contentsbrand owners. our global reach covers every continent – serviced from 29 offices, by over...

02. Introduction

03. Forward by chairman of the judges

05. Judging panel

06. Our sponsors

08. Best automotive title

09. Best finance title

11. Best travel & leisure title

13. Best membership title (not-for-profit/charities/associations)

14. Best public sector/government title

15. Best internal communication

16. Best B2B title

17. Best consumer publication (retail)

18. Best consumer publication (non-retail)

19. Best consumer publication (membership)

20. Best international publication

21. Launch of the year

22. Best use of typography

23. Best use of photography

24. Best use of illustration

25. Best brochure

26. Best catalogue

27. Best annual report

28. Best specialist communication

29. Best digital solution of the year (B2B/internal)

30. Best digital solution of the year (consumer)

31. Best digital solution of the year (charities/not-for-profit/public sector)

32. Best use of video

33. Best integrated marketing solution of the year

34. Editor of the year

35. Grand Prix

Contents

1

IntroductionWelcome to The International Customer Publishing Awards, the brand new

annual celebration of customer publishing in all its glorious forms from all over

the world. These are exciting times for customer publishing and these awards

are a fantastic showcase for the inspirational work that’s transforming the

entire face of the industry and its already fine reputation among clients.

You may have already noticed a few changes in the awards – not least the

lengthy new name, which is a consequence of the changes to the awards

themselves. To reflect the giant leaps made by the industry over the past 12

months, we have increased the amount of categories, as well as opened the

awards up to international agencies and non-APA members.

This was done to showcase the world of customer publishing to the wider

marketing and media worlds, showing the influential planners and marketers

the stunning results the medium consistently achieves, as well as the fantastic

range of talent and creativity working within the industry. We hope you’ll be

with us on what promises to be an exciting and rewarding journey.

For now, you should take a moment to go through this Book of the Night. It

explains the reasons why each winner was chosen as the most outstanding

piece of publishing or content in its category, and gives the judges’ explanations

on why the winners were chosen. But more than a simple roll call of victors, this

Book is a collection of the industry’s best in breed, a publishing masterclass

that brings together inspirational creativity, effective measurement and, above

all, stunning effectiveness that’s great for you and great for the industry.

This is your night, your triumph and your success. Our congratulations to

you all.

The APA

2

ForewordBy now, you should have had the meal, heard the host and found out the

winners. If you’re one of them, let me add my congratulations to the many

you’ll no doubt have received already. If not, there’s always next year (and the

bar’s still open).

As one of the judges of this year’s awards, I have first-hand experience of

the engagement and emotional response so expertly practiced by the

best customer publications and websites. During one increasingly heated

discussion, without even realising, I became embroiled in an intense argument

over the merits of a certain magazine over another, an argument that simply

wouldn’t have happened if we discussing internet advertising or outdoor

ad sales.

But it’s exactly this prompting of response that makes customer publishing

so successful. The establishing of bond between reader and publication,

the building of trust, the development of communities united by a common

interest, these are the backbones of all great publications and ones you all

exploit so well.

The rise of digital work produced by customer publishers is another sign that

you are among the best placed to come out of the downturn with heads

held high. As experts in editorial content, agencies can now turn their hand

to pretty much any form of customer communication, whether that’s web

design, mobile media, direct mail, or even social networking strategies.

Indeed, a consequence of this digital success could be that the phrase

‘customer publishing’ may become obsolete, to be replaced by a name for

the industry that covers the entire spectrum of work now done on behalf

of clients. Exactly what that is yet, I’m not sure. Maybe the APA have

the answer.

With ‘New name’ now added to their To Do list, the APA’s duties and

responsibilities have been increasing in direct line with the industry’s success.

Their tireless work in research – especially in the area of digital – has benefited

all their member agencies, who can now meet existing and potential clients

with armfuls of irrefutable evidence that customer publishing works. Taken

with the seminars, the workshops, the ASK service, affiliate partnerships, and

their fierce determination to drive the industry on, it’s this commitment that’s

brought us to where we are now.

Congratulations to them and congratulations to you. You all deserve it.

Lucy Barrett Editor, Marketing

3

Foreword

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Want your media news as it happens?

JudgesThis year, the 100-strong team of judges really had their work cut out. The broadening of the entry criteria to include international agencies and non-APA

members meant that a record-breaking 420 entries were submitted in 25 categories.

But, true to form, the senior industry figures and marketing executives stepped up to the mark, relishing the opportunity to assess the greatest magazines,

websites, brochures and individual feats of inspiration and creativity that the industry has to offer. Over the course of three rounds, all entries were discussed,

debated and deliberated, until 26 winners were ultimately chosen as the finest in their fields.

The APA would like to take this opportunity to express their heartfelt thanks to all the judges in donating their time and effort to deciding the winners of these

prestigious awards and contributing to this fantastic showcase of a flourishing industry.

5

Jan Pitt ABC

Gary Kirk Agfa

Ann Binnie Amethist

Bill Murray AOP

Tim Caine AOP

Fiona McDaniel B Sky B

Julia Barry B Sky B

Louise Burns Bentley

Chris Levy CBI

Dominic Duffy Ceros

Alan Dodd Children Today

Daniel Barley COI (Central Office of Info)

Joanne Webb Consultant

Craig Hanna Econsultancy

Scarlett Brady Editorial Consultant

Julian Pike Farrer & Co LLP

Alastair Young Freelance

Alex Finer Freelance

Pete Davis Getmemedia.com

Juliet Strachan hpi Research

Charles McIntyre IBIS Capital

Ian Findlay Iforma Design

Nicola Mendelsohn Karmarama

Simon Entwistle Lewis Silkin

Jeremy Leslie Mag Culture

Lucy Barrett Marketing

Sarah Tempest Met Office

Peter Walshe Millward Brown

Dan Cresta Naked Comms

Garry Hardy Newnorth

Mike Ironside NRS

Keith Bradbrook NSPCC

Tony Coad PDV Ltd

Dave Williams Pindar

James Povey Polestar

Amanda Davie Reform Digital

Carol Lewis Royal Mail

David Brown Royal Mail

Emily Fovargue Royal Mail

Fay Delavault Royal Mail

Mike Rowell Royal Mail

Steve Paterson Royal Mail

Maxine Elliott Sappi

Paul McCarthy Sappi

Tony Ayles St Ives

Charlie Thelu The ARB

Penny McDonald The Outside Organisation

Kit van Tulleken The Van Tulleken

Rachel Collins The Wellcome Foundation

Matt Woods Thomas Jerome Newton

Limited

Kevin Whitchurch Thursday Media

Carolyn Tree Treehouse Recruitment

Louise Cretton Consultant

Sandy Malone Grant Thornton LLP

6

Overall sponsor and grand prixBrought to you by Royal Mail, Mail Media Centre is a comprehensive source of information that puts inspiration, intelligence and innovation at your fingertips: • Case studies and insights • Research into mail’s role in today’s multi-channel landscape• Latest industry facts and figures • Downloadable presentation-ready material

MMC now has lots of content specifically about customer magazines, just go to: www.mmc.co.uk/Get-more-from-customer-magazines

Reception sponsor and best consumer publication (membership)Southernprint is a well respected print supplier to the UK’s leading customer magazine publishers and their clients. Southernprint combines the latest printing and finishing technology with a well trained and motivated workforce to provide a reliable, cost effective print service. Now part of the Wyndeham Group, Southernprint

offers a comprehensive range of services from creative and pre-media solutions, to large scale print production across multiple sites, all backed by industry-leading levels of customer service and quality.

