Reflections on a winning night at the Chartered Institute of Marketing (CIM) Marketing Excellence Awards

Written by Ben Cherkas on Monday 30th April 2018

ACCRETIO - An OPEN Health company, were crowned winners for ‘Best Use of Data and Insight - SME’ at the Marketing Excellence awards on the 12th April during an entertaining evening at the Grosvenor House Hotel in London.

It is worth reflecting on what this means for ACCRETIO's consultancy approach and the learning that we will carry forward.

Ben Cherkas (Brand Manager) represented ACCRETIO at the awards ceremony in London

The Marketing Excellence Awards recognise and reward brilliance in the field of marketing for a range of categories. They provide individuals, teams and agencies from across the marketing industry with the opportunity to showcase their successes and the impact of their campaigns. The Awards are open to any organisation within the UK regardless of size, sector or industry. There are a number of awards given at the ceremony with the judges looking for innovative marketing approaches which address a real business challenge with proven results.

A phrase that was repeatedly mentioned during keynote speeches at the ceremony was ‘customer-centricity’ of the marketing efforts - keeping the end customer’s motivations in mind. This is a trend that, in order to deliver results, marketing strategy must remain close to. This is a key focus for ACCRETIO, and was certainly true of our work with Bayer. ACCRETIO identified a new channel, via GP prescription, to generate growth for the company’s treatment for Fungal Nail Infection, Canespro®, which was previously only available over-the-counter. This channel had potential due to the low levels of satisfaction with the existing prescription options available to primary care prescribers that ACCRETIO took the time to fully understand. Through clever utilisation of clinical and sales data, ACCRETIO built a business case that highlighted the growth opportunity and strategic plan to achieve the growth. Accretio then set out to make Canespro® available for UK GPs to prescribe, building a cost-effectiveness model, undertaking qualitative and quantitative research to fully understand the route to market, and implementing the plan. The understanding that ACCRETIO built, and subsequent work that ACCRETIO undertook has opened up a whole new route to patients with immediate sales results, benefiting Bayer, the NHS and of course, patients.

Winning a CIM award is a major accolade for any company. To be among the winners this year with our first entry was a fantastic result and a testament to our strategic and implementation capabilities. Taking a results driven approach is key to ACCRETIO’s success across the brands we work with both in a strategic consultancy and implementation capacity.

For further information on ACCRETIO’s strategic solutions and implementation services, please get in touch with Richard Baderin, Managing Director at:, or +44 7823 523387