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The Marketing Society Awards: 2021 shortlist

We're pleased to unveil this year's shortlist for The Marketing Society Awards. It's in two parts below, both ordered by category then brand.

Our judges debated, discussed and disagreed over an eight hour period to eventually decide on this years shortlist. We received a record number of entries and would like to thank everyone who took the time to submit their paper. As our Chair of Judges, Syl Saller, said in her letter this year - our world at the moment is constantly changing, and so brands need to adapt to its demands, as well as the demands of people and customers. And this year is no exception. Indeed, brands and agencies across the board have pulled out the stops with their entries and this is testament to the true value that marketing holds in business. 

Join us on 7 July at 5pm for a very special celebration as part of MAD//FEST. We'll be toasting this year's Marketing Society Awards winners and demonstrating how best-practice marketing builds brands and drives business growth. Find out more and book your ticket to attend here

If you've never attended the Marketing Society Awards or haven't done so for some time - this year is the year to make it happen. Reward and recognise the hard work of you and your team alongside your industry peers, in a Covid-safe, festival-fun environment and catch up with old friends and make new ones.

  BRAND AGENCY
BRAND COMMUNICATION
(large - £15m plus)
The Collector for Sky Q Sky Q Sky Creative (Sky)
We're On It Direct Line Group  
How celebrating the nation's naughtiness helped Tesco win a covid Christmas Tesco BBH
The blue robot that transformed a telco’s fortunes O2 VCCP

BRAND COMMUNICATION
(medium - £2m-£15m)

Aunt Bessie's: Caring is the hardest thing we do
Aunt Bessie's Birds Eye
Bodyform: Blowing up the single story of womanhood Bodyform/Libresse (ESSITY) AMVBBDO
Simplicity Cremations - Making Funerals Less of an Undertaking Simplicity Cremations Dignity Plc
Sipsmith: Crossing the Chasm Sipsmith Ogilvy
How Dove found Beauty in the time of COVID Dove Ogilvy
BRAND COMMUNICATION
(small - under £2m)
Chelsea Football Club
Chelsea Football Club  
Holy Guacamole with McCoy’s Muchos McCoy's Muchos KP Snacks
How Anusol's cheeky diagnosis busted taboos and drove record growth ANUSOL MSQ Partners
Pizza Hut Super Limo Yum! Brands Pizza Hut  
How Farrow & Ball found success by calming the nerves of the paint paranoid Farrow & Ball BMB
PlayStation 5 Oxford Circus Launch PlayStation & Transport for London  
BRAND PURPOSE
Sponsored by Accenture Interactive
Heinz vs Hunger: How we Made it Better and Helped Feed Britain’s Kids Heinz BBH
It Pays to Be Thoughtful Notonthehighstreet Friendly Giants 
Lifebuoy COVID-19 Lifebuoy Magna Global
TENA: Our bodies change, but why should we? Essity: Tena AMVBBDO
Bodyform: #wombstories Bodyform/Libresse (ESSITY) AMVBBDO
How Nationwide took a powerful stand for frontline staff across the nation Nationwide Building Society VCCP & Wavemaker
BRAND REVITALISATION
B&Q x Uncommon Creative Studio
B&Q Uncommon London
Branston Pickle: Revitalising an old-fashioned brand by embracing its unique ability to remind us of the past Branston Pickle Wonderhood Studios
Revitalising the People-people of Metro Bank Metro Bank Mr President & Goodstuff Communications
Blue Light Card 'Here for you' campaign Blue Light Card  
TENA: Our bodies change, but why should we? Essity: Tena AMVBBDO
The Two Billion Pound Turnaround The National Lottery/Camelot  Adam&Eve / Vizeum
BUSINESS TO BUSINESS    
EY: Consultants for the Transformative Age EY Brandpie
LADx LADbible Group  
Breaking the Banks: How a shed helped Starling become the fastest growing business bank in Europe Starling Bank Wonderhood Studios
CREATIVE USE OF MEDIA
(small and medium - £0m-£15m)
Counter Terrorism Policing: Extreme Measures How we got people talking about radicalisation
Counter Terrorism Policing AMVBBDO
Sheba: 4AM Stories
Mars Pet: Sheba AMVBBDO
TENA: Our bodies change, but why should we? Essity: Tena AMVBBDO
Christmas 2020 - I'm a Celebrity, get me to Tescoooo! Tesco Mediacom
Tesco x Supermarket Sweep AFP Tesco Mediacom
Keeping Heinz top of mind, come rail, hail or shine. Heinz BBH
DIGITAL STRATEGY
Vorsprung durch Waterslide: how we reimagined the Audi Customer Experience. Audi BBH
Building the premium digital advertising platform of the future The Ozone Project  
Re-educating Google Mermaids RAPP
EFFECTIVE USE OF INSIGHT AND DATA
Sponsored by MRS
addresspollution.org: Hijacking Private Property for the Public Good
COPI addresspollution.org AMVBBDO
Christmas Campaign 2020
Tesco  
Transforming the End of Life Experience
Better Place Forests antedote
Bodyform: same questions, same answers
Bodyform/Libresse (ESSITY) AMVBBDO
Anusol: how bold use of insight unlocked record growth and social good
ANUSOL MSQ Partners