Media sponsor and editor of the year Marketers recognise that customer publishing offers a unique communications solution: targeted, brand focused content that is valued by customers and delivers truly measurable results. The APA Awards, now in their tenth

year, have done an exemplary job in raising the quality threshold of customer titles and in recognising the companies and individuals that make this such a dynamic sector. Marketing, UK’s leading marketing magazine, is once again proud to be media partner to the awards.

Print sponsor and specialist communicationProven and established sheetfed litho printing with comprehensive binding, mailing and fulfilment facilities. We are part of the Bluepoint visul communications group and can additionally offer large format graphics, digital print,

web2print solutions, and design services all through other member companies.

Paper sponsor and launch of the yearAPA Book of the night is printed on award-winning Tempo™ Silk (covers 300gsm, text 150gsm). Tempo won the 2009 “Innovative Product of the Year” PPI Award. The world’s largest global brands use Sappi papers for premium magazines,

catalogues, books and high-end print advertising. Sappi offers a broad range of products, which comprises many of Europe’s leading paper brands: Galerie, Galerie Art, Era, HannoArt, Magno, Royal, Tempo, Quatro and Tauro. Sappi papers are produced in mills accredited with ISO 9001 and ISO 14001 certification, with EMAS registration also for all its mills in the EU. Sappi Fine Paper Europe’s mills hold chain-of-custody certification under the FSC and/or the PEFC schemes.

Best automotive titleAs part of the Wellcom group, Keenes provides end-to-end production solutions to publishers, creative agencies and brand owners. Our global reach covers every continent – serviced from 29 offices, by over 400 staff. The combination of market leading technology and workflow implementation allows us to consistently exceed our client’s expectations.

Wellcom’s list of services includes turnkey marketing business solutions with expertise in: • design • TV and radio production • online content creation• advertising supply • CGI and animation• publishing • viral marketingTo find out how Keenes and the Wellcom group can benefit you business, please visit our website: www.keenes.co.uk | www.wellcom.com.au

Best finance titleOwned by the media industry, ABC independently verifies and reports on media performance, providing a major trading currency for media buyers and owners across print, events, digital and evolving platforms. ABC has over 1,400 Consumer and B2B magazines in membership. Its bi-annual concurrent release for consumer and customer magazines is the benchmark for

magazine performance and creates widespread PR coverage. ABC is the de-facto standard for magazine publishing in the UK and provides transparent and trusted data for the media industry. For more information and to view ABC data please visit www.abc.org.uk

Best travel and leisure titleWe are proud to work with the APA once again with the creation of I Editorial – with strong branding, award winning website* and dynamic AV; we are the creative outfit to satisfy your design, interactive and promotional needs. We’re professional and focused, friendly and approachable, we work quickly and efficiently to fulfill

your requirements within budgetary and time constraints – yet you’ll find us a relaxed and easy-going bunch. And for innovative, industry-leading creativity tempered by sound business sense, you simply can’t make a better choice than The Studio!

Best membership title (not for profit) Newnorth is an independent, print driven high quality solution organisation, providing a complete range of services including digital, large format litho print and fulfilment. We pride ourselves on being customer focused, flexible and proactive with high brand awareness.

Best public sector/government title

Best internal communicationThe International Customer Publishing Forum (ICPF) is the recently formed body to promote Customer publishing across the world and has representation in the UK, USA, Germany, Belgium, Holland, Czech Republic, Slovenia, China, Sweden, Switzerland and a number of other countries. The aims are to present best practice, to promote the

genre and to publicize the tremendous results obtained by our fast growing industry. To hear more about the ICPF, contact the APA at [email protected] or visit www.icpf-customerpublishing.com

Best business to business title Lewis Silkin, which is an associate member of APA, is a full service commercial law firm, with offices in the City of London and Oxford. Our publishing team, headed by partner Simon Entwistle, has substantial experience of working with publishers, in both print and electronic media. Our clients include a number of the UK’s leading

customer publishing agencies and digital marketing agencies, as well as one of the UK’s largest independent magazine publishers, a leading national newspaper and a highly successful international book publisher. We regularly advise publishing agencies in relation to their client/agency contracts, and on a broad range of legal issues affecting them and their business, including M&A, employment, intellectual property and defamation.

Best consumer publication (retail)Polestar is proud to print for major customer magazine publishers. Our recent investment in state-of-the-art facilities is unmatched in the UK and we know how to use this firepower to best effect. Sustained top quality production values and excellent customer service are essential for us to support the highest publishing standards

set by your market. Polestar commits to deliver...

Sponsors

Keeneswell com group london

7

Best consumer publication (non-retail)St Ives Web – UK Leader in Magazine Production. With sites in Peterborough, Andover, Roche and Plymouth, St Ives Web is the UK’s leading supplier of magazines, producing both short run titles to high volume household

names. With an annual turnover of around £90 million, we produce over 400 million individual products each year. Supplying quality products with a quality service is the key to our success – and to that of our customers.

Best international publicationWRH Marketing presents the Ferag innovative technology developed in Switzerland for post-press processing in the newspaper and commercial printing industry. Over the last 30 years Ferag has

established a worldwide reputation for leadership in Newspaper mailroom and Commercial printing bindery technology, supplying proven products, bespoke solutions and services in partnership with an unrivalled customer base around the world. WRH Marketing has over recent years developed a range of added value business initiatives designed to provide its print partners with added value revenue streams. Initiatives such as MemoStick, MemoFlag, Xtrawin and Spot on are active in the markets today.

Best use of typographyMartin Tripp Associates is the UK’s leading headhunting business for the media industry. They have recruited editors and editorial directors, publishers, account directors, MDs and creative directors for a

full range of magazine, website and newspaper clients. They offer tailored services specifically for the publishing and content agency sector and have extensive experience in this area. Find out more at www.trippassociates.co.uk.

Best use of photographyEulogy! is an award-winning independent communications consultancy, recently awarded agency of the year by the PRCA for its outstanding work in 2009. Eulogy! has a distinctive culture and unrivalled team. We immerse ourselves in your organisation to understand how your clients interact with your brand, then deliver creative, yet strategic

communications campaigns that add value to your bottom line.

Best use of illustrationTreehouse Recruitment has been established to fill a surprising gap in this dynamic industry, providing a unique service for both candidates and agencies alike. We are the first agency to specialise in customer publishing, with the necessary understanding and expertise to source

both permanent and freelance candidates at all levels, including account management, editorial, design, production and advertising sales.With expert knowledge, skills and contacts within the industry, Carolyn Tree can simplify both the job search for candidates, and the recruitment process for agencies. For more details, please contact Carolyn Tree, on 0208 960 82222 or at [email protected] www.treehouserecruitment.co.uk

Best brochureStones is one of the most sophisticated sheet-fed printers in the UK, working in both the commercial and publications sector 24 hours a day 6 days a week. With our unique blend of client service experience, leading edge technology and award winning quality, we offer an exciting new approach from a trusted team. For further information please visit

www.stonestheprinters.co.uk

Best catalogue BGP is the largest single site web offset facility in the UK operating in the publishing, commercial, directory and financial markets, providing a 24 hour service, 7 days a week. Over the past 35 years we have developed through investment and acquisition and consequently have prospered in all sectors. In 2008 we completed an investment programme which has resulted in an exciting portfolio of new equipment spanning all departments from Pre-press, Press, Finishing, Packing and

Despatch. With our unique blend of client service experience, leading edge technology and award winning quality, we offer an exciting new approach from a trusted team. For further information please visit www.bgprint.co.uk

Best annual report

Best digital solution of the year (B2B)Positive Hype is a web design & build studio. We specialize in creating websites that are not only visually beautiful with brilliant functionality, but also achieve incredible results for our clients. We combine design with technology to create stunning online experiences for your users from the moment they come into contact with your brand;

whether you’re looking for an entirely new website built from the ground up, or you’re looking to create an online campaign to strengthen your brand online.

