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Communicating Effectively

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.

MARKETING COMMUNICATIONS
Eligibility dates: 1 Jan 2015 – 31 Dec 2017

Judges will be looking for the proven effect that marketing communications have had on the improved performance of a brand. The judges will evaluate:

  • Communication strategy
  • Creativity
  • Media planning
  • Communications effect, isolated from other influencing factors
  • Return on marketing expenditure

Number of entries 2017: 31
Winner: Maltesers

Judge’s Comment – Matthew Barwell, Chief Marketing Officer, Britvic

‘I think the Malteser’s case study really epitomised being successful by being brave. It took the issue of disability and did it in an utterly bold and brave manner – dramatizing real personal issues of friends together, sharing stories.’

SELLING ON A SHOESTRING

Eligibility dates: 1 Jan 2015 – 31 Dec 2017

Judges will be looking for the proven effect on the success of a brand with a total brand marketing budget of less than £1m. The budget may have been spent through any communication channel. The judges will evaluate:

  • The scale of the task
  • Creativity of the marketing plan
  • Originality of approach
  • Sales results
  • Return on expenditure

Number of entries 2017: 8
Winner: Hammerson gift cards

Judge’s Comment – Kristof Fahy, Chief Customer Officer, Ladbrokes Coral

‘This paper was about doing smart commercial work. They were really clear about the points they were making and provided hard commercial results.’

BRANDED CONTENT
Eligibility dates: 1 Jan 2015 – 31 Dec 2017

Judges will be looking for the effective use of content wholly paid for by a brand, which has appeared in any medium, for the purposes of building brand awareness and generating sales.

Branded content, which is also known as content marketing, can encompass branded magazines, digital magazines and editorial features on websites; advertiser-funded programming, creative product placement on TV and other media, viral and social editorial content. The judges will evaluate:

  • Consumer engagement
  • The appropriateness of the media channels chosen for the target audience
  • Creativity of the content
  • Evidence of commercial success
  • Return on marketing expenditure

Number of entries 2017: 24
Winner: Ribena

Judge’s Comment – Keith Moor, Chief Marketing Officer, Santander

‘The sugary drinks category is a tough place to be at the moment, but Ribena wanted to bring the joy back to consuming their drink and sway it from the debate about sugar. They took this out into a public space which was a very brave thing to do.’

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

The judges will be looking for a brand which can demonstrate how it has achieved outstanding results through the integration of all available communication means, such as sponsorship, events, PR, advertising and promotions, in a single creative theme. The judges will evaluate:

  • The project objectives
  • Creativity across all brand activities
  • Evidence of effectiveness
  • Commercial success

Number of entries 2017: 17
Winner: ITV, The National Lottery, British Olympic Association, UK Sport

BUSINESS-TO-BUSINESS-MARKETING
Eligibility dates: 1 Jan 2015 – 31 Dec 2017

The judges will be looking for business to business marketing stories which demonstrate:

  • Originality of approach
  • Evidence of commercial success
  • Return on marketing expenditure

Number of entries 2017: 17
Winner: Advanced

Judge’s Comment – Ian Cranna, VP Marketing & Category (EMEA), Starbucks

‘This entry demonstrated very clear commercial success and ROI which was what we were looking for.’

2018 entries open

Deadline to submit, 9 Feb 2018.