Marketing society excellence awards 2018 entry guide by The Marketing Society

AWARDS 20 1 8

ENTRY GUIDE 2018 Deadline date for entries: Friday 9 February 2018

As President of The Marketing Society I am honoured to be chairing the judging of the 2018 Marketing Society Excellence Awards and working with an inspirational group of senior marketers to decide the winners. This year, in line with the Society’s brave agenda, we are introducing two new awards. There will be a special prize for the “Bravest Brand” from amongst all of this years’ entries. You can find details of what we are looking for in the “Best of the Best” section. We are also inviting entries for a new category called “The Heroic Failure Award”. The purpose of The Marketing Society is to inspire bolder marketing leadership and part of this is getting outside your comfort zone and being prepared to test, learn and sometimes fail. Are you brave enough to share a failure and your learnings with us? You will find more details about this award on page 13. One other important change we have made this year, as part of our “Marketing for Change” initiative, is that it will be free for all charities to enter our “Not-for-Profit” category – thanks to the generosity of our friends at

the Marketors’ Trust. Our aim is to encourage more entries and more sharing of best practice in this important sector. I strongly believe that marketers must be able to demonstrate to their colleagues in the rest of the business, the effectiveness of their work, and I particularly look forward to seeing the quantified evidence of your success. Although many of our categories are the same as previous years, we do listen to feedback from judges and entrants, so please take a careful look at each one as we have made some small but significant changes from last year. If you want to increase your chances of being called up to the stage on 13 June do visit the Society’s online clubhouse (www.marketingsociety.com) for more judges’ tips and to see previous winning entries. I am really looking forward to reading the bravest and best marketing stories of 2018 and to congratulating you as one of our winners.

Syl Saller Chief Marketing Officer, Diageo President of The Marketing Society

CATEGORIES CONNECTING WITH CUSTOMERS

CUSTOMER INSIGHT

BUILDING CUSTOMER RELATIONSHIPS

COMMUNICATING EFFECTIVELY

MARKETING COMMUNICATIONS

SELLING ON A SHOESTRING

BRANDED CONTENT

BRAND ACTIVATION

BUSINESS-TO-BUSINESS MARKETING

MOBILISING THE ORGANISATION

EMPLOYEE ENGAGEMENT

BUILDING MARKETING CAPABILITIES

HEROIC FAILURE

MAKING A DIFFERENCE

PARTNERING FOR GOOD

NOT-FOR-PROFIT MARKETING

PURPOSE DRIVEN BRANDS

9 – 11

12 – 13

14 – 15

CATEGORIES BUILDING POWERFUL BRANDS

NEW BRAND

BRAND EXTENSION

BRAND REVITALISATION

GLOBAL BRAND MARKETING

LONG-TERM MARKETING EXCELLENCE

LEADING INDIVIDUALS

YOUNG MARKETING LEADER OF THE YEAR

MARKETING LEADER OF THE YEAR

BEING THE BEST OF THE BEST

BEST ENTRY FROM OUTSIDE THE UK

FINANCE DIRECTORS’ PRIZE

BRAVEST BRAND

GRAND PRIX

16 –18

SETTING THE STANDARD FOR EXCELLENCE The Marketing Society Excellence Awards are becoming increasingly respected around the world. They are judged by an elite panel of senior marketing practitioners drawn from blue-chip marketing organisations. Each year these awards add to the Society’s knowledge of marketing excellence. The winning and highly commended case studies are published and made available to members. The awards night on 13 June 2018 will be a memorable opportunity to celebrate in the company of senior marketers from around the world. ENTRY CRITERIA The Awards categories reflect strategic marketing objectives that are common to all organisations. Your submissions will be judged against the marketing achievements of all types of business – rather than just those of direct competitors in your industry sector. Entrants should provide independent and robust data that supports the claims made. The judges will give more weight to quantitative data and comparable trend data over time. Key measures which should ideally be included are sales, profit, market share and customer attitudes. Members of The Marketing Society can access winning and highly commended papers at: marketingsociety.com/the-library

CONFIDENTIALITY All material will remain confidential to the judges, who all sign a confidentiality agreement. Entrants have the right to mark financial information or sensitive parts of their entry as ‘not for publication’. Please indicate on the front page which pages within the document contain confidential information. This will, in all cases, be respected by the organisers. Winning and highly commended cases will be published on The Marketing Society website marketingsociety.com and third parties. Selected cases will also be published in a future edition of the book, Marketing Excellence. Alison Orsi Vice President Campaign Marketing IBM

“With The Marketing Society Excellence Awards you get to see the best marketing ideas and marketing execution across the whole of the industry.”

