All the money raised will be spent by Sport Relief to help transform the lives of poor and vulnerable people, both at home and across the world’s poorest countries.

Maya Zaremba, group communications manager for the Principles Communications Group was charged with motivating the team to train hard and raise lots of cash. She said: “We’ve been overwhelmed by the support we’ve received. There’s been a fantastic buzz around the Group and lots of training going on from those who haven’t attempted to run before to the regular sporting enthusiasts.

“Sport Relief will help children who live on the streets or work in dangerous conditions and those affected by malaria, as well as make a difference to many local UK projects. This has really driven the team to do as much as possible for this fantastic cause.”

Lesley Dudleston, research director for Principles Research said: “I am delighted to announce these latest appointments. Both Clare and Sarah bring additional expertise to the team and offer strong research and strategy credentials. Their wealth of sector experience will also strengthen the team’s insight and knowledge-base.”

Clare Deacon joins as account manager. She will lead a number of consumer insight projects for leading retail and fmcg brands. Clare joins the team from The Hub and previously What If, and has extensive research, strategy and workshop experience. Clare brings with her the right balance of consideration and crazy to add real flair to strategic client projects.

Sarah Finney is new senior account executive and joins from the University of Leeds from a communications role. Sarah brings a wealth of experience in grounding consumer insight for developing communications and design strategies, as well as a public sector perspective.

The 30-second ad goes on air from 20 February until the end of June, and will be seen on ITV regional channels (excluding London), including Sky and Daybreak. The new ad showcases the new seasonal smart, casual and ‘all-occasion’ fashion collection.

Jackie Hill, head of advertising at JD Williams said: “Principles Agency continues to demonstrate in-depth knowledge of our market and the expertise to create effective DRTV retail campaigns. This is particularly important in today’s uncertain environment where retailers vie for the attention of customers, whether on the high street, through the mail or online. The creative execution of the new TV ad is fresh and enticing and will, no doubt, generate a positive response.”

The brand targets women over fifty years of age who seek well-fitted, stylish and fashionable clothes and accessories. Sizes range from 12 to 32. This latest ad encapsulates the confidence of the Fifty Plus brand and celebrates women’s varying shapes and sizes. It emphasises style and fit and the importance of keeping the target audience up to-the-minute with inspirational, everyday fashion ideas.”

Clare Stubbs, senior account manager at Principles Agency commented: “We have enjoyed a long relationship with JD Williams over which time we have built a comprehensive understanding of their brands including Fifty Plus. The new Fifty Plus ad aims to generate direct response for the new season’s versatile collection through both catalogue and website channels.”

Eve Crook, marketing consultant for National Trust, said: “With the UK continuing to follow the staycation trend, at the Trust, we need to achieve even greater standout in such a competitive domestic tourism market. In fact, in the current climate people are increasingly taking more day trips than as many overnight stays, making our places even more attractive. Yorkshire and the North East offer areas of outstanding beauty and fabulous family days out. 2012 will be a particularly momentous year with the forthcoming Queen’s Jubilee and the Olympics, so we look forward to celebrating with our new visitors and valued members.

“Principles Agency offers a fully integrated capability under one roof, coupled with a creative, results-driven approach, which is particularly appealing. The agency presented a range of cost-effective media options within its proposition, considering all potential visitor touch points. The team has a real grasp of our objectives and understands the spirit and ethos of what the National Trust offers.”

The programme of marketing activity will kick in around March and will primarily target families and adult visitors to the many properties across Yorkshire and the North East, including Fountains Abbey & Studley Royal, Nostell Priory, Cragside and Wallington, amongst others.

Chris Goodwin, managing director for Principles Agency, said: “We are delighted to win the National Trust account and look forward to developing its customer engagement programme for Yorkshire and the North East. Our 2012 campaigns will aim to encourage online and face-to-face customer interaction with the National Trust, and showcase Yorkshire and the North East as a highly attractive destination. We will deliver results-focused campaigns that will demonstrate a real return on investment.”

As leader in the global interiors market, the new website reflects Camira’s innovation and style, and offers business customers an optimum opportunity to browse and interact with the company’s broad product range. The site has been designed to increase visibility on search engines and overseas registrations.

