TMS Awards

The 38th Marketing Society Awards Shortlist 2023

This year's shortlist is below, ordered by category, then brand.

Please note: People and Grand Prix Award Winners are not included in this list, as they will be announced on the night.

Join us on 28 June to find out the winners and celebrate the best in marketing excellence, brand leadership and personal achievement across our industry.

Congratulations to all those shortlisted and thank you to our team of judges for their dedication to our Awards. You can also see it visually here.

    Brand Agency
BRAND COMMUNICATION (LARGE - £15M PLUS)      
How The National Lottery Stole Christmas   Camelot Adam&Eve DDB/Dentsu
ITVX Launch Campaign   ITV  
Confused.com - Brand Communication (Large: £15m plus)   Confused.com  
       
BRAND COMMUNICATION (MEDIUM - £5M TO £15M)      
The Lil Jif Project   Jif Zenith
#LooksLikeGuinness    Guinness AMVBBDO
How Dove Influenced Toxic Influencers   Dove Ogilvy UK
Capita, for the British Army   Capita, for the British Army Accenture Song
Boots Christmas - From Afterthought to No.1 Gifting Destination   Boots  WPP/ThePharm
Virgin Atlantic See The World Differently   Virgin Atlantic Lucky Generals
       
BRAND COMMUNICATION (SMALL - UNDER £5M)      
LinkedIn Makes Work Work for Women How We Shed Outdated Perceptions to Improve Work for Women & Build Brand Equity   LinkedIn VCCP
Chilling Crime, Creepy Crawlies and Crapping Yourself: How Merlin confronted fear at the scariest time of the year to drive record volume against the odds.   Merlin Entertainments Creature and Wavemaker
DECLAN RICE x MÜLLER RICE How the underdog tactically outplayed the opposition   Müller Rice VCCP
DUREX - Safe sex is no laughing matter   Durex Zenith Romania
MOWI salmon - good for you, good for the planet and good for business   MOWI salmon UK  
Red Tractor Brand Campaign   Red Tractor  
       
BRAND EVOLUTION      
Getting customers Lovin’ it again, And keeping them Lovin’ it. No matter what.   McDonalds Leo Burnett
Boots - Evolving a ‘local chemist’ back into a national treasure   Boots  WPP/ThePharm
ITVX and our wider brand evolution   ITV  
Making mobile more supermarket   Tesco Mobile BBH
Airband Broadband. How a small brand successfully took on some very big brands, by sticking to what it believes in, and having the courage to promise something better.   Airband The Corner
All the small things: How we evolved the creative strategy behind the John Lewis Christmas campaign to create the most talked about campaign of the year   John Lewis adam&eveDDB
How Dove Influenced Toxic Influencers   Dove Ogilvy UK
       
BRAND PURPOSE      
From advertiser to activist: The O2 Christmas Sim Card   Virgin Media O2 VCCP
#periodsomnia   Bodyform/Libresse AMVBBDO
#lastlonelymenopause   Tena AMVBBDO
How Dove Influenced Toxic Influencers   Dove Ogilvy UK
Boots x Menopause - Real Change Comes from Within   Boots WPP/ThePharm
Scottish Widows: Sharing the facts on International Women's Day   Scottish Widows adamandeve ddb
       
BUSINESS TO BUSINESS (LARGE BUDGET £15m +)      
How Sage turned accountancy software from business-to-business to human-to-human   Sage VCCP
The $0.5 billion engine - Growing a channel from the ground up   Verizon The Marketing Practice
       
BEST AGENCY TEAM      
Standard Life Hybrid Creative Services     LOOP Agencies
WeAreFearless
 
    WeAreFearless
VCCP Stoke Academy: a JFDI approach to tackling the creative industry’s diversity problem     VCCP
       
BEST BRAND TEAM      
The team behind ITVX   ITV  
Camelot: Performance against a backdrop of uncertainty   Camelot/The National Lottery  
Boots Marketing - from living off the brand’s past to writing its own history   Boots  
       
CAMPAIGN OF THE YEAR 2022      
Have a Word: Turning bystanders into women’s allies against male violence in London   Mayor of London Ogilvy UK
Virgin Atlantic - See The World Differently   Virgin Atlantic Lucky Generals
How Dove Influenced Toxic Influencers   Dove Ogilvy UK
The launch of ITVX   ITV  
       
CREATIVE USE OF MEDIA      
DUREX - Safe sex is no laughing matter   Durex Zenith Romania
Infecting the Nation with The Last of Us   Sky  

Together This Ramadan: How Tesco Stood In Solidarity With An Underrepresented Community

  Tesco BBH
Macmillan's Pursuit of Relevance: Whatever It Takes   Macmillan Cancer Support Wonderhood Studios
       
CUSTOMER ENGAGEMENT & EXPERIENCE      
Rise Fast, Work Young: Getting the next generation of talent into Hospitality.   Hospitality Rising Ogilvy UK
KFC Rewards Arcade   KFC RAPP
Whiskas   Whiskas AMVBBDO
       
