Results and case studies

The winners of the PRide Awards Midlands 2014 were revealed on Friday 14 November at the Ricoh Arena. For excerpts from the winners, view the video below. Read on for the results. Note: All case studies are in PDF format and open in a new window.


"Winners' Reel" – thanks to HTF-Media for the video production

Corporate and Business Communications Campaign

Gold winner

  • The Marketing Pod
    Giving EUM a voice in the ECO debate

    The judges felt that this was a tough brief and The Marketing Pod did well to deliver on the clear objectives set. They demonstrated good use of segmentation skills to target audiences in the right way through the right channels. This was a well thought through and implemented campaign.

    Case study

Silver winner

  • WPR
    Q & E - The Third Way

Finalists

  • Limegreen Communications
    Dancing To A New Tune
  • The Bright Consultancy
    Switching the UK onto Schneider Electric
  • Whistle PR
    A Quantum Leap
  • WPR
    Raising the Profile of Combined Heat & Power

Not-for-Profit Campaign

Gold winner

  • Practical Action
    Makes You Think

    This was a strong and creative approach to a clearly defined brief. The team used insight well to define audiences and set clear objectives that they could measure success against. A good use of online helped to deliver strong results. A thought provoking campaign.

    Case study

Silver winner

  • PDSA
    PDSA PAW Report

Finalists

  • Central England Co-operative
    The Saffron Acres Project
  • McCann PR
    The Macmillan Tree of Light
  • The Bright Consultancy
    Pulling the Plug on Rogue Plumbers

Internal Communications Campaign

Gold winner

  • spottydog communications
    Pass it on at Leicestershire Partnership NHS Trust

    Strong clear results built on solid aims. The implementation was creative and well delivered which reaped rewards as staff are reporting to be empowered and re-engaged with the organisation. The budget was small but well used to create tools of engagement that were visual and have clearly done the job they needed to. A worthy winner.

    Case study

Silver winner

  • Birmingham Community Healthcare NHS Trust
    One voice, one workforce: the value of vodcasting

Finalist

  • Wyatt International
    Saint-Gobain PAM UK - SustainABLE

Community Relations Campaign

Gold winner

  • Central England Co-operative
    Keep the Hive Alive Campaign

    This was a simple but excellent approach which has delivered both short and long term behavioural change. Effectiveness related to real outcomes and demonstrated a strong community benefit across all ages. A sticky, buzzy campaign.

    Case study

Silver winner

  • The Bright Consultancy
    Driving Home Michelin in the Community

Finalists

  • Gough Bailey Wright
    Construction of Sainsbury's Melton Road
  • Gough Bailey Wright
    The Belgrave Road Flyover
  • Paskett PR
    Pitch To Win

Public Sector Campaign

Gold winner

  • Syndicate Communications and Department of Business, Innovation and Skills
    Syndicate Communications & Department of Business, Innovation and Skills Business is GREAT PR campaign

    A well written and well-presented entry that was clear in what they needed to achieve and how they were going to deliver on the brief. Immediate out-takes were good and, by combining good use of social media with excellent work with stakeholders, they delivered a strong campaign in potentially saturated area.

    Case study

Silver winner

  • South and City College Birmingham
    National Apprenticeship Week

Low Budget Campaign

Gold winner

  • Gough Bailey Wright
    Launch of Penguin Ice Adventure

    A clear brief and creative ideas, along with the integration of social media into the overall strategy and plan, led to good, strong results. These strong results related to making a difference to the business outcomes. A fun, energizing campaign.

    Case study

Silver winner

  • PDSA
    PDSA Pet Survivor 2013

Finalists

  • Clarity Comms
    Hobgoblin's Army: From Social Fans to Brand Ambassadors
  • McCann PR
    Estates Direct
  • The Marketing Pod
    Giving EUM a voice in the ECO debate
  • Whistle PR
    A Quantum Leap

Healthcare Campaign

Gold winner

  • Slimming World
    The missing link between alcohol and obesity: what's your tipping point?

    Strong objectives with defined measurability, this was a campaign talking about something people often deflect from engaging with – drinking too much. The team used research well to understand the audience and how best to reach them – through creative and equally main stream channels. Excellent results showed true behavioural change and impact on people's health.

