BMA 2012: Button Bell to be next chair; Accenture, gyro honored

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Chicago—Kathy Button Bell, VP-CMO of Emerson Electric Co., was introduced Thursday as the 2013-14 chairwoman of the Business Marketing Association. Her term will begin during next year's International BMA Conference. She will serve as vice chair for the next 12 months. Separately, Accenture was named the BMA's Marketer of the Year. The recognition is given to the company that wins the most awards during the BMA's B2 Awards. Accenture was honored for its new campaign, created by TWBA, New York, which features case studies from clients such as Unilever. Teresa Poggenpohl, managing director-global image at Accenture accepted the award on behalf of the consultancy's marketing team. Poggenpohl said the power of the case studies lies in prospects' understanding of how difficult it can be to get a customer to participate in testimonial advertising. “In one ad, Unilever said Accenture helped them save a billion euros,” she said. “Customers say to themselves, "Unilever wouldn't let them say that if it wasn't true.' ” The BMA named gyro as its Agency of the Year. The honor is given to the agency that wins the highest number of creative awards at the B2 Awards. Gyro won a total of 44 B2 Awards on behalf of such clients as FedEx Corp., Hewlett-Packard Co. and John Deere & Co. Christoph Becker, gyro's CEO-chief creative officer, said the recognition offered proof that the agency's plan to “create a global idea shop is resonating.” Rick Segal, president worldwide-chief practice officer at gyro, added: “This is highly validating. This is an affirmation of our strategy.”
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