“‘You need to be succinct. Read through what the key elements of the category are and make sure you cover all the criteria. A sense of humour definitely stands out.” Anna Hill Chief Marketing Officer The Walt Disney Company

“‘It’s about the best of the best and demonstrating creativity and brilliant execution and having really strong marketing driven results over a sustained period of time.” Mark Given Marketing Director Sainsbury’s

JUDGES’ TIPS

“‘Answer the question, be clear, provide evidence.” Brendan Dineen Director of Portfolio Marketing IBM UK and Ireland and Chief Marketing Officer Europe IBM Systems Software

“‘Really look at the category criteria and put the submission together against those criteria.” Aedamar Howlett Marketing Director, GB & I Coca-Cola

“‘Be very clear and concise. Give lots of examples and visuals to help tell the story. Have fun with it!” Rufus Radcliffe Group Marketing & Research Director ITV

CONNECTING WITH CUSTOMERS CUSTOMER INSIGHT Eligibility dates: 1 Jan 2014 – 31 Dec 2017 Judges will be looking for the best use of research or data to provide information on consumer behaviour that has resulted in measurable improvements in brand performance. This may include research for new product development. The judges will evaluate: • • • • •

Rigour of the research process Discovery of genuine insights Creative application of the research Change to consumer attitudes Improved brand performance, or a successful new brand launch

Number of entries 2017: 15 Winner: Maltesers

BUILDING CUSTOMER RELATIONSHIPS Eligibility dates: 1 Jan 2014 – 31 Dec 2017 Judges will be looking for evidence of an improved relationship with customers which has led to a significant commercial benefit. This may be demonstrated by increased customer retention levels, increased revenue per customer, improved customer satisfaction levels, or all of these. This may have been achieved as a result of new products, services, pricing or communications. The judges will evaluate: • Understanding of customer life time value • Customer insight • Original thinking to increase customer revenues • Improved value for customers • Customer loyalty • Return on marketing expenditure Number of entries 2017: 5 Winner: Fitness First

AEDAMAR HOWLETT Marketing Director, GB & I Coca-Cola

“Fitness First showed long-term customer value, how that was built and what was the plan and the results. The way all this was put together was a real joy to read because it was submitted exactly against the criteria.“

COMMUNICATING EFFECTIVELY MARKETING COMMUNICATIONS

SELLING ON A SHOESTRING

Eligibility dates: 1 Jan 2015 – 31 Dec 2017

Judges will be looking for the proven effect that marketing communications have had on the improved performance of a brand. The judges will evaluate:

Judges will be looking for the proven effect on the success of a brand with a total brand marketing budget of less than £1m. The budget may have been spent through any communication channel. The judges will evaluate:

• Communication strategy • Creativity • Media planning • Communications effect, isolated from other influencing factors • Return on marketing expenditure Number of entries 2017: 31 Winner: Maltesers

MATTHEW BARWELL Chief Marketing Officer Britvic

“I think the Maltesers case study really epitomised being successful by being brave. It took the issue of disability and did it in an utterly bold and brave manner - dramatising real personal issues of friends together, sharing stories.“

• • • • •

The scale of the task Creativity of the marketing plan Originality of approach Sales results Return on expenditure

Number of entries 2017: 8 Winner: Hammerson Gift Cards

KRISTOF FAHY Chief Customer Officer Ladbrokes Coral

“Hammerson Gift Cards was about doing really smart marketing work. They were really clear about the points they were making and provided hard commercial results.“

COMMUNICATING EFFECTIVELY BRANDED CONTENT

BRAND ACTIVATION

Eligibility dates: 1 Jan 2015 – 31 Dec 2017

Eligibility dates: 1 Jan 2014 – 31 Dec 2017

Judges will be looking for the effective use of content wholly paid for by a brand, which has appeared in any medium, for the purposes of building brand awareness and generating sales.