    Case study

Silver winner

  • NHS South Worcestershire Clinical Commissioning Group
    Is A&E for me?

Finalists

  • Balls2 Marketing
    £20 eye test saved my life
  • Birmingham Community Healthcare NHS Trust
    Who's In Charge? - raising awareness of the effects on children of parental alcohol misuse
  • Cartwright Communications
    Small Steps Big Changes

Consumer Relations Campaign

Gold winner

  • WPR
    Launching the Two Together Railcard

    The judges felt this was a brave campaign that took a risk and paid off. It demonstrated faith in the agency from the client and was a well-executed, creative piece of work. The results were strong, exceeding targets set which was testament to the media coverage secured on the back of a sound strategy and tactics.

    Case study

Silver winner

  • Rave Communications/Electrolux
    Electrolux Chef Academy

Finalists

  • Connect PR
    Get a-head for cycle safety
  • HROC PR
    Gardening Goddesses
  • McCann PR
    Butcher's Lean & Tasty Fittest Dog in the UK
  • McCann PR
    The Fresh Exchange

Best Use of Media Relations

Gold winner

  • WPR
    Launching the Two Together Rail Card

    This was an excellent campaign, which showed the power of PR to drive sales and make a difference to the bottom line. The judges felt this was a brave campaign that took a risk and paid off. It demonstrated faith in the agency from the client and was a well-executed, creative piece of work. The creative approach gave cut through and delivered an expanse of media coverage which generated sales that exceeded targets.

    Case study

Silver winner

  • Connect PR
    Get a-head for cycle safety

Finalists

  • Limegreen Communications
    Dancing To A New Tune
  • McCann PR
    Estates Direct
  • The Bright Consultancy
    Making A Splash for WaterSafe
  • The Marketing Pod
    Giving EUM a voice in the ECO debate

Integrated Campaign

Gold winner

  • Smarts
    Celebrating over 50s women

    This was a campaign with a very clear objective and a clear link between the PR and overall client objectives. Tactical execution was two-pronged, with a traditional consumer survey backed up with innovative, well-executed case studies in the form of The Style Book – Fashion Secrets of Real Women. The reach was outstanding and drove a huge amount of traffic to the website. The SEO-integration was particularly well-executed and integrated with 30 high domain authority back links to the website, seeing it rise up the rankings on Google Search.

    Case study

Silver winner

  • Syndicate Communications with Amey and Birmingham City Council
    A38 Tunnels Closures

Finalists

  • HROC PR
    Tested for Happiness
  • McCann PR
    Chrysler Ypsilon - Vice or Virtue
  • McCann PR
    Magic Touch
  • McCann PR
    Screwfix Britain's Top Tradesman

Best Use of Social Media

Gold winner

  • McCann PR
    Have Fun with Fruittella

    A great campaign from a brand which, unlike their well-known competitors, had no social media presence until December 2013. The return on investment was very impressive, with the campaign delivering 58,000 Facebook fans - 63 per cent ahead of target. Particularly noteworthy was the Fruit Flip competition, which delivered 2200 fans in the space of just one month. In addition, the agency capitalised on the introduction of the Fruit Letters with a photo competition app. The Facebook campaign enjoyed an 18 per cent organic reach, which is well ahead of industry standards. All in all, a well thought out social media consumer campaign.

    Case study

Silver winner

  • PDSA
    PDSA Vote that Counts

Finalists

  • Clarity Comms
    Hobgoblin: Wych Brew Are You?
  • HROC PR
    Bringing Hatton Country World out of the countryside
  • HROC PR
    Gardening Goddesses
  • The Bright Consultancy
    Putting Social Sharing on the Menu

Best External Publication

Gold winner

  • South and City College Birmingham
    Young Person's Course Guide

    Like many organisations' marketing departments, South and City College was faced with a dilemma: increase quality while reducing costs. The organisation renamed its prospectus, implemented a new style guide, targeted social media to drive views and refocused on photography in a bid to increase engagement. The result? A 36 per cent cost saving and a new Young Person's Course Guide - a great, well designed publication with engaging content and the number of photographs rising from 26 to 152, all based on sound research including focus groups held at four local schools.

