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2021 categories

We've expanded our award categories this year to ensure there are more opportunities for great marketing to be assessed and recognised by our elite panel of marketing judges. As well as some new categories such as Response to the Global Pandemic recognising the extraordinary work driven by the C-19 crisis, this also includes an expansion of our Brand Communication and Creative Use of Media categories into three awards based on budget.


Main categories

BRAND COMMUNICATION (Large - £15m plus)
BRAND COMMUNICATION (Medium - £2m to £15m)
BRAND COMMUNICATION (Small - under £2m)
BRAND REVITALISATION
RELATIONSHIP MARKETING
CREATIVE USE OF MEDIA (Large - £15m plus)
CREATIVE USE OF MEDIA (Medium - £2m to £15m)
CREATIVE USE OF MEDIA (Small – under £2m)
BRAND PURPOSE
SUSTAINABILITY
EFFECTIVE USE OF INSIGHT & DATA, SPONSORED BY MRS
MARKETING FOR GOOD
ENHANCING CUSTOMER EXPERIENCE, SPONSORED BY ACCENTURE INTERACTIVE
BUSINESS TO BUSINESS
DIGITAL STRATEGY
TRANSFORMING CORPORATE CULTURE
CHAMPIONING DIVERSITY & EQUALITY
BRAVEST TEAM
INNOVATIVE USE OF TECHNOLOGY, SPONSORED BY ACCENTURE INTERACTIVE
STRATEGY: SPRINGBOARD TO SUCCESS
RESPONSE TO THE GLOBAL PANDEMIC

People awards

FUTURE LEADER
INSPIRATIONAL MARKETING LEADER, SPONSORED BY MEDIALINK

Judges' choice awards

MOST INSPIRATIONAL STORY
FINANCE DIRECTORS' PRIZE
BEST OUTSIDE THE UK
GRAND PRIX, SPONSORED BY ACCENTURE INTERACTIVE

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


Entry criteria

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.

What was the scale of the challenge you faced? 10 points
How did tackle this creatively? 20 points
How did you push boundaries? 20 points
What risks did you take? 15 points
What were the measurable results (inputs and outputs)? 20 points
How does your work advocate the reputation/importance of the marketing industry? 15 points


Eligibility dates

There are no restrictions or requirements around dates of when the campaign/work in question took place. As long as your entry addresses the above Entry Criteria it will be considered valid.


Main categories

BRAND COMMUNICATION (Large - £15m plus)
How original and effective has your campaign been? Your campaign could have been in any medium and we’re interested in the challenge you faced, the solutions you found and results you achieved. Entries in this category are for those with a large (£15m+ total) budget.

BRAND COMMUNICATION
(Medium - £2m to £15m)
How original and effective has your campaign been? Your campaign could have been in any medium and we’re interested in the challenge you faced, the solutions you found and results you achieved. Entries in this category are for those with a medium (£2m - £15m total) budget.

BRAND COMMUNICATION (Small - under £2m)

How original and effective has your campaign been? Your campaign could have been in any medium and we’re interested in the challenge you faced, the solutions you found and results you achieved. Entries in this category are for those with a small (Under £2m total) budget.

BRAND REVITALISATION

Reinventing a brand is never an easy thing. We want to know what situation your brand was in and what problems you identified needed fixing and, importantly, what brave solutions did you implement and what were the results?

RELATIONSHIP MARKETING

How have you created emotional connections with your customers? How have you increased their loyalty towards your brand? We want to understand how you have enhanced relationships with your existing customers (as opposed to chasing new ones) and what results you have achieved.

CREATIVE USE OF MEDIA (Large - £15m plus)

How have you used media creatively? We want to hear about campaigns that demonstrate creative and effective use of media planning, including the challenge you faced, the solutions you found and results you achieved. 

CREATIVE USE OF MEDIA (Medium - £2m to £15m)

How have you used media creatively? We want to hear about campaigns that demonstrate creative and effective use of media planning, including the challenge you faced, the solutions you found and results you achieved. Entries in this category are for those with a medium budget.

CREATIVE USE OF MEDIA (Small – under £2m)

How have you used media creatively? We want to hear about campaigns that demonstrate creative and effective use of media planning, including the challenge you faced, the solutions you found and results you achieved. Entries in this category are for those with a small budget.

BRAND PURPOSE

How did you define your brand purpose?  Have you truly embodied it with successful results? We want to hear from the brands who have thought carefully about their brand purpose, and have then truly believed in it and acted upon it.  Have you moved it from something that you ‘say’ into action that has led to clear clear, measurable results.

SUSTAINABILITY

Protecting the planet has never been more important. Now is the time we have to act to protect our world for future generations, we want to hear from brands who can demonstrate full, effective sustainability charters and progress with a clear vision of how and what needs to be done to become truly carbon neutral.

EFFECTIVE USE OF INSIGHT & DATA, SPONSORED BY MRS

We want to hear how you have used insight, derived from data analysis or market research, to make a significant change to your marketing. What research techniques did you use? What analysis did you carry out that led to an inspiring insight that changed the fortune of your brand? What is happening to your brand in the market now as a result?

MARKETING FOR GOOD

We want to hear about brave cause related marketing campaigns from charities, not for profit causes or public sector organisations that demonstrate marketing effectiveness with a clear beneficial and positive impact effect on society.

