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This year we have 29 categories in Campaign's Marketing New Thinking Awards. This is your opportunity to celebrate the amazing work of your brand, your teams, companies or clients. The expanded categories cover more stories that matter in our vibrant industry, from Connecting with Culture and Building Diverse Teams to Creative, Content, PR and Media Targeting Excellence.
The Marketing New Thinking Awards is about shining a spotlight on the very best brands, forward-thinking agencies and all types of pioneering media and marketing businesses. We will celebrate inspirational creativity and world-class innovation across all aspects of the marketing agenda.

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.
 

Include: Essay (up to 1,000 words)
Plus Entry Form: (each response up to 150 words)
- 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.

Include: Essay (up to 1,000 words)
Plus Entry Form: (each response up to 150 words)

- 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.

Include: Essay (up to 1,000 words)
Plus Entry Form: (each response up to 150 words)
- 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.

Include: Essay (up to 1,000 words)
Plus Entry Form: (each response up to 150 words)
- 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.

Include: Essay (up to 1,000 words)
Plus Entry Form: (each response up to 150 words)
- 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.

Include: Essay (up to 1,000 words)
Plus Entry Form: (each response up to 150 words)
- What you did and why, including platforms
- Why this work mattered
- How you measured success

 

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.

Include: Essay (up to 1,000 words)
Plus Entry Form: (each response up to 150 words)
- 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.

Include: Essay (up to 1,000 words)
Plus Entry Form: (each response up to 150 words)
- What you did and why.
- Why this work mattered.
- How you measured its success.

 

Creative excellence: the big idea

This award is all about the big idea behind a campaign that makes it exceptional. We will recognise the most inspirational and brilliant creative ideas, across all media, from a TV ad, outdoor campaign or online video to exceptional experiential or PR activity. The winning entry will be a creative idea that is the envy of other brands, agencies or media companies, but it will go on to inspire others. This category is not dependent on results.

This award is open to any company involved in crafting the very best creative work.

As well as uploading your work, please include in your entry:
- Why this work should be considered inspiring (up to 500 words).

 

Creative excellence: exceptional craft

This award is all about the craft of marketing. We will recognise the most inspirational and brilliantly executed creative, across all media, from a TV ad or online video to exceptional experiential or PR activity. The winning entry will be creative work that is the envy of other brands, agencies or production houses, but will go on to inspire others. This award is open to any company involved in crafting the very best creative work.

Entries to this brand category must also outline why the work should be considered inspiring in a brief 300 word explanation, but the award is judged on creative excellence.

As well as uploading your work, please include in your entry:
- Why this work should be considered inspiring (up to 300 words).


Previous winners
2015 winner: Sainsbury’s, AMV BBDO - Christmas is for Sharing
2016 winner: Harvey Nichols, adam&eveDDB - Shoplifters
2017 Winners: Channel 4, Rio 2016 Paralympics

 

Content excellence: best campaign

This content marketing award recognises how this area has developed in the past few years as many companies became publishers, to varying success. Whether it’s through a social platform, website or more traditional media, this award is for content campaigns - either ongoing, or one-off campaigns - that have successfully nurtured real consumer-brand relationships. We want to find out which brands have created content that people want to read, watch, play with and share - all of which drives business outcomes for the brand.

Include: Essay (up to 1,000 words)
Plus Entry Form: (each response up to 150 words)
- What you did and why, including platforms
- How this work nurtutred consumer-brand relationships
- How you measured success


Previous winners include:
2017 Winners: Sainsbury’s, PHD, Channel 4, Drum - Lego Batman Barges In

 

International branded content/campaign: a world of creative excellence (doesn’t need to be in the UK)

This award will celebrate outstanding creative excellence across international campaigns and branded content. The work may or may not have appeared in the UK, but must have run in at least one other country. There are also no restrictions on where this work originated. We will recognise the most inspirational and brilliantly executed creative projects, across all media, from TV ad, online video, social, brand films, experiential, PR or print - any medium. The winning entry will be creative work that is the envy of other brands, agencies or production houses, but will go on to inspire others globally.

