Excellence Awards 2018: winners and highly commended
Our Excellence Awards have been going since 1985, with one of the first winners being Sir James Espey.
And Marketing Society Global Ambassador, Hugh Burkitt, spoke to him back in 2015, on the 30-year anniversary of our awards. Watch their chat.
Anyway, the point we're trying to make is that our awards have history and heritage.
So we don't use the term lightly, but the winners really do represent excellence - a gold standard of bold and brave marketing.
This year, Bodyform was awarded the prestigious Grand Prix prize and Mark Evans, marketing director at Direct Line Group was crowned the 2018 Marketing Society Marketing Leader of the Year in association with Campaign. Skittles took the new `Bravest Brand’ award.
The judges, chaired by Marketing Society president, Diageo’s Syl Saller awarded the Grand Prix to Bodyform because of its courageous and powerful campaign tackling the taboo subject of how periods are presented in advertising - normalising periods and empowering women in the process.
Members of The Marketing Society and readers of Campaign voted Mark Evans our Marketing Leader of the Year because of the truly ground-breaking campaigns launched under his tenure including, Fleetlights Legacy and Smart Crossings both of which demonstrate a convention-defying, approach to marketing.
Our chief exec, Gemma Greaves, said, “our members and readers of Campaign have spoken and chosen Mark Evans from an impressive shortlist of marketing leaders - and about time too. As well as his outstanding work at Direct Line (which speaks for itself), Mark’s passion for change, notably his work championing neurodiversity, is an inspiration to us all and highlights the human side of marketing - something very close to my heart.
“I’m also delighted to recognise the rising talent of Hannah Pain - our 2018 Young Marketing Leader of the Year. Hannah is an impressive individual. We were looking for somebody who combined brave leadership with business results, someone with the X-Factor. It was an incredibly tough competition, but Hannah had the edge over other candidates. She’s a formidable leader and role model- I’m certain we’ll hear a lot about her in the future.
“For the first time we included a prize for the `Bravest Brand’ and the judges awarded this to Skittles for their courage in handing over their rainbow logo to the L-G-B-T community during Pride month, with the message, ‘Only one rainbow matters’ ...while their own branding and product went monochrome.”
Now enough from us, below is what you came here for, the winning and highly commended entries.
Enjoy, and congratulations to all those that made the shortlist, as well as the winners and highly commended.
|National Safety Council: Stopping Everyday Killers||Winner||Brand activation||National Safety Council||Energy BBDO|
|Skittles - Breaking Conventions with Pride||Highly Commended||Brand activation||Skittles||adamandeveDDB|
|From boutiques to grocers: How Godiva democratised luxury||Winner||Brand extension||Godiva||The&Partnership|
|Oops||Highly Commended||Brand extension||O2||VCCP|
|How Beano became the new social currency for a new generation||Winner||Brand revitalisation||Beano Studios||Red Brick Road|
|Direct Line’s ‘Fixer’ brand reboot||Highly Commended||Brand revitalisation||Direct Line Group|
|The Story of Hostelworld's Unexpected Guests||Highly Commended||Branded content||Hostelworld||Lucky Generals|
|Domino's Recovery Channel||Highly Commended||Branded content||Domino's||VCCP|
|Skittles - Breaking Conventions with Pride||Winner||Bravest Brand (Brand activation)||Skittles||adamandeveDDB|
|IAG Cargo FWD.Rewards||Winner||Building customer relationships||IAG Cargo||BBH London|
|#BetterQuestions||Winner||Business-to-business marketing||Team EY||Ogilvy & Mather|
|HSBC Belt and Road Initiative||Highly Commended||Business-to-business marketing||HSBC||Grey London|
|From promotion to emotion: Landlord legends||Highly Commended||Business-to-business marketing||BT Sport Business||AMVBBDO|
|When The Fun Stops, Stop||Winner||Customer insight||The Senet Group||The Corner London|
|Shotgun by Direct Line: Understanding young drivers to save lives||Highly Commended||Customer insight||Direct Line Group|
|Tested in Life to help you get it right||Winner||Employee engagement||Currys PC World||AMVBBDO|
|TUI Rebrand - The Internal Communications Challenge||Highly Commended||Employee engagement||TUI|
|International Volunteering Week 2017: Re-engaging our people with social & environmental action||Highly Commended||Employee engagement||O2|
|Toyota Hybrid: Not A Moment To Lose||Winner||Global brand marketing||Toyota||The&Partnership|
|Changing The World’s Oral Health By Thinking Outside The Box||Highly Commended||Global brand marketing||Corsodyl, GlaxoSmithKline|
|This is what happens when Whores and Pimps become marketers||Winner||Grand Prix (Purpose driven brands)||Bodyform/Libresse (Essity)||AMVBBDO|
|Myths, misinformation and McDonald's - how fortune favours the brave||Winner||Long-term marketing excellence||McDonald's||Leo Burnett|
|Monkey Shoulder||Highly Commended||Long-term marketing excellence||William Grant & Sons||ACA Live|
|This is what happens when Whores and Pimps become marketers||Winner||Marketing communications||Bodyform/Libresse (Essity)||AMVBBDO|
|One small act. One big outcome.||Highly Commended||Marketing communications||Time to Change||Ogilvy|
|Making Yorkshire Tea Proper Successful||Highly Commended||Marketing communications||Yorkshire Tea||Lucky Generals|
|Everybody can save a life, Scottish Government - Organ Donation||Winner||Not-for-profit marketing||Healthier Scotland, Scottish Government||The Leith Agency|
|National Safety Council: Stopping Everyday Killers||Highly Commended||Not-for-profit marketing||National Safety Council||Energy BBDO|
|Girlguiding - Know Your Place Campaign||Highly Commended||Not-for-profit marketing||Girlguiding||J. Walter Thompson|
|Project Guardian||Winner||Partnering for good||Mayor of London, Metropolitan Police, British Transport Police, City of London Police||VCCP|
|This is what happens when Whores and Pimps become marketers||Winner||Purpose driven brands||Bodyform/Libresse (Essity)||AMVBBDO|
|A Beacon of light in the dark||Highly Commended||Purpose driven brands||Guinness||AMVBBDO|
|Karma Club||Winner||Selling on a shoestring||Karma Group||Bamboo|
|KFC - Filthy results at dirt cheap prices||Highly Commended||Selling on a shoestring||KFC Group||BBH London|
Hit play to go behind the scenes and find out what the judges were looking for from this years' entries.