Publicis Blueprint has won at the Marketing Society Awards for Excellence 2012 for its work on Orange.
The agency took the top spot in the B2B Marketing category at the awards, held in London last night, for its customer magazine Orange Exchange. Judges said mobile company Orange, part of Everything Everywhere, was the “clear winner” of this category.
The Marketing Society Awards for Excellence in association with Marketing set the standard of marketing excellence in the UK and have been run over the last 26 years. They are judged by an elite panel of top marketing practitioners drawn from blue chip marketing organisations.
Orange Exchange is used to build loyalty among its customer base of small and medium businesses. The magazine’s digital issue, Exchange Online, has the further aim of cementing Orange’s position as a digital communications enabler for business and providing the company with a clear point of difference over its competitors.
Produced bi-monthly, the digital magazine delivers information on the latest Orange products and services and inspirational business advice to 40,000 subscribers.
Eight separate editions target different customer segments with discounts, special offers, videos and competitions, with each edition updated with fresh content after publication. Reminder emails drive traffic to the magazine. Judges described the activity as “fantastically well targeted”.
As well as rewarding customers, the magazine allows Orange to gather business information through web analytics and surveys, which is used to steer marketing and product development.