This award is open to any company involved in crafting the very best creative work.

As well as uploading your work, please include in your entry:
- Why this work should be considered inspiring (up to 300 words).

 

Content excellence: standalone project

This award is specifically for a distinct content product, whether online, film, print or any medium. It recognises the strategic and creative process of developing, producing and distributing a standalone piece of content that is of high value to its audience. The winning entry will showcase a brilliant idea with a clear ambition, world-class storytelling, and successful execution and distribution. NB: It does not need to be a commercial project.

Include: Essay (up to 1,000 words)
Plus Entry Form: (each response up to 150 words)
- What you did and why, including platforms.
- Why this work mattered.
- How you measured its success.

 
 

 

Power of partnership: how agencies are helping shape brands

A true partnership will help transform a business and open up competitive opportunities. This award will recognise the strategic and creative lead that an agency, media brand or other business can take in establishing new thinking within a company (brand), moving the conversation, and their role, beyond marcomms. The winner will show how their involvement with the brand has played a pivotal role in changing their client’s business to get it fit for the future. In turn, the entrant’s own business will have also benefited from the strength of the symbiotic relationship.

The winning partnership can also be between agencies, media owners or other businesses - but to the benefit of a brand(s) they work with.

Include: Essay (up to 1,000 words)
Plus Entry Form: (each response up to 150 words)
- What you did and why you were brought in, explaining your role and with whom you worked.
- Why your worked mattered
- How you measured success


Previous winners:
2015 winner: Asda, Gleam Futures - YouTube Influence Programme
2017 winner: Hostelword, Lucky Generals, Google Zoo and Hostelworld - Speak the World

 

Effective long-term brand building: proven results over a longer period

This award is all about proven results for a brand over a longer term. The winning entry will demonstrate how and exactly what the work delivered for brand growth, from campaigns and wider marketing initiatives, to NPD and embracing tech. The activity will have been live since May 2015 or earlier. The winning entry will need to paint a picture of why this work was a success with specific ROI measures garnered during the period to show proof of effectiveness.

Include: Essay (up to 1,000 words)
Plus Entry Form: (each response up to 150 words)
- What you did and why, including platforms
- Why this work mattered
- How you measured success

 

Brand evolution: transforming brands for tomorrow

The winner of this award will be the brand that used new thinking to transform its business, with a strategy that confirms its place as a brand of the future. The activity will be based on sound insight that goes to the heart of the brand’s purpose to ensure it is healthy and vibrant and has a firm footing for the future. Whether focused around building trust or a repositioning to reflect changing consumer behaviour, the entries must demonstrate the challenge they faced, the plan they came up with, the action and the results.

Include: Essay (up to 1,000 words)
Plus Entry Form: (each response up to 150 words)
- What you did and why
- Explain the insight this was based upon
- How you measured success


Previous winners:
2015 winner: P&G, Leo Burnett London - Always #LikeAGirl
2016 winner: Unilever, Lucky Generals - Success Doesn’t Come on a Plate
2017 winner: The Times, Verbalisation - Evolving Through Language - The Times

 

Business of the future: serving tomorrow’s brands

This award is about business reorganisation or restructure to refocus to better serve brands’ needs of tomorrow. The winning entry will show how they are future fit, by modernising to address the needs of clients and the changing industry. The shift will have successfully set a fresh tone for the business, ensuring that the people within the company are inspired to reflect the new agenda.

Please explain the thinking behind the shift, the objective and the difference it has made.

Include: Essay (up to 1,000 words)
Plus Entry Form: (each response up to 150 words)
 - What you did and why
- Why this work mattered
- How you measured its success

 

Brand: team of the year

This award will celebrate amazing teams within brands. Whether they are the brand team, the digital marketing team or the design team or any other team - even your entire team - they will demonstrate vision and daring, amazing teamwork, chemistry and, most importantly, effecting change and getting results. There is no restriction on the size of a team.