ENHANCING CUSTOMER EXPERIENCE, SPONSORED BY ACCENTURE INTERACTIVE

We want to know how brave you have been in overcoming barriers to a better customer experience in your market. What were the problems customers were facing? What unorthodox and innovative solutions did you use to overcome them and what were the results?

BUSINESS TO BUSINESS

This type of marketing has often been criticised for being dull, safe and lacking in emotion. We want to see your campaigns that do the opposite, campaigns that have stood out above the rest, taken risks and engaged customers, showcasing not only excellent work, but creativity and ROI.

DIGITAL STRATEGY
We want to hear about brave new ways of using digital technology to attract and to connect with customers. How did you develop your digital strategy including efficient use of appropriate channels and platforms. We want to hear about the challenges you faced, how you got buy-in to your ideas and the results that you achieved.

TRANSFORMING CORPORATE CULTURE

We are looking for companies that either on their own, or in association with a charity, have created a bold and brave campaign or movement which has benefitted customers, employees, shareholders and society.

CHAMPIONING DIVERSITY & EQUALITY

This award reflects the commitment of the Marketing Society to promote diversity and equality across all areas in our industry including gender, race, LGBTQI, disability and mental health.

BRAVEST TEAM

Which campaigns have been a real team effort? We want to hear about a team within your business that has taken on a tough challenge, pushed boundaries, stepped outside their comfort zone and really worked together to achieve greatness.

INNOVATIVE USE OF TECHNOLOGY, SPONSORED BY ACCENTURE INTERACTIVE

In a year where everything went virtual, we want to know what innovative technology solutions you introduced to ensure your brand was at the forefront of utilising tech to have maximum impact on business growth, customer interaction and experience and ROI.
 
STRATEGY: SPRINGBOARD TO SUCCESS
Great creative strategy is paramount to business success - forging new paths when the tendency may be to stick with what you know. This award recognises the strategy consultants who are behind original concepts that go on to be the award-winning campaigns that we see come to life - the brand building ideas and insights that revive a brand, or solve a specific problem to shift strategy and position the brand in a new light that leads to greater business success.

RESPONSE TO THE GLOBAL PANDEMIC

What was the challenge faced by your business? How did you respond? How were you able to help others/society? How did you safeguard your business economically? What does good marketing look like in a pandemic?

Responding to the pandemic
The sudden need for a national lockdown in March 2020 caught nearly all businesses by surprise. But marketers always need to respond to any challenges that are thrown at them. If you are proud of what you achieved we would like to hear from you. Please tell us:

What was the particular challenge your business faced? 10 points
How did you respond? 20 points
What did you do differently and how far did you move out of your comfort zone? 10 points
How did you protect your staff and customers? 10 points
Were you able to help other companies or the public in surprising ways? 15 points
What were the measurable results (inputs and outputs)? 20 points
What learning can you pass on to your own company and to other marketers? 15 points


People awards

Entry criteria
LEADERSHIP 20 points
Can clearly demonstrate consistent leadership skills
Shows natural leadership ability
CREATIVITY & STRATEGIC PLANNING 20 points
Has the ability to quickly identify both issues and solutions - weigh up risks and make strategic decisions
Consistently explores new approaches and creative thinking to find new solutions and approaches
POSITIVE IMPACT 20 points
Leaves a positive impression, is credible, inclusive, engaging and motivates those around them
Is an individual who understands how to make things happen and will if necessary, step outside of their remit to achieve bigger picture goals
COMMUNICATION 20 points
Articulate, fluent and clear in their communication style
Is inclusive of those around them able to give and take on board feedback
AMBITION 20 points
Consistently exceeds targets & has clear goals and ambitions
Wants to be an advocate for marketing as a changemaker in business


FUTURE LEADER
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 Accenture Interactive in 2021. This is currently worth £6,000.

INSPIRATIONAL MARKETING LEADER, SPONSORED BY MEDIALINK

We want to find the most inspirational leader there is in our industry and recognise the impact they are having on their team, brand, industry and of course Society as a whole. The winner will be selected based on a combination of proven achievements: their success as a leader, how they empower those around them to be brave, how they have been brave themselves and how they are having an impact on their brand and society as a whole.


Judges' choice awards

MOST INSPIRATIONAL STORY
This paper can be chosen from any of the entered papers. It is the paper that makes you most want to leap up and take immediate action. This is not just about business results but about a brand or campaign that had an impact on society and inspires you to want to follow their example because it is the right thing to do and not just because it will result in a short term business profit.

FINANCE DIRECTORS' PRIZE

The judges will recommend a short list of papers to be assessed by a panel of finance directors, who will choose the paper they think best demonstrates effective use of marketing expenditure.

BEST OUTSIDE THE UK

The judges will identify the best marketing leadership story from outside the UK; something that showcases marketing excellence overall.

GRAND PRIX, SPONSORED BY ACCENTURE INTERACTIVE

The winner of this category will be chosen from one of the winning papers of the main categories. This should demonstrate marketing that stands out head and shoulders above the rest and showcases the brilliance of the industry as a whole. This is the one that will inspire all ambitious young marketers, and which all the judges wish they could put their own name to right now.

View the shortlist

Our 2021 Awards shortlist has been announced. Head to our page to view the full list.