Skip to the content

Brave Awards 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.

Main categories
These are open to all organisations, brands and agencies worldwide to enter. These are paid for entries.

Insight
Creative use of media
Brand Communication
Brand Revitalisation
Relationship Marketing
Enhancing Customer Experience
Digital Marketing
Start-ups
Transforming Corporate Culture
Not for Profit Marketing
Business to Business
Bravest Team

Leaders
The below two categories are open to individuals from brands worldwide to enter. These are free to enter.

The One to Watch
The Bravest Marketing Leader

Judges' choices
These are not eligible to enter directly, however the winner will be selected from all shortlisted entrants and the winner decided by a judge vote.

Inspirational Story
Grand Prix

The below are open to all organisations, brands and agencies worldwide to enter. See each category entry criteria and how much weighting the judges will give to each aspect of your entry.

Criteria

  • What was the scale of the challenge you faced? 15 points
  • What did you do differently? How did you push boundaries? 20 points
  • What risks did you take? 15 points
  • What was the scale of impact? 15 points
  • What were the measurable results? 20 points
  • How does your work inspire others to be brave? 15 points


MAIN CATEGORIES

INSIGHT
We want to hear how you have used insight, derived from data analysis or market research, to make a brave change to your marketing. What research techniques did you use? What analysis did you carry out that led to an inspiring insight that changed the fortune of your brand?

CREATIVE USE OF MEDIA
How have you used media bravely? Your campaign could have been over any medium and your budget large or small, but we’re interested in the challenge you faced, the solutions you found and results you achieved.

BRAND COMMUNICATION
How did you step outside the norm when it comes to communication? How did you push boundaries? We want to know the challenge you faced, the budget you had available and how you used it to achieve your objectives and what the results were.

BRAND REVITALISATION
Reinventing a brand is never an easy thing. We want to know what situation your brand was in and what problems you identified needed fixing and, importantly, what brave solutions did you implement and what were the results?

RELATIONSHIP MARKETING
How have you created emotional connections with your customers? How have you increased their loyalty towards your brand? We want to clearly understand how you have enhanced relationships with your existing customers (as opposed to chasing new ones) and what results you achieved.

ENHANCING THE CUSTOMER EXPERIENCE
We want to know how brave you have been in overcoming barriers to a better customer experience in your market. What were the problems customers were facing? What unorthodox and innovative solutions did you use to overcome them and what were the results?

DIGITAL MARKETING
We want to hear about brave new ways of using digital technology to attract and to connect with customers, what challenges you faced, how you got buy-in to your ideas and the results that you achieved.

START-UPS
Tell us about your new brand, the challenges you have faced and overcome so far, the results you have already achieved and your aims for the future.

TRANSFORMING CORPORATE CULTURE
We are looking for companies that either on their own, or in association with a charity, have created a bold and brave campaign or movement which has benefitted customers, employees, shareholders and society.

NOT-FOR-PROFIT MARKETING
We want to hear about brave social marketing campaigns from charities, not for profit causes or public sector organisations that have had a beneficial effect on our society.

BUSINESS-TO-BUSINESS MARKETING
This type of marketing has often been criticised for being dull, safe and lacking in emotion. We want to see your campaigns that do the opposite, campaigns that have stood out above the rest, taken risks and engaged customers, showcasing not only excellent work, but creativity and ROI.

BRAVEST TEAM
Which campaigns have been a real team effort? We want to hear about teams within your business that have taken on tough challenges, pushed boundaries, stepped outside comfort zones or gone against the norm to really work together to achieve greatness.


LEADER CATEGORIES

THE ONE TO WATCH
We are looking for brave future marketing leaders who have already demonstrated their leadership skills through a project which they have led which has achieved significant results. We are looking for someone with star quality, who demonstrates leadership skills, initiative, creativity and someone with a passion for marketing.

The winner of this category will receive a complimentary place on The Marketing Society’s Marketing Leaders Programme in association with Brand Learning in 2020. This is currently worth £10,000.

