In 2010, Unilever CEO Paul Polman introduced the Unilever Sustainable Living Plan, declaring ‘embedding sustainability into our business is a top priority’.

Christmas 2014, some may say the most brutal grocery retail battle for over a decade. For Sainsbury’s, delivering incremental revenue growth from new areas beyond grocery would be vital. And with an unlikely - yet spectacular - performance in novelty knitwear, they managed to do just that.

Critical to the commercial success of BT Sport was the need to break into the pubs and clubs market, who unlike consumers had to pay for the service. 

This awards entry tells the story of British Gas’ journey to take charge of the UK connected homes market, launching a new brand called Hive, by British Gas.

As market leader of edible cat treats in the USA, it is imperative that Mars’ Temptations relentlessly grow the category (no mean feat we’ll think you’ll agree).

In 2011, the outlook for banks was bleak, fuelled by the fall-out from the financial crisis. Santander needed to breakthrough and challenge the power of the big four.

Insurance has traditionally been a low engagement sector offering a transactional experience. Often the insurer and customer only interact at purchase, renewal and claim – with no contact between these points.

This was not just a communications brief for the agency, but a brief to find an ethical idea that would genuinely revitalise the brand. An idea with severe restrictions, namely that the source of production, the production process, packaging and distribution could not change.

In 2014, the BBC’s news services reached 265 million people per week around the world, but their ambition is for the BBC overall to reach 500 million. BBC Worldwide were set with the challenge of leveraging their huge portfolio of non-news genres to help achieve this.

The objective was to deliver a market-leading Christmas campaign for John Lewis. Put another way, this paper unwraps a whole new level of campaign integration and activation, never seen before by any retailer in the UK. As a result it sets the benchmark for all brands whose marketing programmes aim for emotional engagement, multi-touchpoint activation, social sharing, PR generation, and above all commercial success.