Source and Credit: Baz london

The 39th Marketing Society Awards Shortlist 2024

Drum roll please…

After a fantastic judging day, where our esteemed group of judges debated and cogitated the vast selection of entries received at HQ, we can now reveal our eagerly awaited shortlist for The Marketing Society Awards 2024. 

Join us on 10 July 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. 

 

Category Brand Agency
     
BRAND COMMUNICATION (LARGE - £15M PLUS)    
Lidl: When the Challenger becomes a British Staple Lidl GB Accenture Song
The power of proof: How elevating improvements breathed new life into the world's best-known public transport brand Transport for London Wavemaker, VCCP
A most unusual marketing story. Hendrick's Gin 2000 - 2004 Hendrick's Gin William Grant & Sons
     
INNOVATION    
Connected B2B Data: Industrialising client-centricity at scale EY  
Perfect pours, At Yours - How Guinness changed the way we drink at home Guinness Diageo  
     
CUSTOMER ENGAGEMENT AND LOYALTY    
Club Avanti  Avanti West Coast  
Sky VIP Festive Campaign 2023 Sky   
HSBC Empathy Programme The Foundation  
     
BRAND COMMUNICATION (MEDIUM £5M - £15M)    
Road to a million: How Smarty hit record growth by challenging marketing malarkey  SMARTY The Gate London
The real cost of beauty is greater than you think Dove Ogilvy UK
Making easyJet easy to think of and easy to buy easyjet  
Bupa – This Is Health Bupa MullenLowe
     
BRAND PURPOSE    
The real cost of beauty is greater than you think Dove  Ogilvy UK
Help that really helps: how Barclays made money work through media during the cost of living crisis Barclays BBH
     
BEST BRAND TEAM    

Making Very sparkle again

Very The Gate London

From motors to meteors: How we reinvented the AA for a new age of driving

The AA The Gate London

Savills – Time to rethink real estate

Savills  
Revitalizing Jameson: A Journey to Relevance in the UK Jameson UK Pernod Ricard UK
Aviva Group Brand and Sponsorship Team: Making Brand Click AVIVA  
Sky Sports and Cinema Marketing Team Sky UK  
     
BUSINESS TO BUSINESS (SMALL & MEDIUM - UNDER £15M)    
TeamViewer x Manchester United x Mercedes AMG Petronas F1: A lesson in emotion-led B2B marketing TeamViewer We Are Fearless
Fight or Flight for Roland DG - 50 Shades of Ginger Roland Fight or Flight
Focus Group. Let’s Connect. Let’s Grow. Focus Group  addmustard
The Power 2 Open Their World: how we fixed eyes by going through the heart Vabysmo BBH
How BT gave the UK’s businesses confidence in their freedom to take their work, wherever they work BT EssenceMediacomX
Rediscovering the joy of digital - with the help of an 8ft bear IAB UK NOW, december19
     
CAMPAIGN OF THE YEAR 2023    
The Bravery Behind The Brows McDonald's Leo Burnett
New EE - The Most Sophisticated Campaign Ever  EE EssenceMediacomX
From motors to meteors: How we reinvented the AA for a new age of driving The AA The Gate London
From Forgotten to Front of Mind: The Power of ITV’s Storytelling ITV  
The real cost of beauty is greater than you think Dove Ogilvy UK
MAAATE – The word that changed the conversation Mayor of London Ogilvy UK
     
BEST EXPERIMENTAL & CONTENT CREATION    
Westfield x Social Element Westfield x Social Element Social Element
The Walk to the Well – Telling An Old Story In A New Way Just a Drop VCCP
Seeing - and Doing - things differently to get back to GREATness Cabinet Office Pablo, Unlimited
TfL Spark New Trips: Encouraging Londoners to swap their sofa for the Circle Line or the Superloop Transport For London Wavemaker, VCCP
EE Gamestore-Gameday and Capture The Store Activations EE EssenceMediacomX
     
