Aviva received the most nominations in the shortlist. The insurance giant was cited in five different categories, including ‘Global Marketing’ for its ‘You are the Big Picture’ outdoor campaign by Abbot Mead Vickers BBDO. McDonald’s, Waitrose, PepsiCo and the London Metropolitan Police each received three nominations. There were two nominations each for the BBC, Arla Foods, Barclaycard, DePaul UK, Fujitsu, O2 and Sainsbury’s.

The single most shortlisted campaign in the 2011 awards was the London Met ‘whodunnit’ Facebook video entitled ‘Who killed Deon?’. It was designed to raise awareness amongst teenagers about a legal process that allows groups of people to be prosecuted for murder. The 2011 judging panel was chaired by Weetabix chief executive Ken Wood.

“This year we saw a very high standard of entries with a strong emphasis on getting value for money from every marketing pound spent. It seems that a tougher economy and closer scrutiny of marketing spend by brands have led to the bar being raised on both effectiveness and creativity,”

Marketing Society chief executive, Hugh Burkitt.

The Awards Shortlist

New Brand

• Barclaycard Freedom – Bringing Freedom to life
• Giffgaff – The Birth of Community Led Mobile
• KFC – Crushing on Krushems: A KFC Love Story
• Raconteur Media – Revitalizing publishing for the 21st century
• Santander – A New Brand in Financial Services: A Phenomenal Success Story

Brand Extension

• Burton’s Foods – Cadbury Biscuits
• McDonald’s Restaurants – McDonald’s Full Bean Coffee
• Weetabix Food Company – Chocolate Weetabix

Customer Relationship Marketing

• Barclaycard Freedom – Bespoke customer targeting
• British Airways – Permission to Market
• O2 – Priority: From Sponsorship to Loyalty
• Sainsbury’s – Customer Relationship Marketing

Customer Insight

• BSkyB – Broadband Happily Ever After
• Mitchells and Butlers – Why It Pays to Listen
• Radio Advertising Bureau – Radio: The Online Multiplier
• Standard Life – How Research Helped Standard Life Make Pensions Palatable

Brand Revitalisation

• Arla Foods – Anchor Butter – Made by Cows
• Britvic Soft Drinks – Fruit Shoot: From Running on Empty to Full of Juice
• Capital One – Taking Credit in a Crisis
• First Milk Cheese Company – Standing Out From the Herd
• Lafarge Cement UK – Mastercrete

Marketing Communications

• Arla Foods – Anchor Squirty Cream – every Dessert Deserves a Squirt
• John Lewis – Breathing new life into ‘Never Knowingly Undersold’
• The London Metropolitan Police – Who Killed Deon?
• Waitrose – A Recipe for Success
• Yeo Valley – Live in Harmony

Marketing on a Shoestring

• Charlie Bigham’s – Fancy a Two-some?
• Depaul UK – iHobo: Need a New Donor Base? There’s an App for That
• Rachel’s Dairy – Made with love
• The London Metropolitan Police – Who Killed Deon?

Digitally Led Marketing

• Heineken UK – Foster’s – Putting Foster’s on Everyone’s Lips
• Lloyds Banking Group – Using data to deliver measurable impact
• Pepsico Doritos – King of Ads
• Pepsico Doritos – Late Night
• Skittles – Detonate the Rainbow
• Talk Talk – Brightstar Studio

Mobile Marketing

• Absolute Radio – Absolute Radio Rock ‘n’ Roll Football Apple iAd Marketing Campaign
• Churchill Insurance – Home and motor quotes via your mobile
• IBM – Seer 2.0 @ The Wimbledon Championships
• Nokia – Dad’s Cab Mobile App
• Waitrose – Waitrose Christmas Application

E-commerce

• Aviva – No one recognizes you like Aviva
• Golden Charter – Redesign of www.goldencharter.co.uk
• LoveFilm – 4Play: How product reposition reignited growth for LOVEFILM
• Marks & Spencer – M&S TV
• Premier Inn – A Truly ‘Premier’ Brand Experience

360° Marketing

• BBC – The BBC’s 2010 General Election Campaign
• Cadbury, Kraft Foods – Cadbury Spots V Stripes: a Social Idea for London 2012
• Coca Cola – Schweppes & Diageo: Together for a better summer
• McDonald’s – 2010 Easy Win Monopoly
• Pepsico Walkers – Walking the walk:How Walkers proved they can make any sandwich for exciting

Employee Engagement

• Aviva – Aviva Customer Cup
• City & Guilds – Rebuilding the Brand From the Inside Out
• Haygarth – Palm Sales Apprentice
• Hays – Recruiting, Experts Worldwide
• The Midcounties Co-operative – Midcounties ‘D.O.E.S’ Business
• The Phoenix Group (excluding Ignis) – Taking the bull by the horns

Marketing Organisation

• Aviva – Making a Difference With Marketing
• British Gas – Segmentation into Action
• Fujitsu UK & Ireland Region – Building a world class team
• Innocent Drinks: Fresh Start
• SAB Miller – Marketing Spend Effectiveness Programme

Marketing for Sustainable Consumption

• Fiat Group Automotive – Fiat eco:Drive
• Kraft Foods – How Kenco Used Sustainability to be more Sustainable
• Transport for London – How Transport for London’s Launch of Barclays Cycle Hire has encouraged Sustainable Travel Behaviour
• Unilever

Cause Related Marketing

• First Direct – Cause Related Marketing
• PizzaExpress + Oxfam – Fighting Poverty, One Goat at a Time
• The Edrington Group – The Black Grouse & RSPB Partnership: Saving One of the UK’s Rarest Birds From Extinction

Global Marketing

• Aviva – You Are the Big Picture
• Cisco and Yahoo! – The World Interviews David Beckham
• Costa – Becoming the world’s challenger coffee-chain
• Honda Motor Europe – Honda CR-Z
• Nokia – Nokia Maps

Not-for-Profit Marketing

• BBC – The BBC’s 2010 General Election Campaign
• British Heart Foundation – The Angina Monologues
• Depaul UK – iHobo: Need a New Donor Base? There’s an App for That
• NSPCC – How U Feelin?
• The London Metropolitan Police – Who Killed Deon?

Long Term Marketing Excellence

• HSBC – The World’s Local Bank – How a Consistently Applied Brand Idea Created the World’s Strongest Financial Brand
• McDonald’s Restaurants – How Marketing got Britain Lovin’ It Once Again
• Nintendo – Conquering the Blue Ocean
• O2 – The Journey From Ailing BT Cellnet to the UK’s Biggest Mobile Brand
• Sainsbury’s – Marketing at the Helm
• Waitrose – 10 Years of Waitrose Marketing

B2B Marketing

• Aviva – You Are the Big Picture
• Barclaycard – Barclaycard SME Payment Acceptance Programme
• CBS Outdoor – The London Long Copy Challenge
• Fujitsu UK & Ireland Region – Building a world class marketing team
• iShares – Targeting professional investors

SME Marketing

• Directski.com – Starting the Affordable Ski Revolution
• DeviliShh Desserts – a deviliShhly good tale of new brand development