Best B2B public relations campaign - Runner up

Best B2B public relations campaign

Runner up: Imarket

Agency: Cameron Wells Communications

Campaign: Raising Imarket's profile

The marketing strategy was clear: communicate, educate and reassure. Cameron Wells needed to:

- Turn around negative media perceptions

- Position Imarket as the way to trade commercial business and as an essential route to new business

- Overcome misconceptions

- Encourage registered brokers to return to Imarket

- Persuade non-registered brokers to register

- Encourage more insurers to join

- Reassure brokers that Imarket would listen to their concerns and that improvements had been made.

The target audience was the trade media, registered but dissatisfied brokers, brokers yet to register, prospective insurers, employees of member insurers and trade bodies and associations such as the British Insurance Broking Association (BIBA), the Association of British Insurers (ABI), and the Chartered Institute of Insurance (CII). Imarket promised always to be open and honest about mistakes made in the past, lessons learned and improvements which had been made as a result.