Deloitte Australia honoured with marketing excellence awards

SYDNEY -- Professional services firm Deloitte has been recognised as one of Australia’s leading marketers by the Australian Marketing Institute (AMI).

Deloitte was recognised twice at last week’s AMI 2011 Awards for Marketing Excellence:

• Partner and Chief Marketing Officer David Redhill was named Certified Practising Marketer of the Year; and

• Deloitte Fantasy Football, which harnessed social media on a global level, was recognised as Australia’s best internal marketing campaign.

Deloitte was the only professional services firm to make the national AMI Awards finals this year, with campaigns shortlisted in six categories.

This is the first time that an accounting and consulting firm’s head of marketing has been recognised in this way and represents a watershed for professional services marketing, which has traditionally lagged the consumer, retail, technology, hospitality and other sectors in marketing strategy and investment.

David Redhill highlighted Deloitte’s innovative use of its 5700 people as its most powerful channel to market, and its use of social media, as key reasons for its strong showing across the awards.

“Our people are incredibly smart and creative. They are also increasingly our most powerful channel to market,” said Mr Redhill.

“When you look at the various technology, media and applications that marketers can use today, there are unlimited possibilities for disseminating a message. But it’s only through generating a groundswell of ideas inside a business, and channelling those ideas to create brand advocates outside it, that you can deliver a truly engaging message.

“We are finding that the more we give our people the opportunity to participate in the building of our brand, the more they grab that opportunity and surprise us with their passion for new ideas, for collaboration, and for bringing our strategy to life.

“Our industry has always been good at its core, ideas-led business. Relatively speaking, we don’t have big marketing budgets, so we have learned to do a lot with our people and the strength of their ideas.

“To see Deloitte Fantasy Football, run on a budget of less than $30,000 edge out million dollar campaigns from banks, telcos and media operators, was a huge testament not only to our internal brand, multimedia and digital team, but also to the power of good ideas and a culture of participation.”

Deloitte’s Fantasy Football competition, which leveraged the 2010 FIFA World Cup, was initiated by the Deloitte Australia firm, but engaged more than 40,000 people around the world in over 70 countries -Deloitte employees, clients, family and friends through a combination of conventional brand communications and ‘ambush’ marketing via a social media strategy.

Participants included government departments at the highest levels, and Deloitte’s own competitors and their clients, enabling Deloitte brand exposure to the staff and clients of all its major competitors.In addition to Marketer of the Year and Best Internal Campaign, Deloitte was nominated in the categories of Brand Extension, Social Marketing, Education, Brand Experience, and Multimedia & Interactive.

David Redhill said that, from its CEO Giam Swiegers to its newest recruits, Deloitte ‘got’ marketing and the value it could deliver.

“These awards are an honour for our firm, and a reflection of the support by an enlightened leadership team for innovative campaigns that fulfil our vision of a ‘fun culture with serious intent’,” he said.

“They are also recognition of the great team we have in place across marketing, communication and business development. They are filled with enthusiasm and great ideas from inception through to execution and work at the core of our success.”

The awards are the latest acknowledgement of Deloitte as an industry leader. Already this year, the firm has been rated as the most credible company to work for in Australia in a survey by the Great Places to Work Institute, and was ranked as one of Australia’s 50 best places to work by BRW for the third year in a row.

Deloitte has also won two 2011 Australian Mobile Awards for the Bamboo® Smartphone platform which is revolutionising how organisations manage their business continuity and emergency response, and EzyReg, an iPhone application for renewing vehicle registrations in South Australia.

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