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Marketing Leader of the Year 2017

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Awards shortlist – 2016

To see the 2017 shortlist, head here.

CONNECTING WITH CUSTOMERS

Customer Insight
Avios – This time it’s personal (Agency: 101 London)
Direct Line – The Fixer
EDF Energy – Normalising nuclear energy
Pot Noodle – Success doesn’t come on a plate (Agency: Lucky Generals)
Telefónica O2 – Personalisation
Trinity Mirror – Trinity Mirror’s Modal Britain, the new modern mass market

Building Customer Relationships
B&Q – The power of loyalty through change
Shell Driver’s Club/Clubsmart (Agency: Wunderman UK)
Stagecoach Group – Stagecoach: building a world-class travel platform (Agency: Rufus Leonard)
Telefónica O2 – Pro-active resign
Wyevale Garden Centres – The Garden Club (Agency: WDMP)
Wagamama –  Building customer relationships the Japanese way: How continuous improvement helped step change wagamama’s performance (Agency: 101 London)

COMMUNICATING BRILLIANTLY

Effective Marketing Communications
Curry’s PC World – Spare the act (Agency: AMVBBDO)
Direct Line – The Fixer
The Electoral Commission (Agency: MullenLowe London)
McDonald’s Overnight – McDonald’s (Agency: Leo Burnett London)
M&S Food – Adventures in growth (Agency: RKCR/Y&R)
NHS Blood and Transplant – Missing type (Agency: Engine)

Marketing on a Shoestring
Amnesty International – How Amnesty International took on the UK Government, and won (Agency: VCCP)
Microloan Foundation – Reimagining the value exchange (Agency: MullenLowe London)
MOBO – Tackling diversity on a shoestring (Agency: AMVBBDO)

Branded Content
Absolut Vodka – Silverpoint for Absolut Vodka (Agency: Somethin’ Else)
BT Sport – The new home of the UEFA Champion’s League (Agency: AMVBBDO)
Game – Why building a content brand is better than creating branded content (Agency: 101 London)
Green Flag – Harnessing branded content to shake up the breakdown assistance industry
Pepsi Max – Making Pepsi Max the choice of a new generation once again (Agency: AMVBBDO)
Sainsbury’s – Christmas is for sharing (Agency: AMVBBDO)
WGSN – WGSN influence strategy

Brand Activation
EasyJet – Engaging a generation (Agency: VCCP)
John Lewis – Man on the moon (Agency: adam&eveDDB)
Lotto – Activating the nation’s game (Agency: AMVBBDO)
McDonald’s – McDonald’s Happy Readers (Agency: The Marketing Store)
Sainsbury’s – Christmas is for sharing (Agency: AMVBBDO)
Telefónica O2 – How O2 won the rugby cup (Agency: VCCP)


MOBILISING THE ORGANISATION

Employee Engagement
Barclays – The Barclays Brand Agent Programme (Agency: Redwood)
OxfordSM – Becoming a truly values-led organisation (Agency: OxfordSM)
RBS – How we were determined to make a difference (Agency: The Team Brand Communication Consultants)
Telefónica O2 – Rally Cry

Building Marketing Capabilities
Britvic – WOWme – Britvic way of working for marketing excellence
Direct Line – Transforming a team and a business
M&S – An adventure in building marketing capabilities (Agency: Brand Learning)
NEXTGEN – Squared Online developed with Google: The NEXTGEN story (Agency: Squared Online)
Seafish – Using marketing excellence to hook in success
Smart Energy GB – Creating a best in class marketing department from scratch (Agency: AMVBBDO)


MAKING A DIFFERENCE

Cause-Related Marketing
Aviva – Aviva community fund
John Lewis and Age UK (Agency: adam&eveDDB)
Sainsbury’s – Christmas is for sharing (Agency: AMVBBDO)
Telefónica O2 – GoThinkBig
Waterstones and Oxfam – Buy books for Syria

Not for Profit Marketing
NHS Blood and Transplant – Bleed for England (Agency: Pablo)
The Prince’s Trust – Learn the hard way (Agency: CHI&Partners)
Refuge – #givethemrefuge (Agency: BBH)
The Royal British Legion – How the Royal British Legion used Live On to fuse remembrance and recovery (Agency: RKCR/Y&R)
Sport England – This Girl Can (Agency: FBC Inferno)


BUILDING POWERFUL BRANDS

New Brand
Change please – A new coffee brand to tackle homelessness (Agency: FCB Inferno)
Qazaq Air (Agency: The Gate London)
Smart Energy GB – A smart new brand for Britain’s smart meter rollout (Agency: AMVBBDO)
Vitality Health Insurance – Energising insurance (Agency: Big Eyes London)

Brand Extension
Hive and British Gas (Agency: CHI&Partners)
John Lewis Insurance (Agency: adam&eveDDB)
McDonald’s – McDonald’s Overnight (Agency: Leo Burnett London)
Müllerlight Goodies – Müllerlight
Volvo LifePaint – “…or by…” How two little words sparked a revolutionary campaign (Agency: Grey London)
Weetabix – Weetabix on the go

Brand Revitalisation
Direct Line – The Fixer
Lotto – Revitalising the nation’s game (Agency: AMVBBDO)
Orangina – Shaking up Orangina, awakening an icon (Agency: Grey)
Pot Noodle – Success doesn’t come on a plate (Agency: Lucky Generals)
The Royal British Legion- How the Royal British Legion used Live On to fuse remembrance and recovery (Agency: RKCR/Y&R)
Stork – Rising to the occasion (Agency: Unilever BCS)

Global Marketing
P&G Always – #Likeagirl (Agency: Leo Burnett London)
5 Gum – Truth or dare (Agency: Energy BBDO)
AIG – AIG and The All Blacks (Agency: Octagon)
McDonald’s – McDonald’s Happy Studio (Agency: R/GA London)
Snickers – Thinking like an entertainment franchise (Agency: AMVBBDO)
 
Business to Business Marketing
Accenture – Creating a disruptive digital platform to showcase the best of Accenture
HM Government – Exporting is GREAT (Agency: Engine)
Heineken – Heineken’s ‘our shout’ (Agency: whynot!)
Royal Mail – Mailmen (Agency: Chemistry)
Thunderhead – The Thunderhead: kicking up a storm across the unadventurous software landscape

Long Term Marketing Excellence
Department of Transport – How think! Thought differently (Agency: AMVBBDO)
Guinness – Made of more (Agency: AMVBBDO)
Mothercare – My local Mothercare (Agency: RAPP)
Sensodyne – How marketing created a billion-dollar brand (Agency: Grey London)
Telefónica O2 – Long Term Marketing Excellence: O2 (Agency: VCCP)
Trelleborg – Measurable marketing quality (Agency: STEIN IAS)

Purpose Beyond Profit
P&G Always – #Likeagirl (Agency: Leo Burnett London)
Sainsbury’s – Christmas is for sharing (Agency: AMVBBDO)
Telefónica O2 – GoThinkBig
Volvo LifePaint – “…or by…” How two little words sparked a revolutionary campaign (Agency: Grey London)