    Case study

Silver winner

  • WPR
    Factory Ergonomics - Driving Quality and Profitability

Finalists

  • ABB
    FFWD (Fast Forward)
  • Gough Bailey Wright
    Annual Report for tenants
  • Syndicate Communications and Department of Business, Innovation and Skills
    Syndicate Communications & Department for Business, Innovation and Skills Business is GREAT PR campaign
  • WPR
    "Knowledge is Power" – Installer's Choice Newsletter

Best Internal Publication

Gold winner

  • Western Power Distribution
    Powerlines

    An innovative, widely-read global publication which responds quickly to staff needs. Issued to all Western Power Distribution's 6000 worldwide employees (plus 23,000 ex-employees), Powerlines is an extremely cost-effective magazine yet manages to maintain high production values. Powerlines overcomes its diverse geographic challenges to generate a sense of community and common purpose among staff past and present. A clear winner.

    Case study

Silver winner

  • South and City College Birmingham
    FYi

Finalists

  • Gough Bailey Wright
    Celebrating 10 years of bdht
  • The Bright Consultancy
    Easy Reading

Best Use of Digital

Gold winner

  • spottydog communications
    Influencing the Influencers for Heritage Bathrooms

    A comprehensive approach by the team, putting the content plan at the heart of this digital campaign. The judges were impressed by spottydog's ability to react to news happenings such as Andy Murray's Cromlix Hotel's decision to install Heritage Bathrooms' products. A wide range of digital platforms were used to deliver impressive results, far in excess of KPIs agreed with the client.

    Case study

Silver winner

  • Practical Action
    Makes You Think

Finalist

  • Healthy Villages
    Healthy Villages - Better Care: Healthier Communities

Best Event

Gold winner

  • Connect PR
    Young Driver Education Week - Creating safer young drivers

    A worthy winner in a hotly contested category. The week-long nature of the "event" gave the initiative a campaign feel rather than focusing on a single stunt. Engagement with schools was particularly strong, with over 100 educational institutions taking part. This gave a CSR element to the campaign as well as providing plenty of hooks for regional media coverage. Appropriate use of a relevant celebrity - a Paralympian who had been involved in a car crash when 17 - gave added impact, leading to the campaign messages being aired on Five Live, The Daily Telegraph, Newsround and The Sunday Times.

    Case study

Silver winner

  • Gough Bailey Wright
    One day, two world records

Finalists

  • Balls2 Marketing
    Triple Glazing Question: An industry debate
  • McCann PR
    Touch of Chelsea
  • Stone Junction
    The bITjAM Innovation Qube Launch
  • The Bright Consultancy
    Christmas in July 2013

Public Affairs Campaign

Gold winner

  • Gough Bailey Wright
    The Belgrave Road Flyover

    This had the potential to be a contentious issue in the local community. This campaign, whilst not being ground-breaking, is an excellent example of a public affairs/community relations initiative, executed to perfection. Gough Bailey Wright engaged timeously with key influencers and members of the public in the community surrounding the flyover, using a clear strategy and time-honoured tactics. Textbook.

    Case study

Silver winner

  • Whistle PR
    Older people's housing in Ringwood

Issues or Crisis Management

Gold winner

  • Liquid
    Liquid saves a school

    This was clearly a make or break situation for the school in question. Liquid delivered a robust strategy in which it clearly identified risks then devised mitigating tactical approaches. Some were reactive, some proactive, and the judges were particularly impressed with the extremely high level of political support which elevated the situation from a local to a UK-wide issue. An excellent campaign, a clear winner, and, as evidenced by a now-full school roll, a resounding success.

    Case study

Silver winner

  • Limegreen Communications
    Dancing To A New Tune

Finalists

  • Central England Co-operative
    Together as One - The Making of Central England Co-op
  • Tiny COW PR and Creative
    Crisis Rocks Mann

Best Use of Photography or Design

Gold winner

  • PDSA
    PDSA Pet Fit Club 2013

    A stand-out winner, this campaign used photography to generate blanket media coverage for a weighty issue. Handled entirely by PDSA's in-house team, the initiative garnered 979 media hits, including sofa time on Sky News Sunrise, Daybreak and print media such as The Sun, Daily Mirror and Daily Mail. The judges were particularly impressed with the attention to detail and the way the story was guarded against becoming generic by ensuring PDSA branding on dog collars, vet scrubs, and using PDSA pet hospital locations.

