HMG Paints recognised by the British Coatings Federation for the best marketing campaign and the excellence in the training programme.
On Thursday 19th
October 2023 at the Grand Hotel in Birmingham (England), the British paints and coatings manufacturer HMG Paints received two prizes from the British Coatings Federation in front of a delegation of over 200 industry professionals: the Marketing Campaign of the Year award and the
Excellence in Training award.
“As a family-owned business, we take immense pride in receiving these awards, particularly when considering the formidable competition among the industry's major corporate players. This double honour is a testament to the unwavering dedication of our entire team at Riverside Works,” has stated Steve Crossman, the chief operating officer of HMG Paints.
The Marketing Campaign of the Year award recognised the first AI-Generated Colour Range, which was launched in March by the Manchester-based family business using ChatGPT and other artificial intelligence tools in order to create a new range of colours and themes as well as visual assets to support its organic traditional marketing campaign. The judges have been impressed by the employment of cutting-edge technologies in a traditional industry, along with a unique selling proposition that could potentially revolutionise how paint collections are created and marketed in the future.
“We have only got a small team and limited budget, so we have to be truly innovative on how we utilise our resources to stand out in a competitive marketplace. To pull this whole campaign together within two days between the two of us in the office and launch it just shows how companies can utilise AI to disrupt marketing and traditional industry activities. We have worked with brands and other people in the industry who have spent months working on such projects and not seen anywhere close to the results we have achieved. We are very lucky to have a supportive board who allow us to innovate and try out new ideas,” has commented Paddy Dyson, the marketing manager of HMG Paints
The second prize obtained during the 13th celebration awarded the training scheme
of the company. The initiative utilises the know-how of HMG Paints to create tailored programmes and engage with staff from across the business according to their role. In addition, it has recently also implemented new modules in order to ensure to be updated on the latest technological trends and developments.