Include: Essay (up to 1,000 words)
Plus Entry Form: (each response up to 150 words)
- Who is the team.
- What this team has done and why.
- What is special about the team’s dynamic
- Why this work of this team has mattered.
- How you measured the team’s success

 

Agency: team of the year

This award will celebrate amazing teams within any type of agency. The team can be from any department, but they will demonstrate vision and daring, amazing teamwork, chemistry and, most importantly, effecting change and getting results. There is no restriction on the size of a team.

Include: Essay (up to 1,000 words)
Plus Entry Form: (each response up to 150 words)
- Who is the team.
- What this team has done and why
- What is special about the team’s dynamic
- Why this work of this team has mattered
- How you measured the team’s success

 

Media: team of the year

This award will celebrate amazing media teams, whether from agencies or media owners. The team can be from any department, but they will demonstrate vision and daring, amazing teamwork, chemistry and, most importantly, effecting change and getting results. There is no restriction on the size of a team.

Include: Essay (up to 1,000 words)
Plus Entry Form: (each response up to 150 words)
- Who is the team
- What this team has done and why
- What is special about the team’s dynamic
- Why this work of this team has mattered
- How you measured the team’s success

 

Innovation in recruitment: initiatives for change

This award can be entered from any part of the industry. It is about celebrating the best examples of new thinking around talent recruitment, from using chatbots to ditching CVs to creating diversity platforms. This award will recognise any company who is innovating around recruitment and retention to create brilliant teams - examples we can all learn from.

Include: Essay (up to 1,000 words)
Plus Entry Form: (each response up to 150 words)
- What you did and why
- Why this work mattered
- How you measured its success

 

Building diverse teams: embracing diversity for better business

This award can be entered from any part of the industry. This is not about tools, but about the outcome of creating a diverse, inclusive team within a business. The winning entry will explain the issue it faced, how it was addressed, how it built the team, and the difference it made. This award is intended to shine a light on exemplary team building fit for tomorrow as part of a long-term push for diversity throughout the company.

Include: Essay (up to 1,000 words)
Plus Entry Form: (each response up to 150 words)
- What you did and why
- Why this work mattered
- How you measured its success

 

Best in-house innovation: pushing boundaries

This award - which is open to any type of business, from agencies to media to tech firms to brands - is intended to recognise real product innovation coming out of our industry. The winning entry will be a brilliant concept that embodies the spirit of new thinking and could well have wider resonance outside our industry.

Importantly, this does not have to have been used by a brand or commercially yet - although it should have industry/consumer application.

Include: Essay (up to 1,000 words)
Plus Entry Form: (each response up to 150 words)
- What you did and why
- Why this work mattered
- How you measured its success

 

The chatbot: the best use of chatbots for brands

To enter this category, you must show how you are using chatbots for service, entertainment, information or other uses. However, the winning entry must show real value contributed to the business as result of the use of a chatbot, moving beyond the marketing gimmick. What does great creativity look like in this new format?

You must also demonstrate how the bot genuinely added value to people’s lives, truly reducing a friction, solving a problem, inspiring change in mind and behaviour.

Include: Essay (up to 1,000 words)
Plus Entry Form: (each response up to 150 words)
- What you did and why
- Why this work mattered
- How you measured its success

 

AR/VR Excellence: immersive experiences for brands

This award looks at both creative excellence and effectiveness. The winner will demonstrate not just an incredible experience, but also how it has added value to the brand. It can be used for service, entertainment or any other use. What does great creativity look like in this new format?

Include: Essay (up to 1,000 words)
Plus Entry Form: (each response up to 150 words)
- What you did and why
- Why this work mattered
- How you measured its success

 

Best use of tech: expanding the industry’s capabilities

This award is for all companies, from brands to agencies to other businesses, who are pioneering new tech and also using existing tech in innovative, boundary-pushing, fresh ways. The winner could be a business which is embracing tech to enhance brand value, customer experiences or push the whole industry to go further. It is not the use of tech for tech’s sake, but finding an answer to a problem or using it in jaw-dropping ways.

