MMM nominated its in-house Jaguar event management team for the award and won because of its innovative approach to live branding exercises, the huge success of the experiential events that it produces for Jaguar and the way the company works with the client on a strategic level. This involves a truly comprehensive understanding of Jaguar's business on all levels, says the company.
MMM has handled Jaguar's account for over 15 years and is made up of a core team of five people - a director, two event managers, an administrator and a warehouse manager. The judges were impressed with the longevity of the relationship, which has needed a lively and constant creative evolution to develop the brand identity and keep pace with the times.
The Team delivers an annual schedule of over 250 events. These range from dealer ride-and-drive events with up to 150 attendees, to large scale summer Brand Roadshows, accommodating up to 850 visitors a day. This results in 15,000 test drives a year. Jaguar has revised its overall marketing budget in recent years and is allocating more to events and less to elements like TV advertising; such has been the success of the events schedule.
The team is also effectively 'the face of Jaguar', acting as a knowledgeable ambassador for the company. Jaguar's promotions & events manager commented that the long partnership illustrates the depth of MMM's understanding of Jaguar's business, and believe the Worcester-based company is integral to successfully marketing the brand.
MMM owner, Charles Moyles commented that: "Winning the Award is a due reflection of the immense amount of graft, hard work and achievement by our team, which has resulted in a 30 per cent increase in 'conquest customers' for Jaguar!"
(Sarah Rushton-Read)
