BRAVE AWARD BRAVE NEW WORLD
ENTRY GUIDE 2019
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Index A note from our Chief Executive
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A note from our President
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1.0 Entry requirements
Who can enter
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How to enter
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Guidelines
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2.0 Categories & Criteria
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Insight
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Creative use of media
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Brand communication
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Brand revitalisation
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Relationship marketing
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Enhancing the customer experience
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Digital marketing
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Scaling up
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Transforming corporate culture
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Not for profit marketing
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Main categories
Bravest team The one to watch
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The bravest marketing leader
Judge’s choice
Best entry from outside the UK
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Most inspirational story
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The Grand Prix
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A note from our Chief Executive
It’s been two years since we launched our brave agenda and it has taken us places we had never imagined. Together with our members we have had uncomfortable conversations, tackled taboos and pushed boundaries. Bravery means different things to different people; We believe that bravery makes us better as individuals, as leaders and as an industry; it pushes us to challenge our thinking, to seek out creative solutions and recognise the humanity in our industry. And it is for this reason that we are relaunching our Excellence Awards as The Marketing Society Brave Awards. Our Brave Awards will recognise and reward the teams behind campaigns that demonstrated not only marketing excellence but also bravery in their approach to a considerable challenge or made an impact in business and society. When presented with the idea for #BloodNormal the global brand communication manager for our 2018 Grand Prix winner Bodyform said, “I’m going to lose my job, but let’s do it anyway.” That hugely important campaign is proof that being brave really can make a difference. I’m looking forward to reading the bravest and best marketing campaigns of 2019 and we wish you the very best of luck with your entries.
Gemma Greaves Chief Executive The Marketing Society
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“WE HAVE BROKEN DOWN BARRIERS, TACKLED TABOOS AND TOGETHER WE HAVE STARTED TO MAKE CHANGE.” — Gemma Greaves
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“OUR WORLD HAS CHANGED AND WE MUST FIND BRAVE NEW SOLUTIONS TO THE GLOBAL CHALLENGES”
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— Syl Saller
A note from our President
As President of The Marketing Society I am proud to invite you to enter our first ever Brave Awards. In 2019 the Society will reach its 60th anniversary and we will be celebrating the huge contribution that marketing has made to business. But the traditional methods used by marketers over the past six decades can no longer be relied on - our world has changed and we must find brave new solutions to the global challenges that all our organisations face. To reflect this, we have created a completely new set of categories and entry criteria. We are still looking for effectiveness and marketing excellence; all marketing activity should be effective - that is our day job - but what we really want to see are your exceptional marketing stories that truly demonstrate brave leadership in action. The judges will be a highly experienced group of marketing practitioners and I am honoured to be leading the panel through the process once again. The awards night on 12 June 2019 will be a fantastic evening in central London celebrating our new Brave Awards and will also be a highlight of what I am sure will be a very special 60th birthday year. I am really looking forward to reading your story and congratulating you in person. Good luck.
Syl Saller Global CMO, Diageo President of The Marketing Society & Chair of Judges
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ENTRY REQUIREMENTS
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Who can enter
Entries may be submitted by the owner of the brand or company or by 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 Brave Awards.
How to enter
Enter online at braveawards.marketingsociety.com Deadline: Friday 15 February 2019 An entry must take the form of: • An executive summary of no more than 300 words • A case study which outlines your response to the questions set by the judges with a maximum length of 2000 words • We recommend that the submission is illustrated to aid the judges in their evaluation of the case • You are welcome to also include video content to support your written case study We are particularly looking for examples of: • Taking on a challenge and going above and beyond the ordinary solution • Going outside your team or your company’s comfort zone • Taking risks, but achieving outstanding results • Changing the course or purpose of the whole company • Making a significant contribution to society as a whole. Each category has a specific set of criteria which the judges will use to score your entry out of a total of one hundred points. The criteria for each category has been set out with clearly defined questions to help you sell us your story in direct correlation to the judging criteria. 10.
Guidelines
Entry Fees • Member: £400 +VAT for each entry • Non-member: £520 +VAT for each entry Any entries submitted after the initial deadline of 15 February 2019 will incur a £50 fee. Entries cannot be considered by our judges unless paid for (excluding the free of charge categories). Payment is made online via credit card or PayPal.
