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Karen Earl won the Outstanding Achievement gong at Hollis Sponsorship Awards

Synergy, Mischief & Karen Earl triumph at Hollis Sponsorship Awards

It was a great night for Engine companies at the 18th Hollis Sponsorship Awards, which were held in London last night.

Synergy was named Sponsorship Consultancy of the Year, winning the award thanks to a stellar year that included the creation of high-profile campaigns for BMW, Royal Bank of Scotland, Guinness and Jameson.

Meanwhile the company’s founder, Karen Earl, won the prestigious Outstanding Achievement Award, in recognition of the huge contribution that she has made to the sponsorship industry.

Karen, who founded Synergy (then called Karen Earl Sponsorship) 28 years ago, was presented the award by athletics legend Alan Pascoe.

Another Engine company, Mischief, joined Synergy on stage for the third success of the night, after their ‘Bumvertising’ work for Betfair won Best use of PR.  

The campaign, which ran last summer, saw Betfair negotiate a deal with Team Mullin-Dampney, the number one British beach volleyball duo, to position a Betfair QR code on the players’ kit during the high-profile London 2012 beach volleyball test event on Horseguards’ Parade.

Thousands of national and international media stories were generated off the back of the campaign, as well as big increases in traffic to Betfair Mobile and Betfair mobile app downloads.

Dominic Curran, Synergy’s deputy managing director, said: “Winning the Hollis Agency of the Year Award is recognition of the mould-breaking and creative work being done by all the team at Synergy as we pioneer the Social Era of sponsorship. This pioneering spirit reflects the principles on which Synergy was founded by Karen Earl, so it was particularly exciting for all of us to see her recognised for a Lifetime Achievement Award. A great night all round with the odd sore head to match this morning.”


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