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Award categories

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.

Connecting with Customers

Eligibility dates: 1 Jan 2014 – 31 Dec 2017

Judges will be looking for the best use of research or database development to provide information on consumer behaviour that has resulted in measurable improvements in brand performance.

This may include research for new product development. The judges will evaluate:

  • Rigour of the research process
  • Discovery of genuine insights
  • Creative application of the research
  • Change to consumer attitudes
  • Improved brand performance, or a successful new brand launch

Winner: The Senet Group

BUILDING CUSTOMER RELATIONSHIPS
Eligibility dates: 1 Jan 2014 – 31 Dec 2017

Judges will be looking for evidence of an improved relationship with customers which has led to a significant commercial benefit. This may be demonstrated by increased customer retention levels, increased revenue per customer, improved customer satisfaction levels, or all of these. This may have been achieved as a result of new products, services, pricing or communications. The judges will evaluate:

  • Understanding of customer life time value
  • Customer insight
  • Original thinking to increase customer revenues
  • Improved value for customers
  • Customer loyalty
  • Return on marketing expenditure

Winner: IAG Cargo

 

Communicating Effectively

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

Winner: Bodyform

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

Winner: Karma Group

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

Winner: Suzuki

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

Winner: National Safety Council

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

Winner: Team EY

Mobilising the Organisation

EMPLOYEE ENGAGEMENT
Eligibility dates: 1 Jan 2014– 31 Dec 2017

The judges will be looking for the creative use of research and communications to build employee motivation, which has led to improved business performance. They will evaluate:

  • Employee research
  • Successful internal communication of corporate values
  • Evidence of improved employee motivation
  • Improved brand or service provision for customers

Winner: Currys PC World

Making a Difference

PARTNERING FOR GOOD
Eligibility dates: 1 Jan 2014 – 31 Dec 2017

The judges will be looking for examples of a partnership between a business and a charity or cause which has delivered tangible and mutual benefits to both parties. The judges will be looking for evidence of how this campaign has performed overall, and how it is integrated with broader marketing objectives. The judges will evaluate:

  • Brand fit with charity partner or cause
  • Staff ‘buy-in’
  • Value delivered to both partners

Winner: TfL, Mayor of London, Metropolitan Police, British Transport Police, City of London Police

NOT-FOR-PROFIT-MARKETING 
Eligibility dates: 1 Jan 2015 to 31 Dec 2017

Entry to this category is free.

The Marketors’ Trust – the charitable arm of the Worshipful Company of Marketors – is kindly supporting this category in 2018 and has generously agreed to pay the entry cost of all submissions. The Trust’s objectives include encouraging higher standards in charity marketing and the sharing of best practice in the sector.

The winning entry team will also be offered a place for one nominated executive on the Marketing Society’s exclusive “Ones to Watch Programme” in 2019.

The judges will be looking for examples of marketing campaigns from a charity, a not- for-profit cause or a public sector organisation which has delivered a tangible and lasting effect.

The judges will evaluate:

  • The scale of the challenge
  • Value delivered to the cause or organisation
  • Changes of public perception
  • Return on marketing expenditure

Winner: Healthier Scotland, Scottish Government

PURPOSE DRIVEN BRANDS 
Eligibility dates: 1 Jan 2014 to 31 Dec 2017

The judges will be looking for examples of brands where the introduction of a clearly defined purpose has brought benefits to the consumer, society and the brand.  The judges will evaluate:

  • The clarity and originality of the defined purpose
  • How the service or product has improved as a result
  • The extent of engagement with the purpose by staff throughout the company
  • The extent to which the purpose translates into a compelling win for consumers
  • Societal benefits
  • Commercial benefits

Winner: Bodyform

Building Powerful Brands

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

Winner: BOXT

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

Winner: Godiva

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

Winner: Beano Studios

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

Winner: Toyota

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.

Winner: McDonald's

Leading Individuals

YOUNG MARKETING LEADER OF THE YEAR (free entry)
Entrants must be 30 or under on 31 December 2017, and demonstrate that they have the potential to become an outstanding marketing leader. Shortlisted candidates will be required to make a presentation to the judging panel in London, in April 2018. The winner will receive a free place (value £9K) on the Society’s Marketing Leaders Programme, run in association with Brand Learning, in 2019.

Entrants should submit:

  • A short CV
  • Evidence that they have personally made a significant contribution to a key marketing initiative in their company
  • A recommendation from their current marketing director

Winner 2018: Hannah Pain, McDonald's

MARKETING LEADER OF THE YEAR

This category cannot be entered directly. Candidates will be nominated by members of The Marketing Society and each year we will go out to members and the wider marketing community to get your nominations. Follow us on twitter to stay up to date on nominations @themarketingsoc.

The Marketing Society Marketing Leader of the Year shortlist is then chosen by a combination of votes and an expert panel of senior practitioners.

The Marketing Leader of the Year will have led the marketing of a brand which has clearly excelled in performance in the last 12 months and would be acknowledged by the whole marketing profession to demonstrate marketing excellence.

The individual will be an inspirational figure for all other current marketers, and be capable of representing marketing to the wider business community.

In 2017, following a keenly contested popular vote in which over 2300 votes were cast, an expert panel met to consider both the voting and the professional record over the past 12 months of the leading candidates.

Winner 2018: Mark Evans, Direct Line Group

Being the Best of the Best

BEST ENTRY FROM OUTSIDE THE UK
The judges will make a special award to the best entry from outside the UK. You cannot enter this category directly yourself. When you submit an entry into any of the other eligible categories you are automatically entered for consideration into this category as well (if your entry is non-UK based).

Winner 2018: Dimension Data and Cisco

FINANCE DIRECTORS’ PRIZE
This category cannot be entered directly. The judges will recommend a short list of papers to be assessed by a panel of finance directors, who will choose the winning paper they think best demonstrates effective use of marketing expenditure.

Winner 2018: KFC

BRAVEST BRAND

This category cannot be entered directly. Having reviewed all the entries, the judges will award a special prize to the brand they consider has been bravest. In line with the Society’s “brave” agenda, we are looking for brands which have taken risks and succeeded against the odds. This may be a challenger brand – a “David” that has taken on “Goliath” or a Goliath that has been dramatically reinvented.

This brand may have created or encouraged positive social change as well as pursuing its commercial objectives. This brand will certainly have moved outside its comfort zone. The winner of this award will go forward for a new global “Bravest Brand” award being developed with our Marketing Society global hubs.

Winner 2018: Skittles

GRAND PRIX

This category cannot be entered directly. Having reviewed all the category winners, the judges will award the Grand Prix to the paper which best demonstrates marketing excellence to the UK business community in 2018.

Winner 2018: Bodyform