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2017 winners and highly commended

Please find below the winners and highly commended entries from 2017. They were announced at our awards ceremony on 14 June 2017 at the Artillery Garden at the HAC.

Members of The Marketing Society can read the case studies in our online Clubhouse.We have hundreds of winning and highly commended papers going back to 2012 on our members-only website. If you're not a member, head here to find out more and apply.

For non-members, you can also read the full paper from our 2017 Grand Prix winner #JointheHerd. An entry that thoroughly impressed our panel of judges.

View thoughts from our past judges and reactions from our winners on YouTube.


Grand prix
Winner: #JoinTheHerd

Leading-edge thinking
Winner: ITV & The National Lottery with The British Olympic and UK Sport

Finance directors’ prize
Winner: John Lewis

Best entry from outside the UK
Winner: HCL Technologies (India)


Customer insight
Winner: Maltesers
Commended: M&S

Building customer relationships
Winner: Fitness First


Marketing communications
Winner: Maltesers
Commended: IKEA
Commended: Sainsbury’s

Marketing on a shoestring
Winner: Hammerson Gift Cards
Commended: Northumbrian Water

Branded content
Winner: Ribena
Commended: Domino’s Pizza UK

Brand activation
Winner: ITV & The National Lottery with the The British Olympic and UK Sport
Commended: Churchill Insurance

Winner: Advanced



Employee engagement
Winner: Johnson & Johnson

Building marketing capabilities
Winner: Direct Line Group
Commended: Britvic


Cause related marketing
Winner: Maltesers

Winner: #JoinTheHerd
Commended: St John Ambulance and Tesco

Purpose driven brands
Winner: Channel 4
Commended: TSB
Commended: Persil


New brand
Winner: iD Mobile

Brand extension
Winner: O2

Brand revitalisation
Winner: Tesco
Commended: Kronenbourg 1664

Global brand marketing
Winner: Knorr

Long-term excellence
Winner: The National Art Pass
Commended: Domino’s Pizza
Commended: John Lewis

Archive of award winners

Browse our archive of winners and highly commended entries from 2016, 2015 and 2014.

You can also hear from one of our judges in 2016, the Post Office's Pete Markey (now Marketing Director at TSB).

He spoke to us about the judging process and what he and the other judges look for when it comes to a winning paper.

View the archive of winning brands below.


Customer Insight
Winner: Direct Line – The Fixer
Commended: Pot Noodle – Success doesn’t come on a plate (Agency: Lucky Generals)

Building Customer Relationships
Winner: Telefónica O2 – Pro-active resign
Commended: Wyevale Garden Centres – The Garden Club (Agency: WDMP)
Commended: Shell Drivers’ Club/Clubsmart (Agency: Wunderman UK)


Effective Marketing Communications
Winner: The Electoral Commission (Agency: MullenLowe London)
Commended: Direct Line – The Fixer
Commended: NHS Blood and Transplant – Missing type (Agency: Engine)

Marketing on a Shoestring
Winner: Amnesty International – How Amnesty International took on the UK Government, and won (Agency VCCP)

Branded Content
Winner: Green Flag – Harnessing branded content to shake up the breakdown assistance industry
Commended: Absolut Vodka – Silverpoint for Absolut Vodka (Agency: Somethin’ Else)
Commended: Pepsi Max – Making Pepsi Max the choice of a new generation once again (Agency: AMVBBDO)

Brand Activation
Winner: Lotto – Activating the nation’s game (Agency: AMVBBDO)
Commended: Sainsbury’s – Christmas is for sharing (Agency: AMVBBDO)


Employee Engagement
Winner: OxfordSM – Becoming a truly values-led organisation (Agency: OxfordSM)
Commended: Telefónica O2 – Rally Cry

Building Marketing Capabilities
Winner: M&S – An adventure in building marketing capabilities (Agency: Brand Learning)
Commended: Direct Line – Transforming a team and a business


Cause Related Marketing
Winner: Telefónica O2 – GoThinkBig
Commended: Aviva – Aviva community fund

Not-for-Profit Marketing
Winner: Sport England – This Girl Can (Agency: FBC Inferno)
Commended: NHS Blood and Transplant – Bleed for England (Pablo)


New Brand
Winner: Vitality Health Insurance – Energising insurance (Agency: Big Eyes London)

Brand Extension
Winner: John Lewis Insurance (Agency: adam&eveDDB)
Commended: Hive and British Gas (Agency: CHI&Partners)

Brand Revitalisation
Winner: Pot Noodle – Success doesn’t come on a plate (Agency: Lucky Generals)
Commended: Stork – Rising to the occasion (Agency: Unilever BCS)

Global Marketing
Winner: P&G Always – #Likeagirl (Agency: Leo Burnett London)
Commended: 5 Gum – Truth or dare (Agency: Energy BBDO)

Business-to-Business Marketing
Winner: Heineken – Heineken’s ‘our shout’ (Agency: whynot!)
Commended: Thunderhead – The Thunderhead: kicking up a storm across the unadventurous software landscape

Long-Term Marketing Excellence
Winner: Sensodyne – How marketing created a billion-dollar brand (Agency: Grey London)
Commended: Telefónica O2 – Long Term Marketing Excellence: O2 (Agency: VCCP)
Commended: Trelleborg – Measurable marketing quality (Agency: STEIN IAS)

Purpose Beyond Profit
Winner: P&G Always – #Likeagirl (Agency: Leo Burnett London)


Grand prix
Winner: Sensodyne – How marketing created a billion-dollar brand (Agency: Grey London)

Leading-edge thinking
Winner: NHS Blood and Transplant – Bleed for England (Pablo)