The judges will be looking for a brand which can demonstrate how it has achieved outstanding results through the integration of all available communication means, such as sponsorship, events, PR, advertising and promotions, in a single creative theme. The judges will evaluate:

Branded content, which is also known as content marketing, can encompass branded magazines, digital magazines and editorial features on websites; advertiser-funded programming, creative product placement on TV and other media, viral and social editorial content. The judges will evaluate: • Consumer engagement • The appropriateness of the media channels chosen for the target audience • Creativity of the content • Evidence of commercial success • Return on marketing expenditure Number of entries 2017: 24 Winner: Ribena

KEITH MOOR Chief Marketing Officer Santander

“The sugary drinks category is a tough place to be at the moment, but Ribena wanted to bring the joy back to consuming their drink and sway it from the debate about sugar. They took this out into a public space which was a very brave thing to do.“

• • • •

The project objectives Creativity across all brand activities Evidence of effectiveness Commercial success

Number of entries 2017: 17 Winner: ITV, The National Lottery, British Olympic Association, UK Sport

COMMUNICATING EFFECTIVELY

BUSINESS-TO-BUSINESS MARKETING Eligibility dates: 1 Jan 2015 – 31 Dec 2017 The judges will be looking for business-tobusiness marketing stories which demonstrate: • Originality of approach • Evidence of commercial success • Return on marketing expenditure Number of entries 2017: 1 7 Winner: Advanced

IAN CRANNA VP Marketing & Category (EMEA) Starbucks

“Advanced demonstrated very clear commercial success and ROI which was what we were looking for.“

MOBILISING THE ORGANISATION EMPLOYEE ENGAGEMENT Eligibility dates: 1 Jan 2014 – 31 Dec 2017 The judges will be looking for the creative use of research and communications to build employee motivation, which has led to improved business performance. They will evaluate: • Employee research • Successful internal communication of corporate values • Evidence of improved employee motivation • Improved brand or service provision for customers Number of entries 2017: 4 Winner: Johnson & Johnson

BUILDING MARKETING CAPABILITIES Eligibility dates: 1 Jan 2014 – 31 Dec 2017 The judges will be looking for stories from organisations which can demonstrate the effect of their investment in improving the marketing performance of individuals, teams and the company as a whole. The judges will evaluate: • Understanding of marketing development needs • Improved marketing team performance • Development of capabilities of the marketing team • Improved brand or service provision Number of entries 2017: 5 Winner: Direct Line Group

MOBILISING THE ORGANISATION NEW: HEROIC FAILURE Eligibility dates: 1 Jan 2014 – 31 Dec 2017 The Marketing Society is committed to a brave agenda that encourages marketers to try new things and get outside their comfort zone. “Fail fast, fail often” is a much-quoted modern business mantra, and in a fast-changing world we all need to test and learn. We would love to hear your story of how you have learned from a heroic failure. Tell us about the challenge you faced and your analysis of why it went wrong…and most importantly the resilience you showed in learning from this and moving on. Perhaps you have even turned it into a subsequent success? The judges will be looking for: • • • • • •

The challenge you faced A candid description of how you failed Your analysis of the reasons for failure What you learned How you have applied this to subsequent marketing activity Success so far from this learning

MAKING A DIFFERENCE PARTNERING FOR GOOD

PURPOSE DRIVEN BRANDS

Eligibility dates: 1 Jan 2014 – 31 Dec 2017

The judges will be looking for examples of a partnership between a business and a charity or cause which has delivered tangible and mutual benefits to both parties. The judges will be looking for evidence of how this campaign has performed overall, and how it is integrated with broader marketing objectives. The judges will evaluate:

The judges will be looking for examples of brands where the introduction of a clearly defined purpose has brought benefits to the consumer, society and the brand. The judges will evaluate:

• Brand fit with charity partner or cause • Staff ‘buy-in’ • Value delivered to both partners Number of entries 2017: 15 Winner: Maltesers and Scope (Cause Related Marketing category 2017)

• The clarity and originality of the defined purpose • How the service or product has improved as a result • The extent of engagement with the purpose by staff throughout the company • The extent to which the purpose translates into a compelling win for consumers • Societal benefits • Commercial benefits Number of entries 2017: 10 Winner: Channel 4

MAKING A DIFFERENCE NOT-FOR-PROFIT MARKETING Eligibility dates: 1 Jan 2015 – 31 Dec 2017 Entry to this category is free.

MARK GIVEN

The Marketors’ Trust – the charitable arm of the Worshipful Company of Marketors - is kindly supporting this category in 2018 and has generously agreed to pay the entry cost of all submissions. The Trust’s objectives include encouraging higher standards in charity marketing and the sharing of best practice in the sector.

