Expanding the `Guru' experience
In 2009 O2 launched Gurus, in-store tech experts offering free, impartial advice. They had no sales
2013 highly commended: O2 Guru, Content Marketing - case study
Case studies
2013 Highly Commended: RSA, Marketing Leadership - case study
In 2011, it became clear that RSA’s marketing structure (with a large Group Corporate Centre Marketing function) was not delivering
2013 highly commended: British Gas, Long Term Marketing Excellence - case study
In 1986, following privatisation, British Gas was pronounced Britain’s most popular brand. Twenty years later it was just another energy
2013 highly commended: Just Eat, Brand Activation - case study
“Don’t Cook JUST EAT”
This is the story of how a small challenger brand took the bold decision to grow
2013 highly commended: Mondelez Philadephia/Cadbury, Brand Extension - case study
Revolutionising cheese
This submission shows how Philadelphia revolutionised the cheese aisle with a brand extension that not only built on
2012: Thorntons, Teamwork Award - Case Study
Business objectives:
1. Creating wonder and raising awareness of the Thorntons brand amongst new and lapsed customers, reestablishing Thorntons relevancy
2012: ASOS, Mobile Marketing - Case Study - Highly commended
Executive summary
ASOS Savvy Sunday was our flagship campaign for the Christmas period, building momentum and excitement within our busiest
2012: Dr. Pepper, Gamification for salesification - Case Study
This paper shows how broadcast effects can be achieved by digitally led campaigns.
It shows how social media can be
2012: FreestyleXtreme, Process to Profit - Case study
Executive Summary
This paper shows how the skilful nurturing of a community, combined with a series of technical process improvements
2012: Headway, Marketing on a Shoestring - Case Study
Introduction & Summary
When a cycle helmet saved James Cracknell’s life, getting other cyclists to wear helmets became his biggest
2011: Depaul UK, Marketing on a Shoestring - Case Study
A small charity which helps disadvantaged young people used a clever phone app to form strong bonds with an elusive
2012: Lafarge Cement, sustainable consumption - Case Study
Executive Summary
Lafarge is the market‐leader in cement manufacturer and holds top‐ranking positions in aggregates and concrete.
Whilst cement
2012: Kraft Kenco, Brand Extension - Case Study
Executive Summary
This submission shows how Kenco revolutionised the coffee aisle with a brand extension that not only built on
2012: O2, Long-term Marketing Excellence - Case Study
O2’s ‘customer first’ strategy and innovative marketing has made it a major player...
2012: McDonald’s, Organising for Good Marketing - Case Study
A far-reaching and innovative programme had a major impact on employees’ confidence and motivation and banished outdated perceptions of jobs
2012: Aviva, Cause Related Winner - Case Study
Street to School
Aviva’s global Street to School programme recognises that every child living or working on the
2012: Skipton, Customer Relationship Winner - Case Study
Customer Relationship Marketing
Skipton Financial Services Limited
Executive Summary
Investing your money is typically a long-term commitment
2012: The Independent, i Newspaper Launch - Case Study
SUMMARY
Despite the newspaper market’s widely reported decline, The Independent held an unshakable belief in consumer desire for quality print
2012 winner: John Lewis, E-Commerce - Case Study
This paper sets out some of the leading and fundamental e-commerce decisions John Lewis has taken...
2012: Kraft Kenco, Brand Extension - Case Study
This submission shows how Kenco revolutionised the coffee aisle with a brand extension that not only built on Kenco’s credentials
2012: Asos, Social Media - Case Study - Highly Commended
Executive Summary: To publicise its Summer Sale and reward its social media base, ASOS created the digital equivalent of people