Pete Markey Launches Local Media Works Awards 2019

TSB Bank chief marketing officer Pete Markey has launched the Local Media Works Awards today while highlighting the power of local media for national advertisers. 

The awards, powered by JICREG the industry currency for local media audiences in the UK, challenges media planners to better understand the context, relevance and power of local media and provide best practice and inspiration.

Welcoming the launch chair of the judges Pete Markey, chief marketing officer for TSB Bank, said: “Local media is a powerful platform for national advertisers like TSB and we must all make sure that we are making the most of this important channel which combines local targeting with huge scale.

“The recent launch of JICREG True Local demonstrated the huge audiences local media now reaches – 40.6 million people consume local media in print or digital each month, with mobile boosting audiences by 94 per cent. 

“If you work in a media agency then you must enter the Local Media Works Awards which recognise the UK’s most outstanding planning talent.”

The awards will cover six categories; best original thinking, best strategy, best use of content, best use of local targeting, best use of JICREG and best use of multi-platform.

Organised by Local Media Works, the competition offers entrants the chance of winning a brunch for eight people at the Duck and Waffle.

Entrants from agencies across the media industry are asked to demonstrate how they have integrated local media into past national advertising campaigns or how they would enhance past campaigns by adding local media into the mix.  


Helen Vinken, Carpetright UK marketing director and LMW judge, said: “Advertisers need communications channels that are trusted by their audiences and known to have impressive scale.

“And not only is local media highly trusted, with editorial checks and balances in place, its audience is growing, now reaching 75 per cent of GB adults a month, and can deliver great outcomes for businesses large and small.

“I am really looking forward to seeing what creative planners have produced, and wish all LMWA entrants the best of luck!” 

In addition to Pete and Helen, the judging panel for the awards consists of:

  • Stewart Easterbrook, chairman of MiQ and chairman of Medialab Group
  • Simon Edgley, regional managing director, Reach Plc and LMW chairman
  • Richard Lee, regional marketing manager, RNLI
  • Richard McCarthy, retirement planning campaigns team leader, Department for Work and Pensions
  • Elliot Parkus, client managing director, Dentsu Aegis Network
  • Stephanie Wilks-Wiffen, head of marketing (UK), eToro
  • Justin Fenton, head of marketing, Local Media Works

To enter go to the Local Media Works Awards website. Entries will close on 4 September at 5pm and the winners will be announced in November.

For further information about the awards please contact Justin Fenton.

NOTE: The overall prize is a Sharing Brunch for up to eight people at the Duck and Waffle. Duck and Waffle management reserves the right to revoke the offer at any time.