Soup wins at AMI awards

Sydney October 20, 2011:Australia’s first and leading word-of-mouth (WOM) marketing company, Soup, has taken out a prestigious national AMI Award from a huge field of top-quality finalists.

Its ground-breaking work for the Commonwealth Bank of Australia won Soup the award in the Marketing Communication (business to consumer) category.

Soup’s work for CBA is the first time an Australian bank has used word of mouth on such a scale and is a break with the category which is typically reactive to negative WOM, rather than proactive in fostering positive word of mouth.

“It was a bold move for Australia’s largest bank to engage Soup to drive positive WOM for the changes it has made to its customer service offering,” Soup CEO Sharyn Smith said.

“By engaging Soup influencers to spread the word, CBA was able to close the gap between perception and reality – great customer service.

“It shows great leadership from CBA that it recognised the power of harnessing word of mouth as part of its marketing mix.”

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Contact:

Sharyn Smith

CEO

(02) 9356 7500

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About Soup

Soup was the first Australian agency to harness the power of word of mouth. Founded in 2006, it remains the leader in the field of word-of-mouth and advocacy marketing. Soup works with influencers and has a database of more than 100,000, who sample and help shape its clients products. Soup works with brands in just about every marketing category: from FMCG to beer to pharmaceuticals, including Commonwealth Bank, Panasonic, Arnott’s, Cadbury Schweppes, Kimberly-Clark, Lion Nathan, Nestle and Reckitt Benckiser.

Soup is a 2011 BRW Fast Starter, the Telstra Business Awards People’s Choice NSW winner, was a finalist in the Specialist Agency category at the B&T Awards, 2010 and a finalist in the Innovation category of the Anthill Cool Company awards, 2010.