Best digital solution of the year (consumer)As an award sponsor, Ceros is proud to recognise the creativity, dynamism and entrepreneurial spirit synonymous with APA members. The engaging, inspiring and interactive magazines and catalogues published on the Ceros

platform by APA members show that these values alive and well, and this is something to celebrate. See them at www.ceros.com.

Best digital solution of the year (charity/not for profit)

Best videoEconsultancy is an independent community-based publisher with 10 years of best practice digital marketing and ecommerce experience. We help our 80,000+ members make better decisions, accelerate their careers and lead the way in best practice and innovation via a combination of research & guides, training & development, conferences and networking.

Best integrated marketing solution of the yearSynergis Marketing is a retail communications specialist. Synergis works with brands and retailers to communicate and engage with consumers, retail channel partners and employees. Our client and sector experience is broad. As a team, over the years, we have worked on a multitude of leading retail brands including

Tesco and Electrolux, premium hotel groups and pharmaceutical brands. Whether clients are launching a brand or a retail concept, Synergis’s wealth of knowledge – both strategic and tactical means we always create relevant brand and marketing opportunities to drive performance: Synergis has a strong reputation for delivering retail solutions that work

www.bgprint.co.uk


Sponsored by

8“This is an exciting and passionate magazine that fits perfectly with the Mazda brand”

ShortlistUs! - Fiat Automobiles - Northstar

Land Rover Onelife - Land Rover - Redwood

Today Tomorrow - Toyota - Sunday

LIV - Volvo - Redwood Publishing

Audi Magazine - Audi UK - Northstar

Lexus magazine - Lexus - Story Worldwide

Vauxhall Magazine - Vauxhall - Stream Publishing

dream - Honda - River

ZOOM-ZOOM - Mazda - Redwood

Jaguar - Jaguar Cars Ltd - Haymarket Network

Mercedesmagazine - Mercedes-Benz UK Ltd. - Hemels Publishers

The Official Ferrari Magazine - Ferrari - Condé Nast Contract Publishing

Il Tridente - Maserati SPA - Illustrated London News Limited

Highly CommendedLand Rover Onelife

Land Rover

Redwood

With the auto sector remaining one of the key heartlands of customer publishing, this

category was packed full of glamour, creativity and effectiveness, with 13 titles jostling for the

top position. Finally emerging as winner however, was ZOOM-ZOOM, the title produced on

behalf of Mazda.

With 18 versions read by 1.8 million people in 37 countries and nine languages, the logistical

feat of producing ZOOM-ZOOM is impressive enough without the editorial team’s consistent

flair and obvious joy for the subject matter. Each issue celebrates the global spirit of the

Mazda brand, gathering adventurous and fun-loving features from around the world to reflect

the values of its client company.

As for effectiveness, the results are equally inspiring: 85 per cent of readers think the magazine

is an excellent way to keep up to date with Mazda information, while 82 per cent are likely to

consider Mazda for their next vehicle purchase.

“This is an exciting and passionate magazine,” said the judges. “There’s a real pace about it

and some great stories that fit perfectly with the Mazda brand.”

ZOOM-ZOOMMazdaRedwood

Best automotive title

Keeneswell com group london

Sponsored by

9“The results, the content and the creative execution, all indicate a job very well done”

In what was a hotly contested category, the award finally went to the publication that – as

you may expect – had the most impressive figures. Launched 18 months ago, in one of the

worst periods of financial uncertainty in history, Liquid was conceived to engage with HSBC’s

200,000 premium current account customers, driving them to speak with HSBC’s financial

planning managers and review their savings and investment strategies.

Built using keen editorial knowledge and credibility, the magazine targeted a wide age range,

reflecting its client company’s global branding throughout. Results were, in one judge’s words

“astonishing”. Client data showed that Liquid produced an 11 per cent investment review

rate across its entire readership, with an overall magazine ROI of 12:1.

Meanwhile, a reader survey showed that 42 per cent had acted, or intended to act, on

information in the magazine, with 48 per cent reading Liquid for more than 30 minutes. “This

is a great all-round magazine,” said the judges. “The results, the content and the creative

execution, all indicate a job very well done.”

ShortlistSense - The RBS Group (RBS & NatWest) - John Brown Media

PetPeople - Petplan - Sunday

Lyckoslanten - Swedbank - Bee Production

MoneyPlus - Standard Life - Forward

Liquid - HSBC - Wardour

Let’s Talk - Alliance & Leicester Commercial Bank - Wardour

Shoreline - Lloyds TSB - Wardour

Shape - SCA - Appelberg Publishing Group AB

Highly CommendedPetPeople Petplan Sunday MoneyPlus Standard Life

Forward

LiquidHSBCWardour

Best finance title

Sponsored by

11

ROAMROCK ANDR

THE MAGAZINE FOR FREQUENT VIRGIN CLUB MEMBERS

SPRING 09

VIETNAM FLORIDA CHINA MELBOURNE HONG KONG CHICAGO... & MORE

UP CLOSE WITH Barbados, Dubai, Tobago, Washington, San Diego, Madikwe Hills & Florida

THE GREAT ESCAPE

Get away from it all with our guide to the world’s most idyllic destinations

DOUBLE THE FUNTwin–centre holidays that offer something for everyone

ULTIMATE RIDECheck out the best theme parks in the US. How many have you visited?

PARADISE ON EARTHTake a luxury break in the Maldives for a holiday that’s out of this world

VIRGIN CUSTOMERS REVEAL THEIR ULTIMATE HOLIDAY HOT SPOTS

IF I COULD GO ANYWHERE...

A LUXURY CRUISE FOR TWO

ShortlistWeekender - Butlins - August Media

High Life - British Airways - Cedar Communications

ODEON magazine - ODEON - FuturePlus

Flybe Uncovered - Flybe - Stream Publishing

Rock & Roam - Virgin Holidays - River

Business Life - British Airways - Cedar

Fairmont Magazine - Fairmont Hotel & Resorts - Spafax

MO - Mandarin Oriental Hotel Group - Condé Nast Contract Publishing

Bomvol Magazine - Bol.com - Born05

Highly CommendedWeekender

Butlins

August Media

With the aim of building closer ties with customers and inspiring them with holiday ideas, Rock

and Roam has been a big hit with its readers and client company Virgin Holidays. The use of

readers and their opinions within the editorial mix has given the magazine a real community

feel, while the huge variety of featured locations fulfils the client’s brief of positioning them as

a worldwide operator.

Like many other sectors, the travel industry has had its troubles over the past year, but

Rock and Roam continues to perform well, with client results demonstrating that holiday

bookings are up and customers are booking bigger holidays. Results show that eight per

cent of readers enquired about new holidays after reading, with 43 per cent of these following

through with a booking.

“This is a perfect case of small spend, big revenue,” said the judges. “The magazine is bang-

on brand, with a real fresh feel to it. It’s making me want to go on holiday just looking at it.”

