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2019 Award 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.


AWARDS OPEN FOR SUBMISSION

The below categories are open to all organisations, brands and agencies worldwide to enter.



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

We want to hear how new brands and new products from existing brands have established themselves in the market and shown that they have the growth potential for a sustainable future.

Judges will award marks as follows:
•    What was the challenge you faced? 10 points
•    What new brand or new product did you launch? – 10 points
•    How innovative were you? – 20 points
•    What risks did you take? -10 points
•    What were the sales results? – 20 points
•    How sustainable is your success? – 10 points
•    How does your story inspire other 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, and the winner 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 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.


THE BRAVEST MARKETING LEADER

Note: This category is not open yet.
We will ask the marketing industry to nominate candidates for this category.
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.
Shortlisted candidates will be invited to present to a panel of judges in London or via video if they are based outside the UK.


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.


Submit 2019 entries

Entries are now open. Deadline to submit, 15 February 2019.