STAEDTLER (UK) Ltd is celebrating winning the ‘Initiative of the Year’ award at the BOSS Awards, held in London last Thursday (30th November).
STAEDTLER won the award for its integrated campaign to maximise the potential of the adult colouring craze. Having spotted the emerging trend, STAEDTLER moved swiftly to create a product range to develop and sustain the craze, whilst partnering with artist, Johanna Basford, effectively pioneered the sector with her colouring books.
Managing Director Philip Wesolowski and Marketing Manager Rachel Owen received the award on behalf of STAEDTLER (UK) Ltd from television presenter and entertainer, Mark Durden-Smith, at the event. The judging panel commented ‘Performing well across all the judging criteria we thought STAEDTLER elongated the product marketing lifecycle in a competitive market while generating profit and sales across all areas of the supply chain. STAEDTLER cleverly used social media and events to drive up employee engagement and brand advocacy. We particularly liked the use of the artist which helped build the brand of the product and customer buying.’
Rachel Owen, Marketing Manager said, “although we predicted the future potential of this sector, even we were amazed at how the adult colouring trend developed. It has created an entirely new sector which looks set to continue against the current backdrop of mindfulness and stress relief techniques. We are very proud of our proactive role in this and are delighted that our work has been recognised by this prestigious industry award.”