EFFECTIVE & IMPACTFUL STRATEGY      
Yorkshire Tea - Long-term brand building done proper   Yorkshire Tea Lucky Generals
Implementing great creative strategy with Cadbury   Cadbury Kantar
Capita, for the British Army - Effective & Impactful Strategy   Capita, for the British Army Accenture Song
Have a Word: Turning bystanders into women’s allies against male violence in London   Mayor of London Ogilvy UK
DUREX - Safe sex is no laughing matter   Durex Zenith Romania
The National Lottery Brand Strategy: If it wasn’t broke, why did we fix it?   Camelot/The National Lottery Adam&Eve DDB/Dentsu
       
EFFECTIVE USE OF INSIGHT AND DATA      
How Dove Influenced Toxic Influencers   Dove Ogilvy UK
KPI Store Reports   IKEA RAPP
ITVX and a multimethodology data approach   ITV  
Philips and Kantar: Understanding search data to connect Philips with their target audience   Philips Kantar
Imodium   Imodium AMVBBDO
       
EMPLOYEE ENGAGEMENT & EXPERIENCE      
Sky Marketing Excellence Programme   Sky Marketing Excellence Programme Sky UK
Vodafone Group Brand All Hands 2022   Vodafone  
       
INNOVATION      
STOP WEEPING ON THE SOFA, START GIFTING WITH A POSTER   Cadbury VCCP
Listen and Book: easyJet x spotify   easyJet VCCP
       
MARKETING FOR POSITIVE CHANGE      
#WeThe15: The story of the biggest human rights movement for persons with disabilities in history   International Paralympic Committee adam&eveDDB
Nature Calls: Wiping Out Wet Wipes for Scottish Water   Scottish Water Always Be Content
Virgin Atlantic - See The World Differently   Virgin Atlantic Lucky Generals
How Dove Influenced Toxic Influencers   Dove Ogilvy UK
FINGERS CAN SAY A LOT How and why Cadbury Fingers encouraged the nation to learn some British Sign Language   Cadbury Dairy Milk Fingers VCCP
Have a Word: Turning bystanders into women’s allies against male violence in London   Mayor of London Ogilvy UK
       
NOT FOR PROFIT MARKETING      
Nature Calls: Wiping Out Wet Wipes for Scottish Water   Scottish Water Always Be Content
The Last Photo: Changing the Face of Suicide Awareness   Campaign Against Living Miserably adamandeve ddb
Have a Word: Turning bystanders into women’s allies against male violence in London   Mayor of London Ogilvy UK

WeThe15: The story of the biggest human rights movement for persons with disabilities in history

  International Paralympic Committee adam&eveDDB
Rise Fast, Work Young: Getting the next generation of talent into Hospitality   Hospitality Rising Ogilvy UK
Capita, for the British Army - Not for Profit Marketing   Capita, for the British Army Accenture Song
       
SUCCESSFUL & EFFECTIVE PARTNERSHIPS      
Make Your Comeback   Sport England - This Girl Can 23red
How a newcomer rewrote the rulebook of Mediterranean-style lagers   Madri Havas London
DECLAN RICE x MÜLLER RICE IT JUST MADE SENSE. How we made the most unlikely of partnerships, feel so painstakingly logical.   Müller Rice VCCP
       
JUDGES CHOICE: CFO PRIZE      
STOP WEEPING ON THE SOFA, START GIFTING WITH A POSTER   Cadbury VCCP
Capita, for the British Army - Not for Profit Marketing   Capita, for the British Army Accenture Song
Diageo Guinness   Guinness AMVBBDO
From advertiser to activist: The O2 Christmas Sim Card   Virgin Media O2 VCCP
Getting customers Lovin’ it again, And keeping them Lovin’ it. No matter what.   McDonalds Leo Burnett
How Sage turned accountancy software from business-to-business to human-to-human   Sage VCCP
How The National Lottery Stole Christmas   Camelot/The National Lottery Adam&Eve DDB/Dentsu
KPI Store Reports   IKEA RAPP
Nature Calls: Wiping Out Wet Wipes for Scottish Water   Scottish Water Always Be Content
The launch of ITVX   ITV  
       
JUDGES CHOICE: MOST INSPIRATIONAL STORY      
Have a Word: Turning bystanders into women’s allies against male violence in London   Mayor of London Ogilvy UK
#lastlonelymenopause   Tena AMVBBDO
The Last Photo: Changing the Face of Suicide Awareness   Campaign Against Living Miserably adamandeve ddb
How Dove Influenced Toxic Influencers   Dove Ogilvy UK
The team behind ITVX   ITV ITV
DUREX - Safe sex is no laughing matter   Durex Zenith Romania
#WeThe15: The story of the biggest human rights movement for persons with disabilities in history   International Paralympic Committee adam&eveDDB
Getting customers Lovin’ it again, And keeping them Lovin’ it. No matter what.   McDonalds Leo Burnett