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Marketing in the moment: real-time marketing

An award that recognises quick-thinking marketing in today’s always-on social newsroom environment. From seizing on a national moment and standing out from the pack to spotting and creating your own moment that puts your brand at the centre of the news. Whatever the budget, the winner of this award will have harnessed a great idea and insight to create a piece of work in any medium - work that your peers wish they’d thought of for themselves.
 
Within your entry, please include:
  • What you did and why, including the timeframe from idea to execution.
  • Explain how you made the decision to go ahead, eg rapid sign off.
  • How you measured its success.

Previous winners
2016 - Beats by Dre, R/GA London - Game Before the Game (joint winner)
2016 - Mondelez International, PHD - The Oreo Eclipse (joint winner)
2017 - Captain Morgan, RPM - Only One Captain Morgan

 

Connecting with Culture: creating cultural relevance for brands

This award will recognise inspiring work that transcends the traditional marketing-sales message, capturing, reflecting or even elevating societal behaviour change. The winning work will resonate with the wider public, and potentially the media, as it captures the zeitgeist. The activity will either show the brand to be culturally relevant or be a standalone piece of work intended to change behaviour or public perception. This award will showcase the power of marketing in society.

Within your entry, please include:
- What you did and why.
- What was the cultural impact of this activity and why does your work matter.
- How you measured its success.


Previous winners include:

2015 joint winners: P&G, Leo Burnett London - Always #LikeAGirl and Paddy Power, Lucky Generals - Rainbow Laces
2016 winner: Coca-Cola, MediaCom - The Coca-Cola Christmas Card
2017 winner: Channel 4, OMD UK - Channel 4 Paralympics

 

Live brand experience: innovative brand activation

The live experience has never been such an exciting part of marketing as it is today. In a digital world, immersive experiences are ever-more important and will create deep connections between brand and consumer. This is an award to recognise the best live work from brands and their agencies, from pop-ups to parties, from show-stopping events to sampling to stunts. The winner will demonstrate how their experience exceeded expectations - both their own and consumers’ - and delivered outstanding results.

Within you entry, please include:
- What you did and why.
- Why this work mattered.
- How you measured its success.

Previous winners include:

Winner 2016: Channel 4, Channel 4 / 4Creative / Fuse Sport + Entertainment / OMD UK / AOL - Personna Synthetics - Bringing Humans to Life
Winner 2017: easyJet, VCCP, “The Why Not? Plane Door to Holland”

 

PR new thinking excellence: innovative PR to create brand awareness

A PR-led campaign or the PR aspect of a broader campaign that demonstrates amazing results through game-changing thinking. The winning entry will have generated publicity and/or raised awareness among its intended audience, through live, content, innovation or any other PR. It will not be the tried and tested methods but truly innovative PR leading the marketing agenda.

Within your entry, please include:
- What you did and why.
- Why this work mattered.
- How you measured its success.

 

Social storytelling: best use of social media for brand conversation

This award celebrates the use of social media to tell meaningful stories that develop your connection with the audience, enhance the brand and deliver real business results. Whatever your social platform, be it YouTube, Snapchat, Instagram, Twitter or Facebook, we want to find out which brands have been able to develop a two-way relationship, to bring value to the social conversation, to create social content that people want to share - all of which has amplified awareness and reputation for the brand.

Within your entry, please include:
- What you did and why, including platforms.
- The approach to creating the conversation.
- How you measured success.

Previous winners include:

2016 winner: Domino’s Pizza, iris Worldwide - Boggles
2017 winner: Nationwide, VCCP = #gotthisfrommum
 

 

Brilliance on a budget: big ambitions, small budget (pro bono up to £250k)

This category is open to entry for all types of campaigns, projects and product innovations. True new thinking often emerges when we are pushed to our limits and the creative constraint of a small-to-no budget can lead us to unexpected answers. The winning entry will demonstrate how a brilliant idea was made real without a huge budget behind it, driven by passion and smart thinking. Entries can come from across the industry: from brands, work for clients, personal or business projects undertaken by agencies, other businesses, or individuals.

 

Marketing for good: charity, social cause or movement

The winner of this award will demonstrate excellence in campaign creation, ideation or delivery for a charity, social cause or movement - not necessarily for a brand. You will show how you have identified a specific audience need and created an outstanding piece of work (any medium) that answers this brief in a way that pushes boundaries, be that through the creative, execution or use of media and delivery method.

It may or may not be pro bono work.

Within your entry, please include:
- What you did and why, including platforms.
- Why this work mattered.
- How you measured success.
 
Previous winners include:

2016 winner: Amnesty International, VCCP - The-really-big-and-far-reaching-ad-campaign-they-never-really-wanted-you-to-see
2017 winner: WildAid, Valenstein & Fatt - Join the Herd: Using marketing to fight the ivory trade, and winning

 

Branding through influence: best use of influencer marketing

This award is for companies who have successfully used influencer marketing to build a brand. The winning entrant will have chosen this strategy not to  jump on the bandwagon but because they have identified perfect fit with a  brand or organisation. You will explain the strategy, the ambition, execution and brilliant results.

Within your entry, please include:
- What you did and why.
- Why this work mattered.
- How you measured its success.

 

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