Candidates who wish to be considered must submit:

A case study which answers the question ‘I am the next One to Watch because…’ (This can be presented in any way you wish – written paper, presentation, video)
An endorsement from their marketing director – max 300 words
Evidence showing a campaign they have personally managed and the results

Criteria

Have strong intellect and emotional intelligence (max 10 points)
Has the ability to quickly identify both issues and solutions
Naturally curious, has a genuine interest/need to explore
Adaptable, comfortable with change. Imaginative and creative, thinks outside the box
Seeks to implement innovative yet practical solutions

Make a positive impact on others (max 10 points)
Leaves a positive impression upon meeting. Has a natural confidence, is credible
Is an individual who understands how to make things happen and will if necessary step outside of their remit to get the job done
Exudes natural leadership ability

Have an embracing communication style (max 10 points)
Articulate, fluent and confident
Comes across open, honest, genuine and operates with integrity
Open to change with a willingness to seek new experiences

Is naturally driven to succeed (max 10 points)
Is naturally driven to succeed
Has clear goals and ambitions
Is healthily competitive
Has leadership potential

Leadership (max 10 points)
Demonstrates excellent leadership qualities
Showcases a natural ability to lead and direct a project

2019 category judges were:
Francesca Davis, Marketing Director UK & Ireland, Weetabix
Gemma Greaves, Chief Executive, The Marketing Society
Hannah Pain, Senior Brand Manager - Brand Affinity & Convenience, McDonald's
Mark Given, Marketing Director, Sainsbury's
Rahul Welde, EVP Digital Transformation, Unilever
Simon Edward, Chief Marketing Officer, IBM


THE BRAVEST MARKETING LEADER

We want to find the bravest leader there is in our industry and reward and recognise the impact they are having on their team, brand, industry and of course Society as a whole. Winners will be selected based on a combination of proven achievements: their success as a leader, how they empower those around them to be brave, how they have been brave themselves and how they are having an impact on their brand and society as a whole.

How to enter
We know how busy you all are, so we don’t want to limit entrants by having lots of difficult entry processes - with that in mind you can either submit a written summary of between 500-1500 words, submit a video up to 5 minutes in length (on your smartphone is fine) or, if you want to submit your entry in a different way, get in touch and let us know. We want you to be creative and make your nomination stand out.

The brief to answer with your nomination is: 'should be crowned Brave Leader of the year 2020 because'

However, you decide to submit your nominations all we ask is that you cover the following:
Why the nominee should win
Examples of their leadership skills
The nominees proven achievements
Examples of how they have been brave personally
Examples of how they have empowered those around them to be brave
An endorsement from a colleague, peer or client

Entrants can be nominated by their colleagues, enter on their own behalf or be entered by a partner company, client or peer.

How the judging will work
All nominations will be reviewed by key personnel within The Marketing Society team and our boards, a final shortlist of five will be presented to the Brave Awards judging panel who through discussion and voting will decide on the winner. The criteria they will judge against is:

Leadership (max 10 points)
Can clearly demonstrate consistent successful leadership
Is a positive influence on those around them
Is brave in their work and encourages those around them to be brave
Success (max 10 points)
Is driven to succeed
Is not afraid to take risks, step outside of comfort zone and push boundaries
Has clear goals and ambitions that they have achieved or are working towards
Communication and Style (max 10 points)
Brings their true self - Is open, honest, genuine and operates with integrity
An articulate, fluent and confident communicator, encourages conversation and healthy debate
Open to change with a willingness to embrace and encourage new ideas and practices and empower their teams to try new things
Positive impact (max 10 points)
Has a positive impact on those they interact with – someone people turn to for advice, mentorship and support
Is an individual who understands how to make things happen and will if necessary, step outside of their remit to get the job done, not afraid to get their hands dirty!
Encourages and enables those around them to achieve their goals and aims
Intellect and emotional intelligence (max 10 points)
Has the ability to quickly identify both issues and solutions
Adaptable, comfortable with change. Imaginative and creative, thinks outside the box
Seeks to implement innovative yet practical solutions


JUDGES' CHOICES

MOST INSPIRATIONAL STORY
This category cannot be entered directly.
Depending on the quality of entries, the judges may select an entry that demonstrates its power to inspire other marketers to be brave for a special recognition award.

THE GRAND PRIX
This category cannot be entered directly.
Having reviewed all the category winners, the judges will award the Grand Prix to the entry which best demonstrates brave marketing to the global marketing community.

See the shortlist

Our 2020 Brave Awards shortlist is out now. See if your brand or agency made the cut.