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Award winners

Our winners were announced at our awards ceremony on at the Tower of London. If you're a member of the Society, you can read the case studies on our website - we have hundreds of winning and commended papers back to 2012. For non-members head here to find out more and join the Society.

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.

On the right listen to an interview with Anne-Lise Johnsen (formerly Arsenal FC now Chelsea FC), winner of Young Marketing Leader of the Year 2016.

Grand Prix: Nationwide
Most inspirational story: Tesco
Bravest team: Absolut

One To Watch: Katie Laviolette
Bravest Marketing Leader: Mitch Oliver

Insight: Tesco
Creative use of media: John Lewis
Brand communication B2B: Dimension Data
Brand communication B2C: Toyota

Brand revitalisation: Robinsons (Britvic)
Relationship marketing: Ella's Kitchen
Enhancing the customer experience: easyJet
Digital marketing: M&M's (Mars)
Scaling up: Syft
Transforming corporate culture: Nationwide
Not for profit marketing: Scottish Government and NHS Health Scotland
Best from outside the UK: Bridgestone

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


Mitch Oliver, Mars

Chocolate marketing’s attempts to stand-out with wacky, saccharine or objectifying campaigns has –somewhat paradoxically – led it down the path to homogeneity. Then Michele Oliver came along and made it socially conscious, taboo-busting and yet funny. Oliver has propelled Mars’s marketing in that direction, producing advertising that tackles issues including sexuality, disability, race, age and gender. Known as “Mitch”, Oliver’s star went supernova when in 2016 she was behind the multi-award-winning Maltesers campaign featuring disabled women.

It was work that embodied her values – powerful marketing whose message transcends the commercial and is a genuine force for change. “Look on the light side” campaign started by redefining the roles of disabled people in advertising and now includes gay women and older women, by celebrating awkward but often funny moments in their lives, while its “donation” of the Skittles rainbow icon to Pride and Snickers’ partnership with Gay Star News has seen it embrace LGBT+ communities.

In 2018 Oliver was promoted to her current role, as part of Mars’s mission to take its diversity agenda global. She also advocates diversity via her role as non-executive director at The Marketing Society and as a trustee at Stonewall. And yet for such a busy, formidable woman, she is not afraid to show weakness and believes kindness is the most underrated leadership quality.


Katie Laviolette, Akzonobel

Arriving in the UK from Canada to broaden her marketing career Katie Laviolette joined Akzonobel quickly gaining the respect of her internal and external customers. Her breadth of experience across product, communications and customer marketing has equipped Katie to influence with authority and credibility. She has delivered efficiencies through skillful negotiation with agencies and suppliers and increased brand health metrics for virtually every brand she has worked on. As well as managing, motivating and raising expectations, Katie is currently leading several step-changing programs across a diverse customer base. Her case study demonstrated deliverables from her work with Amazon and offline she is leading a six-store trial of a shop within shop as a collaboration between Dulux and Homebase. Just eight years into her marketing career, Katie has proven herself to be a natural leader with a thirst for learning who thrives on taking herself outside her comfort zone. As she continues to develop her skills and expands her experience, her true potential can only be imagined.


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.