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Cicero has been nominated for three awards at the CIPR Excellence Awards 2017.
The nominations come from Cicero’s work with Ladbrokes for ‘Best Use of Media Relations’ and ‘Low Budget Campaign of the Year’, and our work with Yorkshire Building Society (YBS) for ‘Best Construction, Property or Infrastructure Campaign’.
Our work with Ladbrokes centred on the bookmaker’s media work throughout the EU Referendum, establishing the organisation as a trusted commentator in the mainstream press. The campaign surpassed all Ladbrokes’ competitors in terms of media reporting, achieving coverage across all national outlets, and social media reach.
Ladbrokes was the most dominant bookmaker in the media, receiving more than one-third (34%) of print mentions in June and even more online. Almost 10,000 new customers signed up to the Ladbrokes site on the back of this activity and cost per customer acquisition came down to a record £1.
The YBS campaign generated extensive media coverage by calling on the government to abolish stamp duty and replace it with a ‘residential property sales tax’. This initiative would move the burden of taxation from home purchasers on to property sellers, reducing the overall amount required for first-time buyers and those moving up the property ladder.
The campaign, which combines internal data, original research and insightful thinking, forms part of YBS’ overarching goal of becoming the most trusted financial services provider in the UK.
Commenting, Mike Robb, Executive Director, said: “I am thrilled that these campaigns have been shortlisted and recognised for their bold and innovative approaches. Our work with both Ladbrokes and Yorkshire Building Society has helped elevate these organisations to become respected commentators and thought leaders, proving that smart PR can act as a platform to create industry leaders and influencers in their own right.”
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