re not quite there yet with ITCH, but I have high hopes as exactly this happened with some of my other clients after about a year – fantastic incoming new biz leads AND talented prospective recruits started to contact them proactively. Having already been shortlisted 3️⃣ times, more results are in, and they’ve been shortlisted by the UK Social Media Awards in both categories entered! Here’s hoping for 🏆🏆 when winners are announced – but like I said in last week's post, just being shortlisted is a huge support to your business objectives (as long as you 🥛it in your comms!). #AwardsEntries #AwardsStrategy #AgencyAwards #AwardsConsultancy #AwardsAdvice Don't Panic Events Tino C.

🔍 53% of the time spent by members on an #Association's activities is passive engagement—consuming content. For Associations, which grow and thrive through their members' engagement, this is a significant issue. Active members not only support strategy, governance, and the dynamism of activities, but they can also become ambassadors and promoters. Membership #engagement effectively is a challenge. But it’s not because members lack interest in being more active. 📊 According to a study based on more than 15,800 respondents by our partners at MCI, 31% of members are highly interested in contributing more actively to the development of their Association's content, programs, or strategies. However, only 15% of them find it easy to do so. So, how can Associations move #members from passive consumers to active brand ambassadors and promoters? 💡 Discover the answer by downloading MCI's report: https://lnkd.in/dYDYA63D #AssociationStrategy Tomorrow's Associations Karine Desbant

Every year there are hundreds of business awards that open around Australia. All of these awards offer unique PR opportunities and Media appearances. Here is the problem. Historically if you wanted to be apply for awards – you had to be attached to Google or you had to be on their mailing list to even know they exist. Until now. We have created The Visibility Lab Awards Portal with every single award in Australia. And I can promise you – nothing like this has ever existed before and has taken us18 months to build! In The Awards Portal, you will find: - A complete list of all Australian based business awards broken up into Local, National and International Awards. All of the awards are linked and will open to the awards page. - A full document attached to each of the awards outlining the bespoke requirements - Access to extensive documents including previously award winning applications, cheat sheets and documents designed to help you get the answer right. - Access to training videos on Awards conducted by Jemimah Ashleigh and her amazing team at The Visibility Lab - And access to all Jemimah Ashleigh documents including 2024 Marketing Plan, Book Plan, Social Media Matrix, Goal Setting, Personal Brand documents… all the things that is ONLY available if you were part of The Visibility Lab. Sound amazing? We thought so too. If in 2024, your goal is to enter and win awards – this is the place to start. https://lnkd.in/gtFN8-4C

In an industry burgeoning with award shows (and as winners of a lot of awards), I'd love for us to see juries in award shows encompassing the actual people whom we market to, judge the work themselves. Or heck, here’s a thought - even an award show by itself! How about categories like 'Youth' being judged by youth themselves? Or 'Marketing to families' being judges by families? Or 'Travel' being judged by travellers? Or 'Automotive' being judged by actual car buyers? And so on. Versus simply by us and our peers, so we can be a little less self-serving? Thanks ArabAd for featuring this perspective among other positive yet honest perspectives about the work we do (and should do more of) collectively as an industry, and how that work gets recognized (and should get recognized) by award platforms. Publicis Groupe Middle East Angela Bak

Every year there are hundreds of business awards that open around Australia. All of these awardsoffer unique PR opportunities and Media appearances. Here is the problem. Historically if you wanted to be apply for awards – you had to be attached to Google or you had to be on their mailing list to even know they exist. Until now. We have created The Visibility Lab Awards Portal with every single award in Australia. And I can promise you – nothing like this has ever existed before and has taken us 18 months to build! In The Awards Portal, you will find: - A complete list of all Australian based business awards broken up into Local, National and International Awards. All of the awards are linked and will open to the awards page. - A full document attached to each of the awards outlining the bespoke requirements - Access to extensive documents including previously award winning applications, cheat sheets and documents designed to help you get the answer right. - Access to training videos on Awards conducted by Jemimah Ashleigh and her amazing team at The Visibility Lab - And access to all Jemimah Ashleigh documents including 2024 Marketing Plan, Book Plan, Social Media Matrix, Goal Setting, Personal Brand documents… all the things that is ONLY available if you were part of The Visibility Lab. Sound amazing? We thought so too. If in 2024, your goal is to enter and win awards – this is the place to start. https://lnkd.in/gtFN8-4C

