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Award winners

Our winners were announced at our awards ceremony on 13 June 2018 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 back to 2012.

For non-members, head here to find out more and join the Society. You can also read the paper from our 2018 Grand Prix winner, Bodyform and see interviews with our past judges and reactions from winners on YouTube.

Below are a list of winners going back to 2014, plus interviews with 2018's leader and young leader, and a photo gallery archive back to 2015.

Grand Prix: Bodyform/Libresse (Essity)
Bravest brand: Skittles

Marketing Leader of the Year: Mark Evans, marketing director, Direct Line Group
Young Marketing Leader of the Year: Hannah Pain, senior brand manager, McDonald's

Best entry from outside the UK: Dimension Data and Cisco
Brand activation: National Safety Council
Brand extension: Godiva
Brand revitalisation: Beano Studios
Branded content: Suzuki
Building customer relationships: IAG Cargo
Business-to-business marketing: Team EY
Customer insight: The Senet Group
Employee engagement: Currys PC World
Finance Directors' prize: KFC
Global brand marketing: Toyota
Long-term marketing excellence: McDonald's
Marketing communications: Bodyform/Libresse (Essity)
New brand: BOXT
Not-for-profit marketing: Healthier Scotland, Scottish Government
Partnering for good: Mayor of London, Metropolitan Police, British Transport Police, City of London Police
Purpose driven brands: Bodyform/Libresse (Essity)
Selling on a shoestring: Karma Group

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 2018

Mark Evans, marketing director, Direct Line Group

Mark Evans is a marketing leader who relishes a challenge. By refocusing Direct Line on customer experience and injecting it with a dose of vitality with the “Winston Wolf” campaign, he turned it from a struggling brand to one in rude financial health.

According to Larissa Vince, managing director of Direct Line’s agency Saatchi & Saatchi London, if there were one word to describe Evans, it would be “competitive”. Arguing the case for his becoming Marketing Leader of the Year, she wrote in Campaign: “He’s competitive about anything and everything. The performance of his brands. His career. Sport. DLG team-building days. Everything.”

But just as revealing of his character is that his competitiveness is tempered with an appetite for philanthropy and a genuine interest in people outside the alpha business type. He set up annual event Sprintathon, which raises money for Stand Up To Cancer, and is fascinated by people whose brains are wired differently, those with autism, dyslexia and ADHD.

For all his marketing successes, kicking back and presiding over his achievements is not on Evans’ agenda, and the Direct Line marketing boss shows no sign of losing his momentum.

Young Marketing Leader of the Year 2018

Hannah Pain, senior brand manager, McDonald’s

Since joining McDonald’s in 2015 as brand manager, Hannah Pain’s approach to marketing has been exemplary. A number of high profile and hugely effective campaigns under her belt have helped McDonald’s send levels of “brand love” to an all-time high. Among her many highlights were a McFlurry campaign aimed at 16-24 year-olds, while in 2017 she smashed already high expectations and delivered McDonald’s most successful ever Christmas campaign, and her work on the launch of McDelivery in the UK, adding 1% to sales within a short space of time.

In a marketing world that is sometimes over-enamoured with data and science, Pain’s “gut feel” and intuition combine powerfully with McDonald’s insight-led approach, resulting in campaigns that are shaped and adapted for optimal relevance to both external and internal audiences. Meanwhile, her strong strategic thinking and “infectious personality”, led to her promotion to senior brand manager in 2017.

Not only does Pain’s work help the company drive its bottom line, she has proven an inspiration to her colleagues. “Hannah’s positivity impacts everyone she works with and her tenacity in driving work to be the best it can be is second to none,” says Emile Somers, McDonald’s vice-president of marketing and food development. “She is a truly talented individual and an inspiring leader of tomorrow.”


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.

Photo gallery

Relive the night. Browse photos from the last few years of our awards.

In 2015 comedian Marcus Brigstocke was host; in 2016 writer and comic Russell Kane led the evening; in 2017, actor and comedian Hugh Dennis entertained the room; and in 2018 hustler extraordinaire Alexis Conran conned the crowd cleverly.





Book tables

Table tickets are now available to book for our 2019 awards