Ian Burn, marketing manager for Camira Fabrics said: “We tasked MadeByPi with improving user experience through a more dynamic and engaging website. As a company, we are focused on being the leading choice for fabric solutions in the global interiors market and wanted this to be reflected in the website.

“MadeByPi understood our ambitions from the outset and has delivered on our objectives, whilst adding a great deal of value to the project, by truly understanding and optimising the online user journey for our customers. The addition of project folders within the fabric sample centre gives our customers many more reasons to visit and revisit the site going forward.”

Karen Lewis, client services director for MadeByPi commented: “Championing the user experience has been central to our work on this project. We’ve worked alongside our clients at Camira Fabrics to ensure that the customer journey is intuitive and inspiring, whilst reflecting the ethos of the company’s brand and customer approach. We look forward to evolving their digital platform in the future, as we deliver the future site rollouts.”

The campaign includes a Facebook page – www.facebook.com/onechangetofeelbetter – and interactive apps and tools that raise awareness of how taking a YorkTest can help to tackle food intolerances. The role of the campaign is to highlight food intolerance issues. It highlights that, in many cases, a small change to lifestyle, and more importantly diet, can ultimately help people feel better.

Ross MacLeod, director of sales and marketing at YorkTest, said: “Around 45% of the population suffers from food intolerances which can make all aspects of life very uncomfortable. Our aim was to find new ways of promoting the importance of food intolerance tests and engaging with the public. MadeByPi has given us a successful social platform that has, to date, seen over 6,500 fans join the page, hundreds of quizzes taken and pledges made; all driving awareness of, and trust in, the YorkTest brand.”

The One Change to Feel Better Facebook page boasts four engaging and interactive features including a pledge app that encourages people to make that small change, for example, to take more exercise. The campaign also features a quiz to help people understand what changes they could make to improve their overall wellbeing, tips, articles, success stories, plus a shop page where users can buy food intolerance tests.

MadeByPi’s sister agency Fusion Unlimited, has also been working with YorkTest, driving almost 10,000 visitors to the One Change to Feel Better page within the first month. As part of a cohesive social media programme, Fusion will be keeping those new fans updated and engaged through wall posts, throughout the campaign.

Principles Agency – www.principlesagency.co.uk – has created a new ecommerce website for International Eyewear – www.internationaleyewear.co.uk – that offers customers the opportunity to buy its vast range of eyewear products online.

David Coe of International Eyewear said: “We are delighted with the new site that offers us an online retail presence and is a natural extension to our customer proposition. From project inception to completion, Principles exceeded all expectations through their high levels of service and expertise. The team understood our requirements and the intricacies of our business from the outset, and added value at every stage of the project. With a constantly changing portfolio of hundreds of products, the new website needed to be flexible and easy to update, without compromising on design, and this has been achieved.

“The new site is interactive and engaging and offers exclusive customer benefits. It is much more than an online catalogue, rather an advanced online ordering facility. Through the new site, we can also build a better profile of our customers and understand their buying patterns, which will help us to improve and adapt the site over time. Principles Agency has built in speed, simplicity and convenience to ensure that the site is user friendly. It also incorporates our ethos of quality, service and fair pricing, which is an important element to us.”

The website features an innovative frame finder tool that helps customers to find their perfect frame. They can narrow down their choice easily and quickly, choosing from different sizes, colours, materials, styles and designer brands.

Andrew Douglas, IT Director for Principles Agency said: “We are delighted to work closely with International Eyewear on the development of its ecommerce strategy that supports sales growth through a greater online presence. The website offers a number of features that are unique in this marketplace. For example, the ‘My Favourites’ section is a timesaver tool that customers can personalise through a unique login, place orders, check details on previous orders and create a favourite frames list for future consideration.”

The TV ad will be seen across 15 primetime channels that include ITV2, TinyPop, Nick Junior, DisneyXD, CITV, Boomerang, Cartoon and Nicktoon, amongst others. The new ad supports an integrated direct mail campaign that aims to generate even greater interest in the children’s brand.

