Why 1XL is supporting the Creative Shootout
By Scott Gill, MD, 1XL.
This year we have the honour of awarding the winners of 2018’s Creative Shootout competition with £250,000 in media spend, to help craft a unique and disruptive marketing campaign for UK hunger-charity FareShare. With a Comscore unique audience reach exceeding 26.4m, 1XL offers more unique de-duplicated coverage than any other established news publisher through its established blue-chip publishers, creating the perfect environment to execute a creative campaign.
We are delighted to be involved in this event, because when it comes to nurturing and recognising the future talent of the mar-comms industry, the Creative Shootout is at the top of its game. The award format is incredibly innovative, with its fast-paced, high-pressure style – in many ways reflecting the real-world of communications, which most of its participants will know too well. It also surfaces and rewards creative talent among marcomms agencies of all shapes and sizes, as opposed to one specific strand; mirroring the convergence of creativity, comms strategy and ATL marketing that permeates our industry today.
Our partnership with the Creative Shootout has also introduced us to FareShare, a fantastic charity that is proactively helping to resolve the UK’s food-distribution crisis. Although the charity is by nature a local initiative, FareShare also works internationally, just like 1XL, and it is really rewarding for us to support an organisation with such wide-reaching ambitions.
FareShare is taking fantastic measures to help reduce food poverty at scale, and we are delighted to be able to support them in their bid to raise awareness for this cause, and make tangible changes to the lives of people everywhere.
The Creative Shootout also comes at an ideal time for 1XL as we launch our own branded content division, 1XL Studios, which aims to bring quality audiences and editorial directly to brands at a local level in a really creative way. Specifically, the competition will provide the perfect opportunity to watch the boundaries of creativity be pushed across the powerful medium of local media. Not only this, but it will help expose our digital advertising platform to the most creative minds in UK marcomms. The union of regional news sites that make up 1XL influences a total of 24m unique users per month, but this means little if we do not ensure that we are using our resources as creatively as possible.
It goes without saying that amplifying FareShare’s message and enhancing its ability to help people in need is an excellent reason to support The Creative Shootout. Also, unlike similar initiatives, the event doesn’t discriminate between who has the biggest client budgets or the wackiest mandate from client brands – it simply rewards great use of media and standout ideas from the best people on an equal footing.
It is this purity of purpose that makes it the most prestigious award in the marcomms industry today. So, get applying before 28 November!
Visit 1XL’s website at www.1xl.co.uk.