A bakery-inspired marketing suite earned top honours at last night’s Property Marketing Awards, held at BAFTA, on Piccadilly, W1.
Leeds-based development company Citu won over judges for its unusual campaign at Little Kelham, Sheffield.
The awards, run by the Worshipful Company of Chartered Surveyors in partnership with Estates Gazette, were hosted by TV presenter Katie Derham.
They aim to recognise creativity, innovation and the success of marketing campaigns in the property business.
In a hotly contested category, Citu’s Little Kelham scheme won Best Marketing Campaign for Residential New Build, as well as the PMA 2014 Grand Prix. The judges said Citu’s innovation “demonstrated real value from marketing and was a memorable campaign which genuinely engaged with the community”.
Slough emerged as a surprise theme during the ceremony, with J2 agency winning Best Marketing Campaign: Industrial and Logistics for its unique concept – SEGRO’s Virtual Agents’ Breakfast; and Siren Design taking the stage for Best Marketing Campaign: Regional Offices category for IQ Slough Animated Books.
For the first time the winners were decided by an independent judging panel, chaired by marketing expert and author Kevin Duncan.
Duncan urged property marketeers to look at alternate category winners for inspiration. “Category stealing is one of the most fertile ways to invigorate staid approaches in any market,” he said.
Money raised from the awards goes towards the Worshipful Company’s apprenticeship scheme to help disadvantaged young people become surveyors.
Property Marketing Awards 2014 winners
Best Marketing Campaign: London Offices
Identity for Principal Place
Best Marketing Campaign: Regional Offices
Siren Design for IQ Slough Animated Books
Best Marketing Campaign: Retail and Leisure
dn&co for No 1 Regent Street
Best Marketing Campaign: Industrial and Logistics
J2 for SEGRO Virtual Agents’ Breakfast
Best Research or Annual Report
Savills for In Numbers
Best Marketing Campaign: Residential New Build
Citu for Little Kelham
Best Marketing Campaign: Residential Regeneration
Bellway Homes Thames Gateway for Pembury Circus
Best Marketing Campaign: Residential International
Redleaf Polhill for Palazzo Molin
Best Website
Bostock and Pollitt for The Zig Zag Building
Best Corporate Marketing Campaign
JLL for The New Performance of Property
In House Marketing Team of the Year
L&Q
Grand Prix
Citu for Little Kelham