Marketing Director Sainsbury’s

The winning entry team will also be offered a place for one nominated executive on the Marketing Society’s exclusive “Ones to Watch Programme” in 2019.

“With almost no budget, #JoinTheHerd set themselves an audacious goal of galvanising every stakeholder who cared about the cause of saving the African elephants from extinction, and within nine months a UN resolution to close the ivory trade worldwide was agreed.“

The judges will be looking for examples of marketing campaigns from a charity, a notfor-profit cause or a public sector organisation which has delivered a tangible and lasting effect. The judges will evaluate:

• • • •

Scale of the challenge Value delivered to cause or organisation Changes of public perception Return on marketing expenditure

Number of entries 2017: 8 Winner: #JoinTheHerd

BUILDING POWERFUL BRANDS NEW BRAND

BRAND EXTENSION

Eligibility dates: 1 Jan 2014 – 31 Dec 2017

The judges will be looking for evidence of commercial success from the creation of a new product or service from an existing brand owner, or from a newly emerging business. The judges will evaluate:

The judges will be looking for the successful extension of an existing brand into new markets or market segments, to the long term commercial benefit of the original brand and its owner. The judges will evaluate:

• Customer insight • Incremental sales • Extent of cannibalisation with existing brand • Effective use of marketing resources • Evidence of commercial success

• • • • • •

Customer insight The creativity of the new product or service The creation of clear brand values The delivery of value for customers Effective use of marketing resources Evidence of commercial success

Number of entries 201 7: 5 Winner: iD Mobile

RUTH ROWAN

Global Chief Marketing Officer and Group Executive Dimension Data

“iD Mobile had clearly identified that they were going to be playing in a very crowded market place with some very big brands so the way they were going to be successful was to be very clear on the segment that they were going to target.“

Number of entries 2017: 5 Winner: O2 – Priority Loyalty Scheme

“O2 found a great way of repurposing all the mobile phones and handsets that we get tired of and they did this by elevating their core brand and not cannibalising the relationships they already had with their existing customers.“

BUILDING POWERFUL BRANDS BRAND REVITALISATION

GLOBAL BRAND MARKETING

Eligibility dates: 1 Jan 2014 – 31 Dec 2017

The judges will be looking for evidence of marketing activity that has successfully challenged public perceptions of a product or service which has been in the doldrums and achieved a significant turnaround in its fortunes. The judges will evaluate:

The judges will be looking for examples of effective international brand marketing across at least three countries or regions (these do not have to include the UK). The judges will evaluate:

• • • • • •

The scale of the problem Research and creative problem solving Improved customer perceptions Rising sales /market share trends Effective use of marketing resources Evidence of commercial success

• Insight into common market needs • Applied learning from one market to another • Evidence of consistent success across markets Number of entries 2017: 6 Winner: Knorr

Number of entries 2017: 12 Winner: Tesco

BUILDING POWERFUL BRANDS LONG-TERM MARKETING EXCELLENCE Eligibility dates: A minimum of three years up to 31 December 2017 This award recognises marketing excellence over a sustained period of no less than three years. The award will go to the company or brand that best demonstrates how a superior marketing strategy, consistently applied, has driven business improvement over time. Number of entries 2017: 11 Winner: The National Art Pass

LEADING INDIVIDUALS YOUNG MARKETING LEADER OF THE YEAR (free entry) Entrants must be 30 or under on 31 December 2017, and demonstrate that they have the potential to become an outstanding marketing leader. Shortlisted candidates will be required to make a presentation to the judging panel in London, in April 2018. The winner will receive a free place (value £9K) on the Society’s Marketing Leaders Programme, developed together with Brand Learning, in 2019. Entrants should submit: • A short CV • Evidence that they have personally made a significant contribution to a key marketing initiative in their company • A recommendation from their current marketing director Winner 201 7: Bo Jakubenko Global Marketing Manager Treasury Wine Estates

MARKETING LEADER OF THE YEAR This category cannot be entered directly. Candidates will be nominated by members of The Marketing Society. The Marketing Society Marketing Leader of the Year is then chosen by a combination of votes and an expert panel of senior practitioners. The Marketing Leader of the Year will have led the marketing of a brand which has clearly excelled in performance in the last twelve months and would be acknowledged by the whole marketing profession to demonstrate marketing excellence. The individual will be an inspirational figure for all other current marketers, and be capable of representing marketing to the wider business community. In 2017, following a keenly contested popular vote in which over 2300 votes were cast, an expert panel met to consider both the voting and the professional record over the past twelve months of the leading candidates. Winner 2017: Barnaby Dawe Global Chief Marketing Officer Just Eat