“The magazine is bang-on brand, with a real fresh feel to it. It’s making me want to go on holiday just looking at it”

Rock & RoamVirgin HolidaysRiver

Best travel & leisure title

12

Stability n, The state or quality of beingstable, especially: Constancy of characteror purpose; reliability; dependability.

www.newnorth.co.ukTel: +44 (01234) 333700

New Landscape Advert:Layout 1 12/11/09 09:32 Page 1

Title

Sponsored by

13

ShortlistTitle number two sub title one, sub title two

Title number two sub title one, sub title two

Title number three sub title one, sub title two

Title number four sub title one, sub title two

Best membership title (not-for-profit/charities/associations)

“It’s a great-looking magazine with some fantastic results thrown in. Cheers!”

Highly CommendedSecurities & Investment Review

Securities & Investment Institute

Wardour

One of the underlying benefits to having a customer publication is that it promotes a feeling

of community within your readership. With regular communication and input from your

readers, perceived ownership of the title can be transferred from the publisher to the reader,

building trust in the magazine and brand. And it’s this community effect that forms the heart

of membership magazines.

From the amount of shortlisted entries (24) it’s clear that member’s titles are on the up, but it

was the sheer passion and knowledge displayed in Beer that gave it the top spot. Produced

for the Campaign for Real Ale, Beer is sent quarterly to its 70,000 members, keeping them

informed of the latest news and trends in real ale, while changing the image of CAMRA and

attracting new members – which has risen rapidly to 100,000.

“It’s a great-looking magazine,” said the judges, “with some fantastic results thrown in. There

are some impressive contributors and the whole magazine has the feel of a high-quality

product. Cheers!”

BEERCampaign for Real AleThink Publishing

ShortlistBEER - Campaign for Real Ale - Think Publishing

GMB magazine (9 regional titles) - GMB - FuturePlus

RSA Journal - RSA - Wardour

Accounting Technician - Association of Accounting Technicians - Think Publishing

Heritage Today - English Heritage - Seven Squared

Securities & Investment Review - Securities & Investment Institute - Wardour

NewGen - The National Childbirth Trust - Axon Publishing

Wild About - Zoological Society of London (ZSL) - Think Publishing

About The House - Royal Opera House - BBC Customer Publishing

Tree News - The Tree Council - Think Publishing

Enterprising and The Result - The Prince’s Trust - beetroot

Engage - National Council for Voluntary Organisations (NCVO) - Think Publishing

Sponsored by

14

ShortlistCamouflage - British Army’s Recruiting Group - Haymarket Network

Teachers - DCSF - John Brown Media

Prime - Northwest Development Agency (NWDA) - Hemisphere

Ethos - Serco - Sunday

Teach - Training and Development Agency for Schools (TDA) - PSP Rare

Early Years - DCSF - John Brown Media

Impact - Serious Organised Crime Agency (SOCA) - Seven Squared

“This is the best evidence of effectiveness by miles. Taken with the powerful brand synergy and innovative design, Prime is a clear winner”

Highly CommendedEthos

Serco

Sunday

Proof that customer publications are just as adept at changing perception as shifting product,

Prime magazine was tasked with altering the public’s view of culture in the Northwest. The bi-

annual magazine was commissioned to raise awareness of the Northwest’s cultural appeal,

following research that indicated that poor perceptions of the region were holding back its

growth as a tourism destination.

Editorially, Prime is quirky and offbeat, with informed cultural reviews and irreverent comment

designed to demystify the more highbrow cultural elements and engage the target audience

with the character of Northwest heritage and culture.

An evaluation study showed that Prime influenced an estimated 850,000 visits to events or

venues in the region, with over 200,000 of those directly generated by the magazine. This

equates to an estimated visitor spend of £67.5million.

Faced with figures such as these, the judges were bowled over. “This is the best evidence

of effectiveness by miles,” they said. “Taken with the powerful brand synergy and innovative

design, Prime is a clear winner.”

PrimeNorthwest Development Agency (NWDA) Hemisphere

Best public sector/government title

Sponsored by

15

ShortlistBarclays 360 - Barclays - Redwood

Courier - Royal Mail - Redwood

Scoop - Serco - Sunday

Roger - Virgin Group - John Brown Media

Landscape - Defra/ COI - Seven Squared

LINK - Getronics - vdBJ/Communicatie Groep

Fresh News - Morrisons - Result Customer Communications

Orange News - Orange UK - John Brown Media

Stars magazine - Dorchester Collection Hotels - Cedar Communications

The globe - Barclays - Wardour

Argos Post - Home Retail Group - John Brown Media

“The effectiveness and brand synergy make it really stand out, and you can really see employees wanting to read it”

Highly CommendedRoger

Virgin Group

John Brown Media

The world of internal communications is a tricky business. Get it right and you can set up a

great relationship that could be for life. Get it wrong and you risk putting across the message

that your staff aren’t a priority. Fortunately, the amount of investment and thought that go into

the average internal magazine is on the rise, and top of the pile is Argos Post.

Distributed bi-monthly among the 15,000 employees of the retail chain, Argos Post aims to

make business news, features and human-interest stories accessible to the wide range of

readers, from head office executives to shop floor staff.

Since being relaunched in 2008, the magazine has had a tremendous impact, with an

employee reader survey coming up with such results as 97 per cent of readers reading two

or more issues, 51 per cent keeping it for a month or longer, and 78 per cent rating it as

‘all good’.

“This is by far the strongest entry,” said the judges. “The effectiveness and brand synergy

make it really stand out, and you can really see employees wanting to read it.”

Argos PostHome Retail GroupJohn Brown Media

Best internal communication

Sponsored by

16

ShortlistI - Fujitsu - Redwood

Contact - Royal Mail - Redwood

Smart - Royal Mail - Redwood

Upload - BT - Redwood

Sort It - Royal Mail - Redwood

Talking Shop - Booker - Summersault

The Review - Gemalto - Wardour

Legal Strategy Review - CPA Global - Think Publishing

Business Sense - The RBS Group (RBS & NatWest) - John Brown Media

Via Inmarsat - Inmarsat - Publicis Blueprint

Highly CommendedTalking Shop Booker Summersault

Business Sense The RBS Group John Brown Media

“It makes the complex subject of digital security not only readable but very interesting”

Gemalto, a France-based digital security company, deal in a huge range of security solutions,

from software to personal devices such as smart cards and e-passports. Following a

merger last year, they needed a publication to reflect their global brand, with articles and

opinion pieces designed to present an authoritative view and humanise Gemalto’s complex

digital technology.

This is where The Review comes in. Following an international pitch, Wardour redeveloped

the title and now produce a magazine that’s distributed to a wide-ranging readership in 60

countries. Proof of the magazine’s success has come via the bound-in survey in each issue

which, in the most recent survey, concluded that 82 per cent rated the content as good

or very good, 95 per cent would retain or pass the issue on to a colleague once they had

finished reading it, and an impressive 70 per cent signed up for a magazine subscription.

“It makes the complex subject of digital security not only readable but very interesting,”

said the judges. “The quality of design really shines through and it’s a great showcase for a

global brand.”

The ReviewGemaltoWardour

Best B2B title

Sponsored by

17

ShortlistWaitrose Food Illustrated - Waitrose - John Brown Media

Waterstone’s Books Quarterly - Waterstone’s - Seven Squared

Tesco magazine - Tesco - Cedar Communications

TONI&GUY MAGAZINE - TONI&GUY - Fitzgerald Shurey Tarbuck

Woolworths Taste magazine - Woolworths South Africa - New Media Publishing

Harrods Magazine - Harrods - River

Asda Magazine - Asda - Publicis Blueprint

Fresh Ideas - Sainsbury’s - Seven Squared

Health & Beauty - Boots - Redwood

Debenhams Desire - Debenhams - Velo

IKEA FAMILY LIVE - IKEA - August Media

Asos Man - ASOS.com - Seven Squared

Office - Office - Fitzgerald Shurey Tarbuck

Now a grand old dame of the customer publishing industry, Waitrose Food Illustrated

continues to enthral its readership (and the APA judges) with its fine mix of beautiful images,

inspiring copy and obvious love of food.

