News Article ————

Velo, B2B Marketing Agency is shortlisted for ‘Integrated Campaign of the Year’

Author image Published by isobel.regan@dontpanicprojects.com
Published Date 15.09.2022

The team at Velo is thrilled to be shortlisted for the Global Digital Excellence Awards (GDEA), in the category of ‘Integrated Campaign of the Year’, for our work with educational pioneer McGraw Hill.

Who are we? 

Velo is a full service B2B marketing agency working with international technology, industrial, and professional services companies. We aim to be the best, not the biggest in our chosen sectors. 

Velo was born in 2011, after current managing director Paul Crabtree decided he wanted to build an agency that championed people and customers from the ground up. Following humble beginnings (and by humble, we literally mean a spare room in Paul’s house in Greenwich…), Velo has expanded to a team of over 30, encompassing the best talent in marketing, design, and project management. 

Have you heard of any of our clients?

Despite being small, the brands we work with are pretty mighty. We’re proud to have long-standing client relationships with world-leading enterprises such as Cisco, JLL, Sage, and of course McGraw Hill. We deliver quality work, underpinned by our core values of communication and transparency, leading to feedback such as the below quote:

“We really like your forward thinking and the execution approach that you bring above all other agencies. Your clear communication and professionalism, on top of the proposal, is why we decided to go with you.” 

Integrated Campaign of the Year

This year, we are so happy to have our hard work with McGraw Hill Education recognised through becoming a finalist for the GDEA awards.

Our shortlisted campaign was for the global launch of the 21st edition of McGraw Hill’s ‘Harrison’s Principles of Internal Medicine’ textbook. The campaign spanned print, digital, and video comms – all tied together with a campaign strap-line and messaging that we are extremely proud of. 

Harrison’s is the world’s most trusted clinical medicine text – regarded by medical practitioners, professors, and students alike as ‘the bible of medicine’. The information contained within the book directly improves patient care by providing clinicians with the latest authentic research from the global medical community. In the global fight against the pandemic, we were all bombarded with medical news – some genuine updates in science, others – more concerningly – sources of disinformation and ‘fake news’. Published in early 2022 – 2 years after the first outbreak of Coronavirus – this 21st edition arguably carried more importance than any past version, emphasising the need for global reach.

This is the second Harrison’s launch campaign we have worked on – this time, combining both the successes and learnings from the 20th edition with the magnified need for up-to-date and credible clinical guidance to fight through the ever present ‘fake news’. Hence, we came up with our strap-line – ‘The voice of clinical reason’.

Powerful, emotional-led messaging achieved 53% higher engagement, and a rapid test, learn, and redeploy execution strategy achieved a 4-fold revenue improvement compared to past edition campaigns.

Feedback is best summarised by Ellie Pike, International Marketing Director at McGraw Hill Education:

“Ahead in reach, ahead in pre-sales, and ahead in revenue – our Harrison’s campaign for the 21st edition is ahead of anything we’ve done before. I’m proud of the results so far, especially as it shows the best of our sophistication, creativity, and innovation in our marketing efforts. More importantly, I’m proud to be part of a global effort to provide content that supports clinical professionals in hospitals and students studying to be doctors around the world.

Velo Managing Director, Paul Crabtree, said:

Attaining a finalist position for our work with McGraw Hill is a testament not only to the hard work of everyone at Velo, but also to the long-standing and first-class relationship we have with McGraw Hill Education, and our clients in general. This nomination truly puts into practice our mantra of crafting B2B marketing to be proud of. Congratulations to those who also made the finalist position – we look forward to finding out the results!’

Find out more about Velo’s industry-leading marketing here.

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