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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. You can also read the full paper from our 2017 Grand Prix winner #JointheHerd.

View thoughts from our 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

Marketing Leader of the Year

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

Deadline to submit, 9 Feb 2018.