Helping Purdy celebrate mentors in the trade

Developing the inaugural Purdy Mentor of the Year competition

Just one of the campaigns we worked on for Purdy in 2021, the Purdy Mentor of the Year competition aimed to highlight those passing on vital skills in the trade, and proved to be a big success.

In 2021 we developed the inaugural Purdy Mentor of the Year competition. This recognises those in the industry that are inspiring the next generation – with apprentices and trainees encouraged to nominate their mentor. Purdy joined with the CITB and the Professional Decorating Association (PDA) to reach younger decorators and encourage entries.

The competition launched in July 2021 and ran until the end of September. Anyone passing on their skills and passion to the person or people they are training could be nominated - whether they run their own business, manage or train decorators in a larger firm or teach at a college. The entries were judged by Phil Warwick from the CITB, Neil Ogilvie at the PDA and Andy Cummins, Senior Product Manager at Purdy. The winner was awarded £2000 while two runners up received £500 each. The apprentice or trainee who nominated the winners also received a bundle of Purdy products to add to their kit.

We developed a multi-platform approach for the promotion of the competition, including:

  • Organic and promoted social media posts
  • PR through the trade press – both to publicise the launch and announce the winners.
  • Blog posts on the Purdy UK website
  • Video content – interviews with the winners pushed out through social and on the website.

The competition was a huge success with the number of nominations surpassing all expectations. As hoped, the mentors that were nominated represented people from across the sector including self-employed professionals who have inspired their apprentice; experienced decorators at big companies who are passing on best practice, and lecturers helping their students find their passion for the trade.

"Winning Purdy Mentor of the Year is quite a humbling experience. I was shocked when I found out that my students had actually nominated me. They were all very competent, very capable students, and it was about taking their ambition and showing them that there's no ceiling on it. Winning this is amazing. It is something that I'll remember forever but there's hundreds of people just like me in every single college and every single department and every single employer around the country."

John Stevenson - Purdy Mentor of the Year winner

John Stevenson from the Leeds College of Building was crowned as the first winner of Purdy Mentor of the Year. Nominated by Reece Dudley for being “such a great tutor”, the judges saw just how inspirational John has been to those he teaches. He has gone out of his way to ensure that his students can gain a full understanding of what it takes to be a professional painter and decorator. John’s positive, “go out and get it” attitude has been instilled in his students and he has worked hard to ensure that they understand the importance of maintaining a high standard of work across every job.

"The Purdy campaigns and activity launched this year have captured the true essence of the brand. Emotive, inspiring and premium are a few words that come to mind when describing the campaigns. Not only have the campaigns been captivating but they have also shone a light on the position the decorating industry will find themselves within the next ten years. Highlighting and sharing experience is key and encompasses the passion that is instilled within the Purdy brand and its advocates. Working with CIB has been such a joy, the dedication and creativity from the team has been pivotal in bringing the campaign to life."

Laura Hettenbach, Senior Trade Brands Campaign Manager, Consumer Brands Group – Europe, Sherwin Williams

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