Finance Directors’ prize
Shell Driver’s Club/Clubsmart (Agency: Wunderman UK)

Best entry from outside the UK
Winner: Extra Gum – submitted by Energy BBDO, Chicago, USA

Winner: Alistair Macrow, Chief Marketing Officer, McDonald’s

Winner: Anne-Lise Johnsen, Youth Product Manager, Arsenal FC

    Grand prix: EDF Energy
    Marketing leader of the year: Syl Saller, Diageo
    Young marketing leader of the year: Izabela Taseski, Barclays
    Best business to business marketing: Trelleborg Marine Systems
    Best entry from outside the UK: Hotel Jen
    Best leading edge thinking: Warner Bros., The LEGO movie
    Brand activation: BBC Worldwide, Doctor Who
    Brand extension: Britvic, Robinsons
    Brand revitalisation: EDF Energy
    Branded content: Warner Bros., The LEGO Movie
    Building customer relationships: Three
    Building marketing capabilities: SCA
    Cause related marketing: Sainsbury’s
    Customer insight: Curry’s PC World, Dixon’s Carphone
    Effective marketing communications: First Great Western
    Employee engagement: Premier Inn
    Finance director’s prize: Curry’s PC World, Dixon’s Carphone
    Global marketing: Diageo, Guinness
    Long term marketing excellence: Macmillan Cancer Support
    Marketing for sustainable consumption: O2
    Marketing on a Shoestring: Wagamama
    New brand: TSB
    Not-for-profit marketing: NSPCC

    Grand Prix: easyJet
    Marketing Leader of the Year: Peter Duffy, Group Commercial Director, easyJet
    Young Marketing Leader of the Year: Emanuel Gavert, Global Platform Manager, Chocolate, Mondelez International
    Customer Insight: Mercedes-Benz
    New Brand: Hailo
    Brand Extension: BT Sport
    Brand Revitalisation: BT Sport
    Marketing Comms: John Lewis
    Marketing on a Shoestring: Depaul
    Social Media: ASOS
    Mobile Marketing: Aviva
    Content Marketing: Sainsbury’s
    Brand Activation: John Lewis
    E-Commerce: Expedia
    Customer Relationship Marketing: easyJet
    Marketing for Sustainable Consumption: Unilever
    Employee Engagement: AMV BBDO
    Marketing Leadership: Burton’s Biscuit Company
    Cause Related Marketing: Paddy Power
    Global Marketing: Mars Petcare (Sheba)
    Not for Profit: NSPCC
    Long Term Marketing: easyJet
    B2B: Newsworks
    Best Leading Edge Thinking: Depaul
    Finance Director’s Prize: easyJet
    Best Entry From Outside the UK: HSBC

Marketing Leader of the Year 2017

Just Eat’s Barnaby Dawe has been at the vanguard of a home eating revolution, transforming the concept of the local takeaway meal— historically a Saturday night treat from the Chinese or Indian — into a digitally-led, branded experience that links 17m customers across the globe to a network of 67,000 restaurants.

Since joining the UK-based company in 2015, Dawe has been instrumental in evolving Just Eat’s positioning from a disruptive upstart into a market leader operating in 13 countries and with full year revenues up 52% to £376m in 2016.

Key to Just Eat’s growth is its mastery of technology. Dawe himself is something of a technophile and has embraced virtual reality, artificial intelligence and robotics.

His CV shows a marketer whose extensive media experience, at Sky, The Sun and Channel 4, has been of huge value.. While Just Eat is clearly a global brand, the business relies on its relationships with its local partners, and its ‘Tech Accelerator’ initiative to support food tech start-ups highlights its entrepreneurial approach.

Dawe understands that being a brand, and especially one with technology built into its DNA, requires vigilance and foresight. “It’s hard enough to predict how things will change in five years, let alone ten, given the pace of change,” he says.

Dawe epitomises the new breed of CMO, one that understands that the marketer’s role is changing and with it the nature of marketing itself. “We will see a lot more product managers and data scientists being integral to the marketing team in the next five years,” he says.

Young Marketing Leader of the Year 2017

Bo Jakubenko, marketing manager, Treasury Wine Estates

Breaking the conventions of a category is no mean feat in any industry. In wine — which is steeped in tradition — it is virtually unheard of. And yet it is something that Bo Jakubenko and her marketing colleagues at Treasury Wine Estates (TWE) achieved with aplomb.

The last two years have seen TWE shift from being a largely order-taking agricultural company to a brand-led marketing machine, with Jakubenko proving no mere cog, but oiling the wheels and helping drive the company forwards.

Wine had been losing its relevance among millennial males, a group more inclined to buy beer, cider and spirits, but who represented a £76m growth opportunity in the UK alone.

In 2015, just two months after joining TWE in her native Australia as global brand manager for Lindeman’s, Jakubenko was made the global marketing lead for the ‘Gentleman’s Collection’, TWE’s biggest NPD project since its formation in 2011. The idea was developed and then rolled out globally within just four months, targeting millennial males.

A year after launch, it delivered AUD$16m in incremental sales and is now available in 13 countries. Jakubenko is currently involved in rolling out ‘Gentleman’s Club’ across Europe.

Meanwhile, last year saw Jakubenko move across the globe to her current role in London, overseeing two of TWE’s top 20 brands, Lindeman’s and Wolf Blass.

Just seven years into her marketing career, Jakubenko has already proven herself a natural leader, listener and collaborator with an ability to stay focused. As she develops her skills and accrues experience, her true potential can only be imagined.

The winner of this award also gets a free place on our acclaimed Marketing Leaders Programme, brought to you by The Marketing Society and Brand Learning.

2018 entries open

Extended deadline to submit, 23 Feb 2018.