But while the title’s editorial content is always among the best of breed, the effectiveness

results were really what propelled it through to the top table. Readers spend £808 more

annually than the average Waitrose shopper and buy 410 more items. It also works financially,

with advertising revenue covering over 90 per cent of the magazine’s cost.

“It’s still the same magazine after all these years,” said the judges, “which is certainly no bad

thing. It’s interesting, sophisticated and high quality, which is exactly what it needs to be for

the target audience. A fantastic title with plenty of years more in it.”

“It’s still the same magazine after all these years, which is certainly no bad thing. A fantastic title”

Waitrose Food IllustratedWaitroseJohn Brown Media

Best consumer publication (retail)

Sponsored by

18

Shortlistelectric! - Virgin Media - Redwood

SPIKES magazine & website www.spikesmag.com - IAAF and UK Athletics - Haymarket Network

Weight Watchers Magazine - Weight Watchers - River

ARISE - Leaders & Co, Nigeria (THISDAY Media Group) - Velo

[xtra] - XS4ALL internet - vdBJ/Communicatie Groep

Changi Class - Changi Airport Group - Emphasis Media Limited

Because - RBS Coutts Bank Ltd. - Primafila AG

Highly Commendedelectric!

Virgin Media

Redwood

“It really isn’t what you expect, which is why it’s such a great magazine. A tough job fantastically done”

One of the major marketing tasks a customer magazine can perform well is altering perception,

and SPIKES is the perfect example. Produced on behalf of the International Association of

Athletics Federations, the tri-annual publication has the specific aim of changing how people

think about athletics.

Smart, edgy and controversial, SPIKES is a bold statement on the way athletics is and the

way it should be, with interviews with top athletes and fiercely contested debates contributing

to the stylish mix. And it’s clearly working: 40 per cent of readers are watching athletics on

TV twice as much as they did previously, while 60 per cent now actively seek out information

on athletics more regularly.

However, the magazine is only half the story, with the www.spikesmag.com website retains

the reader’s interest through regularly updated news and fast-moving content. Web stats

show that UK readers are 19 per cent above average for page visits and 23 per cent above

average for time spent on the site.

“I was shocked to see such content,” said one judge. “It really isn’t what you expect, which

is why it’s such a great magazine. A tough job fantastically done.”

SPIKES magazine & website www.spikesmag.comIAAF and UK AthleticsHaymarket Network

Best consumer publication (non-retail)

Sponsored by

19

ShortlistBoots Parenting Club magazine - Boots - Redwood

Boots Health Club - Boots - Redwood

ACE Tennis Magazine - The Lawn Tennis Association - Seven Squared

Healthy Living Club - Tesco - Forward

Epicurean - Brown Brothers - Hardie Grant

V-ZINE - Shell - Redwood

The Co-operative Magazine - The Co-operative - River

Exclusive - Stockmann - Sanoma Magazines Finland Custom Publishing

“It’s a great product, beautifully targeted, with fantastic results. I wish it was around when I was expecting!”

As a membership group, there can’t be many more people eager for information than mums

or mums-to-be. Whether first-, second- or third-time parents, there’s always more advice and

support to take on board – which is where Boots Parenting Club magazine comes in.

Produced in three versions according to child age group and mailed four times a year, the

magazine is written by parents for parents, combining expert advice, inspiration, humour and

honesty to produce an effective brand builder and sales driver for the client.

It’s a formidable – and winning – formula, with one in three pregnant women a member

and a circulation that exceeds the combined circulation of the top six UK parenting titles.

Results are impressive too, with Club members visiting the store more often and, on average,

spending more than Boots shoppers with young children who are not members of the club.

“It’s a great product, beautifully targeted, with fantastic results,” said the judges, with one in

particular commenting: “You need so much information when you’re pregnant. I wish it was

around when I was expecting!”

Boots Parenting Club magazineBootsRedwood

Best consumer publication (membership)

Sponsored by

20

ShortlistZOOM-ZOOM - Mazda - Redwood

Nikon Pro - Nikon Europe BV - Cedar Communications



Exceptional - Ernst & Young - Wardour

Mercedesmagazine - Daimler AG - Hemels Publishers

Barclays 360 - Barclays - Redwood

Lexus magazine - Lexus - Story Worldwide

LIV - Volvo - Redwood Publishing

IKEA FAMILY LIVE - IKEA - August Media

Highly CommendedARISE Leaders & Co Nigeria (THISDAY Media Group) Velo

Nikon Pro Nikon Europe BV Cedar Communications

“There’s a great feeling of buying into a lifestyle here, as well as the functionality of a good read”

With this year’s awards now open to all agencies regardless of membership or agency location,

this was a fiercely contested category. After a long session of debate and discussion, the

judges finally whittled down the shortlist of 16 down to a single winner: IKEA Family Live.

Produced in 25 languages covering 22 countries with a circulation of 30 million, IKEA Family

Live is a truly international publication, with its small editorial team juggling content sourced

from all over the world, as well as the production of a host of associated websites and

digital magazines.

Results were equally impressive, with 75 per cent of readers saying the magazine gives

them good ideas for their home, and 54 per cent saying they found something they want to

buy in the magazine. As for the bottom line, its UK print run of 350,000 generates sales of

approximately £8.9million.

The judges were unanimous in their admiration for the magazine, with one commenting:

“There’s a great feeling of buying into a lifestyle here, as well as the functionality of a good

read,” while another picked up on the magazine’s “universal appeal” and “engaging,

playful editorial.”

IKEA FAMILY LIVEIKEAAugust Media

Best international publication

Sponsored by

21

ShortlistJohn Lewis Edition - John Lewis Partnership - John Brown Media

electric! e-zine: www.virginmedia.com/electric - Virgin Media - Redwood

Your week - Weight Watchers UK - River

Us! - Fiat Automobiles - Northstar

www.morrisons.co.uk/magazine - Morrisons - Result Customer Communications


I - Fujitsu - Redwood

La Redoute - Redcats - Redwood

Elevate - Grant Thornton UK - Seven Squared

Heal’s Bicentenary - Heal’s - John Brown Media

Highly CommendedUs!

Fiat Automobiles

Northstar

“This is a great example of a launch that everyone wished they had come up with”

In such challenging times for the media industry, it’s heartening to see so many customer

publications and websites being launched, with an admirable 20 making it through

to the shortlist. But coming out on top is ARISE, the global style magazine dedicated to

African achievement.

The first and only African-themed lifestyle title, ARISE is a truly international publication,

available every month in Nigeria, South Africa and eight other countries around the world. It

aims to provide an alternative portrayal of Africa and its contribution to contemporary society,

while building a global media brand for the client.

The magazine is certainly striking, with contributors from 27 countries building an editorial

mix that moves from features on Senegalese wrestling to exclusives with stars such as Idris

Elba, Jay-Z and Alicia Keys. Such sharp content results in ARISE selling out of all newsstand

copies in Nigeria and South Africa, with other countries not far behind.

“This is a great example of a launch that everyone wished they had come up with,” said one

jealous judge, while another praised its “groundbreaking concept, fascinating subject matter

and stunning originality.”

