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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.

2019 categories

Insight
Creative use of media
Brand communication
Brand revitalisation
Relationship marketing
Enhancing the customer experience
Digital marketing
Scaling up
Changing corporate culture
Not for profit marketing
Bravest team
The one to watch
Bravest marketing leader
Best from outside the UK
Most inspirational story
Grand Prix

CATEGORY ENTRY CRITERIA

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.


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.

Judges will award marks as follows:
•    What was the challenge you faced? – 10 points
•    How did you use insight from data analysis or market research to drive change? – 20 points
•    Did you use cutting edge techniques? – 10 points
•    How did this insight impact on your marketing? – 20 points
•    What risk did you take? – 10 points
•    What were the results? – 10 points
•    How does this inspire other marketers to be brave? – 20 points

In this category, business to business, and business to consumer entries will be judged separately and a winner awarded for each.


CREATIVE USE OF MEDIA

We want to know how you have used media bravely.

Judges will award marks as follows:
•    What was the media challenge you faced? - 10 points
•    How did you use media differently? – 20 points
•    What risk did you take? – 20 points
•    What were the results? – 20 points
•    Did you achieve an outstanding return on expenditure? – 10 points
•    How will your story inspire other marketers to be brave? – 20 points

In this category, business to business, and business to consumer entries will be judged separately and a winner awarded for each.


BRAND COMMUNICATION

We are looking for examples of brave brand communication.

Judges will award marks as follows:
•    How tough was the communication challenge you faced? -10 points
•    How did your solution stand out from the crowd? -20 points
•    How much of a risk did you take? -20 points
•    How did the target audience respond? -10 points
•    What were the results? -10 points
•    What was your return on expenditure? 10 points
•    How does this story inspire other marketers to be brave? -20 points

In this category, business to business, and business to consumer entries will be judged separately and a winner awarded for each.


BRAND REVITALISATION

We want to hear about the brave reinvention of brands.

Judges will award marks as follows:
•    What was the challenge your brand faced? – 10 points
•    How brave were the changes you made? – 20 points
•    What risks did you take? – 20 points
•    How did your customers respond? – 15 points
•    What were the financial results? – 15 points
•    How does this story inspire other marketers to be brave? -20 points

In this category, business to business, and business to consumer entries will be judged separately and a winner awarded for each.


RELATIONSHIP MARKETING

We want to hear how bravely you have personalised your marketing to achieve outstanding results.

Judges will award marks as follows:
•    What was the challenge you faced? – 10 points
•    How did your solution stand out from competitors? – 20 points
•    What risks did you take? -20 points
•    How did your customers respond? – 15 points
•    What were the financial results? – 15 points
•    How does this story inspire other marketers to be brave? – 20 points

In this category, business to business, and business to consumer entries will be judged separately and a winner awarded for each.


ENHANCING THE CUSTOMER EXPERIENCE

We want to know how brave you have been in overcoming barriers to a better customer experience in your market.

Judges will award marks as follows:
•    What was the challenge you faced? - 10 points
•    What were the barriers to delighting the customer? - 10 points
•    What new experience did you introduce? – 20 points
•    What risks did you take? - 10 points
•    How did customers respond? – 10 points
•    What were the financial results? – 10 points
•    Have you changed customer expectations in your market? -10 points
•    How does your story inspire other marketers to be brave? -20 points

In this category, business to business, and business to consumer entries will be judged separately and a winner awarded for each.


DIGITAL MARKETING

We want to hear about brave new ways of using digital technology to attract and to connect with customers profitably.

Judges will award marks as follows:
•    What was the challenge you faced? - 10 points
•    What risks did you take? – 10 points
•    How did your solution break new ground? – 20 points
•    How did your customers respond? – 10 points
•    What were the financial results? – 10 points
•    Has this helped future-proof your business? -20 points
•    How does your story inspire other marketers to be brave? – 20 points

In this category, business to business, and business to consumer entries will be judged separately and a winner awarded for each.


SCALING UP

A new category for 2019, championing new and better ideas. From early level investment, through to later funding rounds, emerging from corporates or venture backed incubators - all disruptors are welcome. We want to hear how brave, pioneering brands and products have entered the market and shown high growth potential using marketing and communications.

Judges will award marks as follows:

  • What was the communication challenge you faced? - 15 points
  • What new brand or product did you launch and how did it stand out in the market? - 15 points
  • What was the primary consumer benefit to your brand or product and how did you communicate it to your target audience? - 10 points
  • What risks did you take? - 10 points
  • What were the sales / customer acquisition results? - 10 points
  • How sustainable is your success? - 10 points
  • How has your brand had a positive impact on people and the planet? - 10 points
  • How does your story inspire other Scale-up marketers to be brave? - 20 points


CHANGING CORPORATE CULTURE

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

Judges will award marks as follows:
•    What was the challenge you faced? - 10 points
•    How did you define your new purpose? - 20 points
•    What risks did you take? -10 points
•    How did all your stake-holders benefit? - 20 points
•    How did our wider society benefit? – 10 points
•    Has there been a lasting effect on company culture? -10 points
•    How does this story inspire other marketers to be brave? – 20 points


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.

Judges will award marks as follows:
•    What was the challenge you faced? - 10 points
•    How innovative was your response? – 15 points
•    What risks did you take? – 15 points
•    What effect did you have on attitudes and behaviour? -20 points
•    What was the benefit to the cause or charity? – 10 points
•    What was the benefit to our wider society? -10 points
•    How does this story inspire other not-for-profit marketers to be brave? – 20 points


BRAVEST TEAM

We want to hear from brave teams that have overcome adversity and achieved greatness. The team may be a combination of agency and brand or may have been built across disciplines in a company, or may simply be the brand team.

The judges will award points as follows:
•    What was the challenge you faced? – 10 points
•    How was the team built? – 10 points
•    How inclusive have you been? -10 points
•    How do you work together? – 10 points
•    How do you maximise the team’s performance? – 20 points
•    What have you achieved? – 10 points
•    Has it changed the corporate culture? – 10 points
•    How does your story inspire other marketers to be brave? – 20 points


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.

Entry for this category is free
The winner will receive a complimentary place on our Marketing Leaders Programme in 2020, brought to you by The Marketing Society together with Brand Learning, sponsored by Shell. This is currently worth £10,000.

Candidates who wish to be considered must submit:
•    A short cv – covering key career milestones
•    A case study of a marketing project which has been successfully led – max 2000 words
•    An endorsement from their marketing director – max 300 words

Shortlisted candidates will be invited to present to a panel of judges in London, or via video if they are based outside the UK.

Judges for this category
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 are looking for a brave marketing leader who is an inspiration to all marketers in the UK. The judges will be looking for evidence of brave marketing leadership over a sustained period of time and not just with a single campaign.

Entry for this category is free

Candidates who wish to be considered must submit:

  • A case study showing why they are a Brave Marketing Leader - max 1000 words
  • An endorsement from their superior or their team – max 300 words


JUDGE'S CHOICES


BEST ENTRY FROM OUTSIDE THE UK

The judges will make a special award to the best entry from outside the UK, they will review all entries from the main categories from companies based outside the UK or campaigns that ran outside of the UK.

The judges will award points as follows:
•    What was the challenge you faced?  - 10 points
•    How innovative was your response? – 10 points
•    What risks did you take? -10 points
•    What were the results? – 20 points
•    What was the impact on your company? – 15 points
•    What was the impact on society? – 15 points
•    How does your story encourage other marketers to be brave? – 20 points


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.


Book tables

Table tickets are now available to book for our 2019 awards