Agency of the Year - Questions
Answer these questions to submit an entry to Agency of the Year.
QUESTION 1: Marketing Activity
(300 words - 50 Marks)
Describe some of your notable recent marketing campaigns, projects or initiatives.
Did these build on your existing approaches, or did they involve significant innovation?
What did they achieve?
What made them successful?
How do you balance overall corporate objectives with the need for short-term marketing projects and initiatives?
How do you balance the long-term value of innovation in product design and marketing execution with the short-term pressures to deliver immediate profits?
What did you and your team learn from the exercises?
QUESTION 2. The Consumer View
(300 words - 50 Marks)
How are customers and other stakeholders represented in your business and in the development of your marketing plans?
To what extent are your product development and marketing plans truly focused on consumers' real needs?
What steps have you taken to turn consumers (people whose real needs you understand but who don't recognise the value or relevance to themselves of your offerings) into your customers?
QUESTION 3: People and Talent
(300 words - 50 Marks)
How do you support (either by the active development and encouragement of teams that you manage, or by influencing your bosses) the nurturing of the marketing talent of tomorrow?
How do you recruit and select members of your team?
How do you balance formal training and on-the-job experience?
QUESTION 4: The Financial Services Industry
(300 words - 50 Marks)
How do you support the improvement of the activities and reputation of the financial services sector, personally or through your organisation?
What influence does your team have on other teams (eg IT and customer support) that interact directly or indirectly with customers?
To what extent do you promote your own perspectives and priorities with colleagues, regulators, industry bodies and other influencers?
Are there examples within your own agency or company of recent initiatives that have influenced other providers to follow suit?