ARISELeaders & Co, Nigeria (THISDAY Media Group)Velo

Launch of the year

Sponsored by

22

ShortlistRitz - The Ritz Casino London - Deep

Cath Kidston Magazine - Cath Kidston - Publicis Blueprint

Elevate - Grant Thornton UK - Seven Squared



electric! - Virgin Media - Redwood


Waitrose Food Illustrated - Waitrose - John Brown Media

Conflict and instability/Contemporary Spanish Poets - Poet in the City - Axon Publishing

Highly Commendedelectric!

Virgin Media

Redwood

“The result is a clean, beautiful, smart and upmarket example of excellent typography”

Great typography can make or break a magazine. And when that magazine is produced

on behalf of a brand, with its own fonts and style, the task of creating effective and unique

typography is made all the more challenging.

Waitrose Food Illustrated is a regular title on the awards podium, but isn’t often held aloft for

its typography. This year, however, the judges recognised its confidence and style not only for

its content and images, but also for its intelligently designed copy.

A combination of two fonts (Hoeffler and Gotham for the designers among you) is used

with confidence and restraint to create a look with tradition and longevity. Signposting is

clearly defined and navigation simple, adding to both the beautifully shot photographs and

the subtle whole-issue experience.

“The result is a clean, beautiful, smart and upmarket example of excellent typography,”

said the judges. “It effortlessly reflects the brand while remaining unique within a very

crowded market.”

Waitrose Food IllustratedWaitroseJohn Brown Media

Best use of typography

Sponsored by

23

ShortlistLand Rover Onelife - Land Rover - Redwood

Nikon Pro - Nikon Europe BV - Cedar Communications


Audi Magazine - Audi UK - Northstar


ACE Tennis Magazine - The Lawn Tennis Association - Seven Squared

SPIKES magazine and website www.spikesmag.com - IAAF and UK Athletics - Haymarket Network

Waitrose Food Illustrated - Waitrose - John Brown Media

Camouflage - British Army’s Recruiting Group - Haymarket Network

Asos Man - ASOS.com - Seven Squared

Highly CommendedARISE

Leaders & Co, Nigeria (THISDAY Media Group)

Velo

“With its extraordinary images, this piece caused the judges to utter words such as ‘sensational’, ‘awe-inspiring’ and ‘stunning’”

As one of the most immediate ways to engage the reader, photography is of obvious

importance to the successful customer publication. And the overall high standard of entries in

this year’s photography category is great news for publishers and clients alike, as the creative

gap between customer and consumer magazine gets even shorter.

Despite the fierce competition, it was the Mongolian feature within Land Rover Onelife that

triumphed, with its extraordinary images centred on Genghis Khan’s descendents causing

the judges to utter words such as “sensational”, “awe-inspiring” and “stunning.”

The piece was an account of a dramatic off-road trip through Mongolia, from the flea markets

of Ulaanbaator to Khan’s sacred mountain in Burkhan Khaldun. Along the way, photographer

Morgan Silk captured the pride and determination of its people, producing epic landscapes

and intimate portraits full of personality and texture.

“There’s a great confidence about these images,” said the judges, “a subtle relationship with

the reader that they would understand the piece without the brand actually being in it. A

fantastic all-round piece of publishing.”

Land Rover OnelifeLand RoverRedwood

Best use of photography

Sponsored by

24

ShortlistGoodwood Revival Programme - Goodwood Road Racing Company - Northstar

Camouflage - British Army’s Recruiting Group - Haymarket Network

easyJet Traveller - easyJet - Ink

Teachers - DCSF - John Brown Media

Waitrose Food Illustrated - Waitrose - John Brown - Media

My First Facts - Sandvik - John Brown Media

Business Life - British Airways - Cedar




Today Tomorrow - Toyota - Sunday

Highly CommendedLand Rover Onelife

Land Rover

Redwood

“It’s amazingly on-brand and encourages great interaction with the target audience”

Always a vital element of the successful publication, illustrations provide an alluring counter-

balance to photography and can neatly sum up a brand in a single glance. The winner this

year did both with such style and knowledge that it had the judges smiling with delight.

Each year, The Goodwood Revival celebrates the speed and romance of 50s and 60s

motorsports, and 2008 marked two anniversaries: the 60th of the first race at Goodwood and

the 10th of the Revival itself. While the Revival programme always strives to echo the event in

a hugely creative and entertaining way, this year the team pulled out all the stops with their

3D theme.

The art team commissioned an illustrator to create four iconic B-movie images plus a cover,

all with the ability to be transformed into 3D with the supplied glasses. It was a huge success

both creatively and commercially, with the programme achieving record sales over the

weekend and completely selling out.

“I loved the idea and the authenticity of these illustrations,” said the judges. “It’s amazingly

on-brand and encourages great interaction with the target audience.”

Goodwood Revival ProgrammeGoodwood Road Racing CompanyNorthstar

Best use of illustration

Sponsored by

25

ShortlistZSL Zoo Guides (London & Whipsnade) - Zoological Society of London (ZSL) - Think Publishing

Army Graduate Opportunities - Army Recruiting Group - Haymarket Network

Butlins Holiday brochure - Butlins - August Media

Aston Martin range - Aston Martin - John Brown Media

The Village Guide - Westfield London - Sunday

Sainsbury’s Back to School brochure - Sainsbury’s Supermarkets Ltd - Seven Squared

Discover Westfield London - Westfield London - Sunday

Sainsbury’s Drink magazine - Sainsbury’s Supermarkets Ltd - Seven Squared

Highly CommendedZSL Zoo Guides

Zoological Society of London

Think Publishing

“The mature, bold design is spot-on for the readership, and the information is substantial and well targeted”

With the wealth of opportunities offered to today’s graduates, making the Army a rewarding

and worthwhile career option required a marketing solution produced with great experience

and creative thought. A unanimous winner, the Army Graduate Opportunities brochure

displays an abundance of both.

Sent to graduates considering a career in the Army, the brochure was built upon research

and analysis that stated that today’s graduates aren’t motivated simply by high salaries and

promotion prospects, but also job satisfaction and work/life balance.

With that in mind, the content moved away from traditional soldier and officer roles and

focussed on what the Army lifestyle offers as a whole, with the intelligent design and engaging

photography pulling the reader into the Army’s world.

The result is a highly effective publication which helped to change perceptions of the Army,

as well as encourage a significant amount of readers to consider an Army career. “There’s a

huge amount of work gone into this,” said the judges. “The mature, bold design is spot-on

for the readership, and the information is substantial and well targeted.”

Army Graduate OpportunitiesArmy Recruiting GroupHaymarket Network

Best brochure


Sponsored by

26

ShortlistCath Kidston Magazine - Cath Kidston - Publicis Blueprint

The Waterstone’s Christmas Gift Guide - Waterstone’s - BBC Customer Publishing

Harrods Watches & Fine Jewellery - Harrods - River

High Life Shop/highlifeshop.com - British Airways - Cedar Communications

M&S - Home - Marks & Spencer - Axon Publishing

John Lewis Baby - John Lewis Partnership - John Brown Media

Waitrose Wine List - Waitrose - John Brown Media

Conran Catalogue 2008/9 - Conran - Sunday

John Lewis Home Spring/Summer 09 - John Lewis Partnership - John Brown Media

Heal’s Look Book 2008 - Heal’s - John Brown Media

“The catalogue clearly has an edge over its competitors, an edge that’s translating into commercial success for its client”

One of the new categories in the APA Awards, Best Catalogue celebrates the creativity and

editorial craft that now contribute to the increasingly successful area of home shopping. The

most important factor here is brand execution, with the brand expected to shine through every

page to transform a simple collection of products into a complete customer experience.

