A team from Northumbria University has fought off over 80 entries to land this year’s IDM Student Marketing Competition after a live pitch against other finalists for a brief set by The Economist to create a campaign that would bring in new customers, especially women.
As well as walking off with the gold award, the Be Heard team – which included Alice Oliver, Victoria Buxton and Sam Brooks – also scooped a cash prize of £1,500.
The IDM Student Marketing Competition is now in its 21st year and is part of the DMA-IDM Employability initiative. The programme works with higher education organisations to give university students the chance to work on a challenging and real-life marketing brief, provided by the sponsoring client.
The brief is also used by lecturers across the country as a teaching aid on marketing and business courses.
Iain Noakes, chief customer journey officer for The Economist, this year’s sponsor, said: “The standard of entries and live pitches this year was of a very high calibre. The teams that made it to the final shortlist and presented to us had an impressive array of creative ideas underpinned by solid strategic thinking.
“Ultimately, team Be Heard took first prize for their campaign thanks to its thoughtful response to the challenge we set forward in the brief, with the tactical thinking to deliver on their original idea.”
DMA-IDM Employability managing director Kate Burnett added: “Our mission is to inspire young people to join the marketing industry and create clear pathways for them to do so. The Student Marketing Competition gives us a sneak peek at the next generation of marketing talent and judging by this year’s entries, the future of our sector is in safe hands.”
