Magazine article Marketing

Brand of the Year: Procter & Gamble's Olympic Investment Was Rewarded by Its Peers for Setting the Highest Benchmark

Magazine article Marketing

Brand of the Year: Procter & Gamble's Olympic Investment Was Rewarded by Its Peers for Setting the Highest Benchmark

Article excerpt

Olympics sponsor brands dominated this year's Marketing Society Brand of the Year Awards, with Procter & Gamble winning a live vote on the night to hold off fellow Games sponsors EDF, BT and Sainsbury's.

Guests at the event, held in London's Roundhouse venue, chose from a shortlist of five brands, which was completed by easyJet. The five had been whittled down from a list of 20 brands voted for by Marketing readers and Marketing Society members.

P&G's win confirmed the success of the decision by the owner of brands from Dove to Oral-B to go down the corporate advertising route for the first time in the UK. Its Olympics programme, 'Proud sponsor of mums', provided a marketing platform that enabled P&G to promote brands such as Pampers, Aerial, Fairy and Crest on the back of its sponsorship.

Roisin Donnelly, P&G UK and Ireland corporate marketing director, said the company was proud to have beaten such tough competition in an 'incredible year for marketing in the UK'.

'We only launched the corporate brand a year ago in the UK. Before that there was very low awareness, so it has been a huge success to be brand of the year,' she said. 'London 2012 was a test and we've learned a lot about what works and what doesn't. 'Proud sponsor of mums' was a really great insight that was relevant to consumers and it was an amazing advertising campaign full of emotion.'

Hugh Burkitt, Marketing Society chairman, said the Olympics had been a golden opportunity for brands. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.