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 VMLY&R/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LinkedIn Makes Work Work for Women How We Shed Outdated Perceptions to Improve Work for Women & Build Brand Equity LinkedIn VCCP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 VMLY&R/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 VMLY&R/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 IPA 10X (Ogilvy UK, VCCP, Forever Beta, Antler Social, Smithfield, Saved By Robots, Tigerbond, Wildstorm PR, The Fourth Angel)
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
Loyalty from the inside 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 IPA 10X (Ogilvy UK, VCCP, Forever Beta, Antler Social, Smithfield, Saved By Robots, Tigerbond, Wildstorm PR, The Fourth Angel)
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 & Strava 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
#LooksLikeGuinness 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

 

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