NOT FOR PROFIT MARKETING    
The British Army: Bridging a 300+ year-old generational gap Capita x The British Army Accenture Song
MAAATE – The word that changed the conversation Mayor of London Ogilvy UK
British Red Cross: Making Our Mark British Red Cross VCCP, Girl&Bear, Havas Media
Cancer won't be the last thing that f*cks me: Sparking change for women with cancer Girl Vs. Cancer BBH
The NHS Care Label NHS England 23RED
Fine Cell Work. The power of purpose marketing: A charity that reduces prisoner reoffending rates by 96%. Fine Cell Work  addmustard
     
SUCCESSFUL & EFFECTIVE PARTNERSHIPS    
Lights, Cameras, Collaboration: Multiplying The Effect Of Screen Tourism Tourism Ireland Publicis London, OMD
Collaborating for connection: Getting Priority back to the top Virgin Media O2 TMSW
The Big 180: A winning treble for Prostate Cancer UK, darts fans and Paddy Power Paddy Power BBH
Channel 4 & Spotify - Streamland Channel 4  
Sky and Guild Esports - Powering the Pros Sky  
Building confidence and inclusion with Cannes Lions

Cannes Lions

The Unmistakables
     
CREATIVE USE OF MEDIA    
Lidl: Unleashing the power of Lidl’s hidden halo to unlock brand growth Lidl GB Accenture Song
How We Reignited Guinness in Great Britain Guinness Born Social
Out of the Box. Into British Popular Culture. Warner Bros. Discovery UK&I PHD Media
Elizabeth line Terminal 5: The World’s Smallest Global Advertising Campaign Transport For London Wavemaker, VCCP
How a little scary story outperformed the biggest new news Alton Towers Resort TBWA\MCR
How O2 elevated the Love Island fan experience without giving customers the ick Virgin Media O2 VCCP, MG OMD
     
MARKETING FOR POSITIVE CHANGE    
MAAATE – The word that changed the conversation Mayor of London Ogilvy UK
The real cost of beauty is greater than you think Dove  Ogilvy UK
How Vanish Elevated Its Brand Purpose To Shift Misconceptions About Autism Vanish (Reckitt) Havas
Empowering Generations: The Global Impact of The Education Revolution University of the People  
Second Hand Style Up Vinted / Channel 4 / Mindshare UK Mind Share World
Barbie launches first ever Barbie Fashionistas doll with Down’s syndrome with British model & disability advocate Ellie Goldstein Barbie Mattel
Sky - No Room For Abuse in Gaming Sky  
     
EFFECTIVE USE OF INSIGHT AND DATA    
The Flamingo Effect: How ruffling some feathers brought the Sparkle back to Very Very  The Gate London
From motors to meteors: How we reinvented the AA for a new age of driving The AA The Gate London
How seeing people behind the data took Smarty from start up to scale up   SMARTY The Gate London
How behavioural science and a stalking duck persuaded the unpersuadable Keep Britain Tidy VCCP, Cowry Consulting
How TfL harnessed the power of ‘Double Empathy’ to get drivers thinking differently about their speed. Transport for London Wavemaker, VCCP
Cult NPD - Reigniting brand love for NYX NYX / L'Oréal Codec
     
BRAND COMMUNICATION (SMALL UNDER £5M)    
The Power of Friendship: How BeSci helped Philadelphia fight back against Supermarket Own Brands in Tough Economic Times Philadelphia Ogilvy UK
A postcard from the very best of marketing Merlin Entertainments Creature London
British Red Cross: Making Our Mark British Red Cross VCCP, Girl&Bear, Havas Media
For Classier Beer, Follow the Bear: Reviving Hofmeister, and bringing George the Bear back to his former glory Hofmesiter BBH
Everything changes but you(th): How Tango got back into explosive growth by recognising not everything changes with the times Tango VCCP, M/Six & Partners, Ebiquity
Broadening Audiences With Beavers Woodsman Whisky (Whyte & Mackay) Mr President
     