Michelle Ramirez, brand manager at Redcats said: “We have worked with Principles Agency since 2009 and have achieved huge success through our award-winning DRTV campaigns since that time. This latest ad reinforces our brand’s core strength in that our clothes are fundamentally designed with ‘children in mind’ and allow children to be carefree, happy and playful. As with the adult retail environment, the children’s market remains as competitive as ever, so we believe this inspirational TV ad will further support our customer acquisition and retention strategy.”

Through the ad, Vertbaudet aims to reinforce its French heritage and drive customer traffic to the website and catalogue. The retailer is primarily targeting busy ABC1 mums with children of pre-school age who are looking for unique children’s clothing for all occasions, that can’t be found on the high street. The ad is also designed to engage existing customers with older children in the 5-8 year category.

Kathryn Muir, account director at Principles Agency commented: “This TV ad promotes the Spring/Summer 2012 collection, whilst continuing to deliver the concept of ‘children being children’. It targets more affluent mums who want their little ones to convey style and individuality through quality children’s clothing.”

Since 2009 Principles Agency has created seasonal direct marketing and DRTV campaigns for the brand, focusing on both customer recruitment and retention. Campaigns have driven sales revenue through Vertbaudet’s catalogue channel and the retail website at www.vertbaudet.co.uk.

Karen has been awarded the prestigious accolade against stiff competition from around the UK. She is a digital marketing professional with over eleven years’ experience and has headed up the client services team at MadeByPi for over three years, She has been instrumental in steering the growth and direction of the company since early 2010, in her current board member role.

Karen commented: “I am absolutely thrilled with this achievement. To personally receive independent recognition through public votes is fantastic. I am proud to be part of such a dynamic team that is always at the forefront of digital innovation. To collaborate with and to create and deliver effective digital projects for brands like BBC, Channel 4, first direct, Halfords, HSBC and Disney, is an absolute dream.”

Karen is a key industry representative and is involved in a number of digital forums and panels. She has recently delivered keynote digital presentations and discussions on social media, retail marketing and digital marketing for youth audiences to a range of brand and marketing professionals.

This year, multi award-winning digital agency MadeByPi – www.madebypi.co.uk – part of the Principles Communications Group – celebrated its 15^th anniversary, whilst the Group celebrated its 25^th year in business.

Chris and Bernie have been recognised for their contribution to the world of advertising. They set up the award-winning Principles Communications Group, formerly known as Advertising Principles, in 1986. Both remain at the helm of the business. This year the Group celebrated 25 years of success, now boasting a client portfolio representing high profile global, national and regional brands across a range of sectors. The Group continues to preserve and grow its reputation as one of the leading marketing communications agencies outside of London.

Chris Goodwin comments on the secret of the Group’s success: “We are extremely proud to achieve independent recognition of our success through this Lifetime Achievement award. It also applauds our fantastic group of talented people that continues to deliver client satisfaction. We started the business with the ethos of delivering the very best marketing solutions for our clients through the most appropriate communication channels, and this still stands today. We are focused and results-driven, so our long-standing client relationships are testament to our effectiveness.”

Bernie May adds: “In today’s fast-moving digital world, communicating with customers is becoming more diverse and challenging. We will continue to reflect this in our service offer combining digital, social and traditional media channels. Accountability and measurement are key, as marketing spend is under even greater scrutiny in today’s tougher economic environment. We will continue to deliver within the realms of our clients’ ever-changing needs in a much more challenging online environment.”

Chris and Bernie’s leadership was acknowledged at the awards ceremony, as was their foresight for ensuring that the Group evolved by embracing technological, economic, industry and client-driven changes over a quarter of a century. The award also recognised their constant drive and vision, particularly at a time when the recession has meant that many competitors have struggled and some high profile agencies have closed their doors.

The company employs 106 marketing and digital experts. It is still the largest independent marketing agency outside of London, specialising in strategic brand communications, digital and online services, on and off line media, market research and insight. Brands include MadeByPi, Fusion Unlimited, Principles Agency, Principles Research and Principles Media.

Today’s Group clients include First Direct, Morrisons, Disney, Halfords, Ronseal, HSBC, JD Williams, Hallmark, McCain, Symington’s and Vertbaudet, amongst others.