Just one look at the M&S Home catalogue convinces you that you are immediately in the

presence of Marks & Spencer. Relaxed photography, engaging editorial and a traditional

style made this an elegant and accessible publication likely to stick around on the nation’s

coffee table.

In a year in which overall revenue at M&S fell by 1.7 per cent, revenue in Home

actually increased by 1.1%, with M&S declaring that “Home sales continue to

outperform the market” in their Q1 statement this year. Given the structure of

the M&S Home business, the catalogue clearly plays a key role in this success.

“There’s great design at work here,” said the judges. “The catalogue clearly has an edge over

its competitors, an edge that’s translating into commercial success for its client.”

M&S - HomeMarks & SpencerAxon publishing

Best catalogue

www.bgprint.co.uk

Sponsored by

27

ShortlistNew Look 2008 Annual Report - New Look - Summersault

Health 3.0 - If - Tidningskompaniet

ZSL Living Conservation - The Year in Review 2008 - Zoological Society of London - Think Publishing

Corporate Responsibility Report 2008 - Serco - Sunday

William Hill Annual Report 2008 - William Hill - Wardour

The Wealth Report 2009 - Knight Frank - Redwood

Highly CommendedHealth 3.0

If

Tidningskompaniet

“A lot of thought has gone into this. There’s a really natural feel to it, which goes very well with the brand”

Annual reports don’t have the best reputation when it comes to creativity. But this year’s crop

of shortlisted entries appear to signal a trend towards real innovation and compelling editorial

when it comes to getting a large amount of information across.

Top of the pile was ZSL Living Conservation, The Year in Review 2008, which immediately

grabbed the judges with its inviting brochure feel and great signposting.

The report communicates the work of the ZSL’s two UK zoos, as well as the huge range of

work it undertakes around the world, from setting up conservation programmes and investing

in wildlife education to supporting nature reserves and training wardens. But not only does

the report get this information across in an entertaining and accessible way, it encouraged the

reader to support the organisation further.

“You can see there’s a lot of thought that’s gone into this,” said one judge. “There’s a really

natural feel to it, which goes very well with the brand.” Meanwhile, another described it as

“absolutely compelling,” before adding, “You really want to read it – and who wants to read

an annual report?”

ZSL Living ConservationThe Year in Review 2008 Zoological Society of LondonThink Publishing

Best annual report

Sponsored by

28

ShortlistMove it! - MEND - John Brown Media

Million Model Catwalk (millionmodelcatwalk.com) - Fashion Targets Breast Cancer (Breakthrough Breast Cancer) - Velo

Planet - Plan UK - John Brown Media

PowerOn - Roland - FuturePlus

streetstyle.asos.com/gallery.php - Asos.com - Seven Squared

Race to Learn - Williams F1 - Cambridge-Hitachi

The Art of Working Together - Strutt & Parker - Sunday

Dulux The Colour Guide - ICI Akzo Nobel - Cedar Communications

Little White Books - The White Company - Craft London

Utrecht Medical Sciences - UMC Utrecht - vdBJ/Communicatie Groep

BILL - Dexia - sQills - a unit of Sanoma Magazines Belgium

“Every page resonates the brand without forcing it down your throat. Its distinctive look and feel inspires loyalty within the reader”

Since loyalty and ROI are two of the primary aims of great customer publishing, the judges

here were looking for outstanding results and plenty of innovation. And with a headline result

of 495 per cent ROI, their attention was immediately drawn to PowerOn.

As the primary customer communications programme for musical instrument maker Roland,

PowerOn targets the professional, mainly male, musician. Over 15,000 high-value customers

receive the bi-annual magazine, while 50,000 receive a monthly e-shot, each medium put

together by writers and designers with years of experience in the music industry.

And it was this expertise and feel for the product that sealed the judges’ decision. “This

feels like a genuine endorsement of the brand and the products,” said one. “There’s a really

pleasing, modern feel to the magazine that you don’t necessarily expect.” Meanwhile, another

judge praised its brand synergy, saying, “Every page resonates the brand without forcing it

down your throat. Its distinctive look and feel inspires loyalty within the reader.”

PowerOnRolandFuturePlus

Best specialist communication

Sponsored by

29

Shortlistexchange - Orange - Publicis Blueprint

desktop - Volkswagen Group - Haymarket Network

Business Insight - BT - Redwood

Page - Media24 Magazines - New Media Publishing

www.i-cio.com - Fujitsu - Redwood

Aon Vision - Aon - Wardour

My big decision - Grant Thornton UK - Seven Squared

“This well-executed site shows a clear understanding of the brand and does a great job for the client”

Digital versions of print magazines are becoming more accessible and user-friendly as

marketers cotton on to the extra creative and practical opportunities given by the internet.

Nowhere are these opportunities more expertly presented than with exchange.

Exchange is an online loyalty magazine that’s read by 35,000 owners of small to medium

enterprises, and presents information on Orange products and services designed to

encourage the user to investigate further and increase spend.

As the only online magazine within its sector, eight versions of exchange are produced

within a very tight timescale, successfully striking the right balance between print and online

brand values and guidelines. Detailed analysis of its effectiveness also proves its worth,

with an average of 84 per cent of pages viewed and unique visitors up 41 per cent since

November 2008.

As well as the ease of use and eye-catching design, it was the tracking results that impressed

the judges, with many commenting on the great measurement. “The content tracking is

excellent, with some very good results,” they said. “This well-executed site shows a clear

understanding of the brand and does a great job for the client.”

exchange Orange Publicis Blueprint

Best digital solution of the year (B2B/internal)

Sponsored by

30

Shortlistbridgekids.chelseafc.com - Chelsea FC - John Brown Media

www.knorr.co.uk - Knorr, Unilever - publishingTMW

www.ray-ban.com/rooms - Ray-Ban - Zone

www.wbqonline.com - Waterstone’s - Seven Squared

streetstyle.asos.com/gallery.php - Asos.com - Seven Squared

www.channel4.com/food - Channel 4 - Zone

www.manutd.com - Manchester United - Haymarket Network

www.eastmidlandstrains.co.uk - East Midlands Trains - Illustrated London News Limited

www.itv.com/f1 - ITV - Haymarket Network

www.virginmedia.com/electric - Virgin Media - Redwood

www.pkr.com - PKR - Zone

Highly Commendedelectric! e-zine: www.virginmedia.com/electric

Virgin Media

Redwood

“It absolutely screams Manchester United and provides the perfect blueprint for digital customer publishing”

As one of the world’s biggest football clubs, Manchester United is also one of the world’s

biggest sporting brands. So it should be no surprise to discover that its digital offering is also

one of the world’s best. Eight million unique users and 85 million page impressions in July

2009 are fantastic figures on their own, but taken with the sheer quality of the site’s content

and design, www.manutd.com was a unanimous winner.

As the club’s official website, the team have unrivalled access to the club, its players and

manager, with seven staff based permanently at Old Trafford gaining the latest news and

interviews. Rolling live blogs, a video channel, streamed press conferences add to the user

experience, providing the fan with bang-up-to-date information and entertainment, whether

that fan is in Salford or Seoul.

The judges were immediately taken with the site’s creativity and great brand synergy. “You

couldn’t be anywhere but the Manchester United website,” they said. “It absolutely screams

Man U and offers the perfect blueprint for digital customer publishing.”

www.manutd.com Manchester United Haymarket Network

Best digital solution of the year (consumer)

Sponsored by

31

ShortlistLondon Loop Weekend www.tfl.gov.uk/loop - Transport for London - Forward

www.yourfamily.org.uk - NSPCC - Redwood

www.raf.mod.uk/altitude/classified - COI/Royal Air Force - publishingTMW

Landscape Online: www.landscapejournal.org - Landscape Institute - Wardour

www.walkmag.co.uk - The Ramblers - River

Highly Commendedwww.yourfamily.org.uk

NSPCC

Redwood

“This is the kind of website you’d expect a huge commercial brand to produce”

Websites designed to complement print always work best when produced as a stand-alone

product, with unique content and purpose. Nowhere is this better evidenced than within

www.walkmag.co.uk.

