Making a difference
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
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
Number of entries 2017: 15
Winner: Maltesers and Scope (Cause Related Marketing category 2017)
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
Number of entries 2017: 8
Judge’s comment- Mark Given, Marketing Director Sainsbury’s
“With almost no budget, this team set themselves an audacious goal of galvanising every stakeholder who cared about the cause of saving the African elephants from extinction, and within 9 months a UN resolution to close the ivory trade worldwide was agreed”
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
Number of entries 2017: 10
Winner: Channel 4