Customer publishing agencyPublicis Blueprint has picked up the coveted Grand Prix at this year’s Association of Publishing Agencies Awards, the industry’s flagship accolades.
The agency was awarded the top spot, the best campaign of all entries across 25 categories, for its work on Orange Exchange online, which also picked up Best Digital Solution (B2B) for the third year in a row.
One APA judge commented: “Orange Exchange online is convincing proof of how well fantastic content can work digitally.” Another judge commented: “I was blown away by the figures.”
The agency also triumphed with Cath Kidston magazine, which took home the Award for Best Catalogue for the second consecutive year, whilst its Asda Magazine came Highly Commended in Best Consumer Retail.
Launched and developed by Publicis Blueprint, Orange Exchange online is a customer loyalty publication designed to boost engagement and retention, as well as enhance customer service for the company’s small to medium-sized enterprise (SME) B2B base.
Produced bi-monthly in eight different versions for specific customer channels and life stages, the magazine presents information on the latest Orange products and services, inspirational and practical business advice using rich media content, plus exclusive online features, offers and competitions. Unique vistors for the site are up 26.5% year-on-year (according to Google Analytics), while competition entries, which are used for reader surveys to deliver valuable customer insight, are up 27% year-on-year.
Caroline Welsh, Head of Communications – B2B at Everything Everywhere: “Exchange is a significant part of our in life contact strategy for SME customers, driving activity, reducing churn and improving loyalty - a staggering 92% take positive action after reading, with 55% visiting our website and 32% contacting us about products/services.”
Geri Richards, CEO of Publicis Blueprint, commented: “We’re over the moon to have picked up this year’s APA Awards Grand Prix. It’s testament to the fantastic work the team do – Orange Exchange online provides a unique digital solution that’s spot on for the target audience, combining fantastic editorial with a seamless digital strategy and innovative online approach.”
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