The CIM Marketing Excellence Awards focus on rewarding outstanding marketing which encompasses many different areas of business. The Media/Publishing category includes radio, television, newspapers, magazines, digital and service providers that operate within these fields.
This year, the highly competitive category attracted unique projects that met the needs of key stakeholders and grew sales in the marketplace.
Alongside Seven on behalf of Sainsbury's Little Ones, finalists include AMV BBDO on behalf of The Economist, DC Thomson & Co. for The Official Jacqueline Wilson Magazine and McCann London in partnership with The Independent.
In partnership with the Sainsbury's marketing team, Seven launched the Sainsbury's Little Ones baby & toddler club in October 2009 in response to a very particular challenge: research showed Sainsbury's was under-indexing on young families and the club's mission was to turn that around. The solution was an integrated campaign comprising a quarterly glossy magazine and website, targeted booklets, emails and other social media to transform Sainsbury's into the store that mums trust the most.
The glossy magazine and age-specific booklets strengthen the club's value, while partnership with online parenting community Netmums and innovative use of social networking.
This is not the first time Sainsbury's Little Ones has been chosen for it's excellence. The successful integrated marketing campaign won the APA Best Integrated Marketing Solution of the Year (consumer) for the second year running at the International Content Marketing Awards earlier in the month. In the four years that the category has been running, Seven has won three times, for both ASOS and Sainsbury's Little Ones.
The title was also highly commended in the Grand Prix category, which recognises overall excellence based on the single piece of work that stands above the winners across all 27 categories in effectiveness, creativity, brand synergy, originality and strategic thinking.
Sean King, CEO of Seven, said: "We're incredibly proud of the success we've seen with Sainsbury's Little Ones. Altogether, 500,000 members have signed up to Little Ones baby & toddler club since its launch, exceeding all expectations to break our target of 150,000 by March 2010 - two months ahead of schedule. The website and member emails really deliver, with more than 2.5 million people having visited the site since launch, viewing over 11 million pages."
Seven is also winner of the 2011 APA Consumer Magazine (retail) and 2009 PPA Customer Magazine of the Year for Sainsbury's Magazine. Experts in creating intelligent, relevant and effective content across multiple channels, Seven produces magazines, websites, social media, interactive e-zines, video, iPhone and iPad apps.
Previous entries for the Media Publishing category include JCDecaux, Digital Cinema Media, Penguin, Marks & Spencer, Carey Olsen, Elsevier and Channel Four Television.