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. Confidentiality The Marketing Society will publish winning and highly commended case studies. If your case study contains sensitive information, you should clearly state this on your case study 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 2019.
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Permission
All material marked “not for publication” will remain confidential to the judges, who all sign a confidentiality agreement. 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. These 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). Further Information Please visit braveawards.marketingsociety.com for FAQ, Criteria, judges and previous winners or call a member of our team on 020 8973 1700. 11.
CATEGORIES & CRITERIA
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Main Categories The below eleven categories are open to all organisations, brands and agencies worldwide to enter. These are paid for entries.
Insight
Relationship Marketing
Scaling Up
Creative Use of Media
Brand Communication
Enhancing Customer Experience
Transforming Corporate Culture
The below two categories will be open for members of The Marketing Society to nominate someone in their team or a peer. These entries are free of charge:
Not for Profit Marketing
Brand Revitalisation
Digital Marketing
Bravest Team
Judges’ Choice The below three categories are not enterable directly, the shortlist will be selected from all entrants in the main eleven categories. • Best Entry from Outside the UK • Inspirational Story • Grand Prix
The One to Watch
The Bravest Marketing Leader
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Categories & Criteria This is no eligibility period we are simply looking for the best and bravest examples of marketing.
Insight We want to hear how you have used insight, derived from data analysis or market research, to make a brave change to your marketing.
• What was the challenge you faced? 10 points • How did you use insight from data analysis or market research to drive change? 20 points • Did you use cutting edge techniques? 10 points • How did this insight impact on your marketing? 20 points • What risk did you take? 10 points • What were the results? 10 points • How does this inspire other marketers to be brave? 20 points In this category, business to business, and business to consumer entries will be judged separately and a winner awarded for each.
Creative Use of Media
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Judges will award marks as follows:
We want to know how you have used media bravely. Judges will award marks as follows: • What was the media challenge you faced? 10 points • How did you use media differently? 20 points • What risk did you take? 20 points • What were the results? 20 points • Did you achieve an outstanding return on expenditure? 10 points • How will your story inspire other marketers to be brave? 20 points In this category, business to business, and business to consumer entries will be judged separately and a winner awarded for each.
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Categories & Criteria
Brand Communication We are looking for examples of brave brand communication. Judges will award marks as follows: • How tough was the communication challenge you faced? 10 points • How did your solution stand out from the crowd? 20 points • How much of a risk did you take? 20 points • How did the target audience respond? 10 points • What were the results? 10 points • What was your return on expenditure? 10 points • How does this story inspire other marketers to be brave? 20 points In this category, business to business, and business to consumer entries will be judged separately and a winner awarded for each.
Brand Revitalisation We want to hear about the brave reinvention of brands. Judges will award marks as follows: • What was the challenge your brand faced? 10 points • How brave were the changes you made? 20 points • What risks did you take? 20 points • How did your customers respond? 15 points • What were the financial results? 15 points • How does this story inspire other marketers to be brave? 20 points In this category, business to business, and business to consumer entries will be judged separately and a winner awarded for each.
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Categories & Criteria
Relationship Marketing We want to hear how bravely you have personalised your marketing to achieve outstanding results.
• What was the challenge you faced? 10 points • How did your solution stand out from competitors? 20 points • What risks did you take? 20 points • How did your customers respond? 15 points • What were the financial results? 15 points • How does this story inspire other marketers to be brave? 20 points In this category, business to business, and business to consumer entries will be judged separately and a winner awarded for each.
Enhancing the Customer Experience
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Judges will award marks as follows:
We want to know how brave you have been in overcoming barriers to a better customer experience in your market. Judges will award marks as follows: • What was the challenge you faced? 10 points • What were the barriers to delighting the customer? 10 points • What new experience did you introduce? 20 points • What risks did you take? 10 points • How did customers respond? 10 points • What were the financial results? 10 points • Have you changed customer expectations in your market? 10 points • How does your story inspire other marketers to be brave? 20 points In this category, business to business, and business to consumer entries will be judged separately and a winner awarded for each.
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Categories & Criteria
Digital Marketing We want to hear about brave new ways of using digital technology to attract and to connect with customers profitably. Judges will award marks as follows: • What was the challenge you faced? 10 points • What risks did you take? 10 points • How did your solution break new ground? 20 points • How did your customers respond? 10 points • What were the financial results? 10 points • Has this helped future-proof your business? 20 points • How does your story inspire other marketers to be brave? 20 points In this category, business to business, and business to consumer entries will be judged separately and a winner awarded for each.
