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Building powerful brands

The Awards categories reflect strategic marketing objectives that are common to all organisations. Your submissions will be judged against the marketing achievements of all types of business – rather than just those of direct competitors in your industry sector.

Entrants should provide independent and robust data that supports the claims made. The judges will give more weight to quantitative data and comparable trend data over time. Key measures which should ideally be included are sales, profit, market share and customer attitudes.

Open the sections below to find out more about what's required under each category. Back to categories.

NEW BRAND
Eligibility dates: 1 Jan 2014 – 31 Dec 2017

The judges will be looking for evidence of commercial success from the creation of a new product or service from an existing brand owner, or from a newly emerging business. The judges will evaluate:

  • Customer insight
  • The creativity of the new product or service
  • The creation of clear brand values
  • The delivery of value for customers
  • Effective use of marketing resources
  • Evidence of commercial success

Number of entries 2017: 5
Winner: iD Mobile

Judge’s Comment – Ruth Rowan, Global Chief Marketing Officer, Dimension Data

‘iD Mobile had clearly identified that they were going to be playing in a very crowded market place with some very big brands so the way they were going to be successful was to be very clear on the segment that they were going to target.’

BRAND EXTENSION
Eligibility dates: 1 Jan 2014 – 31 Dec 2017

The judges will be looking for the successful extension of an existing brand into new markets or market segments, to the long term commercial benefit of the original brand and its owner.
The judges will evaluate:

  • Customer insight
  • Incremental sales
  • Extent of cannibalisation with existing brand
  • Effective use of marketing resources
  • Evidence of commercial success

Number of entries 2017: 5
Winner: O2

Judge’s Comment – Ruth Rowan, Global Chief Marketing Officer, Dimension Data

O2 found a great way of repurposing all the mobile phones and handsets that we get tired of and they did this by elevating their core brand and not cannibalising the relationships they already had with their existing customers.’

BRAND REVITALISATION
Eligibility dates: 1 Jan 2014 – 31 Dec 2017

The judges will be looking for evidence of marketing activity that has successfully challenged public perceptions of a product or service which has been in the doldrums and achieved a significant turnaround in its fortunes.  The judges will evaluate:

  • The scale of the problem
  • Research and creative problem-solving
  • Improved customer perceptions
  • Rising sales/market share trends
  • Effective use of marketing resources
  • Evidence of commercial success

Number of entries 2017: 12
Winner: Tesco

GLOBAL BRAND MARKETING
Eligibility dates: 1 Jan 2014 – 31 Dec 2017

The judges will be looking for examples of effective international brand marketing across at least three countries or regions (these do not have to include the UK). The judges will evaluate:

  • Insight into common market needs
  • Applied learning from one market to another
  • Evidence of consistent success across markets

Number of entries 2017: 6
Winner: Knorr

LONG-TERM-MARKETING-EXCELLENCE
Eligibility dates: A minimum of 3 years up to 31 December 2017

This award recognises marketing excellence over a sustained period of no less than three years.
The award will go to the company or brand that best demonstrates how a superior marketing strategy, consistently applied, has driven business improvement over time.

Number of entries 2017: 11
Winner: The National Art Pass

2018 entries open

Deadline to submit, 9 Feb 2018.