Students tackle Army brief to win IDM prize

A The Institute of Direct Marketing product story

Edited by the Marketingweek Marketplace editorial team Jul 7, 2008

A team of undergraduates from the University of Northumbria have won the 2008 IDM National Student Competition with a proposal for a new CRM programme for the British Army.

The winning team of Ruth Carberry, Michelle Hardy and Caroline Holmes was announced at the annual IDM Patrons' Dinner, following a tense pitch against two other finalist teams.

The girls took the Gold award ahead of an all-male rival team, also from the University of Northumbria, which took Silver, while a team from De Montfort University was Highly Commended.

The annual competition is part of the IDM's ongoing Education programme, which aims to inform and attract a continuous stream of new young talent into the marketing profession.

Teams of business students from all UK universities are invited to work on a live marketing brief, which could land them a coveted award, a cash prize and the real possibility that their proposal could be put into action by the participating agency and client.

The 2008 brief, supplied by Tequila London and client, the British Army, asked entrants to develop a new CRM programme targeting 16 to 18-year-olds entering further and higher education, through to the point where they are making career decisions.

The winning team impressed the judges with an integrated campaign with the proposition: "Take on a world of opportunities - Take on a career in the British Army".

Tequila London's Amanda Forwood said: "We were very impressed with the high standard of entries and amount of work that had gone into each of them.

"The winner stood out in particular, as they demonstrated a thorough understanding of the brief and application of their studies.

"Not only did they think beyond the brief but they provided comprehensive research and support for their proposal".

The IDM Patrons audience of senior marketing professionals also congratulated the winners of the IDM's National Sixth Form Competition - another all-girl team consisting of Catherine Rich, Jourdan Spriddle and Georgina Vickers from Tavistock College in Devon.