2013 COMMUNICATION AWARD WINNER PROFILE
Each year, IABCEMENA celebrates a select group of our regional member’s communication efforts with an award for excellence, as judged by their professional peers across the globe.
Just like our members, our winners come from right across the board; from in-house communicators to independents, and consultants from agencies large and small.
No matter who you are, the EMEMA awards are the peer-to-peer ‘proof of the pudding’ of your work. And nothing beats recognition from your peers, right?
Down below is a profile of just one of our splendid winners. Join us in celebrating their (and our!) communication success.
Oh yes, remember, we have more than 40 categories that cover everything from research and measurement, strategy and tactical, digital to analogue, and much more. Without further ado:
JENNY MCCARTHY, WMW AND STANDARD BANK FOR INTERNAL COMMUNICATION
Jenny McCarthy is Business Development director at WMW – a UK-based ‘business-to-people’ communications agency made up of ‘thinkers, writers, artists, organisers and dreamers’. In her award-winning entry, Jenny submitted her work for Standard Bank’s Corporate and Investment Banking (CIB) strategy.
SB refocused its strategy squarely on its home continent: Africa. As world economies remain stagnant, competitors are increasingly attracted by Africa’s growth potential.
And so Jenny’s challenge was to help reassert SB’s authentic ‘Africa-ness’, while clearly articulating this positioning to inspire pride and mobilise action internally.
ACTION VERSUS TALK
As Jenny pointed out, many organisations ‘talk a good game’ about activating their brand from the inside out. But SB was different. They cared enough to make it happen.
With the external campaign line set (‘They call it Africa. We call it home’), Jenny helped underpin it with a robust internal message hierarchy: ‘Know Africa. Live Africa. Love Africa.’
This tripartite structure helped unpack CIB’s local expertise, cultural affinity and 150-year African history through an integrated, multinational internal communications campaign.
The ensuing campaign included leadership videos, a social campaign microsite, posters, building branding, giveaways, atrium sculptures, team action packs, CEO townhalls – and the full and complete involvement, support and engagement of the SIB team.
From our point of view, Jenny’s respect and appreciation for the client truly came across.
SO WHY ENTER IABC EMENA COMMUNICATION AWARDS?
To Jenny, the tangible value of the award was in:
“Having the WMW work independently assessed by industry peers with no vested interest beyond recognising objective quality.”
As she noted, the obvious benefit of doing so comes from creating a sense of pride and appreciation:
“Standard Bank’s people absolutely deserve [it]. It’s a product of their hard work, after all.”
And you know what? That is certainly good enough for us to celebrate her work, and their achievement.
One last note on Jenny: WMW also won an award for their work for the RSA. But that’s another story.
SO WHAT ARE YOU WAITING FOR?
Membership with IABC offers each and every communicator, from every walk of life, the opportunity to showcase their work in EMENA, and to the world at large.
It would be a shame not to be heard, right?