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The 'Hottest' Promotion That Never Ran?
(NEWTOWN, Conn. - June 26, 2003) - Leverage Marketing Group, a Newtown-based
advertising, promotions and marketing communications firm integrating business-to-business
and consumer disciplines, was recognized by the Business Marketing Association for creative
excellence on a U.S. trial campaign that never ran.
The "Royally Hot" campaign for Colman's Mustard, the popular English brand, netted Leverage
the prestigious Pro-Comm Award of Excellence in the
category "The Client Didn't Buy It." Colman's Mustard, world-renowned for being "searingly
hot," is Great Britain's most popular brand of powdered mustard and has been deemed "Her
Majesty's Mustard" since the Victorian Era.
According to BMA Executive Director Rick Kean, Leverage's pitch was recognized for its
"visual impact, product identity, selling proposition, and effectiveness of overall
effort." Eight BMA judges, from both the agency and client sides, Kean said, rated the
submissions based on their clarity, stopping power ("Do the headlines and illustrations
compel further reading?"), veracity ("Are valid reasons for buying presented logically in
terms of benefits to prospects?") and overall effectiveness ("How well does the visual
and copy approach relate to the stated communications objective?").
"Colman's regrettably settled on a London-based agency," commented Mike Casale, president
of Leverage. "This was a decision apparently based on agency proximity and familiarity versus the
strength of the actual campaign creative or our ability to leverage the brand's inherent appeal."
About the BMA and the Pro-Comm Award
The Business Marketing Association (BMA) represents a lifetime of expertise in
business-to-business marketing and communications. For more than 80 years, BMA has been
the pre-eminent service organization for professionals in this vital industry and the
leading professional resource for B-to-B marketers and communicators. The Pro-Comm Award
is the oldest and most respected business-to-business marketing competition, recognizing
outstanding communications in 44 distinct categories. www.marketing.org
About Leverage
A Goodwick/Liazon company, Leverage Marketing Group provides high-impact consulting
and creative services for several B2B and B2C accounts, including Cendant Mobility, Coca-Cola,
International Fiber Systems, Photronics, Pitney-Bowes, Pure Fishing, Sealed Air Corporation,
Shaw's Supermarkets and Unilock.
It also has extensive alliance network partners, including Alden Event Productions, Barkley
Evergreen & Partners, Cierant, Hall Dickler, Pile & Co. (AgencyComPile.com), Promotion Mechanics
and Second Wind.
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