Scaling Up A new category for 2019, championing new and better ideas. From early level investment, through to later funding rounds, emerging from corporates or venture backed incubators - all disruptors are welcome. We want to hear how brave, pioneering brands and products have entered the market and shown high growth potential using marketing and communications. Judges will award marks as follows: • What was the communication challenge you faced? 15 points • What new brand or product did you launch and how did it stand out in the market? 15 points • What was the primary consumer benefit to your brand or product and how did you communicate it to your target audience? 10 points • What risks did you take? 10 points • What were the sales / customer acquisition results? 10 points • How sustainable is your success? 10 points • How has your brand had a positive impact on people and planet? 10 points • How does your story inspire other Scale-up marketers to be brave? 20 points
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Categories & Criteria
Transforming Corporate Culture We are looking for brave companies that either on their own, or in association with a charity, have created a campaign or movement which has benefitted customers, employees, shareholders and society.
• What was the challenge you faced? 10 points • How did you define your new purpose? 20 points • What risks did you take? 10 points • How did all your stake-holders benefit? 20 points • How did our wider society benefit? 10 points • Has there been a lasting effect on company culture? 10 points • How does this story inspire other marketers to be brave? 20 points
Not for Profit Marketing
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Judges will award marks as follows:
We want to hear about brave social marketing campaigns from charities, not for profit causes or public sector organisations that have had a beneficial effect on our society. Judges will award marks as follows: • What was the challenge you faced? 10 points • How innovative was your response? 15 points • What risks did you take? 15 points • What effect did you have on attitudes and behaviour? 20 points • What was the benefit to the cause or charity? 10 points • What was the benefit to our wider society? 10 points • How does this story inspire other not for profit marketers to be brave? 20 points
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Categories & Criteria
Bravest Team We want to hear from brave teams that have overcome adversity and achieved greatness. The team may be a combination of agency and brand or may have been built across disciplines in a company, or may simply be the brand team. Judges will award marks as follows: • What was the challenge you faced? 10 points • How was the team built? 10 points • How inclusive have you been? 10 points • How do you work together? 10 points • How do you maximise the team’s performance? 20 points • What have you achieved? 10 points • Has it changed the corporate culture? 10 points • How does your story inspire other marketers to be brave? 20 points
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Categories & Criteria
The below two categories are free to enter, we would like you to put forward your peers & colleagues to be considered for these awards. Shortlisted nominees will be invited to present to a panel of judges in London or via video if they are based outside the UK.
The One to Watch
The winner of this category will receive a complimentary place on The Marketing Society’s Marketing Leaders Programme which is run together with Brand Learning in 2020 (worth £10k). Candidates who wish to be considered must submit: • A case study of a marketing project which has been successfully led – max 2000 words • An endorsement from their marketing director – max 300 words • A short cv – covering key career milestones
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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.
The Bravest Marketing Leader We are looking for a brave marketing leader who is an inspiration to all marketers in the UK. The judges will be looking for evidence of brave marketing leadership over a sustained period of time and not just with a single campaign. Candidates who wish to be considered must submit: • A case study showing why they are a Brave Marketing Leader - max 1000 words • An endorsement from their superior or their team – max 300 words
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JUDGES’ CHOICE
Categories & Criteria
Best Entry from Outside the UK The judges will make a special award to the best entry from outside the UK, they will review all entries from the main categories from companies based outside the UK or campaigns that ran outside of the UK.
• What was the challenge you faced? 10 points • How innovative was your response? 10 points • What risks did you take? 10 points • What were the results? 20 points • What was the impact on your company? 15 points • What was the impact on society? 15 points • How does your story encourage other marketers to be brave? 20 points
Most Inspirational Story This category cannot be entered directly. Depending on the quality of entries, the judges may select an entry that demonstrates its power to inspire other marketers to be brave for a special recognition award.
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Judges will award marks as follows:
The Grand Prix This category cannot be entered directly. Having reviewed all the category winners, the judges will award the Grand Prix to the entry which best demonstrates brave marketing to the global marketing community.
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braveawards
com
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020 8973 1700