BEING BEST OF THE BEST BEST ENTRY FROM OUTSIDE THE UK The judges will make a special award to the best entry from outside the UK, which may be entered into any category. Winner 2017: HCL Technologies, India

FINANCE DIRECTORS’ PRIZE This category cannot be entered directly. The judges will recommend a shortlist of papers to be assessed by a panel of finance directors, who will choose the winning paper they think best demonstrates effective use of marketing expenditure. Winner 2017: John Lewis

BRAVEST BRAND AWARD This category cannot be entered directly. Having reviewed all the entries, the judges will award a special prize to the brand they consider has been bravest. In line with the Society’s “brave” agenda, we are looking for brands which have taken risks and succeeded against the odds. This may be a challenger brand – a “David” that has taken on “Goliath” or a “Goliath” that has been dramatically reinvented.

This brand may have created or encouraged positive social change as well as pursuing its commercial objectives. This brand will certainly have moved outside its comfort zone. The winner of this award will go forward for a new global “Bravest Brand” award being developed with our Marketing Society global hubs. Winner 2017: ITV, The National Lottery, British Olympic Association, UK Sport (Leading-Edge Thinking category 2017)

GRAND PRIX This category cannot be entered directly. Having reviewed all the category winners, the judges will award the Grand Prix to the paper which best demonstrates marketing excellence to the UK business community in 2018. Winner 2017: #JoinTheHerd

THINGS TO REMEMBER

CASE STUDIES

An entry must take the form of:

The Marketing Society will publish winning and highly commended case studies, to promote marketing excellence. If your case study contains sensitive information, you should clearly state this and indicate which information should not be published. In addition, some winners will be approached and invited to present at a best practice event in 2018.

• An executive summary of no more than 300 words • A case study which outlines your response to the criteria set by the judges with a maximum length of 2000 words (excluding summary) • A minimum of two high resolution images to support your entry (see below) • We recommend that the submission is illustrated to aid the judges in their evaluation of the case.

IMAGES We require at least two images that best represent your entry. These may be images from your marketing campaign. Instantly recognisable images are the best. Such images will be used as part of the Awards ceremony and in the Book of the Night, if you are shortlisted. These must be high resolution, at least 300dpi (JPEG format).

WHO CAN ENTER Entries may be submitted by the owner of the brand or company and /or their agency. All agencies entering must gain prior approval from a director at the client company, and supply that individual’s email address for verification. You do not have to be a member of The Marketing Society to enter the Excellence Awards.

HOW TO ENTER Enter online at marketingsocietyawards.com Deadline: Friday 9 February 2018

PERMISSION

GUIDANCE ON ENTERING

When submitting your entry, please ensure you have obtained the appropriate permission to feature material from external parties. Third parties should be made aware that the material may appear on The Marketing Society website and in other titles.

For further information please call Katka Yennimatas, Awards and Events Manager on 020 8973 1366 or go to marketingsocietyawards.com

ENTRY FEES

AN EXCLUSIVE NETWORK

• Member: £400 +VAT for each entry

The Marketing Society is an exclusive global network of senior marketers. Since 1959 we have emerged as one of the most influential drivers of marketing in the business community.

• Non-member: £520 +VAT for each entry • Not-for-Profit category: Free of charge • Young Marketing Leader of the Year: Free of charge Any entries submitted after the initial deadline of 9 February 2018 will incur a £50 fee. Entries cannot be submitted unless paid for (excluding the free of charge categories). Payment is made online. Each entry includes one free place at our best practice event in 2018.

We challenge our 2600 members to think differently and become bolder marketing leaders by supporting the development of leading-edge thinking and promoting the evidence of effective marketing. We are the place for discerning marketers to learn, develop and share best practice. We inspire our members via our Manifesto for Marketing Leadership, a world-class programme of events, our Excellence Awards, our publications and our online Clubhouse which offers members a rich source of marketing content including interviews, expert opinion and case studies. The Society has six thriving hubs in addition to its headquarters near London - Scotland, Hong Kong, Singapore, Middle East (Dubai), India (New Delhi) and the US (New York). marketingsocietyawards.com @TheMarketingSoc #msocawards

AWARDS 20 1 8

Deadline: Friday 9 February 2018 @TheMarketingSoc #msocawards