Why bother with Awards? Are you a marketer? Part of an advertising agency, comms or media agency? Thinking about whether it's worth putting the entry forms together. Sometimes the busyness of life means that entering awards gets deprioritised. But there are some really important reasons why it's worth making this happen - apart from the fact it feels utterly amazing to be a winner. Taking to past winners of the The Marketing Society Awards (both brand and agency side) here's what they said about why it worked brilliantly for them: ✅'𝗜𝘁 𝗵𝗲𝗹𝗽𝗲𝗱 𝗰𝗹𝗮𝗿𝗶𝗳𝘆 𝘁𝗵𝗲 𝘀𝘁𝗼𝗿𝘆 𝗼𝗳 𝗼𝘂𝗿 𝘀𝘂𝗰𝗰𝗲𝘀𝘀.' Running a brand? Entering awards helps you articulate 'the story' in a way which helps you internally (and personally, for the individuals involved). Don’t underestimate the power of this. ✅' It meant we were top of mind when pitches were being considered.' Our Awards are judged by successful senior marketers and shared amongst a huge community of marketing changemakers. Raising your organisation's fame through entering these awards is smart, simple and effective. ✅' 𝗜𝘁 𝗺𝗲𝗮𝗻𝘁 𝘄𝗲 𝘄𝗲𝗿𝗲 𝘁𝗼𝗽 𝗼𝗳 𝗺𝗶𝗻𝗱 𝘄𝗵𝗲𝗻 𝗽𝗶𝘁𝗰𝗵𝗲𝘀 𝘄𝗲𝗿𝗲 𝗯𝗲𝗶𝗻𝗴 𝗰𝗼𝗻𝘀𝗶𝗱𝗲𝗿𝗲𝗱.'  Whether you are entering this agency-side or brand-side, awards help not just give kudos but also celebrate the hard work and talent that leads to success. ✅'𝗜𝘁 𝗵𝗲𝗹𝗽𝗲𝗱 𝗰𝗹𝗮𝗿𝗶𝗳𝘆 𝘁𝗵𝗲 𝘀𝘁𝗼𝗿𝘆 𝗼𝗳 𝗼𝘂𝗿 𝘀𝘂𝗰𝗰𝗲𝘀𝘀.' By sharing the success stories and the examples of great marketing excellence, we can help inspire others - and help us feel proud of what marketing leadership can achieve. I think this is critical if you care about marketing as a profession; the insights from awards help power more success. ➡️READ 'The Marketing Transformation Report' in partnership with Accenture Song https://lnkd.in/eAeZwj-5 💫SAVE THE DATE💫 - The Marketing Society 39th Annual Awards Ceremony, London: Thursday 4th. July. We're also celebrating the brilliant success stories in Scotland with The Star Awards on the 20th June and in Dubai on the 6th June. ⬇️🍿WATCH 🎬 https://lnkd.in/eKFmk8sp As we approach an incredible 40 years of The Marketing Society Awards, we have a stellar set of judges, ready to celebrate the best stories of marketing success. Are you ready to enter? Good luck! #marketing #awards #success

The Lab Awards Portal. Every year there are hundreds of business awards that open around Australia. All of these awards offer unique PR opportunities and Media appearances. Here is the problem. Historically if you wanted to be apply for awards – you had to be attached to Google or you had to be on their mailing list to even know they exist. Until now. We have created The Visibility Lab Awards Portal with every single award in Australia. And I can promise you – nothing like this has ever existed before and has taken us 18 months to build! In The Awards Portal, you will find: - A complete list of all Australian based business awards broken up into Local, National and International Awards. All of the awards are linked and will open to the awards page. - A full document attached to each of the awards outlining the bespoke requirements - Access to extensive documents including previously award winning applications, cheat sheets and documents designed to help you get the answer right. - Access to training videos on Awards conducted by Jemimah Ashleigh and her amazing team at The Visibility Lab - And access to all Jemimah Ashleigh documents including 2024 Marketing Plan, Book Plan, Social Media Matrix, Goal Setting, Personal Brand documents… all the things that is ONLY available if you were part of The Visibility Lab. Sound amazing? We thought so too. If in 2024, your goal is to enter and win awards – this is the place to start. https://lnkd.in/gtFN8-4C

It’s very tempting to use the term Member Engagement Problem to describe any failure…. or underperformance of an association product or service. As the article says - you can still have a ‘Member Engagement Problem’ when it comes to volunteering, even when you don’t in another area. Let’s stop talking about member engagement so vaguely and being more specific about what we need and what isn’t happening. If we don’t, we’re going to continue to bring broad brush solutions to broadly defined problems, which probably won’t address the real underlying issue.

Effectiveness runs to the very heart of what we do at Core, and is key to the work we do in . We are delighted to be part of a team who obsess about effective campaigns and strategies. Effectiveness continues to be an issue for the sponsorship industry and we have the tools and expertise to help. If you have concerns about the impact of your sponsorships, and/or you want to better measure the impact - talk to us! #sponsorshipimpact #sponsorship #effectiveness #Effies #sponsorshipmeasurement