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Thursday night, I was at the PRSA’s Silver Anvil awards and we won in the Integrated Communications: Business to Business category for our work with the School Systems group of Pearson.  As I watched the highlights of the winning campaigns, one thing became apparent.  Not only was it about the results — the awareness and brand building — it was about the research, strategy and subsequent “big idea” that held all of these campaigns together to get the results.  Big ideas are important — they are the breakthroughs that help engage your audiences. For me, it’s the excitement of marrying strategy with creativity.  Even with the onslaught of social media, the big idea hasn’t gone away, it’s just found additional outlets to engage.

Key elements of the integrated Powering Performance marketing and communications program centered on the Powering Performance theme and engaging and informing all of Pearson’s key audiences. The campaign also included a major customer migration program, a new web site, ongoing education-leadership initiatives, industry research, consumer surveys and top-tier media coverage.

This Silver Anvil represents work from all four Zer0 to 5ive offices and encompasses research, branding, creative, public relations, writing, marketing and social media. Nine 0to5ers touched at least one part of the overall campaign!

This was my second Silver Anvil, and it was as much of a high as the first time around.  We also won the Silver Anvil Award of Excellence in 2004.  If you would like a copy of our Anvil submission, send me an email or give me a call.  In our world, all companies, large and small, deserve award-winning work and we’re happy to share our approach. 

(posted by Michelle Pujadas)