Include: Essay (up to 1,000 words)
Plus Entry Form: (each response up to 150 words)
- What you did and why
- Why this work mattered
- How you measured its success


Previous winners:
2016 winner: Channel 4, Channel 4 / 4Creative / Fuse Sport + Entertainment / OMD UK / AOL - Personna Synthetics - Bringing Humans to Life
2017 winner: BOXT, Zone - BOXT website launch

 

Data creativity for brand building: use of data to underpin brand strategy

While it’s never been easier to amass data, marketers and their agencies are still getting to grips with what they should actually do with it. This award seeks to recognise innovative brand activity underpinned by a creative use of data. The winning work will show what opportunity was identified and how and why this use of data successfully contributed to overall brand strategy.

Include: Essay (up to 1,000 words)
Plus Entry Form: (each response up to 150 words)
- What you did and why
- Why was it innovative
- Why was it successful, include specific results


Previous winners:
2015 winner: Ikea, Vizeum, iProspect - Finally, Proof That Social Ads Work
2016 winner: easyJet, Havas helia - EasyJet 20th Anniversary

 

Brand safety: creating a safer ad environment (eg - any brand safety or fraud initiative)

This new category has been launched to recognise the work that agencies, media companies, tech firms and brands are doing to tackle the issue of brand safety and ad fraud. The winner will demonstrate what they have done in this field to create a safer ad environment, whether a new initiative or new best practice. Importantly, it should be deemed to have helped to improve the reputation of the industry.

Include: Essay (up to 1,000 words)
Plus Entry Form: (each response up to 150 words)
- What you did and why, including platforms
- Why this work mattered
- How you measured success, including specific results

 

Targeting excellence: best use of insight to target a specific audience

The winner of this award will show how they have targeted the right consumer at the right moment and right time. By using data or other insights to build target audiences, combined with the right technology to effectively reach that market, entries should demonstrate high precision in their targeting and proven results. Whether you are a media business or in-house, the winner will show how they identified their target consumer and how they successfully reached them.

Include: Essay (up to 1,000 words)
Plus Entry Form: (each response up to 150 words)
- What you did and why, including technology used
- Why this work represents new thinking in terms of targeting
- How you measured success, including specific results


Previous winners:
2016 Winner: Sky, MediaCom - Sky Start of Season
2017 Winner: Sport England, MediaCom - This Girl Can Phenomenal Women

 

New Thinking Agency of the Year

This award will be based on the work entered in to all categories across the Awards.

 

Innovative brand of the year

This award, judged by Campaign’s editorial team, will go to the brand that is a true leader in marketing innovation in its category and beyond. The brand will have a strong track record in consistently producing effective, ground-breaking activity, inspired by the latest consumer trends. The winner will be a confident, successful business that lives by the mantra of constant evolution.

 

Grand Prix

The Grand Prix will be decided by the judges from the awards winners. The Grand Prix winner will be the entry that is the best example of the ‘new thinking’ philosophy behind the awards.

 

Categories at a glance

Communications excellence

  • Marketing in the moment
  • Connecting with Culture
  • Live brand experience
  • PR new thinking excellence
  • Social storytelling
  • Brilliance on a budget
  • Marketing for good
  • Branding through influence

Creative and content excellence
  • Creative excellence: the big idea
  • Creative excellence: exceptional craft
  • Content excellence: standalone project
  • Content excellence: best campaign
  • International branded content/campaign: a world of creative excellence

Building businesses and brands
  • Power of partnership
  • Brand evolution
  • Effective long-term brand building
  • Business of the future

Amazing people and teams
  • Brand: team of the year
  • Agency: team of the year
  • Media: team of the year
  • Innovation in recruitment
  • Building diverse teams

Tech, innovation and data-driven excellence
  • Best in-house innovation
  • The chatbot
  • AR/VR Excellence
  • Best use of tech
  • Targeting excellence
  • Data creativity for brand building
  • Brand safety

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