Marketing

Articles from June 1

Marketing Society Awards for Excellence 2011: 360 Degs Marketing
WINNER Brand: Walkers Agency: Abbott Mead Vickers BBDO Walkers' drive to increase the proportion of crisps eaten with sandwiches stood out in a strong category. The brand sought to keep the snack front of mind at lunchtime, and to encourage...
Marketing Society Awards for Excellence 2011: B2B Marketing
WINNER Brand: CBS Outdoor - London Long Copy Challenge CBS Outdoor created the multimedia London Long Copy Challenge activity to position London Underground's 48-sheet ads as the top choice for reaching commuters and increase the medium's revenues....
Marketing Society Awards for Excellence 2011: Brand Extension
WINNER Brand: Cadbury biscuits Agency: Adam & Eve The Burton's Foods launch of Cadbury Caramel, Turkish Delight and Crunchie biscuits knitted together consumers' differing emotional connections to confectionery and cookies. Research revealed...
Marketing Society Awards for Excellence 2011: Brand Revitalisation
WINNER Brand: Robinsons Fruit Shoot Agency: Bartle Bogle Hegarty Difficult market conditions brought about by the recession, increasing health concerns among the public and a reliance on promotions to drive sales were putting pressure on the...
Marketing Society Awards for Excellence 2011: Cause-Related Marketing
WINNER Brands: PizzaExpress and Oxfam This quirky Christmas activity involved PizzaExpress and Oxfam teaming up to buy 6000 goats and other animals for poor families around the world. The campaign creative featured a goat called Archie and...
Marketing Society Awards for Excellence 2011: Customer Insight
WINNER Brand: Mitchells & Butlers portfolio A major player in the UK drinking and eating-out market, Mitchells & Butlers has more than 1600 outlets, encompassing 14 brands including Harvester, O'Neill's and All Bar One. It set out...
Marketing Society Awards for Excellence 2011: Customer Relationship Marketing
WINNER Brand: O2 Agency: VCCP O2 has successfully developed its sponsorship of the former Millennium Dome - now operating as The O2 entertainment venue - into a powerful way to improve customer relations. Its Priority scheme, which follows...
Marketing Society Awards for Excellence 2011: Digitally Led Marketing
WINNER Brand: Foster's Foster's was suffering from low brand affinity, which it had found was reducing consumer loyalty and brand preference among its core audience of 18- to 34-year-old men. The brand sought to remedy this by turning to comedy....
Marketing Society Awards for Excellence 2011: Ecommerce
WINNER Brand: LoveFilm Agency: MBA The launch of LoveFilm in 2004 shook up the DVD rental industry However, while customer numbers had continued to grow since, revenue per user was in decline. Previous acquisition activity had focused largely...
Marketing Society Awards for Excellence 2011: Employee Engagement
WINNER Brand: City & Guilds To evolve and strengthen the brand, City & Guilds asked its employees how they viewed the awards body, using the results to drive a new direction. Staff helped develop a fresh brand strategy, which placed...
Marketing Society Awards for Excellence 2011: Global Marketing
WINNER Brand: Costa Agency: Meteorite Marketing In 2008, Costa set itself the ambitious target of becoming the world's challenger coffee-shop brand, second only to Starbucks, by the end of 2010. To achieve this, it devised an international...
Marketing Society Awards for Excellence 2011: Grand Prix
WINNER Brand: Yeo Valley Organic Agency: Bartle Bogle Hegarty 'Born out of genuine insight with stunning results - head and shoulders above the rest,' was The Marketing Society Awards for Excellence judges' verdict on Yeo Valley, which has been...
Marketing Society Awards for Excellence 2011: Leading-Edge Thinking
WINNER Brand: Depaul UK's iHobo Agency: Publicis London The Marketing Society Awards for Excellence judges have the power to bestow an additional prize for leading-edge thinking to a marketing concept that has demonstrated exceptional originality...
Marketing Society Awards for Excellence 2011: Long-Term Marketing Excellence
WINNER Brand: O2 Agency: VCCP O2's 'customer-first' attitude has helped the brand consistently innovate since its launch nearly a decade ago, and it has become a major player in the competitive mobile-phone-network market. Since its transformation...
Marketing Society Awards for Excellence 2011: Marketer of the Year
WINNER Craig Inglis, Director of Marketing, John Lewis The Marketing Society Marketer of the year award is an opportunity for the wider marketing community to vote for the individual they feel deserves recognition for their achievements over...
Marketing Society Awards for Excellence 2011: Marketing Communications
WINNER Brand: Yeo Valley Organic Agency: Bartle Bogle Hegarty 'Sensational' was the word judges used to describe the Yeo Valley marketing activity, which made the organic dairy brand the runaway winner in this category. The buzz generated...
Marketing Society Awards for Excellence 2011: Marketing for Sustainable Consumption
WINNER Brand: Barclays Cycle Hire Agency: M&C Saatchi Transport for London's (TfL) Barclays Cycle Hire scheme has quickly made its mark on London, with the branded blue 'Boris Bikes' now a familiar sight on the streets of the capital....
Marketing Society Awards for Excellence 2011: Marketing on a Shoestring
WINNER Brand: Depaul UK's iHobo Agency: Publicis London In a sector in which big-budget TV campaigns are not uncommon, Depaul UK, a charity supporting homeless young people, faced a major challenge: how to create cut-though in a saturated...
Marketing Society Awards for Excellence 2011: Marketing Organisation
WINNER Brand: British Gas Agency: Effective Brands Operating in a highly competitive environment, British Gas recognised that marketing had an important role to play in helping the organisation with what it has described as a journey 'back...
Marketing Society Awards for Excellence 2011: Mobile Marketing
WINNER Brand: Absolute Radio According to research conducted by Absolute Radio, its audience tends to comprise tech-savvy smartphone users. So, when the station wanted to build awareness and trial of its football and music offering, Rock 'N'...
Marketing Society Awards for Excellence 2011: New Brand
WINNER Brand: Giffgaff Agency: Albion Giffgaff, a SIM-only mobile network based on fairness and mutuality, was born in late 2009 and grew quickly from a set of principles sketched out on the back of a napkin to a fully operational business....
Marketing Society Awards for Excellence 2011: Not-for-Profit Marketing
WINNER Brand: Depaul UK's iHobo Agency: Publicis London Depaul UK is one of the biggest charities for young homeless people in the UK. Since its launch in 1989, it has helped more than 50,000 people with accommodation, family mediation, training...
Marketing Society Awards for Excellence 2011: SME Marketing
WINNER Brand: Directski.com Agency: Karmarama Challenger brand Directski.com's competitive prices and no-nonsense tone of voice had already won over plenty of cash-strapped skiers since launching in 2000. However, last year it decided to...
Marketing Society Awards for Excellence 2011: Sponsor's Statement - Celebrate Team Spirit
SUZI WILLIAMS - BT GROUP MARKETING AND BRAND DIRECTOR As many of you will know, BT is a proud partner of the London 2012 Olympic and Paralympic Games. It's hard not to be inspired by the BT ambassadors and athletes who we're working with. These...
Marketing Society Awards for Excellence 2011: Young Marketer of the Year
WINNER Rebecca Brock, Brand Controller, Homebase When Rebecca Brock joined Homebase as brand controller in 2009, it was facing significant challenges. Overshadowed by major competitor B&Q, it was being overlooked by consumers who perceived...