    Case study

Silver winner

  • Gough Bailey Wright
    NFU 'Back British Farming' campaign

Regional Campaign of the Year

Gold winner

  • WPR
    Game Set And Match - The Aegon Classic

    Excellent research at the start of the campaign led to a well-informed strategy to generate ticket sales much earlier in the sales cycle than previous years. Clever, targeted use of celebrities helped secure national media coverage for what is a regional event, crucially in lifestyle media rather than media read by existing tennis enthusiasts. Community engagement was key to the campaign's success which helped the event sell out for the first time in its history.

    Case study

Silver winner

  • Syndicate Communications with Amey and Birmingham City Council
    A38 Tunnels Closures

Finalists

  • Cartwright Communications
    The Elephant Parade Comes to Nottingham
  • Central England Co-operative
    The Saffron Acres Project

Outstanding Young Communicator

Gold winner

  • Pete Hitchman
    Whistle PR

    Pete impressed with his clear focus on client service, his commercial awareness and ambition to reach the very top of the industry. He has worked his way up, with roles both in-house and in agencies. From internal comms to media relations, from client handling to new business development, Pete knows how to communicate a message clearly and concisely on behalf of his clients, while also ensuring the bills are paid. Personable and confident, he is a great ambassador for his agency and for the industry as a whole. The judges are sure Pete will reach the heady heights he aspires to.

    Case study

Finalists

  • Amy Rynn MCIPR
    The Marketing Pod
  • David Leatham
    NC Creative Group
  • Hayley Longdin
    Grayling Midlands
  • Jack Adlam MCIPR
    Sherwood Forest Hospitals NHS Foundation Trust
  • Martyn Gettings
    Proactive International PR

Outstanding Small Consultancy

Gold winner

  • Clarity Comms

    For such a young consultancy, Clarity have used innovative and fresh strategies to create strong campaigns with ideas that truly engage and deliver results. They create an impressive work environment for staff to flourish and be creative, offering a young, fresh take on PR.

    Case study

Silver winner

  • Clive Reeves Public Relations

Finalists

  • Balls2 Marketing
  • Fresh PR
  • spottydog communications
  • Whistle PR

Outstanding In-House Public Relations Team

Gold winner

  • West Midlands Police

    A stand out entry from an exceptional team whose superbly creative communication plans push the boundaries, not only within their industry, but also communications as a whole. Inspiring.

    Case study

Silver Winner

  • PDSA

Finalist

  • Central England Co-operative

Outstanding Public Relations Consultancy

Gold winner

  • HROC PR

    With a client retention rate of 90%, client satisfaction rate of 95% and zero client losses in the past 12months, the strategy of counsel, content, clarity is obviously ticking the right boxes for HROC's wide range of clientele. HROC received glowing reviews from their clients and notably placed the client's success ahead of the consultancy's own in their mission statement. That, alongside their emphasis on delivering demonstrable and measurable results to prove ROI, has made HROC a stand out consultancy in this year's awards.

    Case study

Silver Winner

  • Liquid

Finalists

  • spottydog communications
  • Tank PR
  • WPR

Best Use of Research, Planning, Measurement and Evaluation

Winner

  • South and City College Birmingham
    Young Person's Course Guide

    A very clear entry which followed the brief. The focus group research was notably impressive and, by using this well, a better and cheaper result was achieved. The judges feel this entry shows a good model for others to follow in terms of research, planning, measurement and evaluation.

    Case study

Student of the Year Award

Winner

  • Danielle Hudspith

    The standard of the entries was very high this year but Danielle's work stood out for its originality of thought. Her work demonstrated genuine creativity and a clear understanding of the role of PR to communicate and influence all stakeholders, not just the media. Her integrated campaign was engaging, well executed and thoroughly evaluated against clearly defined goals.