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TLC Marketing UK has won not one but TWO Institute of Promotional Marketing (IPM) Awards for their very-own B2B campaign - Added Value Everywhere (A.V.E.).
The IPM Awards are the promotional marketing industry’s most highly regarded awards – and the agency were lucky enough to take home trophies in both the categories they entered: GOLD in the Direct Marketing Campaign AND SILVER in the ‘Best Use of Innovation in a B2B Campaign Using Incentive or Promotional Marketing
Rob Scott, creative director at TLC Marketing UK, says: “In the discount-saturated world we live and work in, we’re so passionate about the danger to brands of continued discounting and price cutting, that we created our very own tongue-in-cheek campaign to highlight an alternative to price promoting. We’re thrilled that the campaign has got the industry recognition it deserve.”
The campaign for Added Value Everywhere has also scooped a DMA Award and DRUM Marketing Award so far this year.
John Pearson, managing director of TLC UK, says: “We’re over the moon with our trophies. Although our A.V.E campaign was always meant to be tongue-in-cheek – we truly believe in its sentiment. Price is obviously an important asset of a product, and it makes sense for manufacturers and retailers to use it. But price promotions are tactical, not strategic, and should be planned that way.
“We believe that adding value is a better strategy than discounting; continuously proving that a budget of a few pennies per product can be turned into an entire campaign that will give brands positive content and build emotional connections with their consumers. So let’s stop brand cruelty and start adding real value!”