For over four decades, The Marketing Society Awards have illuminated marketing's true power - delivering measurable impact that transforms businesses, builds iconic brands and shapes communities. In today's fragmented media landscape and challenging economic climate, this recognition has never been more vital.
Beyond the Bottom Line: Marketing as a Growth Engine
"Marketing teams create brilliant work that literally can change lives, break stereotypes, grow businesses, and change customer behaviour," explains NatWest CMO Margaret Jobling. This multifaceted impact repositions marketing not as a cost centre but as what industry leaders increasingly recognise as an "investment powerhouse."
Our distinguished judges seek evidence of this transformative potential when they're assessing Awards entries. Peter Markey, previous CMO of Boots, looks specifically for campaigns that have "shifted the dial for businesses and helped them win in new and exciting ways." In an era where every marketing pound faces unprecedented scrutiny, demonstrating concrete business outcomes - not just creative excellence - has become essential.
Shaping Culture, Not Just Commerce
Marketing's influence extends far beyond commercial success. Formula E's CMO Ellie Norman articulates this broader vision: "Marketing presents the opportunity to have a profound impact on the world. It's not just about selling stuff and fuelling economic growth - it shapes our culture, perceptions, desires, and values. It drives innovation, progress, and contributes to social good."
Sabah Naqushbandi, MD of The Outnet, echoes this sentiment, noting that marketers wield "the power to do more than just drive business growth" through their unique ability to "inform, educate and influence society" - key qualities she evaluates when reviewing award entries.
The Responsibility That Comes With Influence
This power to shape society carries significant accountability. As Haleon's Global CMO Tamara Rogers emphasises: "We are behaviour change experts, and that comes with huge responsibility to do the right thing - to understand a need and to help satisfy that need for the better." This perspective positions marketers as architects of both business growth and societal progress.
Why Awards Matter More Than Ever
As businesses navigate the delicate balance between profit and purpose, marketing's role has never been more crucial. As marketers we bridge the gap between commercial objectives and societal needs, driving sustainable growth while fostering positive change.
Four decades of The Marketing Society Awards winners have provided increasingly compelling evidence of marketing's holistic impact - building brands, driving revenue, shaping culture, influencing behaviour, and contributing to society.
In Tamara Rogers' powerful words: “The work we do in marketing matters. We are behaviour change experts and that comes with huge responsibility to do the right thing - to understand a need and to help satisfy that need for the better.
"We can, with the right work, make a significant difference. The right work is not the easy work and I'm proud to be a judge, a position of privilege, asked to review the results from the blood, sweat and tears put in by talented people, to recognise where that has resulted in meaningful outcomes, worthy of celebration!”
Amen to that.
If you haven't entered The Marketing Society's Global Awards for 2026 yet - there is still time. Download the entry kit here.
