Cypres pockets gold at the Pearl Awards in New York
Cypres won a Pearl Award for the self-promotion campaign ‘Content marketing under the spotlight’, on its renewed offering for clients and prospects. A unique card game was developed to highlight how Cypres has evolved from a print-oriented to an omni-channel-content bureau.
Belgian Cypres won gold at the Pearl Awards in New York in the category ‘Best Special Issue/One Off Campaign’. The content bureau from Leuven won with a unique card game, an inventive approach to demonstrate their expertise to clients and prospects that the jury clearly appreciated. The awards ceremony, regarded by the sector as the Oscars of content marketing, is an initiative of The Content Council. This award honours the best cases in content marketing of the past year, selected from nearly 500 international submissions.
Cypres won a Pearl Award for the self-promotion campaign ‘Content marketing under the spotlight’, on its renewed offering for clients and prospects. A unique card game was developed to highlight how Cypres has evolved from a print-oriented to an omni-channel-content bureau. Cypres printed the most frequently asked questions about content marketing on 12 cards. These were sent to clients and prospects, together an invitation to discover more questions via a microsite. Recipients were able to choose two from all the questions and these were answered in a personal meeting by a managing partner from Cypres. “An interesting approach for demonstrating expertise in content. Simple, but effective”, was the verdict of the Pearl Awards jury.
Large number of submissions
The judges did not find their job easy. “The array of submissions we received this year made the judging process difficult”, said Andy Seibert, Chairman of The Content Council and initiator of the Pearl Awards. “This year’s nominees encapsulate the evolution of the content marketing industry, putting forward campaigns that exemplify strategic innovation and adept execution.” In the same category the second and third places went respectively to Imagination, a bureau from Chicago, and MXM, an agency with branches all over the world.
Oscars of the field
Our colleague Karolien Cornelis (r) receives the Pearl Award from Ilana Becker (l) in New York.
The bureau from Leuven outshone some big names from the field, but international recognition is nothing new for Cypres. “This year we were made famous by Joe Pulizzi as a ‘founding father’ of the content marketing movement, hailed as one of the best content bureaus in the world”, said one of Cypres’ two managing partners Martine Peleman. “For us this Pearl Award is certainly an Oscar within the field of content marketing, the culmination of a fantastic 2015.”
Past years Cypres reinvented itself and this has now borne fruit with this award-winning campaign. “Formerly Cypres worked mainly in the print environment, but we have now become a content bureau with an omni-channel approach”, commented managing partner Pieter Vereertbrugghen. “We know the digital, social and printing process. We build content strategies, create texts, images and videos, plus the carriers for all these forms of content. With the questions on the cards we showed that we understand the challenges of our target public and demonstrated our practical knowledge. This resulted in a rise in the number of presentations to prospects, more projects with existing clients and more registrations for our newsletter and seminars.”
About the Pearl Awards
The Pearl Awards are organised each year by The Content Council, the most important specialist organisation in the US that represents content marketers globally. For professionals the Pearl Awards are one of the most prestigious awards to those making an impact in the field. The winners in 2015 were selected from nearly 500 cases, sent in by leading brands, publishers and bureaus. Experts judged the entries based on overall effectiveness, creativity and editorial excellence.
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