CREATIVE STRATEGY    
The Bravery Behind The Brows McDonald's Leo Burnett
The Flamingo Effect: How ruffling some feathers brought the Sparkle back to Very Very The Gate London
From motors to meteors: How we reinvented the AA for a new age of driving The AA The Gate London
Making easyJet easy to think of and easy to buy easyjet  
How We Held Up A Mirror To Autistic Girl's Clothes Stories Vanish (Reckitt) Havas
Flora Plant B+tter - Challenging the norm Pablo London Pablo 
From cutting prices to cutting the crap: How Smarty hit record growth challenging marketing malarkey SMARTY The Gate London
     
BRAND EVOLUTION    
Lidl: When the Challenger becomes a British Staple Lidl GB Accenture Song
The real cost of beauty is greater than you think Dove Ogilvy UK
Evolving against the odds: How Guinness supercharged growth in a time of crisis Guinness AMV BBDO
Just One Word Cadbury VCCP

Out with the New, In with the Old: How Müller Turned the Corner

Müller UK & Ireland VCCP
A most unusual marketing story. Hendrick’s Gin 2000-2024 Hendrick's Gin William Grant & Sons
P&O Ferries: There Is Another Way P&O Ferries Publicis London, Starcom
     
EMPLOYEE ENGAGEMENT & EXPERIENCE    
The Bacardi Way of Growth: Empowering Primos to Reignite Marketing Bacardi Limited Accenture Song
Immersing our most powerful brand ambassadors AVIVA Aviva
HSBC CARE The Foundation  
Winning Customers’ Trust Everyday - Global Brand All Hands 2023 Vodafone Group Vodafone
     
FINANCE DIRECTORS PRIZE    
Kantar, Marketing for Positive Change with Nurofen - Closing the Gender Pay Gap Nurofen Kantar
Lidl: When the Challenger becomes a British Staple Lidl GB Accenture Song
Making easyJet easy to think of and easy to buy easyjet easyjet
The Bravery Behind The Brows McDonald's Leo Burnett UK
The real cost of beauty is greater than you think Dove Ogilvy UK
The Power of Friendship: How BeSci helped Philadelphia fight back against Supermarket Own Brands in Tough Economic Times Philadelphia Ogilvy UK
Out of the Box. Into British Popular Culture. Warner Bros. Discovery UK&I PHD
P&O Ferries: There Is Another Way P&O Ferries Publicis London, Starcom
From cutting prices to cutting the crap: How Smarty hit record growth challenging marketing malarkey SMARTY The Gate London
From motors to meteors: How we reinvented the AA for a new age of driving The AA The Gate London
Just One Word Cadbury VCCP
The Walk to the Well – Telling An Old Story In A New Way Just a Drop VCCP
     
MOST INSPIRATIONAL STORY    
How We Reignited Guinness in Great Britain Guinness Born Social
Fight or Flight for Roland DG - 50 Shades of Ginger Roland Fight or Flight
Just One Word Cadbury VCCP
How Vanish Elevated Its Brand Purpose To Shift Misconceptions About Autism Vanish (Reckitt) Havas
From Forgotten to Front of Mind: The Power of ITV’s Storytelling ITV  
MAAATE – The word that changed the conversation Mayor of London Ogilvy UK
Empowering Generations: The Global Impact of The Education Revolution University of the People  
A most unusual marketing story. Hendrick’s Gin 2000-2024 Hendrick's Gin William Grant & Sons
     

*Our award for Best Agency Team will be announced on the night.

 

In its 39th year our Awards are consistently cited at the ones that set the standard for marketing excellence across the board. They provide valuable evidence and ammunition for the marketing industry to demonstrate how best-practice marketing builds brands and drives business growth.

So now you know the shortlist, you’ll surely want to be amongst the first to discover the winners at our glittering Awards ceremony on 10 July at City Central, HAC, London.

 

Next year we celebrate 40 years of The Marketing Society Awards - register your interest now and we’ll be in touch when we launch.

 

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