 

About the Awards

The Marketing Society Awards set the standard for marketing excellence and have been widely recognised as the leading marketing awards since they launched in 1985. They are judged by elite marketers who all work at the leading edge of marketing. Together they represent a cross-section of some of the most successful brands around the world. The judging panel for 2021 is led by Marketing Society President Syl Saller CBE, former Global CMO of Diageo.

We look for the work of brands and agencies who, despite the challenges of the pandemic, have still helped their businesses to survive and thrive. We look not only for creativity and effectiveness, which is the essence of excellence, but also for marketing stories that can inspire us all in this 'new normal'.
  BRAND AGENCY
ENHANCING CUSTOMER EXPERIENCE
Sponsored by Accenture Interactive
How Odeon raged against (and reversed) the dying of the light
Odeon Ogilvy
Heinz to home: how Heinz adapted the 'next normal' ed to ed to
HEINZ BBH
Stannah: Transforming the UK stairlift industry through digital
Stannah Zone
INNOVATIVE USE OF TECHNOLOGY
Leveraging Technology to Navigate a New Normal
Shell Accenture Interactive
Hong Kong Observation Wheel AR App Presented by AIA
Hong Kong Observation Wheel/ AIA Agenda Consulting
RELATIONSHIP MARKETING
The Great Big Fruit & Veg Challenge
Sainsbury's Table19
Innovating in a crisis, to cement a relationship with shoppers Tesco BBH
STRATEGY: SPRINGBOARD TO SUCCESS
Digitally transforming an FMCG for online food occasions
Arla Karmarama
The New Word Oatly Edelman
Dove's First Refillable Deodorant Unilever The Forge
SUSTAINABILITY
Dove's First Refillable Deodorant
Unilever The Forge
Drive Carbon Neutral Campaign with Shell Go+ Shell UK  
Partnering with Iceland and hunting for Captain Charlotte Birds Eye  
MARKETING FOR GOOD
Petfished Department for Environment, Food and Rural Affairs 23red
Your Water Your Life
Scottish Water Always Be Content
Counter Terrorism Policing: Extreme Measures How we got people talking about radicalisation
Counter Terrorism Policing AMVBBDO
How making a number famous helped to save women's lives Refuge BBH
RNIB: Redesigning the world for people with sight loss RNIB The&Partnership London
RESPONSE TO THE GLOBAL PANDEMIC
From Running Shops, To Serving Shoppers, To Supporting a Nation
Tesco BBH
Lifebuoy COVID-19 Lifebuoy Magna Global
Putting good causes first - How The National Lottery generated over £1bn for good causes in the crisis The National Lottery/Camelot Camelot, Adam&EveDDB, Vizeum
Covid response campaign Transport for London VCCP
Graham's The Family Dairy Graham's The Family Dairy Graham's The Family Dairy
McDonald's: How Closing Our Business Was Good For Business McDonald's Leo Burnett
CHAMPIONING DIVERSITY & EQUALITY
Bodyform: it's never simple: how one universal thought sparked a thousand diverse stories Bodyform/Libresse (ESSITY) AMVBBDO
A commitment to serve all of Britain's shoppers Tesco BBH
TENA: Our bodies change, but why should we? Essity: Tena AMVBBDO
BRAVEST TEAM
Tesco Christmas Campaign 2020 Tesco  
Direct Line - We're On It Direct Line Direct Line Group
Macmillan: We stand for betterness Macmillan AMVBBDO
Bodyform: the team that lives fearlessly, so we can all live fearless Bodyform/Libresse (ESSITY) AMVBBDO
FINANCE DIRECTORS' PRIZE
Blue Light Card 'Here for you' campaign Blue Light Card Blue Light Card
Keeping Heinz top of mind, come rail, hail or shine Heinz BBH
The blue robot that transformed a telco’s fortunes O2 VCCP
The Two Billion Pound Turnaround The National Lottery/Camelot Camelot, Adam&EveDDB, Vizeum
Toyota Yaris: How the new Toyota Yaris turned conventions on their head Toyota The & Partnership