RMC to sponsor print in marketing award
The Real Media Collective (RMC) is to sponsor the Cannes Young Lions Australia, Marketing category, which calls on young marketing professionals to develop campaigns that include print as a powerful marketing tool in the broader marketing mix.
Kellie Northwood, CEO of The Real Media Collective, said, “Our industry has fought fiercely for relevance in over the past years, however we know, and the research states, how powerful print is. To that end, we looked to how we were engaging young marketing professionals, those who will be making the future decisions on marketing budget allocation.”
The Real Media Collective found that many young marketers are unsure of the strengths of print media channels and how to develop campaigns in print marketing, direct mail, and publishing.
“From our exploration of attitude across young marketers, we found we needed to provide deeper education,” Northwood said.
“Cannes holds an international brand, and the Young Lion awards offers young professionals an opportunity to demonstrate their excellence. We developed a campaign brief, based on a real case study, which outlined a major fashion retailer that moved from a multi-channel marketing schedule to a 100 per cent digital investment. That retailer realised a loss of 22 per cent of sales from the prior year.
"Our brief provides the strengths of print, television, radio and other channels to educate the entrants on the strengths of established media which also asking the entrant to develop a campaign using these channels to re-build the brand, and ultimately the sales.”
Partnering with B&T, the Young Lions launch received 150 registrations on day one. The Real Media Collective will host workshops across Sydney (3 March) and Melbourne (4 March) to all prospective entrants including advice from previous winners and judges.