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Connecting with Customers

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.

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

Number of entries 2017: 15
Winner: Maltesers

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

Number of entries 2017: 5
Winner: Fitness First

Judge’s Comment – Aedamar Howlett, Marketing Director, GB & I, Coca-Cola

‘This entry showed long-term customer value, how that was built and what was the plan and the results. The way all this was put together was a real joy to read because it was submitted exactly against the criteria. ‘