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What it takes to achieve excellence

Our winners were announced at our awards ceremony on 14 June 2017 at City Central at the HAC.

If you're a member of the Society, you can read the case studies in our Clubhouse. We have hundreds of winning and commended papers going back to 2012. If you're not a member, head here to find out more and apply to become one.

For non-members, you can read the paper from our 2017 Grand Prix winner #JointheHerd, and also see interviews with our past judges and reactions from our winners on YouTube.

Below you'll find the list of winners from our awards going back to 2014, as well as interviews with 2017's leader and young leader of the year - and finally, a photo archive to relive pictures from the night.

Grand prix: #JoinTheHerd
Marketing leader of the year: Barnaby Dawe, global CMO, Just Eat
Young marketing leader of the year: Bo Jakubenko, marketing manager, Treasury Wine Estates

Best entry from outside the UK: HCL Technologies (India)
Brand activation: ITV & The National Lottery with the The British Olympic and UK Sport
Brand extension: O2
Brand revitalisation: Tesco
Branded content: Ribena
Building customer relationships: Fitness First
Building marketing capabilities: Direct Line Group
Business-to-business: Advanced
Cause-related marketing: Maltesers
Customer insight: Maltesers
Employee engagement: Johnson & Johnson
Finance directors’ prize: John Lewis
Global brand marketing: Knorr
Leading-edge thinking: ITV & The National Lottery with The British Olympic and UK Sport
Long-term excellence: The National Art Pass
Marketing communications: Maltesers
Marketing on a shoestring: Hammerson Gift Cards
New brand: iD Mobile
Not-for-profit: #JoinTheHerd
Purpose-driven brands: Channel 4

Grand prix: Sensodyne
Marketing leader of the year: Alistair Macrow, CMO, McDonald’s
Young marketing leader of the year: Anne-Lise Johnsen, youth product manager, Arsenal FC

Brand activation: Lotto
Brand extension: John Lewis Insurance
Brand revitalisation: Pot Noodle
Branded content: Green Flag
Building customer relationships: Telefónica O2
Building marketing capabilities: M&S
Business-to-business marketing: Heineken
Cause-related marketing: Telefónica O2
Customer insight: Direct Line
Effective marketing communications: The Electoral Commission
Employee engagement: OxfordSM
Global marketing: P&G Always
Leading-edge thinking: NHS Blood and Transplant
Long-term marketing excellence: Sensodyne
Marketing on a shoestring: Amnesty International
New brand: Vitality Health Insurance
Not-for-profit marketing: Sport England
Purpose beyond profit: P&G Always

Grand prix: EDF Energy
Marketing leader of the year: Syl Saller, global CMO, Diageo
Young marketing leader of the year: Izabela Taseski, head of sponsorships, 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

Best entry from outside the UK: HSBC
Best leading-edge thinking: Depaul
Brand activation: John Lewis
Brand extension: BT Sport
Brand revitalisation: BT Sport
Business-to-business: Newsworks
Cause-related marketing: Paddy Power
Content marketing: Sainsbury’s
Customer insight: Mercedes-Benz
Customer relationship marketing: easyJet
E-commerce: Expedia
Employee engagement: AMV BBDO
Finance director’s prize: easyJet
Global marketing: Mars Petcare (Sheba)
Long-term marketing: easyJet
Marketing comms: John Lewis
Marketing for sustainable consumption: Unilever
Marketing leadership: Burton’s Biscuit Company
Marketing on a shoestring: Depaul
Mobile marketing: Aviva
New brand: Hailo
Not-for-profit: NSPCC
Social media: ASOS

Marketing Leader of the Year 2017

Barnaby Dawe, global chief marketing officer, Just Eat

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.

Young Marketing Leader of the Year 2017

Bo Jakubenko, marketing manager, Treasury Wine Estates

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.

Memory lane

Relive the night. Browse photos from the last few years of our awards. In 2015 comedian Marcus Brigstocke hosted, in 2016 we had writer and comic Russell Kane, and in 2017, actor and comedian Hugh Dennis.

2017 gallery

2016 gallery

2015 gallery