More than 100,000 pairs of eyes scan the cover of Estates Gazette every week and they belong to just about every important person in every corner of the industry.
If you have an important message about your business to convey, then bypass EG’s coveted front page at your peril.
Of course, we would say that. But each year the industry gets right behind our ever-changing veneer by voting enthusiastically for their favourite artwork at the EG Awards. It proves just how much this patch of property captures the attention of the industry.
The covers also showcase the talent and strategic creativity of marketing teams, highlighting their role at a time when it takes more wow factor than ever before to stand out from the crowd.
Our finalists last year certainly captured the industry’s attention, meaning their messages were heard loud and clear across UK real estate.
Here, 2014’s shortlisted firms share their thoughts on why their visions triumphed.
Front cover of the year award winner 2014: Malcolm Hollis
“The new year is traditionally regarded as a time for weight loss, but this cover, which ran in January 2014, challenged this mentality. In this timely design, we were sending the message that growth is good. We were highlighting our success over the preceding 12 months, while a playful tone reflected the friendly, charismatic nature of our company. To be recognised as a finalist and win was an excellent achievement.”
Michelle Condon, business development partner, Malcolm Hollis
2014 Finalists
Deverell Smith
“We are all kids at heart. And in this cover, we were trying to capture a fun, emotive way to get the message across that we are a recruitment business looking for great candidates in a way that didn’t conform to our industry’s typically boring stereotypical adverts. We have had lots of positive feedback from our kids campaign and that’s why we are still running with it today. Being shortlisted was much appreciated.”
Jennifer Mortimer, marketing manager, Deverell Smith
Deloitte Real Estate
“The image of the suit in this cover is playful and reflects a ‘traditional’ property image, but it also forces the reader to look twice, particularly with our green dot as the lapel pin and the buildings made to look like pens.
“Deloitte Real Estate offers traditional property services along with financial and business advisory expertise. This was a bold yet fun visual reflecting the ambitious nature of our firm and the notion that things aren’t always as they seem.”
Lynsey Stockbridge, marketing lead, Deloitte Real Estate
M J Mapp
“‘Dependability with spark’ is at the heart of the M J Mapp brand and corporate campaign. ‘Dependability’ conveys the trust and integrity key to a firm managing £6bn of commercial property; while ‘spark’ is the innovation and enthusiasm of the M J Mapp people and what they bring to property.
“This cover expresses this through bespoke images joined together in a humorous campaign.”
Charlotte McDonald, account director, JohnstonWorks
Oktra
“We wanted to make a lasting impact on EG readers with an eye-catching design in which our new brand and logo, conceived in 2013, was a statement. By having a logo that appeared to burst through the page, I think we really achieved this.
“Having it voted as a finalist in the EG Awards was testament to its impact. The nomination reinforced our whole rebrand campaign and helped put our new name at the front of the minds of our key audience. It also helped to position Oktra as a leading design and build firm.”
Geoff Andrew, chief executive, Oktra
TH Real Estate
“We had just launched to the market as a new business, so we needed to communicate our new identity clearly.
“The merger with TIAA-CREF allowed us to offer clients an enhanced package of skilled asset manager with the gravity of a large investor and we could provide larger clients with true skin in the game. The lexical focus of the advert put emphasis on the ‘we’, showing that united, we were a real force.”
Gemma Young, head of marketing and communications, TH Real Estate
Whose cover covers the most?
Voting is open for now for your favourite cover for the 2015 EG Awards. Who do you think made the best use of the industry’s highest-profile marketing space between June 2014 and May 2015? Click here to vote. Voting closes on 23 October.
Time is running out!
There is just one week left to enter the remaining EG Awards categories. The deadline is Friday 24 July. Click here to enter.
