Principles Agency wins Best Retail Campaign award


Principles Agency – – has scooped the coveted ‘Best Retail Campaign’ in the Marketing Society Northern Awards. The agency has been recognised for its ‘Designed with Children in Mind’ campaign for Vertbaudet, the children’s French retailer that is part of the Redcats Group. The award was achieved against high profile competition, with the direct response campaign being commended for its creative flair and effectiveness in driving response.

Michelle Ramirez, Vertbaudet’s brand manager said: “Principles’ fantastic work in repositioning the Vertbaudet brand, coupled with their understanding of the market and the DRTV process meant that they were clear winners of the pitch and natural choice of our first move into TV.

“The ad is beautiful, capturing the essence of the brand perfectly. It has had a hugely positive reaction from Vertbaudet worldwide. Most importantly, it exceeded our expectations in terms of sales – both volume and value. We are continuing to work with Principles to build on this success and grow the Vertbaudet brand.”

The Marketing Society Northern Awards set the standard of marketing excellence in the North, bringing together leading brand and agency marketers from across the region, to celebrate creativity and acknowledge outstanding marketing practice.

Helen North, account director for Principles Agency commented: “This is a fantastic achievement and recognises the phenomenal results achieved from this campaign. We took the Vertbaudet campaign to a TV audience for the first time, and then converted respondents through the Vertbaudet’s retail website, resulting in a huge increase in the number of orders placed during the campaign period. Our consumer insight revealed that mums simply wanted children to be allowed to be just children, so the creative reflected this very ethos. Following the campaign’s success, TV has become a major part of the marketing mix, with the ad being rolled out in France and Switzerland.”