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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.

2020 categories

Main categories

The below categories 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

The below two categories are not enterable directly, the winner will be selected from all shortlisted entrants in the main categories 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.

CREATIVE USE OF MEDIA
We want to know how you have used media bravely.

BRAND COMMUNICATION
We are looking for examples of brave brand communication.

BRAND REVITALISATION
We want to hear about the brave reinvention of brands.

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

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

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

START-UPS
We want to hear how brave new brands and products have entered the market and shown high growth potential using marketing and communications. 

TRANSFORMING 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.

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
We want to see the campaigns that have stood out above the rest, showcasing not only excellent work, but creativity and ROI.

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.


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 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.

Candidates who wish to be considered must submit:

A case study showing why they are a Brave Marketing Leader - (this can come from the person directly or from their team) it should answer the question ‘I am a Brave Marketing leader because…’
An endorsement from their superior or their team – max 300 words

Criteria

  • Has 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
  • Makes 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
  • Has 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 consistently achieved results
  • Leadership (max 10 points)
    • Can clearly demonstrate consistent leadership skills
    • Is a positive influence on those around them


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.

Submit your entries

Our 2020 Brave Awards entry platform is now open. Start building your award entries on our awards platform today.