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Wednesday, 14 Dec 2011
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Fast Track has been awarded Marketing Magazine's Sponsorship Agency of the Year 2011, following a stand out 12 months which saw a variety eye-catching work, genuine innovation and a unique joined-up approach.
Fast Track enjoyed a hugely successful year with a host of new-business wins including Carlsberg, Ballantine's and John Lewis who signed with Fast Track’s consultancy, communications, PR and events teams.
Additionally, Fast Track made new waves in the area of reputation management, most notably working with ‘Blade Runner’, Oscar Pistorius. The high profile media coverage during the summer saw Fast Track generate more than 281 pieces of media coverage across 28 countries, 95% of which was positive, challenging negative opinion and educating the public about scientific testing of the athlete's carbon-fibre artificial lower legs.
A key factor in Fast Track’s success in 2011 has been their joined up approached with other parts of Chime’s newly established Sports Marketing Division, which saw sister agencies come together to work collaboratively under one roof in London’s Victoria earlier this year.
Fast Track’s focus on developing robust measurement methodologies also impressed judges by demonstrating their ability to help clients understand the impacts of their investments. This work is something the agency hopes will one day become industry standard.
Although new developments in the company led to the award, Fast Track’s impressive performance has been grounded in work for its long-standing clients, including Lucozade and Land Rover, with which it has worked for more than 20 years.
For the sports-drink brand, it acted as lead agency for an extensive campaign around the London Marathon. A six-month project, Lucozade's integrated work provided runners and their support networks with key advice from the start of their 'marathon journey' last autumn to race day.
Fast Track's work for Land Rover, which covers the marque's rugby and snow properties, provides a strong example of its lead-agency capability; the work covered experiential at high-profile rugby games, managing marketing material in support of this, and supervision of sales-leads data through to PR rights and ambassador relationships.
One of the judges for Marketing’s awards commented: 'While growth is important, it was clear Fast Track had the customer at the heart of everything it did and challenged all aspects of activation to ensure real value.'
Andy Westlake, Fast Track CEO, said: “We are chuffed to bits on being named Marketing Magazine’s Sponsorship Agency of the year. It caps off what has been an exciting twelve months but we believe we have laid many of the foundations for an even more exciting year in 2012.”