Relaunched with a brief to extend the reach and presence of its complementary print title, the

website was built with news and opinion front of mind, with PHP blogging technology plus

RSS and Twitter feeds to ensure visitors are kept informed of campaigning initiatives, news

and events as they happen.

This has clearly been a hit with users: To date, the Twitter feed stands at an impressive 2,505

followers, while members have shared over 500 images via the Flickr stream. The site has

also become a new revenue stream for The Ramblers organisation, with its flexibility allowing

third party campaigns to be delivered effectively.

The creativity and editorial thought that’s gone into the site has also been rewarded by some

great stats, with monthly unique visits eight times higher than the previous website. The

judges agreed that this site was the one that immediately stood out from the rest. “This is the

kind of website you’d expect a huge commercial brand to produce,” said one, while another

praised its “bold design” and “excellent use of social media tools.”

www.walkmag.co.uk The Ramblers River

Best digital solution of the year (not-for-profit/charities/public sector)

Sponsored by

32

Shortlistwww.infiniti-insider.eu - Infiniti - publishingTMW

TONI&GUY TV - TONI&GUY - Fitzgerald Shurey Tarbuck

Born Free ‘Bushmeat’ film - Land Rover/Born Free - Redwood

electric! e-zine: www.virginmedia.com/electric - Virgin Media - Redwood

Tesco magazine - Tesco - Cedar Communications

Royal Mail in the 21st Century - Royal Mail - Redwood

bridgekids.chelseafc.com - Chelsea FC - John Brown Media

Upload Innovate - BT - Redwood

Volvo TV - Volvo Trucks - Tidningskompaniet

Highly Commendedbridgekids.chelseafc.com

Chelsea FC

John Brown Media

“This is a fantastic piece of work and a great execution for both brands”

Another new category, this celebrates a relatively new medium available to clients and

agencies with which to communicate their brand or specific message to customers. Here,

the message is raising awareness of the about the issues surrounding the illegal poaching

and consumption of bushmeat in Kenya.

The five-minute video produced by the team behind Land Rover Onelife is an objective,

unbiased and authoritative report into the work of the Born Free Foundation. It examines the

work they are carrying out to prevent this damaging practice, and provides Land Rover – a

company with a history of working with charities in remote areas of the world – an opportunity

to show how the conservation group utilises Land Rovers in their work.

Produced and directed by Onelife’s editor, Zac Assemakis, the video shows the team tracking

poachers through the bush, rescuing a snared animal, going undercover to obtain bushmeat

from an illegal butchery and entering a Kenyan prison to interview a convicted poacher.

“This is a fantastic and seamless piece of work,” agreed the judges, “and a great execution

for both brands. It’s highly educational and really sticks in the mind.”

Born Free ‘Bushmeat’ filmLand Rover/Born Free Redwood

Best use of video

Sponsored by

33

ShortlistTONI&GUY - TONI&GUY - Fitzgerald Shurey Tarbuck

United Review, Inside United, ManUtd.com - Manchester United - Haymarket Network

Royal Mail - Royal Mail - Redwood

British Heart Foundation (BHF) magazine program - British Hearrt Foundation (BHF) - PSP Rare

I and www.i-cio.com - Fujitsu - Redwood

PowerOn - Roland - FuturePlus

Upload - Upload Innovate and www.insight.bt.com - BT - Redwood

Highly CommendedPowerOn

Roland

FuturePlus

“This is a truly integrated solution, maximising budget by creatively repurposing content across different channels”

With so many media currently at the marketer’s disposal, a successful campaign with them

all complementing and driving each other is the Holy Grail of marketing. And this year, it

was TONI&GUY that came out on top, with its highly effective integration of magazine, TV

channel, websites, email and social media.

Content is used across the board, from magazine photoshoots filmed for the TC channel to

product shots used on the website, with the measurement systems in place ensuring that all

sales and marketing opportunities are fully developed.

Those measurements include client retention rates (improved by 27 per cent), client acquisition

target (exceeded by over 20 per cent) and retail product uplift, which was over 30 per cent

on some promoted lines.

“This is a truly integrated solution,” said the judges, “with clear, proven effect, maximising

budget by creatively repurposing content across different channels. They take the brand well

beyond hair and do it with style.”

TONI&GUY TONI&GUY Fitzgerald Shurey Tarbuck

Best integrated marketing solution of the year

Sponsored by

34

ShortlistWilliam Sitwell - Waitrose Food Illustrated - John Brown Media

Marie O’Riordan - John Lewis Edition - John Brown Media

Helen Jennings - ARISE - Velo

David Burton - Camouflage - Haymarket Network

Nina Ahmad - Boots Health & Beauty, Boots Parenting Club, Boots Health Club - Redwood

Mary Frances - Weight Watchers Magazine - River

Mark Hooper - electric! - Redwood

David Hall - SPIKES magazine and website www.spikesmag.com - Haymarket Network

Simon Kirrane - PowerOn - FuturePlus

Stuart Knott - Royal Mail - Redwood

Highly CommendedContact

Royal Mail

Redwood

“David makes the content engaging and readable, and puts a huge amount of effort into every page”

As a truly great editor of a customer publication, you not only have the demands of your reader

to contend with, you also have the concerns of your client. Achieving a delicate balance of

the two is one of the most difficult feats in publishing.

As editor of athletics magazine and website SPIKES, David Hall is tasked with not only

providing a platform for a new breed of athletes, but also changing the perception of the entire

sport to an indifferent public. With two client organisations to answer to, he has successfully

managed to do both, raising the profile of athletics and producing a fantastic magazine full of

entertainment and innovation.

Key to this success is David’s enthusiasm for both the sport and the magazine. He sparks

passion in the reader by getting across the personalities of the sport’s top flight, making

heroes of previously unknown champions. This passion has been so intense that SPIKES

content has been picked up by national newspapers, as well as CNN, TalkSport and

BBC 5Live.

“The magazine and website are both editorially superb,” said the judges. “David makes the

content engaging and readable, and puts a huge amount of effort into every page. You want

to read every issue from front to back.”

David Hall SPIKES magazine and website Haymarket Network

Editor of the year

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Highly CommendedSPIKES magazine and www.spikesmag.com

IAAF and UK Athletics

Haymarket Network

“Beer really talks directly to its reader and always has them at the heart of every editorial decision”

BEER Campaign for Real Ale Think PublishingWith a record-breaking number of entries and a new all-welcome attitude to the entry

process, getting through to this final stage was a long and demanding journey. But the 24

winners – all worthy victors in their categories – needed to be filtered down to just one Grand

Prix winner.

In the end, this third round of judging came down to two titles, with the panel still undecided

after a full two hours of debate. And it was only after yet another intense study of the numerous

figures and results that Beer was crowned overall winner.

“Beer is put together with an incredible amount of care and attention,” said one judge. “It really

talks directly to its reader and always has them at the heart of every editorial decision.”

Another judge praised Beer as “compelling reading”, adding: “It does a fantastic job of moving

the image of the CAMRA member on from the beard and sandals brigade. It really delivers on

every level and is a very worthy winner.”

Grand Prix

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